Core Insights - The 2023 Double 11 shopping festival has marked a new phase in e-commerce competition, with significant growth in both traditional and emerging product categories [1][3][10] E-commerce Performance - During the Double 11 period, postal and express companies collected a total of 13.938 billion packages, with a peak daily collection of 777 million packages, representing a 117.8% increase over regular business volume [1] - The total online sales for Double 11 are projected to reach 1.695 trillion yuan, reflecting a year-on-year growth of 14.2% [1] Emerging Trends - AI-related products have seen remarkable sales growth, with AI tablets increasing by 200%, AI smartphones by 150%, and other AI gadgets by 100% [3] - Consumers are increasingly valuing the quality and utility of products over price, leading to a rise in niche beauty products and a focus on personal benefits [4] Instant Retail Growth - Instant retail sales reached 67 billion yuan during Double 11, marking a 138.4% increase year-on-year [7] - Major platforms like Meituan and Taobao have reported significant growth in instant retail orders, with some categories experiencing over tenfold increases in sales [7][9] Consumer Behavior Changes - Acceptance of second-hand goods is rising, with 68.7% of first-time users on second-hand platforms during Double 11 [5] - The return rate for products was around 12%, with clothing having the highest return rate at approximately 25% [4] Live Streaming and Influencer Marketing - Live streaming has become integral to e-commerce, with platforms like Douyin and Kuaishou reporting significant sales increases through live broadcasts [12][13] - Brands are increasingly investing in their own live streaming teams, moving away from reliance on top influencers [14][15] Market Dynamics - The competition between traditional e-commerce and instant retail is intensifying, with a shift towards a hybrid model that combines long-distance logistics with local services [10] - The market share of top influencers is declining, while mid-tier influencers are becoming the main growth drivers, contributing 45% of GMV [15]

记者注意到，即时零售崛起成为今年"618"大促值得关注的新趋势之一，美团闪购、京东外卖等即时零 售平台在"618"期间表现突出，尤其是美团闪购的"30分钟达"模式，吸引了大量年轻消费者。 年轻消费者对即时零售的需求日益增长，但对价格的敏感度却在下降。这意味着平台需要在服务、物 流、用户体验等方面做出更多努力。市场人士认为，头部主播的集体"隐身"与平台股价承压，折射出流 量去中心化与行业竞争加剧的多重挑战。未来，平台将向"内容+社交+电商"闭环、AI技术驱动的新型 生态演进，头部平台需加速转型以应对变局。 （文章来源：深圳商报） 【深圳商报讯】（记者周良成）2025年的"618"大促从5月13日拉开帷幕，成为"史上最长618"。今 年"618"活动期间，头部主播"隐身"成为行业趋势，平台公司股价也出现了调整走势。据记者统计，截 至6月16日，拼多多、阿里巴巴、京东的股价分别较5月13日累计下跌13.58%、13.54%、9.13%，市值合 计蒸发约781亿美元。 今年"618"期间，"去头部主播化"趋势明显。记者梳理发现，头部主播小杨哥基本已消失，李佳琦、董 宇辉、辛巴的直播场次变少，直播机构加快招入更多新人主 ...