36氪·2025-09-12 14:11Core Insights - The article discusses Alibaba's new strategies for the Double 11 shopping festival, emphasizing the integration of instant retail and the restructuring of consumer demand [2][3][30] - It highlights the importance of AI in optimizing business operations and enhancing consumer engagement, ultimately aiming for sustainable growth [15][33] Group 1: New Market Dynamics - The rise of instant retail has opened new market opportunities, with Alibaba integrating Ele.me and Fliggy into its e-commerce ecosystem, covering various consumer needs [3][9] - The launch of Taobao Flash Sale has led to significant sales growth, with 66 brands achieving over 10 million in monthly sales and 395 brands exceeding 1 million [9][10] - Consumers are increasingly looking for a combination of low prices and fast delivery, prompting businesses to enhance their online and offline operations [10][12] Group 2: Business Opportunities and Challenges - Businesses are encouraged to adapt to new consumer behaviors, transforming impulsive purchases into long-term revenue streams [6][12] - The competition landscape has shifted from linear to a more complex, cross-category and cross-scenario competition, requiring businesses to understand and capture new consumer demands [12][13] - The integration of marketing channels, such as the "Red Cat Plan," allows for seamless consumer engagement from social media to e-commerce platforms [13][14] Group 3: AI Empowerment - AI is becoming essential for businesses to navigate the complexities of modern consumer behavior and optimize marketing strategies [15][17] - The introduction of the "Wang Xiang Tai AI" platform aims to address intricate operational challenges, enhancing targeting and conversion rates [17][18] - AI's role in understanding consumer language and preferences has led to significant improvements in conversion rates and return on investment for businesses [18][19] Group 4: Brand Building and Consumer Engagement - The article emphasizes the importance of brand presence in consumers' minds, suggesting that consistent exposure across various touchpoints can strengthen brand recognition [22][24] - Alibaba's Uni Desk platform facilitates comprehensive brand advertising, allowing businesses to manage their marketing efforts more effectively [24][25] - The concept of "brand mental construction" is highlighted, where businesses must focus on long-term brand value alongside immediate sales [25][26] Group 5: Future Outlook - The future of e-commerce competition will focus on deeper consumer engagement and operational efficiency, moving beyond mere traffic acquisition [32][33] - The integration of AI and new retail strategies is expected to reshape the industry, enabling businesses to capture growth more effectively [34][35] - The article concludes that success will belong to those who embrace new traffic, rhythms, and technologies in their business strategies [28][35]