记者丨陶力 编辑丨骆一帆 第一次启动促销十分仓促，只有李宁、联想、飞利浦等27家商户参与并喊出了"全场五折，一 元秒杀"的口号，简单粗暴的打折、紧张的24小时限期，其公关意义远远大于销售意义。只占 淘宝平台3%GMV的淘宝商城，要把手伸进更多垂直市场。 看起来并不严肃的一个决定，吹响了淘宝向B2C进军的号角，并与各个垂直领域的B2C平台开 启长达近10年的贴身肉搏。 此后，淘宝商城更名为"天猫"，每一年的双十一，在人们的心智中，与"全年最低价"画上了等 号，阿里巴巴的数字大屏上，成交额也不断刷新，创造了一个又一个新零售纪录。接下来的 数年里，这场购物狂欢逐渐演变为一场盛大的集体朝圣。人们不仅在购买商品，更在参与一 场社会互动，通过共享优惠策略、拼单凑单，在消费中寻找归属感与认同。 （ 2018 年天猫双十一曾创下 2135 亿元的成交纪录） 来自全国的数百名记者，则如同赴一场盛大的约，来到阿里巴巴总部设置的媒体中心，观看 大屏直播，不仅有实时成交数据，还能与各高管现场互动采访。马云、张勇、蒋凡等都曾在 此与记者坦诚交流。 如今，16年过去，昔日淘宝商城的对手麦考利、凡客、库巴、当当等独立B2C平台，如今或 者 ...

Core Insights - The evolution of the Double Eleven shopping festival reflects a shift from a frenzied consumer culture to a more rational and meaningful approach to consumption [3][7][8] Group 1: Historical Context - The Double Eleven event originated in 2009 when Tmall, then known as Taobao Mall, initiated a promotional campaign to boost sales during a relatively quiet shopping period [2] - The first event featured 27 merchants and was more about public relations than actual sales, marking the beginning of Tmall's competition with various B2C platforms [2] Group 2: Changing Consumer Behavior - Over the years, Double Eleven has transformed into a significant social event, with consumers engaging in collective shopping experiences and sharing strategies [3] - Recent trends indicate a decline in consumer enthusiasm, with fewer people sharing their purchases on social media and a noticeable reduction in the excitement surrounding the event [3][4] Group 3: Market Dynamics - The marketing value of Double Eleven has shifted, with brands now focusing on sustainable business practices rather than solely on sales volume during promotional events [4][6] - The e-commerce growth rate is slowing, with a reported decrease in e-commerce penetration from 27.6% in 2023 to 26.8% in 2024 [4] Group 4: Technological Influence - E-commerce platforms utilize sophisticated algorithms to analyze consumer preferences and extend user engagement through complex promotional strategies [5] - A significant portion of consumers (nearly 70%) report feeling indifferent or even negative towards marketing content, indicating a shift in consumer sentiment [5] Group 5: Future Trends - The future of retail is expected to prioritize emotional connections and value recognition over mere price incentives, as consumers seek deeper relationships with brands [8] - The rise of live-streaming e-commerce and the digital transformation of offline retail are reshaping the traditional shopping landscape, making events like Double Eleven just one part of a more complex retail ecosystem [6][8]