Core Insights - The Trade Desk (TTD) highlights a shift in consumer behavior for the 2025 holiday shopping season, emphasizing earlier preparation, increased rational consumption awareness, and more complex decision-making processes across multiple platforms and touchpoints [1][2] Group 1: Brand Strategy - For "going abroad" brands, product positioning and market strategy in Q4 are crucial, moving away from solely relying on discounts to focusing on conveying core product value and establishing emotional connections with consumers [1] - TTD advises brands to extend their brand-building cycle throughout the year rather than intensifying brand messaging only in Q4, as established brands begin value communication as early as April or May [2] Group 2: Market Diversification - There is a notable increase in inquiries targeting markets outside the U.S., such as Europe and Asia-Pacific, indicating that "going abroad" companies are actively pursuing diversified strategies to mitigate risks and enhance stability during the shopping season [2] Group 3: Industry Perspective - The industry must recognize the importance of brand value to move away from low-price competition, enabling excellent "going abroad" brands to achieve reasonable returns and pursue sustainable, healthy development [3]