各大电商平台的"双11"大促活动已陆续拉开帷幕。9月29日，北京商报记者发现，与往年相比，今年"双 11"营销呈现出两大显著变化：启动时间普遍提前，促销方式持续简化。消费者无需等待预售期，随想 随买、现货直降成为今年大促的关键词。更为直接与透明的促销模式，也标志着平台竞争重心从"流量 收割"向"价值创造"的转变。从流量红利到建立信任，"双11"的比拼方式乃至平台竞争逻辑已然生变。 简化促销方式 9月29日，京东率先打响"双11"第一枪宣布，今年京东11.11将于10月9日晚8点正式启动，实行现货开 卖。京东11.11分为预热期和正式期两个阶段。预热期为10月9日0时至10月9日19时59分，正式期为10月 9日20时至11月14日23时59分，活动时长为37天。 相比之下，天猫"双11"的节奏则相对保守，从10月15日开始，至11月14日结束。活动分为预售和现货两 个阶段，预售于10月15日14时开始；现货预热从10月17日0点开始，现货售卖则从10月20日20时开启。 天猫同样推出了"官方立减"玩法，消费者无需凑单即可享受直接减免，显示出简化促销已成为行业共 识。 "双11"节奏的提前和促销方式的简化，反映 ...

21世纪经济报道记者孔海丽北京报道 今年"双11"，来得比往年更早。 9月29日，京东宣布，今年"双11"将于10月9日晚8点现货开卖，成为首个将大促起点定在"国庆后首 日"的电商平台。 而根据公开资料，从天猫、抖音等主要平台公布的"双11"时间表来看，也都有所提前。抖音将于10月9 日开启，而天猫将于10月15日开启预售。 国庆黄金周假期计划尚未成行，节后的商业指针已经开始转动。 "抢跑"背后，消费节正在整体上演"减法革命"，熬夜、凑单、满减等玩法，都成了过去式。 超长周期的流量博弈 京东方面称，在"十一黄金周"结束后的第一天启动"双11"，消费者会有充裕的选购时间。今年，京东的 促销玩法也有进一步简化，不需要凑单，单件商品价格立减，且现货开卖，不需要等待。 "'双11'流量争夺白热化。" 网经社电子商务研究中心主任曹磊指出，头部电商平台通过延长促销周期留 住了用户更多消费的可能性。数据显示，2024年京东"双11" 购物用户数同比增长超20%；天猫成交总额 强劲增长，购买用户规模创新高，证明了超长周期策略的有效性。 促销机制的"减法革命" 根据京东公布的时间表，今年"双11"将从10月9日开始，这一安排较 ...

Core Viewpoint - Lazada is focusing on "branding" as its highest strategy, leveraging Alibaba's organizational benefits to integrate domestic and international operations, aiming to enhance brand presence in Southeast Asia [5][6][7]. Group 1: Strategic Direction - Lazada has been integrating local and international brands since its acquisition by Alibaba in 2018, introducing initiatives like LazMall and the "Double 11" shopping festival [5][6]. - The company aims to tap into the growing middle-class market in Southeast Asia, which currently has 150 million consumers, by positioning itself as a platform for quality and branded products [6][11]. - The integration with Tmall allows for a "system-level" connection, enabling merchants to mirror their Tmall stores on Lazada, thus facilitating cross-border business with lower costs [6][14][15]. Group 2: Market Opportunities - The demand for quality products among Southeast Asian consumers is rising, with Lazada identifying "quality users" as a key demographic [6][11]. - Short-tail categories, such as consumer electronics and beauty products, are seen as having significant opportunities for growth due to local supply gaps [20][21]. - Brands that focus on emotional value, like Pop Mart, are gaining traction, and Lazada is actively engaging in marketing strategies to connect these brands with local consumers [22][23]. Group 3: Operational Enhancements - Lazada offers various operational models to assist brands in entering the Southeast Asian market, including a "one-click light export" option for Tmall merchants [24]. - The platform emphasizes the importance of local insights and intelligent full-chain support to help brands navigate the complexities of local operations [17][25]. - The company is committed to evolving its approach to ensure that brands not only enter the market but also adapt their products to meet local consumer needs [25].

