图源：圆桌讨论 唐辰拍摄 双11大促还有必要吗？ 于是，不同于往年双11的大促逻辑，将大家的注意力锁定在"价格"、"质价比"、"发券"、"凑单"等传统玩法。今年天猫打算让AI打头阵、淘宝闪购融合 线上线下边界，将双11从传统的电商大促节点，转变成一个涵盖"吃喝玩乐购"全场景的全民消费节日，以解决消费痛点，也能让商家获得增长。 这是16日天猫双11发布会圆桌环节，易立竞开场就提出的一个相当尖锐的问题。与此同时，我的好友也在问我，现在还有人参加双11么？ 设问的背后是一个略微尴尬的现实：双11进入第17个年头，单从面上看，无论是商家，还是消费者的参与热情，亦或者是带动的消费体量，都没有了头几 年的"疯狂"。 并且，随着消费市场的日益成熟，电商平台以及线下商家大促的常态化，双11对平台、商家、用户三方，就有了不同的意义。在不少人看来，当下最需要 双11的，可能不是商家、也不是用户，而是平台。 双11果真没有必要再继续了么？ 圆桌嘉宾、商家代表，李宁集团副总裁冯晔的看法，很有代表性，可以视为对易立竞类质疑的回答。他认为，像双11这一类，在消费品领域的狂欢活动， 始终有存在且延续的必要。 对消费者来说，一个是消费长期习 ...

以下文章来源于商业弧光 ，作者苗正卿 商业弧光 . 听风者，捕光人，最准点的商业节拍 出品｜虎嗅商业消费组 作者｜苗正卿 如何让一艘正在航行的巨型轮船，在保持前行的同时"换上"新引擎？ 这是摆在23岁淘宝面前的"历史级考题"：拥有10亿年度活跃用户、300余万商家、6.5万亿年GMV的 淘宝，需要完成一场AI升级。而考题的难点在于，它要一边确保业绩稳中有增，一边确保用户和商 家感觉不到"升级阵痛"。 虎嗅独家获悉，2024年12月，淘天决策层针对AI升级进行了多次会议，经过讨论后，内部逐渐梳理 出三件"最具确定性"的需要通过AI升级的事情：1.大幅度提高流量匹配效率（ 搜推广 ） 2.为商家增 效降本 3.新的AI导购产品。而在2025年3月，三件事陆续启动。 整个过程，采用了AB测试、灰度上线等阿里传统打法。虎嗅了解到，上述三个事情，几乎并行。由 阿里巴巴中国电商事业群搜推智能事业部和CTO技术线共同牵头，多个兄弟部门协同推动。 从虎嗅视角观察，这个过程是非常谨慎的。有知情人士告诉虎嗅，所有AI相关新功能、工具，都会 从2%用户量这个阶段开始测试。常见的模式是，采用了新AI产品的2%用户会被纳入到一段为期数 ...

从虎嗅视角观察，这个过程是非常谨慎的。有知情人士告诉虎嗅，所有AI相关新功能、工具，都会从 2%用户量这个阶段开始测试。常见的模式是，采用了新AI产品的2%用户会被纳入到一段为期数周的观 察期。在这两周之内，技术团队、数据团队等部门会连夜复盘，并研究消费者体验变化背后的原因。 如果一个AI功能或产品，在2%用户量的维度获得了不错的反馈，那么接下来会进入5%、10%直到50% 的漫长测试周期，直到50%这个量级测试依然展现出良好的结果，这个产品/工具才能全量上线。 伴随这个过程的，是几个"过去十几年少有的大项目"的诞生。其中的代表项目是"商品库"。在过去23 年，淘宝积淀了庞大的商品信息库，但传统的商品信息和淘宝迫切希望引入的生成式AI大模型之间存 在"代沟"——过于潦草、错误的商品信息，无法让大模型理解、学习，也无法让大模型发挥出真正的实 力。 但彻底改造数以几十亿级的商品信息库无疑是个大工程。虎嗅了解到，淘天把AI作为生产力引入到这 个超级工程之中。团队开发了单独的AI Agent去自动学习、撰写商品信息，然后AI Agent还会完成复查 环节，基于AI助力，这个在人工时代"多年未解决"的难题，在数个月时间 ...

