Core Insights - The Double 11 shopping festival has evolved from a single promotional event into a sustainable consumption season, moving away from a price war to focus on emotional value and consumer engagement [1][4][40] Group 1: Evolution of Double 11 - After 17 years, Double 11 has transitioned from a promotional event to a symbol of consumer culture, with growth stabilizing and consumer perception diminishing [1] - The shift from a price-centric approach to a focus on emotional engagement reflects a need for brands to connect with consumers on a deeper level [4][40] Group 2: Consumer Engagement Strategies - Emotional content is becoming a key driver for consumer engagement, as brands seek to resonate with consumers' desires to be seen and discussed within their social circles [4][12] - Social media has become the primary channel for consumers to access content related to Double 11, with a penetration rate of 96.7% among users [6] Group 3: Content Types and Their Impact - Four main content types have emerged as significant for consumer engagement: knowledge-based, emotional, educational, and product recommendation content [6][31] - Knowledge content provides practical guidance, with 24.8% of users relying on it for decision-making, while emotional content appeals to 27.1% of users seeking emotional satisfaction [7][12] Group 4: Trends in Content Consumption - High-quality content from authoritative creators is highly valued, with 52.4% of users following expert advice and recommendations [8] - The trend towards entertainment in content delivery is evident, with live performances and interactive formats enhancing user engagement [16][20] Group 5: Emotional Value and Consumer Behavior - Emotional value is crucial for driving interaction and conversion, with 34.1% of users engaging with emotional content through likes and shares [35] - The integration of emotional resonance with practical content is essential for converting consumer interest into actual purchases [39][40]