全国快递投递量再创新高，双十一为何对品牌依然不可替代？

Core Insights - The necessity of "Double Eleven" is reaffirmed, showcasing its enduring value for brands despite market fluctuations [2][5][9] - The event continues to serve as a critical platform for brand growth and consumer engagement, reflecting the evolving dynamics of the e-commerce industry [3][6][9] E-commerce Performance - Tmall reported that 35 brands achieved over 100 million yuan in sales during the first hour of pre-sale, with 80 brands surpassing this mark during the official sale, indicating growth compared to the previous year [1] - From October 9 to November 3, the transaction volume on Taobao and Tmall increased by 11% year-on-year, while the national express delivery volume reached 4.305 billion packages, a 10% increase from last year [1] Brand Growth Dynamics - The "brand growth" narrative remains strong, with Tmall's Double Eleven continuing to generate significant "brand building" and "star-making" effects [3][4] - In the first hour of sales, notable brands like Apple and Nike achieved over 100 million yuan in sales, with 30,516 brands doubling their sales compared to the previous year [4] Consumer Behavior Trends - Research indicates that consumers are increasingly favoring quality brands over generic products during promotional events, highlighting a shift in purchasing behavior [3][6] - The demand for quality brands is particularly strong in lower-tier markets and among younger consumers, contributing to a robust growth trajectory for brands [6] Technological Integration - This year's Double Eleven marked the first instance of comprehensive AI integration across various operational aspects, enhancing efficiency and consumer experience [7][8] - AI tools have significantly improved merchant efficiency, with a reported 1.5 times increase in productivity for 500,000 merchants [7] New Market Opportunities - The rise of instant retail through Taobao Flash has created new growth avenues, with over 37,000 brands participating in this model during Double Eleven [8] - The collaboration between Tmall and Taobao Flash has resulted in substantial increases in new customer acquisition for brands, exemplified by Huawei's 1910% week-on-week sales growth during the event [8] Evolution of Commercial Models - The transformation of Double Eleven from a simple promotional event to a complex commercial ecosystem reflects the self-evolution of China's business models [9][10] - The integration of AI and new consumption patterns signifies a pivotal shift in how brands engage with consumers, presenting ongoing growth opportunities [9]