Research on the Causes and Innovative Paths of Marketing Fatigue during the Double Eleven Shopping Festival

Abstract

With the normalization of e-commerce promotions, the Double Eleven shopping festival faces the challenge of declining consumer participation. Based on the theory of marketing fatigue, this paper analyzes the development stage and current dilemmas of Double Eleven, including the complication of rules, homogenized competition and lack of trust. Through the case study method, it explores how brands can enhance user stickiness with the help of content narratives (e.g., documentary marketing), social gamification (e.g., Taobao interactive gameplay), and experiential upgrading (e.g., offline flash stores) and other strategies. The study finds that successful Double 11 marketing needs to balance short-term sales with long-term brand value, and that future trends will focus more on personalization, transparency and emotional connection.