全新双十一：更智能、更快速、全球化

讨论让世界运转不息。

Discussion keeps the world turning.

这里是圆桌会议。

Is Roundtable.

大家好。

Hello.

欢迎来到圆桌会议，我们为您奉上关于中国及全球热点议题的激烈辩论。

Welcome to Roundtable, where we serve up piping hot debates on the issues that sizzle in China and beyond.

我是林叶好。

I'm Yeoho Lin.

中国双十一购物节问世十七年后，已不再充斥着令人眼花缭乱的闪购和彻夜不眠的疯狂。

Seventeen years after its debut, Double eleven Shopping Festival in China no longer thunders with the same frenzy of flashing deals and sleepless nights.

取而代之的是一场静默革命。

Instead, a quieter revolution is taking place.

电商平台正转向内功修炼：用AI优化供应链，以即时零售重构物流，同时将目光投向海外市场。

Ecommerce platforms are turning inward, optimizing supply chains with AI, rethinking delivery with instant retail, and looking outward toward overseas markets.

这场竞赛不再比谁嗓门最大，而是看谁跑得最远。

The race is no longer about who shouts the loudest, but who runs furthest.

您已经下单了吗？

Did you make your purchase just yet?

让我们在今天的节目中展开讨论。

Let's discuss on today's show.

本期节目我邀请到了心雨和史蒂夫·哈瑟利。

For this episode, I'm joined by Xinyu and Steve Hatherley.

现在请拿起您的虚拟指南针，跟随我们深入讨论核心。

Now grab your virtual compass and follow us to the heart of the discussion.

还记得当年双十一意味着通宵熬夜，购物车加购十件商品，天亮前就后悔八件的日子吗？

Remember when double eleven meant staying up all night, adding 10 things to your cart and regretting eight of them by morning?

那是2015年。

That was 2015.

到了2025年，你的夹克会在早餐前送达。

In 2025, your jacket arrives before breakfast.

你的AI购物助手真正派上用场，品牌不再竞相制造噪音，而是更注重培养忠诚度。

Your AI shop assistant actually makes sense, and brands compete less for noise, more for loyalty.

购物节已演变成全年关于效率、数据和更明智选择的持续对话。

The shopping festival has turned into a year round conversation about efficiency, data, and smarter choices.

但我还是得问，你目前买了什么东西吗？

But I still have to ask the question, did you buy anything just yet?

买了。

Yeah.

应该说没什么特别的东西。

Nothing particular, I I should say.

我买了些衣服、鞋子之类的日用品。

I bought some, like, clothes, shoes, daily necessity.

那已经算是

That's already a

不少了。

lot.

是啊。

Yeah.

没什么特别的。

There's nothing in particular.

什么

What

你所谓的'没什么特别'是指什么？

is your definition of nothing in particular?

但我感觉一年到头有很多购物季。

But I feel like throughout the year, you have a lot of shopping seasons.

所以我并没有特意为这个购物季买东西。

So I I didn't buy anything particularly for this shopping season.

只是买些我需要的，而且正好这段时间有促销，我就买了。

Just something that I need and, yeah, we have sales for this period, so I bought it.

是啊。

Yeah.

我想这是弊端之一吧。

I guess it's one of the downsides.

一年中有很多促销日或促销时段，有利也有弊。

There are advantages and disadvantages to having a lot of sales days or sales times during the year.

嗯。

Mhmm.

这让人们不会那么焦虑，不必非得在一年中某个特定时段抢购，因为他们知道还会有其他促销。

It makes people feel less, I don't know, less anxious about needing to take advantage of a sale at one particular particular time of year because they know it's another.

但即便如此，双十一还是最大的促销节吧？

But even with that being said, double eleven is is it the biggest?

我觉得是。

I think it's one.

这是中国一年中最大的购物节，对吧？我到处都能看到广告。

It's the biggest one, right, of the year in China, and I've been seeing advertisements everywhere.

就连我玩的手机游戏里，打开应用时——这情况已经持续好几周了。

Even on my smartphone game that I play, I opened up the app, and this has been true for for a couple of weeks now.

