又一年双11落下帷幕。时至今日，一个核心问题变得清晰：商家今天究竟需要一个怎样的双11？ 曾经追逐瞬间交易额暴涨的狂热已然降温，商家们的态度表明了一切。他们要的不仅是一个销售冲刺的节点，更是一个能让他们的自主规划确定性落地、生 意大盘持续增长、并积累品牌长期资产的舞台。他们渴望的是，掌握增长的"主动权"。 一旦掌握增长主动权，双11就会变成"如何主动设计"的战略课题。大促的意义，即转向商家如何利用它，来为自己创造价值、创造叙事、创造增量。 复盘今年双11，我们发现，越来越多的商家正在抖音电商找到增长的主动权——这得益于店播和货架的双轮驱动，亦来自商家精心耕耘品牌生意获得的终极 回报，即消费者对品牌的认知和深厚信任。 他们把店播当作生意第一阵地。双11期间，销售额破千万的店播数量同比增长53%，52万个商家的店播销售额翻倍。 他们认真做好货架场的常态化经营。双11当天，平台整体的货架场销售额爆发225%。 双11当日 搜索销售额爆发 0 在这个让品牌充分掌握经营主动权的生态场域，6.7万个品牌销售额翻倍，销售额破亿的商品数量同比增长129%。 -12 17 全速增长, 品牌爆发 ← 品牌销售额翻倍 破亿商品数量 ...

当第17个双11落下帷幕，这场始于2009年的消费节日，正逐渐褪去"流量狂欢"的外衣，转向"价值竞 争"的新阶段。 截至记者发稿时，头部MCN（多频道网络）公司、主播均未发布双11战报，李佳琦直播间、陈洁KiKi 直播间、与辉同行直播间、东方甄选直播间、贾乃亮直播间等，依旧在今年双11占据头部流量池。天 猫"双11"预售第一天开启，李佳琦直播间双11首小时加购GMV同比保持增长，美妆、母婴、时尚、食 品等细分品类增长显著，最高增长近80%。蝉妈妈数据显示，截至记者发稿时，与辉同行直播间销售额 已超过1亿元。 2025年双11期间，各大平台并未披露GMV（商品交易总额）数据，但多家平台对新京报贝壳财经记者 表示，平台商品成交额创新高。 截至记者发稿时，京东双11数据显示，平台下单用户数增长40%，订单量增长近60%；天猫双11数据显 示，截至11月5日，淘宝闪购带来的新用户，在本次双11期间的电商订单数已超过1亿；小红书"种草直 达"在各大电商平台中实现成交额破千万的单品已超过100个，成交额超100万的商品近1000个。 理性消费特征愈发凸显，头部直播间不再疯抢"最低价"，AI（人工智能）全面渗透购物全链路， ...

当第17个双11落下帷幕，这场始于2009年的消费节日，正逐渐褪去"流量狂欢"的外衣，转向"价值竞 争"的新阶段。 2025年双11期间，各大平台并未披露GMV（商品交易总额）数据，但多家平台对新京报贝壳财经记者 表示，平台商品成交额创新高。 截至记者发稿时，京东双11数据显示，平台下单用户数增长40%，订单量增长近60%；天猫双11数据显 示，截至11月5日，淘宝闪购带来的新用户，在本次双11期间的电商订单数已超过1亿；小红书"种草直 达"在各大电商平台中实现成交额破千万的单品已超过100个，成交额超100万的商品近1000个。 理性消费特征愈发凸显，头部直播间不再疯抢"最低价"，AI（人工智能）全面渗透购物全链路，而"中 国制造"则借助电商加速"破圈"走向世界，成为今年双11最显著的三大趋势。 理性消费升温：告别"史上最低价"开打"价值战" "今年双11，我提前列了清单，只买需要的东西，没再为凑满减熬夜下单。"在北京工作的白领刘女士告 诉新京报贝壳财经记者，她今年双11的消费总额较去年减少了30%，"以前觉得不买就亏了，现在更看 重商品的实用性和性价比。" 刘女士的感受并非个例。艾瑞咨询报告显示，"跨平台 ...

Group 1 - Luckin Coffee is actively working towards relisting on the US main board, which is seen as a significant event with international influence [1][7] - The company has not set a specific timeline for the relisting, focusing instead on executing its business strategy and development [2] - Luckin Coffee's past included a successful IPO on NASDAQ in May 2019, followed by a financial scandal that led to its delisting in June 2020 [3][4] Group 2 - The company has undergone significant changes, including a complete exit of the original shareholders and management team, and the establishment of a new management team under Dazhong Capital [5] - Luckin Coffee reported a revenue increase of 47.1% year-on-year to 12.36 billion yuan and a net profit increase of 43.6% to 1.25 billion yuan in the second quarter [5][6] - The total number of Luckin Coffee stores reached 26,206, with ongoing expansion into overseas markets [5] Group 3 - The company's performance indicates that a relisting on the main board would attract market interest [6] - Luckin Coffee's association with Xiamen highlights its confidence in returning to the US main board [7]

人民财讯11月12日电，11月12日，根据星图数据报告，2025年"双11"购物节，全网电商销售总额为 16950亿元，同比增长14.2%。其中，综合电商销售总额为16191亿元，同比增长12.3%；即时零售销售 额为670亿元，同比增长138.4%。 ...

