文 | TMT星球，作者｜黄燕华
没有倒计时，没有滚动刷新的成交大屏，也没有“全网最低价”的嘶吼，如果只翻朋友圈，很难让人感受到今年的双十一进程已过半。
百度指数的数据显示，“双十一”的搜索热度五年间缩水超7成。
不过，安静不等于冷清。星图数据最新发布的阶段性统计数据显示，截至10月31日，综合电商累计销售额已达10263亿元，天猫、京东、抖音分列前三，家用电器以15.7%的份额成为第一大品类。
相较往年，今年最大的变量是AI。从天猫、京东到抖音、小红书，AI正成为电商运营与用户购物的基础设施。
规则也在做减法，跨店满减、复杂凑单被官方立减、现货直降、一件直降取代，平台试图把消费者的决策成本降下来。
但简化不等于没有“坑”。逆向涨价、大数据杀熟、定金加尾款不如单买便宜等老问题仍在，中消协等也发布消费提示，警惕商家套路。此外，AI生成图片、明星AI带货还带来货不对版风险。
双十一不再考“算术题”
今年双十一，最早起跑的是快手，其于10月7日宣布开启预售，10月14日是现货期，直至11月15日，整个活动持续40天。
小红书紧随其后，宣布在10月10日正式开场，全程约一个月，没有预售环节，主打现货开卖。
京东、苏宁易购均选择在10月12日晚8点开启双十一活动，同样砍掉了预售环节，直接以现货开卖，主打不让用户等待。
三天后的10月15日，天猫、抖音分别宣布在当天开启双十一活动。前者设置了预售环节，用户付完定金后，10月20日晚8点现货全面开卖；后者采用现货销售模式，不设置预售环节。
此后，随着拼多多、唯品会、得物等平台也先后开启双十一活动，国内主流电商平台均开启了双十一相关活动。
纵观天猫、京东、抖音等各大电商平台在今年双十一期间推出的优惠政策，摒弃了此前复杂的玩法，主打一个简单明了。
天猫取消了沿用多年的跨店满减，改为官方立减，消费者不用再为凑300减50加一双袜子；京东采用现货直降的方式，让消费者看得见优惠；抖音则延续“一件直降、立减折扣”；小红书也主打官方立减、官方直降，买一件也能享受优惠。
尽管各大平台的路径不同，但指向一致，即把消费者的决策成本降下来，将买的放心、买的实惠重新放回双十一购物消费的中心。
不过，值得注意的是，虽然各大平台简化了优惠政策，但实际购物中并非没有“坑”。
有媒体调查发现，随着双十一来临，多款商品大促价格反而高于平日，“逆向涨价”也引发了多起投诉。此外，大数据杀熟、网络卡顿、定金+尾款不如单买便宜等老问题今年依旧存在。
「TMT星球」在社交平台上以“双十一 涨价”为关键词进行搜索发现，不少用户吐槽其在双十一期间发现购买的商品比平时贵，“早上还在160（元），下午变成170（元）”。
还有消费者付款后发现降价，比购买时降价了400元，且不能退差价，“只好退了重买”。
在双十一开启后，10月26日，中消协发布“双十一”消费提示，提醒消费者在参与促销活动时把“看清楚”放在“抢得快”前面，把“用得上”放在“看起来便宜”前面。
此前，广西消委会联合青海、内蒙古等多个省（自治区、直辖市）共同发布“双十一”网络购物消费提示，再次提醒消费者甄别促销套路，警惕各类消费陷阱。
AI能选品能比价，但无法给出全网最优解
此前的双十一，AI更多是可有可无的辅助插件，今年双十一期间，AI已然成为双十一购物必不可少的工具，贯穿了大促的全链路，为消费者购物带来全新体验。
在消费端，淘宝上线千问购物Agent“千问Go！”，打通数十亿级商品库，用户用自然语言提出需求，系统自动筛选、比价、叠加优惠券，并跟进价保售后。
京东将基于JoyAI大模型的购物智能体“东东”推到台前，打通选品、比价、凑单、售后全流程。
抖音的豆包“帮你选”对接商城与直播间，用户在对话中即可完成下单。
在商家端，AI的角色则更为务实，帮助商家提高运营效率的同时，进一步促成购买。
比如，抖音宣布飞鸽智能客服在大促期间限时免费，罗盘AI问数让中小商家用对话查询经营指标；
快手把AI拆成随叫随到的经营工具；
淘宝和抖音的AI经营智能体开始反向优化商品详情页和尺码标注，针对服饰品类高达四成的退货率做精准匹配。
尽管如此，消费者在社交平台上的真实体验，远比平台宣传的更加复杂。
有媒体在报道中指出，不少AI大模型只能读取关联平台的价格信息，无法真正跨平台比价；平台做AI的动力是把交易留在自己锅里，而消费者要的是全网最优解，二者之间存在结构性错位。
「TMT星球」实测了多款电商平台内置的AI购物助手发现，多数AI购物助手推荐产品的逻辑通常来源于消费者过往消费、浏览记录，如果想准确找到想要的某款商品，需要进行多次交互，但最后给出的结果并不一定是想要或合适的。
而通过向千问、豆包、元宝等市面上主流的AI大模型输入需求，再从给出的结果来选择想要购买的商品，整个过程耗费的时间不比自己在电商APP内搜索花费的时间少。
「TMT星球」对不同的AI大模型输入同样的需求，从结果来看，千问通过解析需求，给出了买洗地机需要关注的重点，同时根据这些重点推荐了相关产品，还进一步询问用户的具体需求，进行更加精准的商品推送，并附上购买链接。
同样的需求喂给豆包后，其给出了三款不同侧重点的洗地机产品，同时分析对比了每款产品的亮点，并给出购买链接。此外，豆包还推荐了抖音相关商家的直播链接，可直接点击跳转进行购买。
元宝则推荐了3款洗地机产品，并推测用户的使用偏好进行详细介绍，以及如何根据用户自己的需求选择合适的产品。此外，推荐产品的末尾，元宝同时提示用户使用过程中的一些需要注意的事项。
