Double 11, the world’s largest e-commerce festival, continues to reshape retail and marketing strategies in China and beyond. The 2024 edition marked a year of stabilisation, with policy-backed subsidies, expanded platform cooperation, and strong growth in live-streaming commerce driving a 26.6% surge in sales. As the festival heads into 2025, structural shifts are set to define the landscape: a record six-week cycle, simplified discount mechanics, and the rapid rise of instant retail integ...
