"双十一"购物节，已然成为中国消费者年度"血拼"盛宴。 近年来，"双十一"开启时间愈发提前。今年，京东于10月9日启动，比去年提前5天；抖音衔接中秋大 促，周期长达57天；天猫10月15日启动，周期达31天。 "双十一"的战线为何不断拉长？ 平台纷纷调整促销策略，一方面延长大促周期，分段激发消费；另一方面着力提升稳定性与保障力度， 优化消费体验。 记者注意到，2025年"双十一"期间，电商平台将"官方直降""一件立减"等置于界面显眼位置，让优惠更 简洁直接；针对消费者"即时享有"的需求，平台大促还联动即时零售，比如淘宝闪购首次参与"双十 一"，推出外卖五折，并将更多品类接入"小时达""半日达"。 2025年"双十一"期间淘宝闪购界面。淘宝APP截图 一些平台还纳入AI辅助工具。例如，淘宝搜索栏右侧设有"AI万能搜"，能按近期检索与购物偏好，一键 生成含文字商品、视频图片的专属购物清单；京东则在App16.0版本中搭载"爱购"智能搜索推荐功能， 用户口述需求，就能精准匹配所需商品。 李鸣涛表示，AI工具的大规模应用会进一步简化消费者的选择成本，提升购物体验，其个性化服务也 将有助于提高商品的销售转化率。 消费者 ...

Core Insights - The "Double Eleven" shopping festival is starting earlier each year, with platforms like JD.com and Tmall launching promotions significantly ahead of the traditional date, reflecting a shift in consumer behavior and marketing strategies [2][10][11] Consumer Behavior Changes - Consumers are increasingly viewing "Double Eleven" with a sense of normalcy, leading to a more distributed purchasing approach rather than concentrating demand on a single day [2][10] - Complicated promotional strategies and logistical challenges during the shopping festival have caused some consumers to opt out of participating [2][10] Platform Strategies - E-commerce platforms are extending the promotional period to stimulate consumption in phases and enhance consumer experience [2][10] - AI tools are being integrated into shopping experiences to simplify choices and improve sales conversion rates [3][5] Merchant Perspectives - Larger merchants benefit from the extended period by reducing inventory pressure and improving stock turnover rates, while smaller merchants face challenges due to rising customer acquisition costs and competition [7][9] - The effectiveness of the "Double Eleven" promotions is perceived to be diminishing for some merchants, as competition intensifies and consumer attention becomes fragmented [7][10] Logistics and Operational Efficiency - The extended shopping period alleviates logistics pressures, allowing for better distribution of orders and improved consumer experience [9][10] Market Dynamics - Despite the proliferation of various promotional events, "Double Eleven" remains a critical sales period for e-commerce platforms, with significant user engagement and transaction growth reported in previous years [10][11] - The competition among platforms is intensifying, with market shares becoming more differentiated, as evidenced by the sales figures from major players [10][11] Evolution of "Double Eleven" - The significance of "Double Eleven" is evolving from a mere sales event to a broader indicator of e-commerce innovation and operational efficiency [12]