文 | 化妆品报 欧圆圆 每年的11月11日，是中国电商平台与消费者共同奔赴的一场购物狂欢。 然而，随着消费习惯的变迁、平台竞争的加剧以及宏观经济环境的转变，双11已不再只是单纯的年度最强购物节，而转变为消费者对于平台机制的创新需 求、对于产品更具质价比的需求的综合性选择。尤其在天猫、京东、拼多多、抖音、小红书等多平台同台竞逐的当下，双11的意义除却销售数字本 身，"在哪个平台买、买什么、怎么买"等"选择"，更成为我们窥见中国消费脉搏与市场风向的一扇关键窗口。 10月20日晚8点，天猫双11正式开售。官方战报显示：开售首小时，80个品牌成交破亿，30516个品牌成交翻倍，均超去年开卖首日，18919个品牌首小时 成交即超去年全天。大牌盘踞榜单的格局虽未改变，但珀莱雅、薇诺娜、可复美、毛戈平等品牌的上榜足以佐证国货潮流的势头仍在。 | PROYA 暗蒙雅 Estee Lauder 雅诗兰堂 | SKINCEUTICALS 修丽可 | | --- | --- | | Lancome/兰蔻 4 | | | 巴黎欧莱雅 5 | | | LA MER/海蓝之谜 6 | | | ટK-II | | | Winona/薇诺 ...

Core Insights - This year's Double 11 shopping festival shows a stark contrast between the major e-commerce platforms and top livestream hosts, with platforms simplifying their promotional strategies while hosts adopt more complex and proactive approaches [1][2][20]. Group 1: E-commerce Platforms - Major e-commerce platforms have extended the promotional period but have simplified their strategies, focusing on direct discounts and reducing the complexity of promotions to enhance efficiency [1][2]. - The platforms are positioning themselves as the main stage for sales, with clearer rules and a focus on reducing decision-making costs for consumers [8][20]. Group 2: Livestream Hosts - Top livestream hosts, such as Li Jiaqi and Zhang Xiaohui, are taking the initiative by starting promotions ahead of the official festival dates, employing strategies like pre-sales and exclusive content to engage consumers [3][5][7]. - These hosts are redefining the promotional landscape by creating their own timelines and promotional strategies, effectively becoming the architects of their own sales events [8][21]. - The trend of "complexification" among hosts is evident, as they implement intricate strategies involving content creation, community engagement, and exclusive offers to build consumer loyalty [10][20]. Group 3: Consumer Engagement - Hosts are focusing on capturing consumer attention early, establishing a psychological advantage by engaging users before the platforms distribute traffic widely [8][21]. - The shift from being mere participants in platform-led promotions to defining their own promotional schedules indicates a significant evolution in the role of livestream hosts within the e-commerce ecosystem [21][24]. Group 4: Market Dynamics - The transformation of hosts from relying on platform traffic to owning private traffic through membership systems and community engagement reflects a broader shift in the e-commerce landscape [21][23]. - The future of Double 11 may evolve into a diverse consumer festival, with various hosts and brands offering unique experiences tailored to different consumer segments, moving away from a singular promotional event [23][24].

又是一年双11马拉松，只不过今年比以往来得更早一些。 自国庆假期一过，各平台的双11号角就悉数吹响。京东、抖音宣布 2025年"双11"从10月9日0点开卖，持续到11月11日 ； 小红书宣布其"双11"市集活动自 10月11日起举行 ；淘宝天猫则是宣布"双11"预售将于10月15日启动，相较于往年区别不大。 当战线再一次被提前且拉长，就连头部主播都"面露难色"。 图源：网络 10月7日，抖音带货主播"多余和毛毛姐"就发视频称尚在国庆假期时，自己和直播团队已经回来为双11上班忙碌，还幽默调侃"明年618过完，6月19号直接 开始双11，等11月11号结束了，干脆再延期两个月，要把人全部整疯"。只不过，吐槽归吐槽，"多余和毛毛姐"也同步在10月9日、11日开启了双11专场直 播，单场预估销售额在750万-2500万之间。 可见，哪怕是头部带货主播，都难逃双11的集体马拉松拉练。 李佳琦作为稳坐淘宝直播多年的一哥，亦是每年大促的风向标之一，在10月15日下午3点左右就早早出现在直播间，提醒大家来付首轮定金。淘宝直播数 据显示，该场直播一共持续了22个小时，上架了600个链接，至少有超40个链接显示售罄。 李佳琦直 ...