Core Insights - This year's Tmall "Double 11" marks the 17th edition and is characterized as the first "Double 11" in the era of big consumption and AI integration, with significant investments in AI to enhance product capabilities and user engagement [1][2] Group 1: AI Integration and Consumer Engagement - Tmall is leveraging AI to improve product recommendations, resulting in a 25% increase in purchasing efficiency due to enhanced algorithm capabilities [1] - The platform's computational power has increased by 40 times, allowing for a deeper understanding of user behavior over a 10-year period [1] - Tmall will distribute 50 billion yuan in consumer vouchers, with AI "Smart Benefit Engine" improving the conversion rate of voucher distribution by 15% [2] Group 2: Brand Support and Operational Efficiency - Tmall is facilitating a fully AI-driven operational model for brands, covering aspects from business analysis to consumer engagement, which is expected to save brands hundreds of billions in costs [2] - The Tmall flagship store has been upgraded to a 3.0 "smart state," integrating various centers to better meet user demands through real-time AI insights [2] - AI applications for merchants include generating 2 million images and 500,000 videos monthly, leading to a 10% increase in product click-through rates [3] Group 3: Marketing and Sales Performance - In the first hour of the pre-sale, 35 brands achieved over 100 million yuan in sales, and 1,802 brands saw their sales double compared to the previous year [1] - The overall investment for this year's "Double 11" is the largest in history, with significant consumer incentives and AI-driven marketing strategies [3]

另外，今年"双11"，为品牌打造AI时代的超级入口，天猫旗舰店升级为3.0"智能态"，聚合货架、品牌、会员、服务四大中心，通过AI实时感知用户需 求。 "今年天猫首先从自身入手，通过AI的方式提升平台整体的服务能力和效率。"家洛表示，今年天猫还重点改造了品牌"店铺List"，提供千人千面的个性 化展示与服务，帮助品牌更精准地服务与承接不同区域的消费者。 10月16日，天猫官方举行"双11"发布会，表示今年是第17个天猫"双11"，也是第一个大消费时代的"双11"，第一个AI全面落地的"双11"，第一个淘宝闪 购全面参与的"双11"。 秦铭蔚/摄 天猫总裁家洛现场演讲中表示，"AI及大消费两大历史机遇交汇，天猫押注投入AI升级产品能力，结合算法重磅投资核心用户，扶持优质品牌做品质升 级，让品牌经营更高效，用户更活跃，购物体验更即时，为品牌开启高效增长黄金时代。" "作为品牌全年最大增长机会，天猫'双11'对于品牌增长的作用不可替代，越发重要。在AI及大消费全新背景下，天猫'双11'将为品牌开启全新的增长历 史机遇。"家洛介绍，天猫"双11"预售数据显示，首小时有35个品牌成交破亿，1802个品牌成交翻倍，破亿品 ...

【导读】 天猫 " 双11 " 发布会上，多位阿里巴巴高管发声 中国基金报记者 曹雯璟 10月16日，记者从天猫 " 双11 " 发布会上了解到，今年将是首个AI全面落地的天猫 " 双11 " ，AI将从流量分发、消费者体验、电商经营等方面服务消费者及商家。 发布会上，多位阿里巴巴高管表示， "好用的AI"是淘宝AI应用的检验标准，希望AI能解决消 费痛点，也能让商家获得增长。 大消费平台正释放出前所未有的增长机遇，品牌将迎来万亿 元 新增量。 以下是记者梳理的一些精彩观点。 天猫总裁家洛： 大消费+AI，"双11"开启品牌增长全新历史机遇 发布会上，天猫总裁家洛表示，AI及大消费两大历史机遇交汇，天猫押注投入AI升级产品能 力，结合算法重磅投资核心用户，扶持优质品牌做品质升级。让品牌经营更高效，用户更活 跃，购物体验更即时，为品牌开启高效增长黄金时代。 "作为品牌全年最大增长机会，天猫'双11'对于品牌增长的作用不可替代，越发重要。在AI及 大消费全新背景下，天猫'双11'将为品牌开启全新的增长历史机遇。"家洛表示。 今年以来，淘宝天猫押注投入AI产研，为品牌带来跨越式发展新机会。数据显示，淘宝天猫平 台的 ...

