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As a key consumption node in the second half of the year, the 2025 Double 11 has fully launched. What new changes will the 17th Tmall Double 11 bring? How to drive new growth in the stock era has become an important issue for the industry.
Tmall Double 11 First Fully Implements AI
At the 2025 Tmall Double 11 press conference, a major announcement was made: This year will be the first Tmall Double 11 with full AI implementation, and AI will serve consumers and merchants in terms of traffic distribution, consumer experience, and e-commerce operations.
Since this year, Taobao Tmall has invested in AI research and development to bring new leaping development opportunities for brands. At the press conference, Taobao Tmall simultaneously launched 6 AI shopping guide applications for consumers: “AI Universal Search”, “AI Help Me Choose”, “Pailitao”, “Category List”, “AI Fitting”, and “AI List” to meet shopping needs in different scenarios.
For example, facing real needs such as “how to clean small flying insects in the sewer” and “what litter box to use for families with both cats and dogs”, “AI Universal Search” can already more accurately understand complex semantic expressions and provide shopping guides.
Taobao has also formed an AI operation team for merchants, which can help merchants reduce costs and increase efficiency during Double 11. Data shows that AI artists generate 200 million images/5 million videos per month on average, increasing product click-through rates by 10%; AI data analysis has accumulated over 10 million reports, well-received by merchants; AI customer service Dianxiaomi 5.0 helps merchants reduce costs by an average of 20 million yuan per day and increase GMV by 19.12 million yuan.
It is worth mentioning that even the distribution of subsidy coupons during Double 11 is gradually improving efficiency. During the full cycle of this Double 11, Tmall will issue 50 billion consumer coupons to subsidize users, and some consumer coupons will be uniformly decided by the AI “Smart Benefit Engine”. Pilot data shows that the coupon conversion rate of the AI “Smart Benefit Engine” has increased by 15% compared to before, making consumption subsidies more precise.
“Mass Consumption + AI” Opens New Growth Opportunities
At 8 PM on October 15, Tmall officially launched pre-sales and successively issued 88VIP consumer coupon packages worth thousands of yuan. From the disclosed gameplay and data, in the first hour of Tmall Double 11 pre-sales, 35 brands exceeded 100 million yuan in transactions, 1,802 brands doubled their transactions, and the number of brands exceeding 100 million yuan, the number of brands with doubled transactions, and the number of active users all exceeded the same period last year.
At the Tmall Double 11 press conference, Chuduan, President of the Taobao Platform of Alibaba’s China E-commerce Group, mentioned that the new dividends for current brands can be summarized as “three supers”: Super Increment: Taobao Flash Sale, Super Hub: Taobao Grand Members, Super Engine: 88VIP.
Since this year, Taobao has fully upgraded to a mass consumption platform, with 53 million 88VIP members, 300 million monthly transaction users of Flash Sale, and 1 billion grand members, bringing brands the highest net worth, widest, and highest-frequency user groups; the integration of instant retail and e-commerce will also open a new trillion-yuan incremental market. In the industry’s view, “the mass consumption platform is releasing unprecedented growth opportunities, and brands will usher in trillion-yuan new increments.”
For the first Double 11 since upgrading to a mass consumption platform, Tmall has deeply collaborated with Taobao Flash Sale. Brand flagship stores can access Taobao Flash Sale, connecting online and offline, and starting “near-far integrated” operations. The first batch of 37,000 brands and 400,000 stores have access to Flash Sale, covering industry leaders such as Apple, Huawei, Uniqlo, and Decathlon.
Data on October 15 shows that Taobao Flash Sale’s night snack orders in 270 cities nationwide increased by over 200% year-on-year, supermarket convenience orders increased by 670%, and categories such as beverages, baking, fruits, and fresh produce all achieved 2x growth; brands gained new business increments by accessing Flash Sale services, with transactions of 3C digital, personal care, clothing, and other industry brands on Taobao Flash Sale increasing by over 290% compared to the same period last year.
“As the brand’s largest annual growth opportunity, Tmall Double 11’s role in brand growth is irreplaceable and increasingly important. Under the new background of AI and mass consumption, Tmall Double 11 will open a new historical growth opportunity for brands,” Jialuo said.