Core Insights - The 2025 Tmall Double 11 sales event will officially start on October 20 at 20:00, marking the first Double 11 in the era of big consumption and AI integration [1] - Tmall President Jia Luo emphasized the intersection of AI and big consumption as a historical opportunity, focusing on AI upgrades to enhance product capabilities and improve user engagement [1] Group 1: Sales Performance - In the first hour of the pre-sale, 35 brands achieved over 100 million in sales, and 1,802 brands saw their sales double compared to the same period last year [4] - The number of brands exceeding 100 million in sales, the number of brands with doubled sales, and the number of active users all surpassed last year's figures [4] Group 2: AI Integration and Efficiency - Tmall has invested in AI research and development, significantly improving the accuracy of product recommendations by extending user behavior analysis from a six-month to a ten-year period, resulting in a 25% increase in purchasing efficiency [4] - The AI "Smart Benefit Engine" will distribute 50 billion in consumer vouchers, with a 15% increase in conversion rates compared to previous methods, allowing for more precise consumer subsidies [4] Group 3: Brand and User Engagement - Tmall has transformed into a comprehensive consumption platform, boasting 53 million 88VIP members, 300 million monthly active users on flash sales, and 1 billion total members, providing brands with a high-value and broad user base [4] - The integration of instant retail and e-commerce is expected to unlock a new market worth trillions [4] Group 4: Collaboration with Flash Sales - The first Double 11 after the upgrade to a big consumption platform will see deep collaboration between Tmall and Taobao Flash Sales, allowing flagship stores to connect with flash sales and integrate online and offline operations [5] - 37,000 brands and 400,000 stores have already connected to flash sales, including major brands like Apple, Huawei, Uniqlo, and Decathlon [5] - The 50 billion consumer vouchers will be applicable not only to Tmall products but also to brands participating in Taobao Flash Sales, enhancing delivery efficiency [5]

当天猫"双11"进入第17年，还能有什么不一样？ 根据官方表述，今年天猫"双11"是第一个大消费时代的"双11"，第一个AI（人工智能）全面落地的"双 11"，第一个淘宝闪购全面参与的"双11"。 在此大背景下，10月16日，天猫总裁家洛在以"全新以赴、做大增长"为主题的天猫"双11"发布会上直 言："我认为，今年的'双11'是不一样的，它是一个事件，是一个全面狂欢的时刻，更是一个可能的新 的增长的开始，也是一个我们平台大投资带来更大生意增长的时刻。" 与今年天猫"618"形成显著对比的是，今年天猫"双11"，平台大力强调自身 AI 能力。 "我可以告诉大家，现在淘宝天猫的团队对AI不仅仅是拥抱的概念，而是全面地运营、全面地参与和全 面地执行。"在接受包括《每日经济新闻》在内的媒体采访时，家洛表示，AI不仅仅是生产力工具，也 在改变生产力。 为外界关注的是，今年的天猫"双11"，是蒋凡执掌阿里电商事业群以来的第一个"双11"。今年6月，阿 里还将饿了么、飞猪并入中国电商事业群。 当前，这场一年一度的电商大战已经打响。10月15日晚8时，2025年天猫"双11"预售开启。在此之前， 京东、抖音电商和小红书市集争 ...

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 ...

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]

作者 | 叶二 编辑 | 魏晓 天猫双11进入第17个年头，迎来了全新叙事。 此时距离2009年首次双11，已经过去16年。 不同于往年双11"价格""品质""玩法"等传统意义上的大促逻辑，今年天猫双11，则意图以一个AI加持下，淘宝闪够全面参与的大消费概念，将双11从以往 的电商促销节，转变成为一个涵盖"吃喝玩乐购"全场景的消费节日。 边界被延伸，内在逻辑，也在悄然转换。 对于天猫而言，此次双11确实是一场全新的双11。而这是必然要做出的改变。 AI蓝媒汇注意到，在天猫双11发布会现场，各方曾直面并讨论过"双11大促还有必要吗？""双11真的便宜吗"等一系列商家用户最为关注的核心问题。 在这背后，正是一个尴尬的事实。 双11已经进入第17个年头，无论从商家端，还是从消费者端来看，近几年参与的热情，与能带动的消费，都不复昔日狂欢似的辉煌。甚至在促销常态化的 当下，最需要双11的，很可能就已经不是商家用户了，而是平台。 作为双11的发起者以及主导者，其中冷暖，天猫自知。而这也迫切要求，天猫本身需要为双11带来新的故事，注入新的变量。 唯有求变，方能有可能破局。 此外，天猫双11此次求变，这也顺应了当下阿里的主战 ...

Core Insights - The 2025 Tmall Double 11 event will officially start on October 20 at 8 PM, marking the 17th edition of this shopping festival and the first under the new era of big consumption and AI integration [1] - Tmall President, Jia Luo, emphasized the significance of AI and big consumption as historical opportunities, stating that Tmall is investing heavily in AI to enhance product capabilities and improve user engagement [1] - Tmall Double 11 is increasingly vital for brand growth, with pre-sale data showing that 35 brands achieved over 100 million in sales within the first hour, and 1,802 brands doubled their sales compared to the same period last year [1] Group 1 - Tmall will distribute 50 billion in consumer vouchers during this year's Double 11, with some vouchers being allocated through the AI "Smart Benefit Engine," which has shown a 15% increase in conversion rates compared to previous methods [2] - The AI-driven approach allows brands to achieve full-chain AI integration in their operations on Tmall, covering aspects from operational analysis to audience management, significantly enhancing efficiency and saving brands hundreds of billions in costs [2]

Core Insights - This year's "Double 11" marks the first major consumer era and the first fully AI-integrated event, along with the full participation of Taobao Flash Sale [1] Group 1: AI Integration - Tmall will distribute 50 billion yuan in consumer vouchers throughout the "Double 11" period, with some vouchers being allocated by the AI "Smart Benefit Engine" [1] - The trial period data shows that the AI "Smart Benefit Engine" has improved the voucher conversion rate by 15% compared to previous methods, enhancing the precision of consumer subsidies [1] Group 2: Tmall Upgrades - Tmall flagship stores have been upgraded to a 3.0 "smart state," integrating four key areas: inventory, brands, membership, and services [1] - The AI system provides personalized displays and services by real-time sensing of user needs, offering tailored experiences for individual consumers [1] Group 3: Strategic Focus - Tmall's president, Jia Luo, stated that the convergence of AI and major consumer opportunities is a historical moment, leading Tmall to invest heavily in AI to enhance product capabilities [1] - The strategy includes significant investment in algorithms to support core users and assist quality brands in upgrading their offerings [1]