Core Insights - This year's Double 11, JD.com launched a systematic marketing strategy centered around short dramas, particularly through a collaboration with Kuaishou, featuring the series "Twelve Days" [2][12] - "Twelve Days" has successfully connected emotionally with users, enhancing JD.com's visibility during the shopping festival and reshaping expectations for brand-customized content [2][12] Group 1: Content and Engagement - The short drama "Twelve Days," led by actress Wang Zhen'er, explores themes relevant to modern marriage, such as mortgage pressure and parenting challenges, resonating with a wide audience [6][12] - The series achieved a peak single-episode viewership of 11.15 million, with the associated topic accumulating 240 million views on Kuaishou [6][12] - The narrative structure allows the protagonist to experience life from various perspectives, ultimately leading to personal growth and a deeper understanding of her relationships [12][15] Group 2: Marketing Strategy - The collaboration between Kuaishou and JD.com aims to create a "watch and buy" experience, effectively integrating content with consumer engagement during the Double 11 sales event [12][26] - The short dramas are designed to provide high-frequency touchpoints with target consumer groups, enhancing brand visibility and emotional connection [12][26] - The integration of brand elements within the storyline allows for a seamless transition from content consumption to purchasing decisions, exemplified by natural product placements within the narrative [29][31] Group 3: Industry Trends - Kuaishou's short dramas are evolving from mere entertainment to platforms that stimulate consumer purchasing behavior, reflecting a shift in content consumption habits [33][39] - The data indicates that Kuaishou's short drama daily active users have surpassed 300 million, highlighting a structural change in user engagement with content [33] - The partnership between Kuaishou and JD.com exemplifies a successful model of combining content and e-commerce, enhancing both parties' marketing capabilities and market influence [39][41]

当消费者已经习惯双11大促的周期是一个月甚至更久，就会忘记它曾经只有一天。即使加入了预售，至少在2020年之前，包括它的发起者阿里巴巴在内， 所有参与其中的电商平台及其背后的公司，都只统计11月11日当天的成交额。 天猫的官方微博，记录了每一年双11大促数据直播大屏最终定格的数字。它们连同那些以秒、分钟、小时划分的重要节点，被写进一条又一条快讯，经过 新闻客户端推送到用户眼前，让后者更加直观地感受到，他们的订单共同缔造了一桩多么大的生意。 如今，不再披露成交额的双11大促总是从10月开始。2025年，它和十一假期连在一起，从10月9日到11月14日——平台起点各有不同，但终点基本一致。 有赖于过去十几年的肌肉记忆，这场大戏拉开帷幕之前，可能出现的多数情节已经被平台、商家、用户牢记于心。不过，再熟悉的场景也仍然会翻出新的 花样，不可能让所有人满意。 满减还是立减，永远有人不满意 "今年双11，淘宝为什么没有满300减50了？"这是一位用户发在小红书上的疑问。评论区有多位用户表达了类似的感受："我也一直在等着呢，怎么还没有 啊！" 从满减到立减，是淘宝天猫在这个双11做出的改变之一。基于官方立减15%的玩法，参与 ...