Sou Hu Cai Jing·2025-09-18 18:48Core Insights - The annual e-commerce event "Double 11" is witnessing notable changes this year, contrasting with previous sentiments of declining consumer interest and lack of innovation [2] - Major e-commerce platforms are integrating traditional shopping with instant retail to capture local consumption, aiming to create new growth opportunities amid intense competition [2] - AI is transitioning from a novelty to a practical tool in e-commerce, enhancing operational efficiency and consumer experience [2] Group 1: E-commerce Strategies - E-commerce platforms are adopting a "fast planting and fast harvesting" strategy to address the diminishing returns of prolonged promotional periods, establishing a continuous operational cycle with monthly "Super 88 Promotions" [4][8] - The collaboration between distant e-commerce and local instant retail is opening new traffic channels, exemplified by Decathlon's ability to offer local delivery options [5][6] - The integration of online traffic with offline stores is transforming promotional traffic into sustainable assets for brands [5] Group 2: AI and Consumer Engagement - AI is being utilized to enhance search marketing by identifying diverse consumer search terms, improving coverage and conversion efficiency [7][10] - The focus on brand search competitiveness is a key indicator in the new brand strength model introduced by Alibaba, emphasizing the importance of understanding consumer behavior for effective marketing [7][10] - The shift in consumer behavior towards relying on AI for purchase decisions is prompting companies to adapt their strategies accordingly [10]