Xin Lang Cai Jing·2025-11-16 06:37Core Insights - The recent "Double 11" event for Tmall has shown significant growth, with nearly 600 brands achieving over 100 million yuan in sales, and many brands experiencing substantial year-on-year growth [1][2][6] - This year's event marks a strategic shift for Alibaba, focusing on AI and instant retail, moving away from traditional live streaming as a primary sales driver [2][3][4] Group 1: Performance Metrics - Tmall's "Double 11" achieved its best growth in four years, with 34,091 brands seeing sales double year-on-year, and 13,081 brands experiencing over 5 times growth [1] - The event also saw significant performance from other Alibaba platforms, with Fliggy achieving over 30% year-on-year growth and Tmall's instant retail orders increasing by over 200% compared to last year [7][8] Group 2: Strategic Shifts - Alibaba's strategy has evolved to emphasize AI and instant retail, with the launch of the "Taobao Convenience Store" aimed at enhancing consumer experience through rapid delivery [4][5] - The company is focusing on supporting quality and original brands, aligning with its 2025 strategy to foster brand growth and high-quality supply [6][7] Group 3: Market Trends - The "Double 11" event reflects a shift from impulsive to rational consumer behavior, with platforms adapting to provide better value and simplified discount structures [8][9] - The competition landscape is changing, with e-commerce platforms pursuing differentiated development strategies rather than merely competing for traffic [8][9]