从结果来看，以上三款AI大模型给出的答案均可作为购买产品时的参考，但具体还需要用户进行比对，再根据自己的需求进行选择。
此外，不同AI大模型推荐产品的优先级非常明显，均优先展示关联电商平台价格信息，无法进行全网比价。
比如，千问推荐的是天猫平台的产品，豆包是抖音的链接，元宝则是京东的购买链接，这意味着用户想要全平台比价，还需自己动手。
值得注意的是，随着商家熟练运用AI技术，在降本增效的同时，一个新问题也随之而来。
网经社发文指出，不少商家展示的“精美实拍图、真人模特视频”多为AI生成，当消费者拿到产品后，和商家图片进行对比，出现严重的货不对版，此时的AI变成了欺骗消费者的利器，购物变成“开盲盒”。
不仅如此，一些不法商家利用AI深度合成技术复刻明星面容与声音，批量制作“明星推荐”“明星代言”的带货视频进行循环直播，消费者冲着公信力下单，收到的却是与宣传毫无关系的劣质商品。这种情况不仅损害消费者的购物体验，也可能触及法律红线。
第18个双十一，入口已发生迁移
从2009年的第一届到如今，双十一购物节走过了18个年头，消费者购买的路径也发生了肉眼可见的变化。
过去是“有需求、搜关键词、翻列表、比价、下单”现在更常见的是“刷到、被打动、点进商品卡、顺手下单”，甚至“根本没想买，看完就买了”。
这条路短、快、情绪浓度高，它不属于货架，属于内容，抖音、快手是其中的代表。
根据艾瑞咨询测算，2025年中国短视频电商（内容电商核心交易形态）市场规模已突破1.2万亿元，预计2026年全年交易规模将突破1.8万亿元，年复合增长率保持在24.3%，显著高于同期线上零售大盘增速。
对淘天、京东、拼多多等电商平台来说，内容电商带来的冲击是真实的，抖音、快手已经凭借内容优势，成为电商赛道的重要玩家。
不过，尽管抖音、快手等玩家规模增长迅速，但目前也面临流量见顶，GMV 增速下滑的挑战。
以抖音为例，公开数据显示，2025年抖音电商GMV约为4.3万亿元，但同比增速却从2022年的约220%一路降到2025年约30%，今年上半年降至20%左右。
与此同时，商家也开始算细账到底值不值。
据相关媒体报道，当头部达人佣金从40%抬到60%，叠加投流和约35%的退货率，几乎赔本赚吆喝，对比来看，品牌自播的退货率只有8%左右。
于是，“抖音拉新、货架沉淀利润”成了不少品牌的保命策略，有化妆品品牌把自播占比提到近七成。
传统平台的反击，是把大促做成“确定性的生意”。
天猫用新品首发和88VIP锁住品牌与高价值用户，再把即时零售接进来，有效带动了产品销量的提升。据环球网等媒体报道，截至10月25日，天猫酒水闪购成交同比增长265%，开卖一小时就有1145个酒水品牌超过去年全天。
京东把服务做成商品，根据其发布的双11首周成绩单，截至10月19日，家政、搬家、家电清洗等服务类订单同比增长超130%，用“送得快、装得上、修得好”守住家电3C阵地。
根据星图统计的数据，截至10月31日，双十一综合电商销售额10263亿元，其中，天猫第一、京东第二、抖音第三。
从这个角度看，随着内容红利见顶，以及传统平台的发力，内容电商平台想要连续超越行业“前辈”短期内难度不小。
结语
第18个双十一，平台不再用复杂算术题制造信息差，而是给予消费者看得懂的优惠。
在入口方面，从搜索框到短视频，再到AI对话框，谁离“决定买什么”更近，谁就握着下一轮门票。
对普通消费者来说，今年最实用的建议是，把AI当草稿，但别当结论，因为它擅长挑货、读规则、砍伪需求，却不擅长跨平台比价和精确凑单，“预计省多少”只是参考。
如果把“不买”也当成选项，在所有优惠里，这是折扣最大的一个。
本文由 AI图鉴自动抓取并翻译，版权归原作者所有；如需查看原文请点下方链接。
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There are no countdowns, no new roll-on screens, and no “lowest price on the Internet”, and it is hard to feel that this year's two-to-one process is halfway through.
Data from the Baidu index show that the “two-xii” search temperature has shrunk by over 70% over five years.
But quiet is not cold. According to the latest phase statistics of publish, as of 31 October, the cumulative value of the combined electrician sales amounted to 1006.3 billion yuan, with Skycats, Kyoto, and Douyin being the top three groups, with household appliances becoming the first largest group with a share of 15.7 per cent.
Compared to previous years, the biggest variable this year is AI. From Skycat, Kyoto to Douyin, REDnote, AI is becoming an infrastructure for electricians to operate and shop with users.
