“双11还有必要么”？易立竞当面犀利“拷问”，大佬回答出人意料

Core Insights - The 2025 Double 11 event raises critical questions about the future relevance of the shopping festival, the utility of AI, and the sustainability of instant retail in the e-commerce landscape [1] E-commerce Industry Trends - Double 11 has evolved from a mere sales event to a crucial brand assessment opportunity, with leading brands like Li Ning and L'Oreal emphasizing its importance for user engagement and brand loyalty [3][5] - The perception that Double 11 has become burdensome is countered by data showing increased repurchase rates and average transaction values during the event, indicating consumer willingness to spend on reliable brands [5][7] Instant Retail Insights - Instant retail is not a fleeting trend; it reveals significant new consumer demand scenarios that traditional e-commerce fails to address, such as urgent needs for products like cosmetics before events [9][13] - Brands like L'Oreal and Tineco demonstrate the effectiveness of instant retail in capturing spontaneous consumer needs, enhancing customer loyalty through immediate service [11][13] AI Integration in Business - AI is increasingly recognized as a valuable tool beyond basic applications, with brands like Muji and Tineco leveraging it for enhanced operational efficiency and customer engagement [15][20] - The use of AI in live streaming and customer service has shown promising returns on investment, suggesting a shift towards integrating AI across all business functions [16][20] Future Directions in E-commerce - The 2025 Double 11 is positioned as a new commercial testing ground where AI, instant retail, and evolving consumer demands converge, moving beyond traditional promotional strategies [22]