Core Insights - The "Double Eleven" shopping festival is experiencing a significant decline in excitement and engagement from both consumers and influencers, indicating a potential shift in the commercial landscape [1][12][25] - Major influencers like Li Jiaqi and Dong Yuhui are showing signs of fatigue and reduced enthusiasm, which reflects a broader trend of declining interest in traditional promotional tactics [3][6][10][12] - Consumers are increasingly skeptical about the actual savings during the festival, leading to a perception that the event is no longer worth the effort [21][24][25] Group 1: Influencer Dynamics - Influencers are feeling the pressure, with Li Jiaqi expressing frustration over the demands of constant engagement and the lack of genuine excitement in his promotions [3][6] - The competitive landscape among influencers has shifted, with Dong Yuhui appearing less engaged and focusing on local product promotions rather than traditional sales tactics [7][8] - Many influencers are struggling to innovate their content, leading to a sense of stagnation in the market [10][12] Group 2: Consumer Sentiment - Consumers are increasingly aware that "Double Eleven" may not offer the best prices, leading to a trend of cautious spending and a focus on essential purchases rather than impulse buys [17][21] - The complexity of promotional strategies, such as multi-layered discounts, is causing frustration among consumers, who feel overwhelmed by the effort required to achieve savings [18][24] - There is a growing sentiment that the festival's original purpose of providing value has been lost, with many consumers feeling "betrayed" by misleading pricing strategies [21][25] Group 3: Platform Strategies - E-commerce platforms are adapting their strategies to reduce reliance on top influencers, focusing instead on brand-led live streaming and diversified content [13][14] - The shift towards "interest e-commerce" and brand self-broadcasting is gaining traction, indicating a move away from traditional influencer-driven sales models [14][26] - The extended duration of the festival, now spanning several weeks, is seen as beneficial for brands that prefer a more sustainable approach to sales rather than a single-day rush [15][16]