The rules are also being reduced, with fewer cross-shops, more complex sheets being officially reduced, cash drops, and a one-off drop, and the platform is trying to reduce consumer decision-making costs.
But simplification does not mean that there is no pit. The old problems of reverse price increases, big data cut-offs, downside down payments less cheaply, and publish consumption tips to guard against the business model. In addition, AI generates pictures, star AI carries the risk of unversion.
Two elevens don't take arithmetic.
This year, in the eleventh double, the earliest runner was the fast-starter, who announced the opening of a pre-sale on 7 October, with a spot date of 14 October until 15 November, when the whole exercise lasted 40 days.
REDnote followed closely and announced that it would open on 10 October for a full month, without pre-sales, and that it would be sold in cash.
Kyeongdong and Suning have all chosen to open a double-elevent at 8 p.m. on 12 October, cutting down the pre-sale and selling it directly in cash and preventing users from waiting.
Three days later, on 15 October, Skycat and Douyin respectively announced the launch of the double-eleven campaign on that day. The former set up a pre-sale chain, which was fully available at 8 p.m. on 20 October after the user had paid the down payment; the latter used a spot-sale model without pre-sale links.
Since then, with the opening of two-hundred-thousand-thousand platforms, such as multi-panel, product-only and off-the-shelf platforms, two-hundred-thousand related events have been launched in the country.
Following the preferential policies introduced by major electrician platforms such as Skycat, Kyoto and Douyin during the course of the eleventh anniversary of this year, they abandoned the previous complex play, leading to a simple fight.
The Skycat has eliminated the many-year-old decline in inter-store cuts and converted it into an official one, so that consumers do not have to pay 300 minus 50 plus a pair of socks; Kyoto uses a cash drop to make consumers visible; Douyin has continued with a “sliding down and down discount”; and REDnote has also been responsible for official cuts and direct drops, and one can be bought.
