第一财经·2025-10-13 14:43Core Viewpoint - The article discusses the evolving landscape of the "Double 11" shopping festival, highlighting the integration of instant retail and the increasing role of food delivery services in this year's event, which is expected to enhance competition among e-commerce platforms [3][8]. E-commerce Platforms' Strategies - Multiple e-commerce platforms, including Kuaishou, Douyin, and JD, have already initiated their "Double 11" promotions, with a focus on immediate sales and flash sales [3][4]. - Alibaba's Taobao is set to introduce flash sales during the "Double 11" period, offering exclusive discounts and promotions for 88VIP users [4][5]. Instant Retail and Delivery Integration - Instant retail is anticipated to play a significant role in this year's "Double 11," with platforms like Tmall Supermarket aiming for rapid delivery within four hours through enhanced supply chain capabilities [5][9]. - The integration of food delivery services into the "Double 11" framework is expected to blur the lines between online and offline shopping, providing opportunities for brands with physical stores to leverage their inventory [9]. Competitive Landscape - The competition among platforms is expected to intensify, particularly in categories such as daily necessities, baby products, and food, as they engage in price wars during the festival [8][9]. - The success of instant retail will depend on platforms' ability to differentiate their offerings and optimize their cost structures while avoiding internal competition [8][9]. Efficiency and New Business Models - The focus of this year's "Double 11" is shifting from sheer traffic generation to efficiency and the implementation of new business models, including the integration of AI for better matching of products and consumers [9][10]. - Brands will face challenges in aligning their pricing strategies, logistics, and inventory management to adapt to the new retail landscape created by the integration of online and offline channels [9].