Core Insights - The 2025 Tmall "Double 11" event will officially start on October 20 at 8 PM, marking the 17th edition and the first fully AI-integrated event [1] - Tmall is investing a record 50 billion yuan in consumer vouchers to subsidize users, applicable to both Tmall and Taobao Flash Sale brands [1] Group 1: Sales Performance - In the first hour of the pre-sale on October 15, 35 brands achieved over 100 million yuan in sales, with 1,802 brands doubling their sales compared to the previous year [2] - The beauty category saw rapid growth, with 14 beauty products surpassing 100 million yuan in sales within the first four hours [2] - Key categories such as beauty, maternal and infant products, fashion, and food showed significant performance, with some categories experiencing nearly 80% growth [2] Group 2: AI Integration - Tmall is leveraging AI to enhance product capabilities and improve user engagement, aiming for a more efficient shopping experience [3] - The platform's computational power has increased by 40 times, improving the accuracy of product recommendations and boosting purchase efficiency by 25% [3] - Brands can now achieve full AI integration in their operations on Tmall, covering various aspects from business analysis to customer engagement [3] Group 3: AI Applications - Tmall introduced six new AI shopping applications to cater to diverse shopping needs, including "AI Universal Search" and "AI Try-On" [4] - AI tools have significantly improved operational efficiency for merchants, generating 2 billion images and 5 million videos monthly, with a 10% increase in product click-through rates [4] - The AI customer service tool "Xiaomimi 5.0" helps merchants reduce costs by 20 million yuan daily while increasing GMV by 19.12 million yuan [4] Group 4: AIGX Technology System - Tmall has established an AIGX technology system closely integrated with commercial scenarios, covering various e-commerce operational needs [5]

Core Insights - This year's "Double 11" event marks the first comprehensive implementation of AI technology, aiming to address consumer pain points and drive merchant growth [1][4] - The event will feature six AI shopping applications to enhance traffic distribution, consumer experience, and e-commerce operations [1][4] - The integration of "Taobao Flash Sale" into "Double 11" is expected to stimulate the large consumption market [1][2] Pre-sale Performance - The pre-sale for "Double 11" began on October 15, with strong initial results, including 35 brands achieving over 100 million yuan in sales within the first hour [2] - A total of 1802 brands saw their sales double compared to the previous year, with significant growth in active user numbers [2] - Categories such as beauty, maternal and infant products, fashion, and food experienced notable increases, with the highest growth in add-to-cart quantities reaching nearly 80% [2] Instant Retail Growth - Instant retail and e-commerce integration has led to significant transaction growth for Taobao Flash Sale, with night snack orders increasing over 200% and convenience store orders rising by 670% on the first day of "Double 11" [3] - The collaboration between brands and Taobao Flash Sale has resulted in over 37,000 brands and 400,000 brand stores participating, covering various sectors [3] - Brands in the 3C digital, personal care, and apparel sectors saw over 290% growth in sales compared to the previous year [3] AI Applications - Six AI shopping applications, including "AI Universal Search" and "AI Dressing Room," will be launched to meet diverse shopping needs [4] - The AI initiatives aim to enhance the efficiency of traffic matching and improve the return on investment for merchants [4] - The platform has achieved a 20% increase in search relevance and a 10% rise in click-through rates for recommended information streams [4] Cross-border AI Initiatives - Alibaba's 1688 platform is testing a cross-border AI product called "Ao Xia," set to launch in November, targeting overseas small and medium buyers [5] - The 1688 AI app has been upgraded with new features, including "AI Find Factory" and "AI Advisor," enhancing its capabilities [5] - Other e-commerce platforms are also exploring AI applications, with partnerships aimed at creating AI-driven shopping ecosystems [5] Overall Market Impact - The convergence of AI and large-scale consumption is reshaping the boundaries of consumer behavior, with "Double 11" being positioned as a significant event for technological and product advancements [5]

