这个双11 想“静静”，它要向GMV崇拜说“拜拜”

Core Insights - The 2025 Double 11 event is notably low-key compared to previous years, with Alibaba's Taobao and Tmall not releasing a comprehensive sales report, indicating a shift in the event's significance [2] - The appeal of major promotional events like Double 11 has diminished, leading platforms to focus on "local increments" rather than overall sales growth [2][3] - Instant retail has surged, with significant growth in categories such as convenience store orders increasing by 670% and 3C digital products seeing over 290% growth compared to the previous year [3][4] Market Environment - The market landscape has changed dramatically, with instant retail becoming a major player, affecting traditional e-commerce strategies [3][4] - Instant retail has attracted numerous offline stores to participate in Double 11, leading to a more integrated online and offline shopping experience [3] E-commerce Strategy - E-commerce platforms are shifting their focus from total GMV to supporting high-growth categories and core members, moving away from a one-time sales model [6][9] - Taobao and Tmall are implementing strategies to reduce reliance on one-time purchases, encouraging long-term customer relationships and brand loyalty [10][11] Logistics and Delivery - The logistics sector is experiencing increased pressure, with reports of early peak volumes and some areas facing delivery bottlenecks [6][7] - The use of smart logistics, including a significant rise in the deployment of unmanned delivery vehicles, is enhancing delivery efficiency [8] Consumer Behavior - There is a notable shift in consumer spending patterns, particularly in the pet care sector, with premium products gaining traction [13][14] - The integration of AI in e-commerce is enabling more personalized shopping experiences, allowing smaller brands to gain visibility [12] Competitive Landscape - The competition between traditional shelf e-commerce and content-driven platforms like Douyin is intensifying, with each adapting their strategies to capture consumer interest [14][15] - The evolution of consumer expectations is leading to a more holistic approach to e-commerce, balancing product quality with emotional and experiential needs [15]