Core Insights - The 2025 "Double Eleven" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, highlighting a shift towards user experience and comprehensive service capabilities rather than just sales volume [1][2][3]. Group 1: Sales Performance - Taobao Tmall achieved over 1 billion in sales for 80 brands within the first hour, with over 30,000 brands doubling their sales compared to last year [2]. - Douyin e-commerce saw a 500% year-on-year increase in sales through live streaming, with over 41,000 merchants participating [2]. - Fliggy's travel products surpassed 1.6 million units sold, indicating a shift in consumer behavior towards service-oriented purchases [3]. Group 2: Consumer Behavior Trends - The current "Double Eleven" reflects a trend of rational purchasing, with consumers focusing on experience and diverse scenarios rather than just price [1][3]. - There is a notable shift in consumer preferences towards service experiences, as evidenced by the popularity of travel products and the willingness to purchase service-oriented items [3][6]. Group 3: Technological Advancements - Major platforms are leveraging AI and instant retail capabilities to enhance user experience and differentiate themselves in the competitive landscape [4][5]. - Taobao Tmall positioned this year's event as the first "Double Eleven" fully powered by AI, improving traffic distribution and product recommendations [4]. - JD.com reported a 3.2 times increase in the usage of its JoyAI model across over 1,800 scenarios, showcasing its supply chain advantages [4]. Group 4: Consumption Quality and Structure - The sales data indicates an optimization and upgrade in consumption structure, with new brands and categories emerging rapidly [6]. - Personalized consumption is on the rise, with significant growth in niche markets and unique products that align with individual consumer values [6][7]. - Health-conscious products and diverse travel experiences are gaining traction, reflecting a broader understanding of health and a shift towards experiential travel [6][7]. Group 5: Membership Economy - The value of membership programs is becoming more pronounced, with high-value users showing strong loyalty and engagement, shifting e-commerce operations from traffic-driven to user-centric strategies [7].

Core Insights - The 2025 "Double Eleven" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, highlighting a shift towards user experience and comprehensive service capabilities rather than just sales volume [1][2][3] Group 1: Sales Performance - Taobao Tmall achieved over 1 billion in sales for 80 brands within the first hour, with over 30,000 brands doubling their sales compared to last year [2] - Douyin e-commerce saw a 500% year-on-year increase in sales through live streaming, with over 41,000 merchants participating [2] - Fliggy's travel products surpassed 1.6 million units sold, indicating a shift in consumer purchasing behavior towards service experiences [3] Group 2: Consumer Behavior Trends - The current "Double Eleven" reflects a trend of rational purchasing, with consumers focusing on value and experience rather than just low prices [1][3] - There is a notable shift in consumer preferences towards service-oriented products, as evidenced by the popularity of travel and experience-based purchases [3][6] - New consumption forces are emerging, with hundreds of new brands achieving significant sales, indicating a market expansion into niche and innovative categories [6] Group 3: Technological Advancements - AI technology and instant retail capabilities are becoming core competitive advantages for platforms, enhancing user experience and operational efficiency [4][5] - Taobao Tmall is leveraging AI to optimize traffic distribution and improve search relevance and recommendation accuracy [4] - JD.com is utilizing its "super supply chain" and JoyAI model to enhance logistics and service delivery, ensuring timely fulfillment even in rural areas [4] Group 4: E-commerce Ecosystem Evolution - The competition in the e-commerce industry is evolving from a focus on individual metrics to a comprehensive ecosystem approach, driven by technology and service enhancements [5] - Platforms are increasingly integrating live streaming, content, and shopping experiences to create a more engaging consumer journey [4][5] Group 5: Quality and Diversity in Consumption - The sales data from "Double Eleven" indicates a shift towards higher quality and diversified consumption, with consumers willing to pay for products that align with their personal values and aesthetics [6][7] - Health-conscious products and unique travel experiences are gaining traction, reflecting a broader understanding of consumer needs and preferences [6][7] - Membership economies are becoming more prominent, with loyalty programs driving sustained consumer engagement and shifting focus from traffic to deep user engagement [7]

