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近三年,主流电商平台“双11”大促活动周期呈现出显著的启动前 置与战线拉长两大趋势。各平台纷纷将活动启动时间提前至10月上旬, 此举旨在通过占据消费者心智的先发优势,将购买行为从“节日消费” 引导为更具确定性的“计划性消费”,以提前锁定市场需求,从而最大 化攫取市场前期流量。此外,平台不再满足于短暂的爆发式销售,而是 将整体活动时长普遍设计在一个月以上。这种拉长战线的策略,为商家 提供更充裕的种草、触达与转化时间,也迎合消费者追求从容比价与决 策的需求,旨在深度挖掘整个周期内的消费潜力。<...
Four years ago, we started a journey to understand the B2B buyer better, asking B2B buyers about their recent purchase experiences. We wanted to understand what was making the difference between winning and losing. And we wanted to go into detai...