从2009年至今，"双11"已经走到第17个年头。它早已超越单纯的促销节点，成为观察电商生态进化的窗 口。 今年，"双11"周期长度再次刷新纪录，10月9日，京东"双11"就已经拉开序幕。除了越来越长的促销周 期，"双11"还有什么"新东西"？当促销活动成为电商平台的日常，"双11"还承载着怎样特殊的意义？ 单纯追求GMV(商品交易总额)的年代已然过去，以新供给、新场景、新技术为支点，电商竞争转向供给 精度、场景广度与技术深度的综合较量，一个由技术与洞察驱动、更具韧性与创新活力的电商新生态， 正在加速形成。 新供给催生新增量 面对消费市场的多元分化，电商平台不再被动等待需求，而是主动携手品牌，依托用户洞察，积极创造 新供给，激发并引领潜在的消费潮流。 能在60℃极端环境下稳定运行的宽温域空调，满足用户节庆日囤货习惯的超大容量冰柜，配备简易遥控 器并支持方言语音操控的适老化电视……今年"双11"，苏宁易购在"大众款"家电之外，开始做起个性化 定制。 家电换新加速"下沉"，县域消费持续"向上"，消费增量正蕴藏于此。为满足县域消费升级需求，苏宁易 购零售云与海尔、美的等头部品牌联动，以C2M反向定制模式，推出多款专 ...

Core Insights - The "Double 11" shopping festival has evolved beyond a simple promotional event into a window for observing the evolution of the e-commerce ecosystem, with a focus on new supply, new scenarios, and new technologies driving competition [3] Group 1: New Supply - E-commerce platforms are proactively creating new supply to stimulate and lead potential consumption trends, moving away from merely waiting for demand [4] - Suining Yigou's customized home appliances for county-level markets have seen over 85% year-on-year sales growth during the "Double 11" period [4] - Lenovo's collaboration with JD.com on the Y7000P 2025 AI gaming laptop achieved significant sales, with JD's 3C digital AI product sales increasing over 100% year-on-year during "Double 11" [5] Group 2: New Scenarios - The rise of instant retail has blurred the boundaries of consumption scenarios, with platforms integrating online and offline channels [6] - Taobao's flash purchase feature connected 40,000 stores, resulting in over 1 million orders during "Double 11" [6] - Meituan launched a new instant retail initiative, collaborating with numerous brands to create a dual-channel participation model for "Double 11" [6][7] Group 3: New Technologies - Artificial intelligence is transforming the e-commerce landscape, enhancing efficiency and optimizing consumer experiences across the supply chain [9] - JD.com reported that over 300,000 merchants utilized AI tools during "Double 11," generating over 2.3 billion yuan in GMV [9] - JD Logistics achieved over 95% automation in its supply chain, with a 1153% increase in the deployment of autonomous delivery vehicles compared to the previous year [10]