Core Insights - This year's "Double 11" shopping festival has started earlier than in previous years, with JD.com beginning promotions on October 9, resulting in the longest "Double 11" period ever, extending by 5 days compared to last year [1] - The shopping landscape has changed significantly, with platforms shifting focus from acquiring new users to retaining existing ones as the market nears saturation with nearly 1 billion online shoppers [6][8] Group 1: Simplification of Rules - E-commerce platforms are simplifying their promotional rules to enhance user experience, with Tmall and Taobao introducing "official discounts" and JD.com adding "official direct discounts" alongside traditional promotions [8][10] - The shift reflects a broader understanding that consumers now prefer straightforward and transparent value propositions rather than complex discount structures [10][12] Group 2: Instant Retail Revolution - Instant retail is emerging as a key competitive advantage, aiming to eliminate long delivery times and meet consumer needs immediately, transforming the traditional supply chain model [14][16] - Companies like Alibaba and JD.com are investing in infrastructure to support rapid delivery, with AI systems predicting consumer needs based on various data points [17][19] Group 3: Global Expansion - E-commerce giants are also focusing on global expansion, with Alibaba launching a "Taobao Outbound" initiative to facilitate international sales for domestic merchants, simplifying logistics and payment processes [23][25] - This strategy allows brands to operate in a dual market, catering to both traditional e-commerce and instant retail demands [25][27] Group 4: Consumer Behavior Changes - Consumers are adapting to a mixed shopping strategy, categorizing purchases into immediate needs and planned purchases, reflecting a shift in shopping behavior [27][29] - The overarching goal for companies is to deliver products and services in the most efficient and hassle-free manner possible, which will determine future success in the market [29]