Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Right after the National Day holiday, major e-commerce platforms sounded the ‘bugle’ for Double 11 one after another. Platforms like Kuaishou and Douyin, which “got an early start,” launched their Double 11 campaigns as early as October 7 and 9; JD.com and Taobao followed suit. That means nearly a month before November 11, the first batch of users had already paid their pre-order deposits.
However, behind the early start of Double 11 by all platforms lies the fact that more consumers are gradually blurring the concept of Double 11. With billion-yuan subsidies becoming normalized, consumers’ sensitivity to price wars is declining. E-commerce platforms are launching more promotional events, leaving few periods in the year without sales.
In previous years, subsidy policies and membership benefits across platforms were mostly similar. Price wars have become routine, but low-price subsidy strategies are stuck in an innovation dilemma, struggling to spark user enthusiasm. Live commerce is also less popular—once-top streamers have stepped back, and fewer consumers rush to live streams at midnight for the “lowest price in the whole network.”
Looking back at Taobao’s first Double 11 17 years ago, the event lasted just one day, with 27 participating brands generating 50 million yuan in sales. For years, Double 11 was the most watched shopping spree, but now the scene of users grabbing phones at midnight to snap up deals is rare.
1. Changing Gameplay and Leveraging AI: Platforms Compete for Attention
The longer an event runs, the harder it is to stay attractive—a truth both consumers and platforms know. While Double 11 bores some users, it’s still a key traffic driver. So beyond red envelopes and coupons, platforms are striving to differentiate user experiences.
This year, platforms abandoned complex cross-store discounts requiring item bundling and switched to “official instant discounts”—users get savings with a single purchase. Taobao’s “Official Instant Discount” (plus 10% off coupons), JD.com’s “Official Direct Discount (up to 90% off),” and Douyin’s “Instant Discounts” all simplify gameplay for clearer savings.
Double 11 also serves as a strategic test for platforms. Taobao, focused on growth, uses “Official Instant Discount” to reduce platform presence and highlight brand discounts, supporting brand growth. JD.com, emphasizing supply chain, offers “in-stock sales” for instant delivery. Douyin and Kuaishou, leveraging content strengths, incentivize creators with tailored plans.
AI is a game-changer this year. Taobao launched six AI shopping tools (e.g., AI Universal Search, AI Fitting) that match products to users and boost conversion rates—pilot data shows AI coupon conversion is 15% higher than traditional methods. JD.com offers free AI tools for merchants (data analysis, ad creative generation) to cut costs. Douyin integrates Doubao AI for shopping recommendations.
2. Local Life: A New Pillar for Double 11
As e-commerce shifts to “big consumption,” local life services are vital this Double 11. Taobao Flash Sale (new to Double 11) reports 80 million daily orders and 300 million monthly buyers, driving Taobao’s DAU up 20% in August. JD.com’s local life joins forces with 3 million+ merchants (food, retail, travel) for promotions.
Taobao offers 88VIP members exclusive benefits: 50% off red envelopes, 95% off on top of discounts, and Taobao Coin rewards. JD.com runs “1-yuan tastings” for its private label “Qixian Kitchen” and “supply chain tours” (e.g., visiting Qixian Kitchen’s back kitchen). Both platforms blend online (far-field) and offline (near-field) to tap new growth.
3. Live Commerce: Still Leading the Charge
While top streamers have faded, live commerce remains critical for Double 11. Li Jiaqi’s live room saw 45% more visitors in the first hour, with GMV growing year-over-year. MCNs like Yaowang Technology innovate with private labels (e.g., Dovey Sanitary Pads), which hit 16 million yuan in GMV during a single live stream.
Data shows live commerce still drives engagement: Taobao’s live rooms (Li Jiaqi, Lieer Baby) lead sales; Douyin reports 41,000 merchants with 500%+ sales growth via live streams. Live commerce continues to “warm up” Double 11, even as the industry matures.
As Double 11 progresses, these innovations—AI, local life, simplified gameplay—will determine if platforms can reignite user passion and hit GMV targets. The “new” Double 11 is no longer just about low prices—it’s about smarter experiences and broader consumption integration.