Double 11 (11/11) is China's largest annual online shopping festival. Unlike Black Friday, which primarily focuses on steep discounts over an extended period, Double 11 has evolved into a prolonged, entertainment-driven event characterized by livestream commerce and sophisticated pre-sale campaigns.The 2025 Double 11 shopping festival has concluded, revealing a clear shift in focus from sheer GMV numbers to a deeper competition of value. Three key trends define this new landscape:
Image from RedNote
1. A Longer Campaign with Divergent Strategies
The promotional period has significantly lengthened. With Kuaishou kicking off on Oct 7, followed by JD.com and Douyin on Oct 9, and others like Xiaohongshu, Tmall, and Pinduoduo joining through mid-October, the event is now a "marathon." Platforms now emphasize quality: JD.com reported a 40% surge in users and nearly 60% order growth, while Tmall saw its "best growth in four years." The total GMV of ¥1.695 trillion (approx. $234 billion) and 14.2% YoY growth underscore this new, value-driven model.
2. AI Becomes Core Infrastructure
AI has evolved from a buzzword to a critical growth driver. Taobao's "AI Universal Search" addressed nearly 50 million shopping queries, while JD.com's AI customer service served over a million merchants. Crucially, more than 5 million merchants used AI tools, achieving an average 1.5x boost in operational efficiency. AIGC was also pivotal, generating a staggering 150 million images and videos.
3. RedNote(Xiaohongshu) and the Victory of the "Trust Economy"
Defying talk of peak growth, Xiaohongshu's breakout performance highlights the future of consumption:
· High-Value Growth: With an average order value of ¥3,000 (approx. $415) and a 140% surge in merchants surpassing ¥10 million (approx. $1.38 million) in sales, it proves the power of premium offerings.
· The Influencer is Key: Transactions driven by its "influencers" grew 73%. These individuals are not just livestreamers but trusted tastemakers. The success of influencers like Zhang Xiaohui, whose livestream hit ¥180 million (approx. $24.8 million) with an average order value of ¥2,600 (approx. $360), is built on providing an "aesthetic education" that fosters deep value recognition.
· An Inclusive Ecosystem: Over 100 new merchants exceeded ¥5 million (approx. $690,000) in sales, and 30% of SMBs doubled their revenue, proving its ecosystem is both vibrant and accessible.
The Takeaway: The narrative has changed. The future belongs to those who leverage AI for efficiency and build trust to create emotional and aesthetic value.
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Source:
https://news.10jqka.com.cn/20251113/c672470710.shtml
https://news.qq.com/rain/a/20251112A05MG600