17岁的“双11”褪去狂热与躁动 理性消费基调下潜藏技术与生态变革

Core Insights - The "Double 11" shopping festival has evolved from a one-day sales explosion to a month-long shopping event, reflecting a shift towards rational consumption and a structural adjustment in the consumer market [1][2] - The consumer market is transitioning from a "goods society" to a "service society," with increased emphasis on service-oriented consumption and consumer experience [2][3] - Technological innovation, particularly in AI, is driving changes in shopping experiences and merchant operations, marking a new phase in industry competition [3][4] Group 1: Evolution of "Double 11" - The festival has matured into a more stable and innovative event, moving away from its initial frenzy to a more subdued atmosphere [1] - The duration of "Double 11" has been extended to nearly a month, diluting the sense of concentrated consumption and reflecting a shift in consumer behavior towards more rational purchasing [1][2] - The integration of "Double 11" into daily consumption patterns indicates a fundamental change in consumer habits, moving from impulsive buying to a focus on quality and price [1] Group 2: Market Transformation - There is a notable increase in service-oriented consumption, with significant percentages of consumers engaging in services such as home cleaning and automotive care during "Double 11" [2] - The shift in consumer logic from planned purchases to instant decision-making is reshaping the e-commerce landscape, leading to the emergence of a new consumption ecosystem [3][4] - The competition in the e-commerce sector has entered a mixed phase of "far-field + near-field," with instant retail breaking traditional boundaries and creating a comprehensive consumption experience [3] Group 3: Technological Innovation - Alibaba has integrated its AI model into online shopping applications, enhancing search and product recommendation capabilities, while JD's AI model usage has surged significantly during "Double 11" [3] - AI is not only transforming shopping experiences but also reshaping merchant operations through various digital roles, indicating a deep restructuring of the e-commerce ecosystem [3][4] - The need for platforms to move beyond marketing reliance and create a sustainable growth model through a closed-loop ecosystem of demand, supply, and technology is emphasized [4]