商品与服务并重 体验和情绪主导——“双十一”消费转向多点驱动

Core Insights - The "Double 11" shopping festival is shifting from product-driven consumption to service-driven, experience-driven, and emotional value-driven consumption [1][2][3] Group 1: Market Trends - Major e-commerce platforms are extending promotional periods, simplifying rules, and integrating instant retail to enhance user shopping experiences and stimulate consumer enthusiasm [2][3] - Service consumption has emerged as a new highlight during this year's "Double 11," with significant increases in hotel and flight bookings, as well as growth in dining, beauty, and family entertainment services [2][3] - The overall sales growth of innovative products and brand items has been notable, with some categories experiencing substantial year-on-year increases [3][4] Group 2: Technological Integration - AI technology is being widely applied across the shopping experience, enhancing operational efficiency and consumer engagement [4][5][6] - Platforms are utilizing AI for dynamic pricing, intelligent loss prevention, and automated operations, which improves decision-making and operational precision [4][5] - The number of AI systems in operation has significantly increased, with platforms like JD and Tmall leveraging AI to enhance search recommendations and improve conversion rates [4][6] Group 3: Consumer Behavior - Emotional value and consumer experience are becoming critical factors influencing purchasing decisions, with consumers increasingly favoring products that offer emotional satisfaction [3][5] - The trend indicates a shift from price-driven purchases to a focus on quality and experience, as consumers seek better value and efficiency [3][5][8] Group 4: Promotional Strategies - The duration of the "Double 11" event has been extended to 37 days, reflecting a shift in consumer preferences towards more flexible purchasing options [7][8] - This extended promotional period allows merchants to manage inventory more effectively and enables consumers to make more informed purchasing decisions [7][8] - The normalization of extended promotional periods is becoming a significant trend in the e-commerce market, with various holidays serving as promotional opportunities [7][8] Group 5: Future Directions - The focus is shifting from price wars to value creation, emphasizing technological empowerment and ecosystem integration to generate additional value for consumers and merchants [8] - Companies are encouraged to optimize consumer experiences through technology, enhance supply chain management, and support small and medium-sized businesses with better tools and data [8]