Guan Cha Zhe Wang·2025-09-29 04:47Core Insights - Tmall Supermarket is shifting towards near-field flash sales for the upcoming Double 11 shopping festival, aiming to create a second growth curve for brand merchants [1] - The company plans to enhance its supply chain capabilities, introducing a new delivery speed of 4 hours for retail e-commerce [1] Group 1: Near-field Flash Sales - Tmall Supermarket has opened the door to near-field flash sales in collaboration with brands, redefining both near-field and far-field business models [1] - The flash sales initiative has expanded from 20 cities to 31 cities, with over 1 million orders processed by August 7 [3] - Near-field flash sales are expected to unlock an additional 300 million users for Tmall Supermarket, targeting a younger demographic aged 18-35, including college students and small families [3] Group 2: User Demographics and Engagement - The existing user base of Tmall Supermarket is primarily stable, consisting of middle-class families aged 30 and above, with 70% being 88VIP members [3] - The new flash sales initiative is anticipated to activate new shopping demands, particularly among younger consumers, presenting both opportunities and challenges for brands [3] Group 3: Delivery Speed Enhancement - Tmall Supermarket is advancing its delivery capabilities to achieve a maximum delivery time of 4 hours, with full implementation in Hangzhou and plans to expand this service to more cities before Double 11 [3]