Despite the different paths of the major platforms, there is a convergence of direction, which is to reduce the cost of consumer decision-making and to put back at the centre of the double-xie shopping consumption the comfort and benefit of the purchase.
It is noteworthy, however, that while major platforms have simplified preferences, there is not no “hole” in actual shopping.
A media survey found that, with the advent of the two elevens, multiple commodity prices were much higher than usual, and that “reverse price increases” had triggered numerous complaints. In addition, the old problems of big data sophistication, network cartons, down payment + tails are still present this year.
In a search on social platforms using the word “two-xii” as a keyword, planet “TMT” found that a large number of users had bludgeoned their purchases during the two-xii period to be more expensive than usual, “160 in the morning and 170 in the afternoon”.
In addition, after payment by the consumer, it was found that the price had been reduced, by $400 less than the price at the time of purchase, and that the price could not be refunded, “it had to be repurchased”.
On October 26th, after the opening of the two elevens, the China-China Alliance for publish's “two elevens” consumption hinted that consumers, when participating in promotional activities, should “see” before “quick” and “use” before “looks cheap”.
Prior to this, the Guangxi CED joined several provinces (autonomous regions, municipalities directly under the Central Government) in the joint publish “Twenty-Seventy” shopping campaign, again alerting consumers to the various consumption pitfalls by screening their promotion packages.
AI can compete, but it can't give the best solution to the whole network.
The previous two elevens, more than anything else, were supported plugins, and this year, in both elevens, AI became an essential tool for the two elevens, cutting across the whole chain and bringing fresh experiences to consumers.
On the consumer side, the treasure hunt comes online and asks about the purchase of Agent “Go!” and accesss billions of store houses where users make demands in natural languages, the system automatically screens, prices, folds coupons and follows up on price guarantees.
Kyodong pushed the shopping of AI agent “Toto” based on JoyAILLM to the stage to get the selection, the price, the bill, the whole process after sale.
The Doubao of Douyin "Select" between the mall and the live broadcast, during which the user can complete the list.
At the business level, AI ' s role is more pragmatic, helping businesses to operate more efficiently while further facilitating purchases.
For example, Douyin announces that dove-smart passenger service will be free of charge during a major rush, and that a compass of AI questions will allow small and medium-sized businesses to consult business indicators;
Fast-tracking AI into business tools on call;
AI agent, an AI business of Zephyr and Douyin, began to optimize commodity detail pages and size labels in reverse, matching up to 40% return rates for clothing.
Nevertheless, the real experience of consumers on social platforms is far more complex than their advocacy.
According to media reports, many AZLLM can only read the price information of the associated platform and cannot really compete across it; the platform is motivated to keep the transaction in its own hands, while consumers want the best solution for the entire network, and there is a structural mismatch between the two.
The AI Shopping Assistant, embedded in the Multi-Celler platform, measured "TMT ", found that the logic of most of the AI Shopping Assistants’ recommendations usually stems from consumer past consumption, browsing, and that multiple interactions are required if the desired commodity is to be accurately located, but the final result is not necessarily desired or appropriate.
However, by importing demand to mainstream AZLLM in the market, Doubao, Yuanbao and others, and by selecting the goods to be purchased from the results given, the process will take no less time than it takes to search the electrician AP.
From the results of the TTM input of different AZLLMs, the same needs have been identified and the focus given to the purchase of ground washing machines has been given, along with the products recommended in the light of these priorities, and the specific needs of users have been further asked for more accurate distribution of goods, with links to the purchase.
The same demand was fed to Doubao, which gave three different focus items of ground washing machine products, analysed the bright spots of each product and provided links to the purchase. In addition, Doubao has recommended live links to Douyin-related businesses, which can be purchased by clicking directly on the jump.
For its part, it recommended three items of ground washing machine products, speculating on user preferences for detailed presentation and how to select suitable products according to the user ' s own needs. In addition, at the end of the recommended product, the dollar treasure also points to a number of matters requiring attention during the user ' s use.
As a result, the answers given in the above three paragraphs, AILLM, can be used as a reference for the purchase of the product, but will require a comparison between the users and a choice based on their needs.
