Core Insights - The necessity of the Double Eleven shopping festival is affirmed by industry leaders, viewing it as a significant commercial milestone despite the rise of live commerce and other sales channels [1][2] - Data from major platforms like Tmall, JD, and Douyin indicates strong sales performance during the event, with Tmall reporting over 80 brands achieving sales exceeding 100 million yuan and JD seeing over 5.2 million brands with sales up over 300% year-on-year [1][2] - The focus of Double Eleven has shifted from merely achieving high GMV to fostering long-term brand growth and customer loyalty, reflecting a more strategic approach to sales [2][9] Sales Performance - Tmall's opening night saw 80 brands surpassing 100 million yuan in sales, with 30,000 brands doubling their sales figures [1] - JD's promotions from October 9 to October 20 reported over 5.2 million brands with sales growth exceeding 300%, and over 3,300 categories experiencing doubled sales [1] - Douyin reported over 41,000 merchants achieving a 500% year-on-year sales increase through live streaming, with the number of merchants surpassing 100 million yuan in sales increasing by 900% [1] Changing Dynamics - The Double Eleven event is evolving from a chaotic sales frenzy to a more measured approach, with brands focusing on sustainable growth rather than just short-term sales spikes [2][3] - Consumers are showing fatigue towards complex discount mechanisms, leading platforms to adopt simpler pricing strategies such as direct discounts and no-threshold coupons [3][4] - The emphasis is now on customer lifetime value (LTV) rather than just GMV, indicating a shift in how platforms measure success [4] Brand Strategy - Brands are increasingly relying on their own live streaming channels rather than depending solely on top influencers, with significant growth in self-broadcasting sales [6][7] - The rise of brand self-broadcasting is supported by platforms offering tools and training, allowing over 200,000 small and medium-sized businesses to grow through self-broadcasting [7] - Successful marketing strategies during Double Eleven include leveraging celebrity endorsements and tailored promotions, leading to substantial sales increases for brands [8] Future Outlook - The Double Eleven festival is becoming a strategic node for brands to enhance their market presence and customer engagement throughout the year, rather than just a peak sales event [9] - The simplification of promotional mechanisms and the integration of instant retail are shifting the competitive landscape among platforms, focusing on ecosystem development rather than just promotional tactics [9]