华尔街见闻·2025-11-09 07:09Core Viewpoint - The article discusses the transformation of China's largest e-commerce promotion event, Double 11, highlighting the integration of "far-field" e-commerce and "near-field" instant retail through the participation of Taobao Flash Sale, marking a significant shift in consumer behavior and platform strategy [1][2][23]. Group 1: Taobao Flash Sale's Impact - This year's Double 11 marks the first full participation of Taobao Flash Sale, which has significantly increased user engagement, with monthly active users nearing 1 billion, a historical high [1][4]. - As of November 5, the number of e-commerce orders from new users brought in by Taobao Flash Sale during Double 11 exceeded 100 million [4][6]. - The Flash Sale has accumulated substantial traffic, with daily order peaks reaching 120 million and monthly active buyers increasing by 200% since April [8][10]. Group 2: Consumer Behavior and Brand Engagement - The new consumption model has accelerated the formation of new consumer habits, with brands actively participating in the platform, indicating a shift towards "ecological collaboration" [2][15]. - Brands are increasingly utilizing Taobao Flash Sale to test new business models, with significant growth in sales and new customer acquisition during Double 11 [17][20]. - The integration of online and offline channels has allowed brands to leverage their inventory for online sales, enhancing customer reach and service [20][21]. Group 3: Future of Consumption - The article emphasizes that instant retail is not merely a supplement to e-commerce but represents the next evolution in consumer behavior, with a focus on creating a unified large consumption platform [23][24]. - Predictions indicate that the instant retail market in China could exceed 3 trillion by 2030, with its penetration in online e-commerce expected to rise from 6% to 15.7% [15][24]. - The ongoing transformation initiated by Taobao Flash Sale is expected to provide brands with opportunities to engage with a vast consumer base of 1 billion, indicating significant growth potential [24].