Core Insights - The "Double 11" shopping festival is shifting from product-driven consumption to service-driven, experience-driven, and emotional value-driven consumption [1][2][3] Group 1: Market Trends - Major e-commerce platforms are extending promotional periods, simplifying rules, and integrating instant retail to enhance user shopping experiences and stimulate consumer enthusiasm [2][3] - Service consumption has emerged as a new highlight during this year's "Double 11," with significant increases in hotel and flight bookings, as well as growth in dining, beauty, and family entertainment services [2][3] - The overall sales growth of innovative products and brand items has been notable, with some categories experiencing substantial year-on-year increases [3][4] Group 2: Technological Integration - AI technology is being widely applied across the shopping experience, enhancing operational efficiency and consumer engagement [4][5][6] - Platforms are utilizing AI for dynamic pricing, intelligent loss prevention, and automated operations, which improves decision-making and operational precision [4][5] - The number of AI systems in operation has significantly increased, with platforms like JD and Tmall leveraging AI to enhance search recommendations and improve conversion rates [4][6] Group 3: Consumer Behavior - Emotional value and consumer experience are becoming critical factors influencing purchasing decisions, with consumers increasingly favoring products that offer emotional satisfaction [3][5] - The trend indicates a shift from price-driven purchases to a focus on quality and experience, as consumers seek better value and efficiency [3][5][8] Group 4: Promotional Strategies - The duration of the "Double 11" event has been extended to 37 days, reflecting a shift in consumer preferences towards more flexible purchasing options [7][8] - This extended promotional period allows merchants to manage inventory more effectively and enables consumers to make more informed purchasing decisions [7][8] - The normalization of extended promotional periods is becoming a significant trend in the e-commerce market, with various holidays serving as promotional opportunities [7][8] Group 5: Future Directions - The focus is shifting from price wars to value creation, emphasizing technological empowerment and ecosystem integration to generate additional value for consumers and merchants [8] - Companies are encouraged to optimize consumer experiences through technology, enhance supply chain management, and support small and medium-sized businesses with better tools and data [8]

Core Insights - The 2025 "Double 11" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, indicating a recovery in overall consumption [1][2] - The competition among platforms has shifted from merely focusing on sales volume to enhancing user retention, merchant empowerment, and technological implementation [1][4] Group 1: Sales Performance - Taobao Tmall achieved over 1 billion yuan in sales within the first hour for 80 brands, while over 30,000 brands saw their sales double [2] - Douyin e-commerce reported a 500% year-on-year increase in sales through live streaming, with over 41,000 merchants participating [2] - Fliggy's travel products surpassed 1.6 million units sold, reflecting a shift in consumer behavior towards service-oriented purchases [3] Group 2: Consumer Trends - The current "Double 11" emphasizes rational purchasing, experiential shopping, and diverse scenarios, moving away from simple price competition [1][6] - There is a notable rise in service-oriented consumption, with consumers increasingly opting for experiences over physical goods [3][6] - Personalized consumption is on the rise, with new brands and niche products gaining traction, indicating a shift towards more individualized consumer preferences [6][7] Group 3: Technological Advancements - AI and instant retail capabilities are becoming core competitive advantages for platforms, enhancing user experience and operational efficiency [4][5] - Taobao Tmall is leveraging AI to optimize traffic distribution and improve search relevance and recommendation accuracy [4] - JD.com is utilizing its "super supply chain" and AI models to enhance logistics and service delivery, ensuring timely fulfillment even in rural areas [4] Group 4: Membership Economy - The value of membership programs is becoming increasingly evident, with high-value users showing strong loyalty and engagement, shifting the focus from traffic-driven growth to deep user engagement [7]

Core Insights - The 2025 "Double 11" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, highlighting a shift towards rational purchasing and diverse experiences [1][3][6] Group 1: Sales Performance - Taobao Tmall achieved over 1 billion yuan in sales within the first hour across 80 brands, while JD.com saw a 24.7% year-on-year increase in active users [1][2] - Douyin e-commerce reported a 500% year-on-year growth in live sales, with over 41,000 merchants participating [1][2] - Fliggy's travel products surpassed 1.6 million units sold, indicating a shift in consumer focus from physical goods to service experiences [1][3] Group 2: Competitive Strategies - E-commerce platforms are adopting straightforward discount strategies, with Taobao Tmall and Douyin e-commerce offering direct price reductions and coupons, reflecting an understanding of consumer demand for transparency [2][3] - The integration of AI technology and instant retail capabilities is becoming a core competitive advantage, with platforms like Taobao Tmall and JD.com enhancing user experience through improved logistics and personalized recommendations [4][5] Group 3: Consumer Trends - The rise of service-oriented consumption is evident, with consumers increasingly purchasing travel services and experiences rather than just physical products [3][6] - New consumer forces are emerging, with hundreds of new brands gaining traction on platforms like Tmall, indicating a shift towards niche markets and personalized products [6][7] - Health-conscious consumption is on the rise, with significant sales growth in health-related products and a broader understanding of health management among consumers [6][7] Group 4: Membership Economy - The value of membership programs is becoming more pronounced, with high-value users showing strong loyalty and engagement, prompting a shift from traffic-driven strategies to deeper user engagement [7]