当你打开应用时，它会弹出几个广告，其中一个是关于双十一的。

But when you open up the app itself, it'll, like, give a couple of advertisements, and one of them is for Double Eleven.

是的。

Yes.

我们之前提到过这个。

And we mentioned this earlier.

它创建于2009年。

It was created in 2009.

当时我记得非常清楚，他们第一次宣布所有参与双十一购物节的商品或店铺都能享受五折优惠。

And at that time, I remember very vividly the very first time they said that all of the things, you can enjoy a 50% discount for all the things that or all the shops that are actually participating in this double eleven shopping festival.

那时候双十一因为四个'1'字，形似光棍，所以被称为光棍节。

At that time, double eleven, because of the one one one one, everybody's one and everybody's single, so it was this singles day.

在光棍节这天，你应该对自己更好些，毕竟你单身一人。

And on the Singles Day, you should be better for yourself because you're, you know, not with anybody.

这未必是坏事或让人不开心的事。

Not necessarily a bad thing or something that would make you unhappy.

我觉得现在年轻人可能把这看作好事

I think young people might be seeing that as a good thing

这些日子。

these days.

是啊。

Yeah.

但当时这只是个小噱头，说'你应该给自己买东西'。不过即便现在十七年过去了，今年双十一还是出现了很多新现象和新趋势。

But at that time, that was little gimmick saying that, Oh, you should be buying things for yourself But even if you are this year or seventeen years later, a lot of things have happened and some new phenomenon trends are happening in this year's Double Eleven festival.

没错。

Yes.

让我印象特别深刻的是，过去我们过双十一

One particular thing that stood out to me is that I think in the past, we had this Double Eleven.

只是为期一天的购物狂欢。

It's just one day shopping frenzy.

啊，11月11日。

Ah, November 11.

是的。

Yes.

在11月11日。

On the November 11.

但如今，它已经变成了一场马拉松。

But nowadays, it's it has become a marathon.

是的。

Yes.

从一天延长到了一个月。

It has gone from one day to a month.

以京东为例，它在国庆节假期后的10月9日就启动了双十一购物狂欢活动，一直持续到11月14日。

Jd.com, for instance, it kicked off its double eleven shopping frenzy activities on October 9 right after the national holiday a national day holiday and it lasts until November 14.

所以持续时间可以长达37天。

So the duration can be up to thirty seven days.

这是有史以来最长的，对吧？

That's the longest in history, isn't it?

是的。

Yes.

史上最长。

The longest in history.

还有阿里巴巴的天猫和淘宝，他们从10月15日就开启了预售期。

And also, Tmall or Taobao from Alibaba, they launched the presale period from October 15.

官方购物节于10月20日晚8点正式启动，将持续到11月14日，同样持续约一个月。

And the official kicked off the shopping festival at 8PM on October 20, and it will last till November 14, so about a month as well.

时间延长了，我想这对所有参与者来说压力会小一些，因为作为顾客，你不会觉得必须在24小时窗口期内抢购所有可能需要的东西。

The extended period of time, I guess, puts a little bit less pressure on everyone involved because as a customer, you don't feel like, okay, this is a twenty four hour window where I need to buy everything that I might need to before the sales run out.

所以你知道自己会有大约一个月的时间来完成这些采购。

So you know that you're gonna have about a month's time to make these purchases.

但从商业角度来看，这让他们能更好地管理物流，不必推出那些限时抢购活动，这些活动往往会带来很多混乱和物流噩梦。

But also from the from the business point of view, it allows them to manage logistics a little bit better, and they don't have to put these flash sales up, which creates a lot of chaos and a lot of logistical nightmares for them.

所以现在有更多时间准备，也能更好地享受双十一活动。

So it's just more time to prepare and kind of enjoy the double eleven event.

有趣的是我们肯定还会讨论：你买了什么吗？

The funny thing is we definitely still talk about, did you buy something?

这个双十一购物节。

This double eleven festival.

我们不仅在节目里这样做，和朋友甚至同事也会聊这个话题。

We do this not only on the show, but with our friends and sometimes with our colleagues.

