Core Insights - The 2025 Double Eleven shopping festival has seen a shift in the role of the gala events, transitioning from a core sales driver to a platform for emotional connection as consumer behavior becomes more rational [1][15][16] Group 1: Event Design and Experience - Tmall's "Crazy Good Six Night" features an immersive 8-hour interactive entertainment experience, breaking traditional stage boundaries and creating a complete entertainment consumption scene [1][2] - JD's "11.11 Surprise Night" adopts a model of "one grand ceremony + two live streaming spaces," providing a full performance on the main stage while offering a backstage view to meet diverse audience needs [6][12] - The design differences between the two events reflect the content production capabilities and innovative thinking of their respective collaborating platforms [11][12] Group 2: Content and Engagement - Tmall's event incorporates a variety of engaging performances and interactive segments, creating a relaxed and enjoyable atmosphere for the audience [4][11] - JD's event, while featuring nostalgic themes and popular songs, lacks the same level of engagement and entertainment value, resulting in a less impactful experience [8][12] - Tmall's event achieved significant social media success, with over 200 million viewers and 813 trending topics on Weibo, while JD's event garnered 70 million views across platforms [11] Group 3: Market Trends and Implications - The effectiveness of gala events in driving direct consumer spending has diminished, as the shopping period has extended and consumer attention is fragmented across various entertainment options [15][16] - Both platforms are adapting their marketing strategies, with Tmall focusing on long-term content engagement and JD opting for quick, impactful campaigns [15][16] - The current gala events serve more as emotional outlets for consumers rather than direct sales drivers, indicating a shift in marketing strategies within the e-commerce industry [15][16]

以下文章来源于晚点LatePost ，作者晚点团队 晚点LatePost . 晚一点，好一点 作者：邱豪 管艺雯 来源： 晚点LatePost（ID： postlate ) 2016 年 11 月 9 日，29 万平方米的深圳大运中心，天猫双十一晚会的最后彩排紧锣密鼓展开， 一天后，科比·布莱恩特、贝克汉姆夫妇、托马斯·穆勒、OneRepublic、斯嘉丽·约翰逊、贝斯· 比厄、维秘超模等来自世界各地的国际明星就要在此同台。 按计划，北京时间当天下午 1 点，刚结束美国总统选举拉票的凯蒂 · 佩里将登上私人飞机，掐着 点落地深圳。她的团队已提前到达，现场配套的 "中国龙" 舞美已布置好，佩里将演唱三首歌曲 串烧，最后一曲是 Firework。Firework 被用在前一年美国 "超级碗" 中场秀，也将是四年后拜 登总统就职典礼的终场表演。 距离晚会只剩一天，工作人员突然接到通知，佩里来不了了，她支持的希拉里刚刚在美国总统大 选中败给了特朗普，佩里情绪崩溃，无法赴约表演。晴天霹雳，对佩里和猫晚工作人员都是。 原本严丝合缝的演出节目安排被打乱，将近十分钟的终场大秀没了，为弥补时长，原本节目单里 倒数第二个出场的马 ...