Core Viewpoint - The article emphasizes the transformative impact of AI on the e-commerce industry, suggesting that businesses must adapt to these changes to thrive in 2025 and beyond [3][24]. Group 1: Industry Challenges and AI's Role - In 2024, two major industry events, "only refund" policies and high return rates, have created significant pressure on businesses, leading to increased inventory cycles [3][19]. - The emergence of AI technologies, such as DeepSeek, is seen as a double-edged sword, creating a digital divide between large enterprises and small to medium-sized businesses [3][5]. - A report from Goldman Sachs predicts that AI could enhance productivity across industries by 1% annually, similar to the vision presented by General Electric in 2012 [5][6]. Group 2: Brand Management in the AI Era - The essence of branding is emotional preference, requiring businesses to navigate through five key steps: reach, acceptance, first purchase, loyalty, and advocacy [8]. - The DEEPLINK model by Alibaba Mama segments the consumer journey into detailed steps, allowing for more effective data-driven marketing strategies [8][9]. - AI tools are becoming essential for brands, with nearly 36% of advertisers in China already utilizing AIGC technology in their marketing efforts [6][12]. Group 3: AI as a Business Optimizer - The concept of "intelligent agents" is gaining traction, with AI expected to play a crucial role in optimizing business operations and decision-making processes [14][16]. - AI can generate comprehensive reports in minutes, providing insights into market trends and competitive analysis, which were previously time-consuming tasks [15][17]. - The integration of AI capabilities is seen as a significant evolution in business operations, enabling companies to make data-driven decisions and enhance their marketing precision [16][21]. Group 4: Evolving Market Dynamics - The article highlights a shift towards a healthier business environment, where AI can help identify and mitigate issues such as high refund rates and low-quality competition [20][21]. - The rise of the Z generation is driving a new era of diverse consumer demands, with new product categories experiencing sales growth of 15% to 20% [12][22]. - AI is positioned as a tool for leveling the playing field in e-commerce, making it easier for small businesses to compete against larger corporations [20][24]. Group 5: Future Outlook - The article concludes that the evolution of AI will lead to a restructured economic landscape, emphasizing the importance of adapting to these changes for future success [24][25]. - Companies that embrace AI capabilities are likely to see significant benefits, particularly in product quality and supply chain management, as the market shifts away from a focus on low prices [21][22].

Core Viewpoint - The article discusses how Skechers successfully leveraged AI tools from Alibaba Mama to identify and expand its consumer base for the "Flash Shoes," demonstrating the importance of understanding diverse consumer needs in a rapidly changing market [1][9]. Group 1: AI and Consumer Insights - AI is becoming a crucial tool for brands to predict trends and enhance operational efficiency, allowing them to capture emerging consumer demands effectively [2][3]. - The integration of AI in business operations enables brands to transition from traditional marketing methods to data-driven strategies, enhancing their ability to identify and act on consumer trends [12][20]. Group 2: Changing Consumer Behavior - The emergence of a "new value consumption era" is characterized by consumers increasingly seeking comfort and relaxation, with younger demographics showing a growing interest in these attributes [1][5]. - The 00s generation is redefining consumption patterns, actively engaging with AI technologies to enhance their shopping experiences and making informed decisions based on personalized recommendations [7][18]. Group 3: Case Studies and Success Stories - Skechers' "Flash Shoes" have seen significant success in markets like Europe and Japan, and the brand's collaboration with Alibaba Mama has allowed it to tap into younger consumers who value comfort and versatility [8][9]. - The health brand Zhenyan successfully transitioned from niche products to broader markets by utilizing AI to understand consumer preferences and identify new growth opportunities [12][13]. Group 4: Future Trends and Strategies - Brands must adapt to the fast-paced changes in consumer behavior and preferences, utilizing AI to stay ahead of trends and effectively engage with their target audiences [10][20]. - The article emphasizes the importance of building strong brands that can quickly respond to market changes, with AI serving as a critical component in achieving sustainable growth [19][23].