Model Perspective
Nov 10, 2026 · Industry Insights
Tmall Axes Cross-Store Full-Reduction: Does the New Direct Discount Really Save You More?
Analyzing Tmall's shift from cross-store full-reduction to direct discounts for Double 11, the article shows full-reduction only beats 85% off in 6% of sub-600-yuan orders, while the real cost was unnecessary add-on purchases to meet thresholds, and warns that pre-sale deposits trigger sunk-cost fallacy.
Double 11Tmallconsumer behavior
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