即时融合提速，信心激活市场——2025年“双11”大促全周期观察报告-易观分析

Group 1 - The report by Analysys focuses on the innovations in business models, market performance, and consumer trends for the 2025 "Double 11" shopping festival, highlighting the new characteristics driven by instant integration and AI empowerment, showcasing the dual-driven consumption vitality from policies and the market [1] - The deep iteration of promotional models is characterized by "integration of distance and proximity" and AI empowerment as core engines, with instant consumption scenarios fully integrated into promotions, allowing online e-commerce and local stores to connect data and operational links [1] - AI has evolved from a tool to a core driving force, assisting businesses in product selection, intelligent pricing, and advertising optimization, while enhancing consumer shopping experiences through natural language search and personalized recommendations [1] Group 2 - The promotional cycle and strategies are continuously optimized, with most platforms starting promotions early and extending the average duration, leading to a 10.0% year-on-year increase in overall transaction volume across major platforms [2] - The performance of different categories shows significant differentiation, with beauty products seeing a 11.9% increase in transaction volume, apparel benefiting from seasonal demand with a growth rate of 12.5%, and home appliances maintaining a 10.5% increase due to renovation needs and government subsidies [2] - The demand for maternal and infant products has slowed due to a decrease in newborn numbers, with an overall transaction volume growth of 4.2%, indicating a shift in decision-making power towards males in this category [2] Group 3 - Policy and market confidence are resonating, with central government initiatives and local measures stimulating domestic demand, leading to a steady increase in consumer confidence and a rise in the contribution of consumption to GDP [3] - The potential for service consumption is highlighted, with significant year-on-year increases in daily active users for brands in dining, travel bookings, transportation, and ticketing apps [3] - Future competition in promotions will shift from traffic acquisition to deepening user value, focusing on core user retention and activation, while instant scenario integration and AI technology will continue to drive the upgrade of the promotional ecosystem [3]