Core Insights - The report highlights the increasing penetration of mobile shopping, reaching 87.5% in October 2025, a 0.6 percentage point increase from the previous year [15] - The "Double Eleven" shopping festival continues to be a significant marketing event, with a shift from "traffic-driven" to "value-driven" strategies in e-commerce [19][12] Industry Insights - The logistics sector saw a year-on-year increase of 8% in collection volume and 6.6% in delivery volume during the "Double Eleven" period [4] - Major e-commerce platforms like Taobao, Tmall, JD, and Pinduoduo experienced user growth on "Double Eleven," with active users reaching 508 million, 414 million, and 227 million respectively, marking increases of 4.2%, 2.5%, and 9.8% [32] - The user base is expanding, particularly among male, middle-aged, and lower-tier market consumers, with notable growth in users aged 41 and above on Taobao [4][6] Platform Strategies - E-commerce platforms are simplifying promotional rules to enhance user experience and are increasingly utilizing AI technologies to improve transaction efficiency [37][39] - Marketing strategies are shifting towards integrated approaches, focusing on user retention and engagement through various channels, including short videos and search engines [44][48] - The competition among platforms is intensifying, with overlapping user bases exceeding 50 million, a 19.9% increase year-on-year [6] Brand Marketing - Brands are adjusting their marketing strategies to focus on conversion, with significant differences in marketing rhythms across industries [65] - The beauty and personal care sector relies heavily on hard advertising, while the food and beverage sector emphasizes broad exposure strategies [72][79] - The home appliance industry is increasingly investing in hard advertising to drive direct conversions, with top brands like Midea and Haier leading in advertising exposure [87]