Core Insights - The major e-commerce platforms have initiated their "Double 11" promotional activities earlier this year, with a notable shift towards simplified promotional methods, allowing consumers to purchase directly without waiting for pre-sale periods [1][4][5] - The competition among platforms is evolving from "traffic harvesting" to "value creation," reflecting a change in consumer behavior towards more rational purchasing decisions [1][4][5] Simplified Promotional Methods - JD.com has launched its "Double 11" campaign starting from October 9, with a total duration of 37 days, offering direct discounts without the need for bundling purchases [2][4] - Other platforms, such as Douyin, have also adopted similar strategies, with their promotional activities starting from October 9 and lasting until November 11, emphasizing direct price reductions [2][3] - Tmall's approach is more conservative, beginning its activities on October 15, but still incorporates simplified discount methods, indicating a consensus in the industry towards less complex promotions [3][4] Shift in Consumer Behavior - The trend of earlier start times and simplified promotions reflects a keen understanding of changing consumer behaviors, with a growing focus on product value and price-performance ratios [3][4] - Consumers are increasingly favoring straightforward shopping experiences, moving away from complicated promotional rules and pre-sale waiting periods [3][4] New Requirements for Merchants - The simplified promotional methods impose new demands on merchants, requiring them to manage costs effectively while providing competitive pricing [4] - The shift towards direct and transparent promotions signifies a transition in platform competition from short-term sales spikes to sustainable value creation [4][5] Industry Maturity - As "Double 11" enters its 17th year, the e-commerce promotional landscape is maturing, with competition shifting from price wars to a focus on user experience, service quality, and supply chain efficiency [5] - Platforms that fail to adapt to the trend of simplified promotions risk losing market share and consumer recognition [5]