创四年增速纪录的双11，见证互联网创新力量持续

Core Insights - The 17th Tmall Double 11 event achieved the best growth in four years, with nearly 600 brands surpassing 100 million in sales and 34,000 brands doubling their growth compared to last year [1] - Tmall's strategic focus on brand growth, instant retail, and AI has redefined its development path and played a crucial role in the e-commerce industry's transition to high-quality growth [1] Group 1: Simplification of Promotions - Tmall has simplified its promotional strategies by eliminating complex discount rules, opting for direct price reductions and clearer offers, which enhances consumer experience and reduces marketing costs for brands [2][3] - The platform emphasized "GMV after refunds" as a key performance indicator, promoting a focus on genuine consumer demand and sustainable growth for brands [2] Group 2: Support for Quality Brands - Tmall's "support for quality" strategy has been implemented to foster the growth of high-quality and innovative brands, shifting competition from price wars to value-based competition [4] - The results of this strategy were evident in the Double 11 event, with 406 new brands achieving top category sales, including 26 brands surpassing 100 million in sales [4] Group 3: Instant Retail Growth - Instant retail has emerged as a new battleground for major platforms, with Tmall's instant retail orders during Double 11 increasing by over 200% year-on-year [7] - Tmall's strategic investment in instant retail aims to transition from an e-commerce platform to a comprehensive consumer platform, enhancing user engagement and market presence [7][8] Group 4: AI Integration - AI technology has been integrated into Tmall's operations, marking this Double 11 as the first "AI Double 11," enhancing both consumer shopping experiences and merchant operational models [9][10] - The application of AI across the e-commerce chain is expected to drive efficiency and innovation, transitioning the industry from a "traffic-driven" model to an "intelligent-driven" model [10][11] Group 5: Industry Evolution - The evolution of the Double 11 event reflects the broader trajectory of China's digital economy, moving towards a new phase characterized by quality, efficiency, and technology [11]