Core Insights - The 2025 "Double Eleven" shopping festival has seen a decline in consumer enthusiasm, with a shift towards rational consumption as consumers are less impulsive about low-price promotions [1][3] - The growth drivers in the e-commerce sector have transitioned from mere traffic benefits to technology-driven innovations, with live-streaming e-commerce remaining a key factor in stimulating consumption [1][4] E-commerce Trends - The "Double Eleven" promotional period has been extended to over 30 days, with platforms simplifying their strategies to focus on genuine discounts [2] - JD.com reported significant sales growth across various categories, with daily necessities seeing a year-on-year growth rate of 36% and apparel categories growing by 30% [2] - Douyin's total transaction volume during the "Double Eleven" period increased by 42% year-on-year, with short video channels experiencing a remarkable growth of 355% [2] Consumer Behavior - Consumers are increasingly adopting a "need-based purchasing" approach, moving away from bulk buying for discounts [3] - The core factors contributing to the decline in enthusiasm include the rise of rational consumption and the simplification of annual best prices and direct discounts [3] Live-streaming E-commerce - Live-streaming e-commerce has proven to be a major driver of sales during the "Double Eleven" event, with platforms like JD.com and Douyin seeing substantial growth in this area [4] - JD.com reported a 150% year-on-year increase in order volume from live-streaming sessions, with user viewing time tripling [4] - Douyin's live-streaming sales saw a doubling in revenue for 67,000 brands, with over 100,000 merchants achieving similar results [4] AI Integration - The integration of AI technologies is becoming a cornerstone of e-commerce development, enhancing operational efficiency and consumer engagement [6] - During the "Double Eleven" period, over 300,000 merchants utilized JD.com's AI tools, leading to significant improvements in logistics and sales performance [6] - Third-party SaaS providers like Weimeng have also reported a surge in the use of AI tools, indicating a growing reliance on technology in retail operations [7] Consumer Experience with AI - More than half of consumers experienced AI-driven search functionalities during the "Double Eleven" event, with over 70% expressing satisfaction with these features [7] - The increasing satisfaction with AI capabilities is expected to drive deeper integration of AI technologies across the e-commerce landscape, enhancing user experience and competitive advantage [7]