Core Insights - The trend in the domestic retail e-commerce market over the past five years shows a decline in the emphasis on large discount promotional events like "shopping festivals" [1][4] - Despite predictions of the decline of e-commerce shopping festivals, this year's Double 11 has shown a resurgence with extended event durations and increased promotional activities [2][6] E-commerce Market Trends - Major platforms have simplified their promotional strategies, with a rise in "official discount coupons" that allow consumers to receive discounts without needing to meet minimum purchase requirements [2][3] - The frequency of "stage reports" from e-commerce platforms during Double 11 has increased, indicating a heightened focus on the event compared to previous years [3][4] Event Duration and Participation - The total duration of Double 11 events has been extended across major platforms, with durations ranging from 30 to 36 days, compared to previous years [5] - Pre-sale periods for Double 11 have started earlier than last year, indicating a shift in promotional strategies [5] Cultural and Competitive Dynamics - The revival of large-scale Double 11 events, including the return of promotional gala events, suggests a renewed competitive spirit among major e-commerce platforms [6] - The phenomenon of "return to past practices" in the e-commerce sector raises questions about whether these changes are temporary or indicative of a new normal [6]

Group 1 - The e-commerce industry is entering a new phase of competition, with platforms intensifying their rivalry during the "618" shopping festival, which is more competitive than in previous years [1] - Douyin Mall announced its promotional rules for the 618 event, which will run from May 13 to June 18, featuring significant cash subsidies and traffic resources [1] - Tmall's 618 event has introduced a single official promotion method with discounts starting at 15% and going up to 50% [1] Group 2 - Kuaishou E-commerce has launched its 618 promotional campaign with an extended marketing period from May 1 to May 24, leveraging various consumer events [2] - JD.com has also advanced its promotional timeline, starting a pre-sale event on May 13, leading up to the official 618 event on May 31 [2] - The overall duration of the 618 promotional activities for various platforms has increased compared to the previous year, with Tmall and JD.com extending their promotional periods significantly [2] Group 3 - The lengthening of promotional periods reflects a strategic shift among e-commerce platforms, as overall sales during the 618 period saw a 7% year-on-year decline [3] - The decline in sales is attributed to the normalization of promotions, which has diminished consumer perception of scarcity associated with the 618 event [3] - Platforms are extending promotional periods to maintain sales levels in response to the diminishing impact of traditional promotional events [3] Group 4 - The competitive logic among platforms has shifted from a focus on "lowest prices" to "value for money," with JD.com emphasizing affordability and Tmall simplifying its rules [6] - Strategic collaborations, such as between Tmall and Xiaohongshu, aim to enhance the integration of content and commerce, improving user experience [6] - The 618 event is seen as a critical test for new retail models, focusing on the integration of content and product offerings, as well as differentiated competition among platforms [6]