2 1 Shi Ji Jing Ji Bao Dao·2025-10-21 12:07Core Insights - The 2025 Tmall Double Eleven event marks a strategic shift for Alibaba, focusing on "big consumption + AI + flash sales" and prioritizing consumer engagement over mere traffic operations [2][4] - Tmall's performance in the first hour of sales exceeded last year's figures, with 80 brands achieving over 100 million yuan in sales, indicating strong consumer demand [2][5] - The competitive landscape is evolving from price wars to efficiency battles, with AI playing a crucial role in enhancing operational effectiveness and consumer engagement [10][11] Group 1: Tmall's Strategy and Performance - Tmall's strategy has shifted to focus on high-quality consumers and younger demographics, moving away from low-price consumer subsidies [2][4] - The first hour of sales saw significant growth, with 30,516 brands doubling their sales compared to last year, and 18,919 brands surpassing last year's total sales in just the first hour [2] - Tmall's president emphasized that the decline in e-commerce net profit is due to increased investment in consumer engagement rather than operational inefficiencies [2][4] Group 2: Brand Perspectives and Market Dynamics - Brand leaders from companies like L'Oreal and MUJI highlighted the importance of Double Eleven as a platform for long-term consumer engagement and brand trust [3][6] - The competition in the beauty sector remains intense, with domestic brands struggling against international conglomerates despite multi-channel strategies [5][6] - MUJI reported a revenue increase of 18.6% year-on-year, attributing part of this growth to enhanced e-commerce efforts during the Double Eleven period [6] Group 3: AI and Technological Integration - Tmall has introduced several AI applications to enhance the shopping experience, such as "AI Universal Search" and "Photo Search," which cater to various consumer needs [7][9] - AI is being utilized to improve efficiency in coupon distribution, with a reported 15% increase in conversion rates from AI-driven decisions [10] - The integration of AI in marketing and operational strategies is seen as essential for brands to enhance their market competitiveness and consumer engagement [10][11] Group 4: Consumer Behavior and Market Trends - The Double Eleven event continues to be a significant driver of consumer behavior, with brands recognizing the need to innovate and enhance customer experiences [4][5] - Despite the success of the initial sales, concerns about promotional fatigue and complex discount structures have been raised by industry leaders [4][5] - The shift from aggressive discounting to a focus on brand value and consumer experience is becoming increasingly important in the current market landscape [10][11]