36氪·2025-10-16 11:33Core Viewpoint - The 17th Double 11 shopping festival is set to launch on October 20, with a focus on integrating AI and large consumption strategies to reshape the e-commerce landscape and enhance brand growth opportunities [1][30]. Group 1: Large Consumption Strategy - The integration of instant retail and e-commerce is expected to create new growth opportunities, with the monthly active users of Taobao's flash purchase feature reaching 300 million, a 200% increase since April [6][10]. - The strategy emphasizes the fusion of online and offline experiences, with 37,000 brands and 400,000 stores participating in this year's Double 11, marking a significant contribution from instant retail [8][11]. - The 88VIP membership program is crucial for sustaining growth, with its annual shopping amount being nine times that of non-members, and it has reached 53 million members [10][11]. Group 2: AI Integration - This year's Double 11 marks the first comprehensive application of AI, with six new AI-driven shopping applications launched, enhancing user experience and operational efficiency [12][14]. - AI capabilities have improved product recommendation accuracy by 25%, and the new intelligent coupon system has increased conversion rates by 15% compared to traditional methods [25][26]. - The AI-driven "smart store" concept aims to provide personalized shopping experiences, potentially transforming consumer decision-making processes [27][28]. Group 3: Importance of Double 11 for Brands - Double 11 continues to be a critical platform for brand exposure and growth, with data indicating that premium brands see a relative sales increase during major promotional events [32][33]. - The festival serves as a testing ground for new business models and technologies, influencing the future direction of the digital economy and e-commerce practices [33][34]. - This year's event is positioned as a pivotal moment for brands to leverage AI and large consumption strategies, potentially redefining their growth trajectories [30][34].