这是半佛仙人的第1875篇原创 1 之前说过好几次了，阿里这次在商战中的表现，非常漂亮。 出招的时机漂亮，打的节奏也漂亮。 先 等 两 家 的 弹 药 耗 了 一 波 后 ， 再 冲 进 去 ， 集 中 资 源 提 升 对 抗 强 度 ， 搞 得 对 手 只 能 被 动 迎 战。 上一个这么会抓节奏出招的阿里，还是拳王阿里。 阶段性的战果，大家也看到了，非常顶。 但，依然，还有更大的目标，战役还未停歇。 思考一个问题，如果只是外卖业务，值得投这么多吗？ 对于阿里来说， 外卖就只是外卖吗？他们想要的是什么？ 淘宝闪购月活破三亿，是什么了不起的事儿吗？ 淘宝闪购日峰值订单过1 . 2亿，有什么好吹的吗？ 这么大手笔，就是给你补贴喝奶茶吗？ 不是。 是借着这阵仗，把外卖、电商、会员全部打通了，让你在同一个地儿就能买所有东西了。 当你想买任何东西的时候，第一反应都是打开淘宝。 买万物，只认这么一个入口。 这不是抢回用户，是重写用户的脑回路。 头等生意不是给消费者卖货，而是给消费者脑子里整出条件反射。 什么淘宝电商淘宝闪购的，什么这儿那儿的，都不重要。 我只知道，买东西，打开淘宝。 搞一个真正的全域大消费平台，这个才是 ...

Core Insights - The rise of instant retail has opened new avenues for the e-commerce industry, with Alibaba integrating Ele.me and Fliggy into its Chinese e-commerce group to create a comprehensive ecosystem covering various consumer needs [1][3] - Instant retail is transforming consumer behavior, leading to impulsive purchases across multiple categories, indicating the emergence of a new incremental market [1][4] Group 1: Market Dynamics - Instant retail is not merely an extension of food delivery but a new business entry point, with Taobao Flash Sales driving significant sales across various categories [3][4] - In July, Taobao Flash Sales helped 66 brands achieve over 10 million in monthly sales, while 395 brands surpassed 1 million, showcasing a restructured flow of traffic in the e-commerce ecosystem [3][4] - The competition landscape has shifted from linear to a more complex, cross-category and cross-scenario rivalry, necessitating a deeper understanding of consumer needs [5][19] Group 2: Consumer Behavior - Consumers are increasingly seeking a combination of affordability and speed, prompting merchants to optimize their online and offline operations [4][19] - High-frequency consumption scenarios are paving the way for low-frequency products, allowing brands to capture new customers who may not have been targeted previously [4][5] Group 3: Technological Integration - The integration of AI is crucial for managing the complexities of modern retail, enabling merchants to optimize their operations and improve decision-making [9][10] - AI has demonstrated significant improvements in conversion rates and return on investment (ROI), with some brands reporting an 80% increase in conversion rates and a 32% growth in ROI [10][11] Group 4: Brand Positioning - Brands must focus on building long-term impressions through repeated consumer interactions, as each touchpoint contributes to brand recognition and loyalty [13][15] - The Uni Desk platform allows brands to manage advertising across various channels, enhancing the efficiency of brand exposure and consumer engagement [15][16] Group 5: Future Outlook - The future of e-commerce will revolve around embracing new traffic sources, rhythms, and technologies, as indicated by the evolving consumer purchasing patterns [17][19] - The shift from traditional promotional strategies to a more cyclical approach will define competitive success, emphasizing the importance of adapting to consumer behavior [19][20]