Sou Hu Cai Jing·2025-11-28 11:05Core Insights - The e-commerce industry is undergoing a significant transformation, moving away from the previous era of rapid growth to a more challenging environment where growth rates have drastically slowed down [1][3][24] Industry Overview - The growth rate of online retail sales in China for the first three quarters of 2025 is only 0.89%, marking the second consecutive year of single-digit growth [3][7] - The proportion of online retail in total social consumer goods retail has stagnated between 24% and 27% for several years, indicating a lack of momentum in the sector [3][7] Comparison with Offline Retail - Offline retail has shown a recovery, with a year-on-year growth of 4.59% in the first three quarters of the year, suggesting consumers are becoming more rational and experience-oriented in their purchasing behavior [5][7] Financial Performance of Major Players - Alibaba's latest quarterly revenue increased by 5%, but its net profit plummeted by 72% to 10.3 billion [7] - JD.com reported nearly a 15% revenue increase, yet its profit shrank by over 50% [7] - Pinduoduo's revenue growth has also slowed to single digits for two consecutive quarters, highlighting a common trend of "increased revenue but decreased profit" across the industry [7][9] Competitive Landscape - The entry of new competitors such as Douyin, Xiaohongshu, Bilibili, and video platforms has intensified competition, leading to a price war and increased marketing expenditures [9][11] - Traditional e-commerce platforms are struggling to adapt to the "watch and buy" model popularized by content platforms, which has shifted consumer behavior [9][11] Strategies for Adaptation - Companies are exploring new avenues such as "instant retail" and leveraging AI technology to enhance efficiency and customer targeting [13][15] - 78% of live-streaming e-commerce companies are utilizing AI to improve efficiency, with some reporting a 40% increase in conversion rates [15] Innovative Approaches - SHEIN exemplifies a successful model by employing a digital flexible supply chain and small-batch production, allowing for rapid market response and reduced inventory [17][20] - Other companies are also exploring personalized customization and transparent supply chains to enhance efficiency and customer satisfaction [20][22] Future Outlook - The current industry shake-up is seen as a positive development, pushing the sector towards more sustainable practices and a focus on efficiency rather than mere growth [24][25] - The essence of e-commerce remains unchanged: effectively connecting supply and demand while minimizing transaction costs [22][24]