一、真实可感：从一次下单到一条可追溯的价值链 可追溯的好物：重点农特产品接入"批次—产地—检测—物流"链路码，消费者扫码可见核心关键信息。 "真"是平台的生命力，"新"是平台的成长力。DCF智能商城以"Digital Connectivity for Global Fair-Flow(数字连接促进全球公平流动)"为品牌内核，贯通生 产—流通—消费全链路，在"合规可信"的底座上，跑出"规模可复用、价值可衡量"的增长曲线。 可信的商家：入驻需通过资质审核、质量承诺与交付能力评估;差评预警与复购指数纳入商家健康度评分。 可验证的服务：7×24在线客服、超时未响应升级;售后赔付时限明确，平台与商家共同担责。 二、技术即服务：把复杂留给系统，把简单留给用户 智能选品与推荐：结合历史销量、价格弹性、同城供需、季节因素，给出"上新/补货/替换"建议;用户侧实现个性化推荐与限时拼团。 AI内容工厂：基于合规词库的短视频模板、直播脚本、详情页自动生成;A/B测试自动跑数，形成内容增长闭环。 配送与库存协同：门店-前置仓-中心仓三阶库存策略，热销品"就近发"，生鲜品"定时半径内必达"。 三、产业带方法论：让"一县一品"变成"一区 ...

Core Viewpoint - Lazada is focusing on "branding" as its highest strategy to compete in the Southeast Asian e-commerce market, leveraging organizational synergies from Alibaba's e-commerce group to enhance both domestic and international operations [1][2]. Group 1: Strategic Direction - Lazada's strategy is to integrate with Tmall, allowing merchants to mirror their Tmall stores on Lazada, thus facilitating low-cost cross-border operations while maintaining domestic sales [3][8]. - The company aims to tap into the growing middle-class market in Southeast Asia, which currently has 150 million consumers, by targeting "quality users" who seek branded products [2][6]. Group 2: Brand Integration and Market Position - The integration with Tmall allows for streamlined inventory management, marketing, and pricing, enhancing Lazada's ability to offer competitive pricing and brand recognition to Southeast Asian consumers [3][8]. - Lazada is positioned as the highest in average order value and brand penetration among Southeast Asian e-commerce platforms, indicating a strong market presence [6]. Group 3: Product Strategy and Market Opportunities - Short-tail product categories, such as consumer electronics and beauty products, are prioritized for initial market entry due to their standardization and scalability [15]. - The company recognizes specific local consumer needs, such as the demand for high-quality outdoor products and beauty items tailored to Southeast Asian climates, as significant market opportunities [14][18]. Group 4: Brand Collaboration and Consumer Engagement - Lazada collaborates with brands like Pop Mart to enhance consumer engagement through events that connect products with emotional value, thereby strengthening brand loyalty [16]. - The platform aims to provide localized marketing support to help brands establish emotional connections with consumers in the region [16][17].

每经记者｜陈婷 每经编辑｜董兴生 9月25日，《每日经济新闻》记者从Lazada获悉，作为品牌战略的升级，在今年"双11"前，Lazada已与 天猫进行系统打通，为天猫品牌"0门槛"增加马来西亚、新加坡、泰国、越南、菲律宾5个海外市场。该 项目被命名为"一键轻出海"。 作为阿里旗下东南亚电商平台，Lazada成立于2012年，主要在印度尼西亚、马来西亚、菲律宾、新加 坡、泰国和越南等市场发展。自2016年投资控股Lazada以来，阿里曾多次向Lazada注资。2024年8月， Lazada传出开始盈利的消息，就在这一年，Lazada的业务重点是"用户的价格体验和服务体验"。 9月25日，在接受包括《每日经济新闻》记者在内的媒体采访时，Lazada总裁千城表示，当前Lazada进 行的是"DNA级别"的升级。 近几年，Lazada在东南亚市场承担着不小的竞争压力。与天猫进行系统打通后，Lazada能撬开东南亚市 场新局面吗？ "商家感知到的成本将是，今天有一个海外订单产生了，只要把这个商品发到国内的一个指定仓，这个 过程和商家直接把商品发给国内的任何一个消费者没有任何区别。"千城说。 Lazada方面表示，La ...

Core Insights - Amazon's "Sailor Plan" has evolved into the "Sailor Star Plan," showcasing the globalization journey of 43 Chinese brands over five years, emphasizing the importance of innovative tools and local support in reaching global consumers [1] - The COMIX Qixin brand has launched a short film highlighting its international business team's efforts to expand overseas markets through Amazon, leveraging quality products and efficient supply chains [1][2] - COMIX Qixin is focusing on cross-border e-commerce as a key channel for increasing overseas sales, utilizing Amazon to reach both B2B and B2C markets [4] Group 1 - The "Sailor Star Plan" invites 15 quality Chinese brands to share their stories, providing valuable experiences for other brands looking to expand internationally [1] - The COMIX Qixin brand has adjusted product designs based on local customer needs, leading to increased sales during Amazon's Prime Day [2] - The company is exploring a new path of "B2B start, B2C breakthrough" to deliver quality products to more users [4] Group 2 - COMIX Qixin, a well-known office brand under Qixin Group, has over 30 years of experience in the office sector, focusing on product quality and innovation [6] - The group is applying AI models to enhance efficiency in operations, marketing, and supply chains within the cross-border e-commerce sector [6] - Successful international market exploration by Qixin Group highlights the need for Chinese brands to balance product strength and brand power while responding quickly to market changes [6]

