“双11”大战提前打响！巨头加码即时零售

Core Insights - The 2025 "Double 11" shopping festival has been launched earlier by JD.com, starting on October 9, five days earlier than last year, with Douyin also initiating its "Double 11 Good Goods Festival" on the same day [1][2] - This year's event sees platforms leveraging AI technology to enhance operational efficiency and user experience, while also simplifying promotional rules [1][3] - Instant retail is expected to be a significant highlight of this year's "Double 11," with major platforms increasing their focus on this area to drive market growth [1][4] Group 1: Event Launch and Performance - JD.com reported a 47.6% year-on-year increase in active users on its app from October 9 to 10, with categories like home appliances, mobile phones, and computers seeing over 70% growth in order volume by October 14 [2] - Taobao's "Double 11" will start on October 15 and run until November 11, featuring various promotional strategies such as pre-sales and discounts [2] Group 2: Simplification of Rules and Competition - Live commerce platforms have also begun preparations for "Double 11," focusing on simplifying rules to attract more consumers [3] - Industry experts note that the early launch of promotions helps platforms secure more merchant resources and manage traffic peaks more effectively [3] Group 3: Instant Retail Focus - Instant retail is becoming a key focus for platforms, with JD.com acquiring a local instant delivery subsidiary for $270 million to enhance its last-mile delivery capabilities [4][5] - The instant retail market is projected to exceed 2 trillion yuan by 2030, indicating significant growth potential [5] Group 4: AI Technology Integration - Major platforms are utilizing AI to improve merchant efficiency and user experience, with JD.com offering free access to AI tools for merchants during "Double 11" [7][8] - AI is expected to transform the e-commerce landscape by enhancing various operational aspects, including content generation and supply chain management [8]