Core Insights - The necessity of the Double 11 shopping festival is being questioned as participation enthusiasm from merchants and consumers has diminished over the years, indicating a shift in the significance of the event for platforms, merchants, and users [2][3][4] Group 1: Evolution of Double 11 - The 17th Double 11 is marked by a need for new narratives and meanings as consumer and merchant mindsets evolve in a mature consumption environment [4][5] - Tmall is shifting its focus from traditional promotional strategies centered on price to a more comprehensive consumer festival that integrates various shopping experiences [5][6] Group 2: AI Integration - Tmall is introducing AI as a central element of this year's Double 11, with multiple AI-driven shopping applications aimed at enhancing consumer experience and decision-making [10][11] - The application of AI is expected to improve efficiency in traffic matching and provide a more personalized shopping experience, with significant increases in conversion rates and user engagement [13] Group 3: Collaboration with Taobao Flash Sale - Tmall is deepening collaboration with Taobao Flash Sale to break down barriers between online and offline shopping, aiming to create a more integrated consumer ecosystem [14][16] - The Flash Sale initiative has already seen substantial engagement, with millions of users and significant growth in transaction volumes across various categories [17] Group 4: Strategic Shift Towards a Unified Platform - Alibaba is consolidating its resources under a unified "One Taobao" strategy, which is seen as a foundational element of its transition to a large-scale consumer platform [18][20] - This strategic shift aims to enhance the synergy between different business units and improve overall consumer engagement and transaction growth [18][20]

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 - Tmall's Double 11 has entered its 17th year, shifting from traditional promotional logic to a comprehensive consumption festival powered by AI, aiming to cover all aspects of consumer life [2][3] - The enthusiasm for participation in Double 11 has declined in recent years, necessitating Tmall to create new narratives and variables to rejuvenate the event [2][3] AI Integration - This year's Double 11 marks the first fully AI-integrated event, with Tmall planning to distribute 50 billion yuan in consumer vouchers, some of which will be allocated by an AI "Smart Benefit Engine" [3][4] - The AI "Smart Benefit Engine" has shown a 15% increase in voucher conversion rates compared to previous methods, enhancing the precision of consumer subsidies [6] User Experience Enhancement - Tmall is introducing six AI shopping applications to improve user experience, including features like "AI Universal Search" and "AI Dressing," which cater to various shopping scenarios [6][7] - The focus has shifted from merely assisting merchants to enhancing the user experience, particularly for loyal consumers [6][7] Strategic Shifts - Tmall's strategy aligns with Alibaba's broader goal of creating a large consumption platform, with the introduction of Taobao Flash Purchase as a key component of this year's Double 11 [3][8] - Taobao Flash Purchase is expected to drive significant growth, with peak daily orders reaching 120 million and contributing to a 20% year-on-year increase in daily active users [12][13] Market Positioning - Tmall is redefining its narrative by moving away from low-price competition to focus on core user retention and engagement, positioning itself as a leader in the evolving e-commerce landscape [13][14] - The success of this new approach will depend on how well merchants and consumers respond to the revamped Double 11 narrative [14]

人民财讯10月16日电，10月16日，阿里举办天猫双11新闻发布会，淘宝天猫向消费者同步推出6款AI导 购应用，包括AI万能搜、AI帮我挑、拍立淘、自动生成品类清单、AI试衣、AI清单等。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。 ...