据介绍，Lazada从成立起就定位为品牌商城，而近年来，东南亚消费者对于品牌消费的需求也在持续增 长。这次打通天猫，是品牌化战略的延续和升级，把更多优质品牌直接送到东南亚。本地化能力也是 Lazada的独特优势。Lazada培养了一支深耕本地、对东南亚市场熟悉的本地化团队。 据介绍，该项目被命名为"一键轻出海"，即商家无需进行任何投入，就可轻松出海。目前，天猫商家的 后台已上线报名通道，天猫小二会进行筛选，对符合条件的商家开放系统对接，随后Lazada的品牌商城 LazMall里将生成店铺，商品、库存、营销、优惠等同步更新。当订单产生的时候，天猫商家只要发货 到国内中转仓，Lazada将负责后续的跨境运输和售后，全程无需注册、无需组建海外团队。 值得一提的是，东南亚一直被认为是国内品牌出海第一站。墨腾创投《2025东南亚电商报告》显示， 2024年，东南亚电商市场规模达1284亿美元，其中Shopee、Lazada与TikTokShop已在东南亚合计超过 80%市场份额，形成三足鼎立格局。 记者从阿里旗下东南亚电商Lazada获悉，作为品牌战略的升级，Lazada在今年"双11"之前，已与天猫进 行系统打通， ...

Core Insights - The article discusses Lazada's strategic upgrade to transition from a "selling goods era" to a "branding era" in Southeast Asia, aiming to become the main battlefield for Tmall merchants in the region [2][3]. Group 1: Strategic Initiatives - Lazada has launched a project named "One-Click Easy Overseas" to facilitate Tmall brands entering five Southeast Asian markets: Malaysia, Singapore, Thailand, Vietnam, and the Philippines [2]. - The integration allows Tmall merchants to create identical stores on Lazada's platform, with synchronized products, inventory, marketing, and promotions [2][4]. - Lazada's President, Qian Cheng, emphasized that this initiative represents a "golden period" for branding and is supported by strong internal collaboration [2][6]. Group 2: Market Context - The Southeast Asian e-commerce market is characterized by low penetration and rising consumer spending, making it an attractive target for Lazada to replicate Tmall's brand mall model [3]. - According to a report by Mo Teng Venture Capital, the GMV of Southeast Asian e-commerce platforms is projected to reach $128.4 billion by 2024, with Shopee, Lazada, and TikTok Shop dominating over 80% of the market [8]. Group 3: Merchant Support and Operations - Lazada aims to lower the barriers for Tmall merchants to enter overseas markets by managing cross-border logistics and after-sales services, allowing merchants to focus on domestic operations [4]. - For merchants hesitant about initial investments, Lazada offers a lightweight approach to test the Southeast Asian market, with options for deeper engagement if successful [5][6]. Group 4: Competitive Landscape - This strategic upgrade marks Lazada's first comprehensive opening of localized operational capabilities to Tmall merchants, positioning it to compete more effectively in the Southeast Asian e-commerce sector [8][10]. - Lazada's shift towards brand-focused operations aims to move away from price wars and build an ecosystem centered on quality and service, mirroring Tmall's development path in China [9][10].

Group 1 - The core viewpoint of the article highlights the upgrades to JD's BaiTiao service, which now includes interest-free installment plans, deferred payment options, and trade-in services to meet diverse consumer needs [1] - As of September 2025, JD BaiTiao has reached nearly 300 million consumers, over 2 million industrial merchants, and more than 100 financial institutions, continuously expanding its service experience of "consume first, pay later, real-time approval, and flexible installments" [1] - The cumulative interest-free subsidies provided to users by JD BaiTiao, in collaboration with financial institutions and merchants, have reached over 10 billion yuan [1] Group 2 - The introduction of interest-free installments has significantly boosted product conversion rates, with an average increase of over 32% [1] - In regions such as Beijing, Guangdong, and Jiangsu, the BaiTiao service has helped merchants achieve an average transaction volume increase of over 2.5 times following the expansion of 3C digital products [1]