Core Insights - This year's "Double 11" event sees Tmall leveraging a combination of "big consumption + AI" to enhance transaction efficiency and consumer reach [1] - The focus of e-commerce competition is shifting from traffic acquisition to efficiency in consumer experience and merchant operations [1][7] AI Applications - Tmall is introducing six AI shopping applications for the "Double 11" event, including "AI Universal Search" and "AI Help Me Choose," catering to various shopping scenarios [2] - The AI "Smart Benefit Engine" will manage the distribution of part of the 50 billion yuan in consumer vouchers, improving the conversion rate by 15% compared to previous methods [2] - Tmall's flagship stores have upgraded to a "3.0 Smart State," utilizing AI to provide personalized displays and services based on real-time user needs [2][3] Merchant Efficiency Tools - AI tools for merchants cover multiple operational aspects, aiming to enhance efficiency and reduce costs [3] - AI design tools generate an average of 200 million images and 5 million videos monthly, increasing product click-through rates by 10% [3] Integration of Near and Far Field E-commerce - Tmall is focusing on fully integrating the entire consumption market, with initiatives like Taobao Flash Sale and 88VIP membership as key strategies [4][6] - Taobao Flash Sale has seen significant growth, with night snack orders up over 200% and convenience store orders up 670% in 270 cities [4] Membership and Data Assets - The 88VIP membership has reached 53 million, with members spending nine times more annually than non-members, contributing over 55% of top brand sales [6] - The integration of various consumer scenarios through Alibaba's platforms enhances targeted marketing and customer identification for brands [6] Shift in Competitive Logic - The e-commerce sector is transitioning from a focus on traffic to a competition based on overall efficiency across the supply chain [7] - Other platforms, like JD.com, are also investing in AI and smart logistics to improve operational efficiency during the "Double 11" event [7] Changes in Traditional Business Models - The introduction of AI may alter traditional business practices, emphasizing personalized product recommendations over exposure-driven sales [8] - Merchants face challenges in adapting to the new integrated model, requiring adjustments in channel management and performance evaluation [8]

Core Insights - This year's "Double 11" event sees Tmall leveraging a "big consumption + AI" strategy to enhance transaction and consumer reach through multiple AI applications [1][4] - The focus of e-commerce competition has shifted from traffic acquisition to efficiency, emphasizing consumer experience and merchant operational efficiency [4][9] AI Applications - Tmall has introduced six AI shopping assistant applications for consumers, including "AI Universal Search" and "AI Help Me Choose," catering to various shopping scenarios [5] - AI technology is also utilized in the distribution of 500 billion consumption vouchers, with the AI "Smart Benefit Engine" improving voucher conversion rates by 15% [5][6] - Merchant tools powered by AI, such as AI design and AI data analysis, aim to enhance operational efficiency and reduce costs, with AI design generating 200 million images and 5 million videos monthly, increasing product click-through rates by 10% [6] Integration of Near and Far Field E-commerce - Tmall is focusing on fully integrating near and far field e-commerce to tap into the full consumption market, with initiatives like Taobao Flash Sale and 88VIP membership as key drivers [7][8] - Taobao Flash Sale has seen significant growth, with night snack orders up over 200% and convenience store orders up 670% on the first day of pre-sale [7] - The integration of logistics and delivery capabilities is emphasized, with plans for near, middle, and far field delivery systems to enhance service efficiency [7] Membership and Data Assets - Tmall's 88VIP membership has reached 53 million, with members spending nine times more annually than non-members, contributing over 55% of sales for top brands [8] - The integration of various consumer scenarios through Alibaba's ecosystem, including Ele.me and Hema, enhances targeted marketing and customer identification for brands during "Double 11" [8] Shift in Competitive Logic - The e-commerce industry is transitioning from a focus on traffic to a competition based on overall efficiency across the supply chain [9] - Other platforms, like JD.com, are also investing in AI and smart logistics to improve operational efficiency, with JD's initiatives expected to enhance efficiency by nearly 20% [9][10] - The traditional business models may face disruption as AI-driven personalized recommendations change consumer purchasing behavior and merchant strategies [10]