Core Insights - The trend in the domestic retail e-commerce market over the past five years shows a decline in the emphasis on large discount promotional events like "shopping festivals" [1][4] - Despite predictions of the decline of e-commerce shopping festivals, this year's Double 11 has shown a resurgence with extended event durations and increased promotional activities [2][6] E-commerce Market Trends - Major platforms have simplified their promotional strategies, with a rise in "official discount coupons" that allow consumers to receive discounts without needing to meet minimum purchase requirements [2][3] - The frequency of "stage reports" from e-commerce platforms during Double 11 has increased, indicating a heightened focus on the event compared to previous years [3][4] Event Duration and Participation - The total duration of Double 11 events has been extended across major platforms, with durations ranging from 30 to 36 days, compared to previous years [5] - Pre-sale periods for Double 11 have started earlier than last year, indicating a shift in promotional strategies [5] Cultural and Competitive Dynamics - The revival of large-scale Double 11 events, including the return of promotional gala events, suggests a renewed competitive spirit among major e-commerce platforms [6] - The phenomenon of "return to past practices" in the e-commerce sector raises questions about whether these changes are temporary or indicative of a new normal [6]