Shen Zhen Shang Bao·2025-11-12 13:19Core Insights - This year's "Double 11" shopping festival showcases a blend of familiar elements and new experiences for consumers, with a total sales figure of 1002.6 billion RMB as of October 31, 2025, marking a significant increase in brand engagement compared to previous years [1][2]. Group 1: Changes in E-commerce Competition - The competition in the e-commerce sector is shifting from a focus on traffic and price wars to a comprehensive competition centered on user experience and operational efficiency [3]. - The "Double 11" event has evolved over 17 years, transitioning from a focus on traffic and GMV to prioritizing user experience and embracing AI technology [2][4]. Group 2: Simplified Promotional Strategies - E-commerce platforms are adopting simpler promotional strategies, emphasizing direct discounts and straightforward offers to meet consumer needs [5]. - The shift towards simpler promotional methods reflects a deeper understanding of consumer preferences for tangible savings and convenience [5]. Group 3: Integration of AI in E-commerce - AI has become a driving force in enhancing consumer experiences during "Double 11," with platforms like Taobao utilizing AI tools for improved search and recommendation systems [6][8]. - The implementation of AI has led to significant improvements in operational efficiency, with metrics such as search relevance increasing by 20% and ad ROI improving by 12% [8][9]. Group 4: Instant Retail and New Consumption Models - The introduction of instant retail through platforms like Taobao Flash Purchase is reshaping consumer behavior by providing immediate fulfillment of needs [11][12]. - Instant retail is expected to generate substantial new growth for brands, with projections indicating a potential addition of 1 trillion RMB in transactions over the next three years [16]. Group 5: Ecosystem Collaboration - Future e-commerce competition will focus on ecosystem collaboration rather than just traffic, with platforms integrating online and offline services to enhance consumer choices [16]. - The collaboration between e-commerce platforms and physical stores is expected to foster innovation and improve core competitiveness in response to market changes [16].