褪去狂热与躁动，从从容容的“双11”折射理性消费新阶段

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][4] - The rise of service-oriented consumption is evident, with consumers increasingly valuing experiences and emotional value in products, as shown by significant percentages of consumers purchasing services during this year's event [2][4] - Technological innovation, particularly in AI, is transforming the e-commerce landscape, enhancing user experience and operational efficiency for merchants [3][4] Group 1: Evolution of "Double 11" - The festival has transitioned to a more stable and innovative phase, moving away from its initial frenzy to a more mature celebration of consumption [1] - The duration of the event has been extended to nearly a month, diluting the sense of urgency and ritual associated with the original one-day sales [1][4] - This change reflects a fundamental shift in consumer behavior from impulsive buying to a more calculated approach focused on quality and price [1][2] Group 2: Shift in Consumer Behavior - The consumer market is transitioning from a "goods society" to a "service society," with a notable increase in service-oriented purchases during "Double 11" [2] - Research indicates that 27.1% of consumers ordered home services, 26.2% tried automotive services, and 20.0% booked travel-related services online [2] - This structural transformation in consumption demands higher efficiency and experience from platforms, creating opportunities for technological advancements [2][4] Group 3: Technological Innovation - Alibaba has integrated its AI model into online shopping applications, significantly improving search and product recommendation capabilities [3] - JD's JoyAI model saw a 3.2 times increase in usage during "Double 11" compared to the previous major shopping event, indicating widespread adoption of AI across various consumer experience and logistics areas [3] - The introduction of AI-driven roles such as AI store managers and data analysts is reshaping merchant operations and enhancing competitive dynamics in the industry [3][4] Group 4: Future Directions - The competition in the e-commerce sector has entered a new phase characterized by a blend of "far-field and near-field" strategies, with instant retail breaking traditional boundaries [4] - Over 37,000 brands and 400,000 stores participated in this year's event, showcasing the integration of online and offline shopping experiences [4] - The future of "Double 11" lies in creating a sustainable ecosystem that prioritizes value creation over mere traffic generation, emphasizing trust, efficiency, and value resonance [4]