The cycle is lengthening, and 'carnival style shopping' is gradually returning to rational consumption; AI helps businesses improve their intelligence and efficiency, leading to the rise of vertical segmented markets; What are the new changes in the 17th year of "Double Eleven" as instant retail accelerates its entry and activates incremental growth through scene integration? The ultra long version of "Double Eleven" consumption is becoming more rational. This year's "Double Eleven" is another "ultra long version". On September 30, Suning E-Commerce launched the "Double 11" promotion. Since then, JD, Tiktok, Tmall and other platforms have launched promotional activities. Among major e-commerce platforms, the "Double Eleven" period averages over 30 days. The promotion rules have also changed: some platforms have cancelled complex "calculation questions" and replaced them with more intuitive discounts such as "official direct discounts" and "one item discount". Li Mingtao, an expert from the Expert Advisory Committee for the Creation of National E-commerce Demonstration Cities, stated that people are increasingly viewing "Double Eleven" with a "calm mind", which is behind the shift of consumers from being "price sensitive" to pursuing quality and rational consumption. Third party testing reports, production workshop filming, raw material traceability live streaming... This year's "Double Eleven", many live streaming rooms are shaping their competitiveness with professional knowledge and deep experience. The e-commerce industry is shifting from the past "traffic carnival" to a "value accumulation" centered on professional content and user trust. We focus on core products with technological barriers, while strengthening anchor training and upgrading scenario based content, we regularly invite product development managers to enter the live broadcast room to deeply analyze product technology and functions. ”Wu Rufan, the person in charge of store broadcasting for the official flagship store of Jiumu Tmall, said. The rise of the AI revitalization experience segment market is reflected in the search box where users can input "What supplies do novice cat owners need?" and "AI universal search" to generate a complete guide: not only cat food, food bowls, and other products, but also purchase suggestions, user reviews, and other content. The entire analysis process takes less than 10 seconds. This year's Singles' Day, multiple platforms have revitalized consumer experiences through AI. Taobao's "AI Universal Search" helps solve nearly 50 million consumer needs, while "AI Checklist" provides users with approximately 2 million customized shopping lists; JD has launched the intelligent customer service "Jingxiaozhi 5.0", significantly improving the conversion rate of pre-sales consultation. Industry insiders say that the improvement of AI's understanding of products has shifted the traffic logic from "explosive product recommendation" to "crowd matching". This means that even if it is not a top selling product, as long as the product information is complete and the scene description is clear, small and medium-sized businesses can still gain exposure in precise demand searches. The "AI Butler" automatically generates promotional business strategies, the "AI Assistant" generates images and video materials for products, and the intelligent customer service achieves dual optimization of service quality and efficiency... AI is helping more businesses improve their "intelligence" and efficiency. As consumer demand becomes more personalized and diversified, segmented vertical markets are experiencing an explosion during this "Double Eleven" shopping festival. Only half an hour after the launch of the "Double Eleven" pre-sale, the pre-sale amount of pets on Tmall has exceeded the full day of the first pre-sale day last year; On the Kwai platform, the trading volume of antique accessories increased by more than a thousand times over the same period last year, and the segmented products such as badminton trainers and snowboards grew rapidly. Real time retail is entering the market, accelerating the integration of online and offline. This year's "Double Eleven", Mr. Li from Quanjiao County, Chuzhou, Anhui Province, ordered a computer from a Suning store on Meituan. The entire process from placing the order to delivery takes less than two hours. "Relying on Tiktok, Meituan and other local life platforms, we have accelerated the layout of more than 8000 retail stores in Yunxian County and implemented a new form of instant retail, so that consumers can enjoy the delivery efficiency brought by the delivery of goods from stores at home. ”The person in charge of Suning.com said. Instant retail has become a major highlight of this "Double Eleven" shopping festival. This year's Singles' Day, over 30000 brand merchants and 400000 stores across the country have connected to Taobao flash purchases, covering multiple industries such as catering and home furnishings. The person in charge of Mercury Home Textiles introduced that 50 directly operated stores of the brand have connected to Taobao flash sales, and since the Double Eleven shopping festival, sales have increased 9 times compared to the previous period. Instant retail effectively integrates online and offline resources, which can create a '1+1 GT; 2' effect in the cooperation between platforms and retailers. ”Pei Liang, Honorary President of the China Chain Store Association, stated that e-commerce platforms drive physical commerce towards digitization by connecting supply chains, stores, and local delivery, injecting vitality into the retail industry. As an annual landmark consumption node, "Double Eleven" has contributed significantly to activating consumption potential, promoting consumption, and industrial upgrading. At the same time, it should be noted that some illegal and disorderly phenomena such as "raising prices first and then lowering prices" and "deposit traps" still exist, and some channels for online consumer disputes and rights protection still need to be unblocked. These require relevant departments and platforms to continue to make efforts to provide more accurate and effective supervision to make people's consumption more reassuring and comfortable. (New Society)