In addition, the priorities of the different AZLLM recommended products are clear, with priority being given to displaying price information on the associated electric power company platform, which cannot be compared across the Internet.
For example, Doubao is a link to Douyin, and Yuanbao is a link to Kyoto ' s purchase, which means that users want the platform to be priced.
It is worth noting that, as businesses are proficient in the use of AI technology, a new issue comes with reduced efficiency.
According to UN-DESA, many of the “pretty pictures, reality model videos” presented by businesses are mostly produced for AI, and when consumers get their products, compared with the images of the merchants, there is a serious miscopy, at which point AI becomes a tool for deceiving consumers and shopping becomes an “opening box”.
Moreover, some illegal traders, using deep-synthetic AI technology to recaptulate the faces and voices of stars, produce bulk-produced “star-recommended” “star-activated” video-messages that are broadcast live, and consumers are quenching their credibility and receiving poor commodities that have nothing to do with propaganda. This situation not only undermines consumer shopping experiences but may also touch the legal red line.
18th and 11th, the entrance has been relocated.
From the first in 2009 to the present, the two-hundredth shopping festival passed 18 years and the path of consumer purchase has changed dramatically.
What used to be “demand, search for keywords, flip lists, prices, orders” is now more common than “brushed, moved, clicked into a commodity card, lined up”, or even “none wanted to buy it, and then bought it”.
The road is short, fast and high in emotional concentrations, and it is not a shelf, it is content, and Douyin, the expresser, represents it.
According to Iri Consulting, the market size of China ' s short video electric power provider (the core trading pattern of the content utility) exceeded 1.2 trillion yuan in 2025, and the volume of trade is expected to exceed 1.8 trillion yuan throughout 2026, with a compound annual growth rate of 24.3 per cent, significantly higher than the growth rate of retail sales on the same line.
Douyin, fast- rider, has become an important player in the electrician's track by virtue of their content.
However, despite the rapid growth in the size of players such as Douyin and Fast Trackers, there is also the challenge of peaking flows and falling GMV growth.
In the case of Douyin, public data show that GMV, the Douyin electric powerer, was approximately 4.3 trillion yuan in 2025, but the same rate of increase fell from about 220 per cent in 2022 to about 30 per cent in 2025 and about 20 per cent in the first half of the year.
At the same time, merchants began to calculate the value of the bill.
According to the relevant media reports, when head-dagger commissions were raised from 40 per cent to 60 per cent, overloading and the return rate of about 35 per cent were almost paid off, compared with a return rate of only around 8 per cent for brands.
As a result, “Douyin new, shelf-dwelling profits” became a survival strategy for a number of brands, with the cosmetics brand referring to almost 70 per cent of self-broadcasts.
The traditional platform countered by promoting “certainty business”.
The launch of the new product and the 88 VIP locking in brands and high-value users, followed by instant retailing, effectively boosted product sales. According to media reports such as the World Wide Web, as at 25 October, there had been an increase of 265 per cent in the sale of drinking water and water, with 1145 brands sold in an hour compared to the whole of the previous year.
According to its publish double-week report card, the service orders for domestic service, moving home, cleaning home electricity increased by 130 per cent as at 19 October, holding the 3C position “fast, fit and repaired”.
According to the asterisk data, as at 31 October, the sales of the two-decalogue combined generators amounted to 10,06.3 billion yuan, of which Skycat first, Kyoto second, Douyin third.
From this perspective, as content dividends peak and traditional platforms work, it is difficult in the short term for content electronics platforms to continue beyond the industry's “forecasts”.
Concluding remarks
In the eighteenth and eleventh, the platform no longer creates poor information with complex algorithms, but gives consumers preferential access.
On the entrance, from the search box to short video, to the AI dialogue box, whoever is closer to deciding what to buy, holds the next round of tickets.
For ordinary consumers, the most practical proposal this year is to treat AI as a draft, but not as a conclusion, because it is good at picking, reading rules, cutting off false demands, but not at cross-platform pricing and accurate billing, and “expected savings” is only a reference.
If “no buy” is also considered an option, this is the largest discount in all concessions.
Auto-fetched and translated by AI Atlas. All rights belong to the original author.