Double 11 shopping festival shifts focus toward brand value and quality

The 18th anniversary of the Double 11 shopping festival marks a transition from a period defined by low prices and high Gross Merchandise Volume (GMV) to a more mature phase emphasizing brand management, service experience, and long-term value.

Industry analysis suggests that the previous reliance on price wars and algorithmic-driven low prices may have led to market inefficiencies, such as reduced innovation incentives and quality concerns. In response, regulatory bodies in China have introduced policies to curb disorderly competition. For instance, a notice issued by seven departments, including the Ministry of Commerce, requires platforms to optimize product displays and prioritize quality, service, and credit over mere price competition.

Furthermore, national initiatives are being deployed to support traditional and high-quality industries, such as silk, tea, and ceramics, aiming to cultivate 100 famous Chinese consumer brands by 2028. Major e-commerce platforms like Tmall and JD.com are also adjusting their business models to better support domestic brands and specialized manufacturers.