智通财经APP获悉，华金证券发布研报称，2025年双11大促营销启动节点更早，呈现出长周期常态化特 点，综合电商平台通过"直降、立减、无需凑单"等方式简化促销规则，拉升各平台10月活跃用户规模增 长。电商平台和内容平台成为主导消费生态的两大支柱，双11已转向聚焦生态与细分能力的综合表现。 根据艾瑞咨询数据，截至2025年11月11日，双11期间测算全网零售额近1.8万亿元，同比增长超10%，相 比2009年首届双11增长约3.5万倍，各平台以即时零售为切入点，以高频业务带动低频消费，获得业务 新增量。 华金证券主要观点如下： 双11全域稳健增长，规则优化与用户规模同步提升 本次双11大促营销启动节点更早，呈现出长周期常态化特点，综合电商平台通过"直降、立减、无需凑 单"等方式简化促销规则，拉升各平台10月活跃用户规模增长。QuestMobile数据显示，2025年10月，淘 宝、抖音、拼多多、京东、快手和小红书APP月活跃用户规模较2024年同期普遍增长，规模分别达到 10.00亿、9.48亿、7.20亿、6.48亿、4.68亿、2.35亿。整体而言，电商平台和内容平台成为主导消费生态 的两大支柱，双11已转 ...

Core Insights - The application of AI tools, particularly generative AI represented by large models, is reshaping the operational logic of new e-commerce, becoming a highlight of this year's "Double Eleven" shopping festival [2][3] - AI has transitioned from being an auxiliary tool to becoming a core decision-making component for platforms, merchants, and consumers alike [3] Group 1: AI's Strategic Role in E-commerce - Major platforms have placed AI in the spotlight, marking a significant change in this year's "Double Eleven," with JD defining it as the "most technology-integrated edition" and Alibaba claiming it as the "first fully AI-implemented Double Eleven" [4] - Alibaba announced a 3-year investment of 380 billion yuan in cloud and AI infrastructure, focusing on e-commerce and cloud as core business areas [4] - JD has extended AI across its supply chain, utilizing its logistics super brain 2.0 and intelligent device clusters to enhance supply chain services [5] Group 2: AI's Impact on Business Growth - Both JD and Alibaba have made AI tools available for free to merchants, aiming to lower operational barriers and costs for small and medium-sized businesses [7] - AI has transformed the entire e-commerce process from "experience-driven" to "data-intelligent-driven," significantly reducing costs and opening new revenue channels for merchants [7] - Alibaba's AI tools have generated over 2 billion images and 5 million videos monthly, improving product click-through rates by 10% [7] Group 3: Consumer Engagement with AI - E-commerce platforms have launched AI features for consumers, with Alibaba introducing six AI shopping applications to enhance user experience [10] - JD has developed several consumer-facing AI applications, including a digital assistant capable of answering various queries and facilitating shopping [12] - Consumers are beginning to utilize AI tools for creating shopping lists and calculating discounts, although experiences vary widely [13] Group 4: Competitive Landscape and Challenges - The competition in e-commerce is shifting from broad traffic acquisition to deep user engagement and lifecycle value extraction driven by AI [14] - Platforms that effectively leverage AI will gain a competitive edge, while those lagging may struggle to adapt to the evolving landscape [15] - The accuracy of AI-generated information remains a concern, as inaccuracies in product recommendations could undermine consumer trust [16]