从价格厮杀到价值共创，双十一进入新常态

Core Insights - The 2025 "Double Eleven" event has evolved from a simple promotional activity into a comprehensive commercial ecosystem, reflecting China's consumer resilience, industrial transformation, and technological innovation [1] - The focus of competition among platforms has shifted from "traffic wars" to "efficiency wars," leveraging AI for better supply-demand matching and instant retail to break down offline barriers [1][2] Consumer Behavior and Brand Dynamics - Consumer behavior is shifting towards more rational, quality-focused, and personalized choices, prompting platforms to simplify marketing strategies [2] - There is a notable brand differentiation during "Double Eleven," with domestic brands like Proya achieving significant sales shortly after launch, while international brands like iPhone 17 also see strong performance through global launch strategies [2] - The emergence of new consumer groups, such as "Generation Z" and "small-town youth," is driving diverse and personalized demands [2] Technological Empowerment and Retail Optimization - AI technology has reached new heights in application during "Double Eleven," significantly enhancing efficiency across the supply chain [3] - AI-driven services, such as Tmall's AI shopping assistant, have seen massive usage, improving conversion rates and user experience [3] - The number of live e-commerce related enterprises in China has surpassed 373,000, with a notable increase in registrations over the past five years [3][4] Instant Retail and Logistics Innovations - Instant retail has experienced explosive growth, with 400,000 stores offering flash purchase services across 270 cities, meeting consumer demands for speed [4] - The logistics sector has seen advancements in predictive accuracy for peak volumes, reaching 99.7%, supported by technologies like big data and cloud computing [4][5] Green Transformation and Globalization - The "Double Eleven" event is increasingly aligned with green consumption trends, with initiatives like trade-in policies and significant subsidies promoting energy-efficient products [6] - Cross-border e-commerce is becoming a strong growth point, with platforms expanding to new markets, enhancing global access for Chinese consumers [6] - The number of cross-border e-commerce enterprises has exceeded 35,000, with a steady increase in registrations over the past five years [6] Broader Economic Impact - The spillover effects of "Double Eleven" are driving agricultural revitalization, digital transformation, and growth in service consumption [7] - The integration of logistics with instant delivery and express services is enhancing overall economic efficiency [7] - The continued application of AI and big data, along with a commitment to sustainability, positions "Double Eleven" as a catalyst for high-quality economic development in the future [7]