Core Insights - The significance of the "Double 12" shopping festival is being redefined as it faces challenges in consumer engagement and competition with "Double 11" [1][3] - E-commerce platforms are adopting a more subdued approach to "Double 12," focusing on gradual promotions rather than aggressive marketing [3][5] - Content platforms like Douyin and Kuaishou are integrating "Double 12" into a broader "Year-End Carnival," shifting the focus from a single promotional event to a longer engagement period [5][9] E-commerce Platforms' Strategies - Major platforms such as Taobao and JD.com have started "Double 12" quietly, without extensive advertising, creating a low-pressure shopping environment [3][4] - Pinduoduo continues to emphasize its competitive pricing strategy rather than focusing on specific promotional events, maintaining a consistent value proposition [3][4] - The approach of content platforms contrasts sharply, as they aim to create a continuous shopping atmosphere rather than a singular event, thereby reducing the urgency associated with traditional sales [5][9] Consumer Behavior and Market Trends - Consumers are exhibiting a shift from impulsive buying to more deliberate purchasing decisions, seeking tailored solutions rather than responding to promotional pressure [1][3] - The "Double 12" festival is seen as a necessary anchor in the year-end shopping cycle, catering to ongoing consumer needs that arise after "Double 11" [10][14] - The festival serves as a critical period for merchants to clear inventory and meet year-end sales targets, highlighting its practical importance in the retail calendar [10][14] Future of "Double 12" - The festival's role is evolving from a peak sales event to a stabilizing force in the e-commerce landscape, ensuring continuous engagement and managing consumer expectations [14] - As promotional events become more commonplace, "Double 12" is positioned as a key transitional point in the annual sales cycle, helping to maintain platform activity and brand visibility [14] - The overall market is experiencing a slowdown in growth, making the steady presence of "Double 12" more relevant as a reliable sales milestone [14]