Core Viewpoint - The article discusses how the competitive landscape of the Double Eleven shopping festival has evolved from a focus on short-term traffic acquisition to a long-term strategy centered on brand trust and consumer loyalty, exemplified by the Chinese beauty brand Chando's innovative approach during this year's event [4][5][22]. Group 1: Chando's Strategy - Chando implemented a significant "1 billion RMB subsidy" strategy, moving away from price wars to focus on brand value and consumer trust [4][6][13]. - The brand's approach included a comprehensive marketing strategy that combined subsidies, celebrity endorsements, and extensive outreach to maximize consumer engagement [7][14]. - Chando's subsidy initiative was designed to create a perception of sincerity and inclusivity, effectively countering consumer fatigue from traditional promotional tactics [7][10]. Group 2: Market Trends - The article highlights a shift in consumer behavior, with 51.27% of users motivated by the price of essential goods, while impulsive buying driven by promotional atmospheres has decreased to 24.94% [12]. - Consumers are increasingly focused on quality-price ratios, indicating a demand for high-value products rather than mere discounts [12][13]. Group 3: Execution and Impact - Chando's marketing matrix included a multi-channel approach, ensuring that the "1 billion subsidy" was effectively communicated across all platforms, enhancing user experience and brand perception [15][21]. - The brand's collaboration with global ambassador Gong Jun significantly boosted visibility and consumer trust, leading to impressive engagement metrics during the campaign [16][17]. - Chando achieved remarkable sales growth during Double Eleven, with offline sales increasing by over 50% and online sales seeing a growth of over 30% in key categories [25]. Group 4: Long-term Considerations - The article emphasizes the importance of continuous product innovation, customer service, and compelling brand narratives to convert new customers into loyal ones post-promotion [27]. - Chando's success during Double Eleven is seen as a case study for navigating the challenges of promotional sameness in the market, focusing on value commitment and brand trust [22][27].