Core Insights - The online travel industry is gearing up for a highly competitive Double Eleven shopping festival, with platforms like Fliggy and Ctrip leading the charge [1][4][5] - Fliggy has shown significant growth, with a 48% increase in GMV during the recent National Day holiday, raising expectations for its performance during Double Eleven [4][11] - The competition is intensifying, with various players including Meituan, Tongcheng, Douyin Life Services, and JD Travel also vying for market share [5][11] Group 1: Market Dynamics - The current market environment has led to a heightened sense of urgency among travel merchants, who view Double Eleven as a critical opportunity to boost sales after a lackluster summer season [8][10] - Many brands are adopting aggressive pricing strategies, with some referring to their prices as "lifesaving prices" rather than promotional prices [9][10] - The competition between Fliggy and Ctrip is particularly fierce, as both platforms aim to secure exclusive deals and attract high-value customers [5][11] Group 2: Consumer Behavior - Consumers are becoming more strategic in their purchasing decisions, often waiting for the best deals during major sales events like Double Eleven [14][22] - There is a notable trend of consumers being patient and waiting for discounts, indicating a shift in purchasing behavior towards more calculated spending [21][24] - The demand for travel products remains strong, with many consumers actively looking for deals, even if they do not have specific travel plans in mind [18][24] Group 3: Strategic Implications - The success of platforms during Double Eleven will depend on their ability to effectively manage supply chains and collaborate with merchants [5][12] - Companies are increasingly planning their product offerings well in advance of the sales event, indicating a shift towards more strategic marketing approaches [11][23] - The interplay between platforms and merchants is crucial, as both parties must align their strategies to maximize sales during the promotional period [22][24]

Core Insights - The online travel industry is gearing up for a highly competitive Double Eleven shopping festival, with major players like Fliggy and Ctrip intensifying their strategies to capture market share [1][7][13] - Fliggy is under significant pressure to perform well this year, especially after its integration with Taobao, and has already seen a 48% increase in GMV during the National Day holiday [2][3][13] - Ctrip is also taking a more aggressive approach this year, indicating a shift in its strategy compared to previous years, as it aims to capitalize on the Double Eleven event [3][4][13] Industry Dynamics - The competition among platforms has reached a new peak, with Fliggy and Ctrip as the main contenders, while other players like Meituan, Tongcheng, Douyin Life Services, and JD Travel are also vying for a share of the market [7][10] - For merchants, participating in Double Eleven is seen as a crucial opportunity to gain visibility and drive sales, akin to how physical stores prepare for the Christmas season [8][9] - The current market environment has created a necessity for platforms and merchants to engage in aggressive pricing strategies, with many brands referring to their pricing as "rescue prices" to recover from previous losses [12][13] Consumer Behavior - Despite concerns about consumer spending, there is evidence that demand remains strong, with many consumers waiting for the right moment to make purchases during the Double Eleven sales [17][21] - Consumers are increasingly making early decisions about their travel plans, with many already bookmarking deals in anticipation of the sales [21][22] - The emotional aspect of marketing plays a significant role, as consumers are accustomed to waiting for the best deals, indicating that the right product at the right price will still attract buyers [21][22]