Core Insights - The 2025 "Double Eleven" shopping festival shows a significant increase in mobile shopping penetration and user engagement, indicating a shift towards a more mature consumer behavior in e-commerce [1][8][11]. Industry Insights - The active penetration rate of the mobile shopping industry reached 87.5% in October 2025, a 0.6% increase from the previous year [8]. - The content interaction volume during "Double Eleven" experienced explosive growth, reaching 1.12 times the peak of the 618 shopping festival [1]. - The logistics sector saw a year-on-year increase of 8% in collection volume and 6.6% in delivery volume during the promotional period [1]. - Major e-commerce platforms like Taobao, Tmall, JD.com, and Pinduoduo saw daily active user growth on "Double Eleven," with Taobao reaching 508 million users, a 4.2% increase year-on-year [23]. Platform Strategies - E-commerce platforms are shifting from "traffic dividends" to "retention operations," focusing on deepening user engagement and simplifying promotional rules [6][27]. - The overlap of users among Taobao, Pinduoduo, and JD.com exceeded 50 million, marking a 19.9% year-on-year increase [2]. - Platforms are utilizing diverse marketing strategies, including media advertising, content preheating, and brand collaborations to attract users [2][36]. User Behavior - The user base is expanding to include more male, middle-aged, and lower-tier market consumers, with notable growth in users over 41 years old on Taobao [1][2]. - The competition for users is intensifying, with platforms like Douyin and Xiaohongshu attracting younger demographics, while comprehensive e-commerce platforms are focusing on retaining existing users [2][46]. Brand Marketing - Brands are adjusting their marketing strategies to focus on conversion, with significant differences in marketing rhythms across industries [50]. - The beauty and personal care sector continues to rely heavily on hard advertising, while the food and beverage sector balances hard and soft advertising for effective marketing [57][61]. - The home appliance industry is increasingly investing in hard advertising to drive direct conversions, with top brands like Midea and Haier dominating ad exposure during the festival [68].