“Double 11" in 2026 is the first Double Eleven promotion since the implementation of the “Internet Platform Price Conduct Rules”. The competitive paradigm for e-commerce promotions is quietly changing, leaving low prices to become mainstream in the industry. With this year's big promotion, leading platforms are adjusting their competitive ideas, simplifying gameplay, downplaying the GMV narrative, and no longer using network-wide price comparison and lowest price as the core gripper. Merchants changed their strategies simultaneously, and brand pricing voice gradually returned, and the focus of the industry was skewed towards value competition. Industry insiders interviewed pointed out that the policy continues to correct the internal volume of low prices, push platforms and merchants to break out of a single price game, and increase long-term investment in R&D, supply chain, product services, etc., and the e-commerce industry is gradually weakening its dependence on low price competition and moving towards a new stage of healthy competition that places more value on brand value and definitive service.

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