远场近场融合，AI赋能增效 “双11”的增长逻辑变了

市值前沿01-19

第17个"双11"终于落下了帷幕。根据星图数据监测显示，今年"双11"大促期间，全网电商累计销售总额为1.619万亿，同比增长14%——这是一个依然增长的数字，但真正值得关注的不是数字本身，而是数字背后发生的结构性变化。细心观察可以发现，今年天猫、京东等各大电商平台出奇一致：不再大肆宣传总成交额，而是强调用户数、订单量、技术赋能等健康指标。当各大电商平台集体告别“GMV崇拜”，转向更深层次的价值...

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changed","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09618":1.86,"JD":1.86,"BABA":1.92,"09988":1.92,"ALBmain":0.6},"content_text":"第17个\"双11\"终于落下了帷幕。根据星图数据监测显示，今年\"双11\"大促期间，全网电商累计销售总额为1.619万亿，同比增长14%——这是一个依然增长的数字，但真正值得关注的不是数字本身，而是数字背后发生的结构性变化。细心观察可以发现，今年天猫、京东等各大电商平台出奇一致：不再大肆宣传总成交额，而是强调用户数、订单量、技术赋能等健康指标。当各大电商平台集体告别“GMV崇拜”，转向更深层次的价值创造，一场\"革命\"正在静悄悄地发生。空间革命：远场与近场的融合今年“双11”，即时零售全面参战：淘宝闪购首次全面参加“双11”、京东将即时零售纳入“双11”促销范围，就连非传统电商平台的美团闪购也加入了“双11”的战场。即时零售的入场，重构了电商的空间逻辑，标志着电商正式进入“远场+近场”的协同时代。数据最具有说服力：即时零售全渠道销售额达670亿元，同比激增138.4%，成为极具爆发力的增长极。淘宝闪购的数据则显示，在今年“双11”活动开始首日，其在全国270个城市夜宵订单量同比增长超200%，超市便利订单增长670%，饮品、烘焙、水果生鲜等品类均实现2倍增长；品牌通过接入闪购服务获得生意新增量，3C数码、个护、服饰等行业品牌在淘宝闪购的成交与去年同周期相比增长超290%。更加值得关注的是用户行为的变化。10月16日，淘宝平台总裁谌伟业在天猫双11发布会上透露，“在淘宝闪购点过外卖但未在电商下单的用户规模已过亿”。这给品牌创造了极大的拉新空间。即时零售不是简单的渠道叠加，而是对传统电商业务的反哺和催化。背后的逻辑不难理解，淘宝闪购积蓄的流量，转化为了新的势能，在大促期间得以集中体现。“通过闪购这一高频入口积累的用户和流量，在大促期间转化为电商增长，证明了通过大消费模式拉动消费的路径是可行的，且具有巨大潜力。”行业观察人士向鳌头财经表示，“这是电商平台的新机会，也是品牌的新机会。”鳌头财经了解到，今年“双11”，大消费模式的生态已吸引了大批品牌加入，探索跨场景融合、撬动生意增长。数据显示，目前已有超400万家本地生活服务商户接入淘宝闪购，有超过37000个品牌商家、40万个门店接入淘宝闪购。有机构预测，到2030年，中国即时零售市场规模有望突破3万亿元，在电商平台中的渗透率也将从目前的6%提升至15.7%。这意味着电商的战场，正在从单一的“远场”扩展到“远场+近场”的跨场景覆盖，而经历“双11”检验的淘宝闪购则在这一过程中领先了一步。效率革命：AI从概念到实用即时零售的入局让电商平台实现了消费空间重构，AI的应用则帮助平台、消费者、商家完成了一场效率革命。今年“双11”，多家平台实现了AI从概念到实用的跨越。天猫将今年定位为首个AI全面落地的“双11”，AI技术全面参与流量分发、消费者体验和商家经营各个环节；京东的京小智5.0依托自研多AI大模型与多Agent协作架构，实现从“导购”到“主动增长引擎”的关键转型；快手则把AI运用在了流量分配中，用AI来评估商家、让AI来给商家评级，优先把流量和资源，分给高互动质量、较高复购倾向、强内容匹配度的商家……AI进入实操层面，带来的是效率的提升。在消费端，淘宝天猫在今年“双11”期间推出了6款AI导购应用，以满足不同场景的购物需求。数据显示，淘宝“AI万能搜”解决近5000万个消费需求，“AI清单”提供约200万份定制购物清单。在商家端，淘宝天猫则持续推进AI技术在电商经营全链路的深度应用，围绕AI数据分析、AI营销、AI美工和AI客服四大核心场景，通过系列智能产品升级，为商家提供切实“好用”的AI工具，带来全面经营帮助。据了解，今年“双11”，淘宝全面升级“生意管家”，为500万商家提供全新AI辅助，大促期间已为商家生成500万条大促经营策略，平均帮助节省30%工作量，效率提升1.5倍。AI客服店小蜜大促期间累计服务接待3亿人次消费者，其中AI全自动承接1亿人次消费者，帮助商家转化效率提升30%。更加值得关注的是，AI的应用提升了流量的匹配效率。数据显示，淘宝通过大语言模型重构20亿规模商品库，升级搜索系统，复杂语义下搜索相关性提升20%，例如用户输入“清理下水道小飞虫的东西”可精准匹配商品；在推荐方面，推荐信息流点击量提升10%；在广告精准化方面，广告ROI（投资回报率）提高了12%。“搜推广是电商平台的核心，商品体系加上搜索、推荐、广告构成了电商平台的核心引擎，这一体系的效率则决定了商品的转化率。”行业观察人士向鳌头财经表示，“通过今年‘双11’淘宝天猫对AI的运用可以发现，AI不再只是概念叙事，而是成为了实实在在的生产工具。”更加值得注意的是AI带给平台的商业机会，不可否认的是，兴趣电商、种草电商的发展分走了传统电商平台的部分流量，通过AI导购的应用，消费者的决策、种草过程会不会回到传统电商站内？这十分令人期待。战略革命：从同一赛道到生态分化随着电商行业进入成熟期，各平台的发展战略呈现出明显的生态化分化，而“双11”期间这种分化最为明显，大促也成为了电商战略战术集中检验的“练兵场”。淘宝天猫通过“大消费平台”战略升级，整合饿了么、飞猪等全域消费场景，实现了电商平台向“远近一体”跨场景大消费平台的跃迁；京东则继续依托于强大的供应链能力和业务拓展力度，以“大力出奇迹”的方式寻求增长；抖音则依靠庞大的流量基础和兴趣电商模式，通过人、货、场关系的重构让情绪消费成为新增长引擎。可以看出，平台之间的竞争从同一赛道的你追我赶，转变为基于各自核心能力的生态化生存，外界则能从结果中看出，谁更适合行业的新阶段。“就今年‘双11’而言，即时零售跨场景的潜力充分展现，AI带来的商家经营提效、消费者体验升级充分展现，这也是后续电商平台发展的两大趋势。”行业观察人士向鳌头财经表示。-------The 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