The shopping festival "Double 11" has entered its 17th year, marked by several notable trends. The event has evolved from a frenzy-driven shopping spree to a more rational consumption model, with extended promotional periods and simplified discount rules.

**Extended Promotions and Rational Consumption** This year's "Double 11" saw major e-commerce platforms like Suning, JD.com, TikTok, and Tmall launching promotions as early as September 30, with campaigns lasting over 30 days on average. Platforms have also simplified discount mechanisms, replacing complex calculations with straightforward offers like "official direct discounts" and "instant price cuts." According to Li Mingtao, an expert from the National E-Commerce Demonstration City Advisory Committee, consumers are shifting from price sensitivity to prioritizing quality and rationality.

**AI Enhances Shopping Experience** AI played a significant role in this year's event. Tmall's "AI Universal Search" addressed nearly 50 million consumer queries, while JD.com's intelligent customer service "Jing Xiao Zhi 5.0" improved pre-sales conversion rates. AI tools also helped merchants optimize operations, from generating promotional strategies to creating marketing content. The focus has shifted from mass product recommendations to personalized matches, benefiting small and medium-sized businesses with niche offerings.

**Niche Markets Thrive** Verticals like pet care, vintage accessories, and sports equipment saw explosive growth. Tmall reported pet product presales surpassing last year's first-day total within 30 minutes, while Kuaishou noted a thousand-fold surge in vintage accessory sales.

**Instant Retail Gains Momentum** Same-day delivery services expanded, with over 30,000 brands and 400,000 stores participating in Tmall's flash sales. Suning integrated its 8,000+ county-level stores with platforms like Meituan and Douyin, enabling two-hour deliveries. Mercury Home Textiles saw a ninefold sales increase after joining the initiative.

**Challenges Remain** Despite progress, issues like deceptive pricing and deposit traps persist, highlighting the need for stronger regulatory oversight to ensure consumer trust.

The "Double 11" festival continues to drive consumption and industry upgrades, blending online and offline retail while adapting to evolving consumer preferences.