京东天猫同日发布“双11”策略：现货直发对预售锁价 AI成共同关键词

证券日报10-15 20:46

10月15日，京东、天猫两大平台罕见地同日召开“双11”发布会，向外界披露大促策略。　　从已披露的节奏来看，京东开始日期相对较早，10月12日20点开启全品类现货售卖，主打现货直发，不用等待定金尾款；天猫延续预售体系，在10月15日20点开启预售，提前锁价、锁定赠品，10月20日20点正式开卖。　　“这既是双方在存量市场下争夺舆论声量的策略选择，也是京东以现货直发差异化策略与天猫预售锁价模式的...

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keywords.","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/d73ce5d2ea27c9f4de5aaec941c5b527","symbols_score_info":{"89618":0.6,"89988":0.6,"09988":1.93,"LDEM":0.6,"09618":1.97,"CXSE":0.6,"HBBD.SI":0.6,"BABA":1.93,"BKF":0.6,"JD":1.97,"ALBmain":0.6,"FDNI":0.6,"KWEB":0.6},"content_text":"10月15日，京东、天猫两大平台罕见地同日召开“双11”发布会，向外界披露大促策略。　　从已披露的节奏来看，京东开始日期相对较早，10月12日20点开启全品类现货售卖，主打现货直发，不用等待定金尾款；天猫延续预售体系，在10月15日20点开启预售，提前锁价、锁定赠品，10月20日20点正式开卖。　　“这既是双方在存量市场下争夺舆论声量的策略选择，也是京东以现货直发差异化策略与天猫预售锁价模式的正面交锋。”百联咨询创始人、零售电商行业专家庄帅对《证券日报》记者表示，电商大促从共同做大蛋糕的增量竞争进入争夺同一批用户的存量博弈新阶段，过去错位竞争反映市场高速增长期平台各有战略空间，如今则折射出，在用户增长见顶后，平台必须在同一时间窗口直接争夺有限消费者注意力与购买力。天猫“双11”发布会现场梁傲男/摄　　天猫方面对《证券日报》记者表示，今年天猫“双11”期间有约100万全球品牌、7200万款商品参与，数据创历史新高。AI和旗舰店成为今年天猫“双11”的两个关键词。数月的备战已进入冲刺。对品牌而言，“双11”是全年最具决定性的增长机会。京东“双11”发布会现场梁傲男/摄　　京东方面对《证券日报》记者表示，首日（10月12日）下单用户数实现同比双位数增长。在优惠让利、品质服务以及AI带来焕新体验的加持下，消费者的购物热情持续高涨。今年“双11”，京东将重点发力“服务”，开启“超级服务日”，并上线全新服务频道，覆盖居家、出行、健康等上百项细分需求。　　在发布会上，天猫总裁家洛表示，不管时代怎么变，生意都来自用户需求，AI提供的最大价值，在于对消费需求的理解更深层、更长期。从满足需求到创造需求才是品牌无可替代的核心竞争力。“AI更理解消费者，也更理解商家，能给我们带来与众不同的价值。”家洛表示，天猫将充分发挥AI能力，与品牌坚定前行，共同迎接新的“双11”、新的消费时代。　　AI不仅是天猫的关键词，同样是京东今年“双11”焕新消费体验的关键力量。包括AI购物助手“东东”、JoyInside附身智能、京东数字人JoyAvatar、“超脑+狼族”机器人军团等京东的AI成果，已在零售、物流、健康、工业、外卖、家政等多个场景全面应用，打造AI应用最深、场景覆盖最广的一届京东“双11”。　　当前，AI在消费端的渗透正在加速。中国中小商业企业协会与立信数据研究院联合发布的《2026年二季度中国消费者消费意愿调查报告》显示，79.4%的消费者在购物时会主动咨询豆包、DeepSeek等AI工具。从影响程度来看，认为AI咨询“很有影响”或“较有影响”的消费者合计占比达43.7%，已超过传统媒体广告42.6%的占比。AI已不仅是信息源，更成为消费者购物时比价、筛选和决策的“智能助手”，正在重塑从商品搜索、价格比较、购买选择到购后评价的完整消费链条。　　网经社电子商务研究中心特约研究员刘俊斌对《证券日报》记者表示，两家平台这次同步发布，有齐头并进的竞争态势。双方都希望第一时间向品牌、供应链传递自身平台的政策信号，稳住商家的资源投放预期。近年来，京东在市场份额上持续提升，也有了掰手腕的力量，作为“双11”的原创平台，天猫还是会精心准备，新的竞争永远存在。（文章来源：证券日报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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