你会听到人们说：哦，没买多少。

And you hear people say, oh, not a lot.

没什么特别的东西。

Not anything in particular.

然而，感觉人们并不把这视为购物的黄金机会，但数据却并非如此显示。

Yet, it feels like people are not viewing this as a golden opportunity for purchase, but that is not what figures are suggesting.

嗯。

Mhmm.

嗯。

Mhmm.

截至10月31日的累计线上销售额，这个数字...

The online sales cumulatively speaking, as of October 31, is this a number?

我从未见过这样的数字。

I've never seen this before.

10020亿元？

1,002 billion yuan?

我从未见过这么大的数字。

I've never seen that number that big before.

这大约相当于2025年的1400亿美元。

That's about a $140,000,000,000 in 2025.

天猫引领潮流。

Tmall leads the way.

恭喜你们。

Congratulations there.

他们位居榜首。

They're in first place.

然后是京东，接着是抖音。

And then JD and then Douyin.

是的。

Yeah.

此外，在10月20日天猫双十一购物节的首小时内，80个品牌的交易额突破了1亿元人民币，约合1400万美元。

And also, in the first hour of Tmall's Double Eleven Shopping Festival, which took place on October 20, 80 brands saw their transaction value surpass 100,000,000 yuan, so that's around $14,000,000 In

第一个小时。

the first hour.

对，就在第一个小时。

Yeah, in the first hour.

还有超过3万个品牌的销售额实现了同比翻倍。

And over 30,000 brands saw their sales double year on year.

另有1.9万个品牌仅用一小时的销售额就超过去年全天。

And also, 19,000 brands saw their entire sales within just one hour surpassed that of the whole day last year.

尤其是美妆和消费电子品类，在销售额方面表现尤为突出。

Especially in terms of beauty and consumer electronics categories, they stood out in terms of the sales.

在京东平台上，我们看到从10月9日至20日期间，超过5.2万个品牌的销售额同比增长超300%，同时3300多个品类的销售额翻番。

And on jd.com, we see that from October 9 to October 20, over 52,000 brands recorded sales growth exceeding 300% year on year, while more than 3,300 categories doubled their sales.

所以尽管我们说，啊，这段时间我们不怎么买东西，但数据不会说谎。

So even though we say, ah, we're not buying anything a lot or because of this period, people steal what the figures do not lie.

购买就在那里，而且有些东西确实存在。

The purchase is there, and something has something.

这与今年情况变得稍微容易些有关。

It has something to do with the fact that this year, it's getting a bit easier.

之前我们讨论过进行计算，学习电商平台和店主共同推出的机制。

Previously, we talked about doing the math, learning the mechanism rolled out by both the ecommerce platform and the shop owners.

店主们会说，哦，我通过发放电子红包的方式，在平台补贴基础上再提供额外补贴，不过这里面有些计算要做。

The shop owners would say, oh, I'm giving certain electronic red envelope in the means that I'm giving certain subsidies on top of the subsidies provided by platform, yet there are certain calculations to do.

你需要把多件商品加入购物车然后一次性购买，这样才能享受服务，享受折扣。

You have to add several things to your cart and then purchase them with one move so that you can enjoy the service, so you can enjoy the discount.

但今年情况已经不同了。

Now that this year, it's not like that anymore.

我记得12期前我们在《圆桌派》做过这个专题，那是我在中国的第一个双十一，今年是第二次了。

I I remember when we did this particular episode 12 ago on Roundtable, and that was my first double last year was my first of everything in China, and this year is my my second.

我有过这种经历，记得当时就坐在这把椅子上进行类似讨论，那天节目里应该是菲菲，我们当时还在说这个有多复杂。

I've experienced this before, and I remember sitting in this particular chair, having this particular conversation, and I think it was Fei Fei on the show that day, and we were discussing how complicated it was.

是啊。

Yeah.

你得抢红包，时机要准，还得收集它们。

You have to get the red envelopes, but the timing has to be right, but then you have to collect them.

我当时就想：收集什么？

And I was like, collect what?

新的？

New?

哪里？

Where?

我就说：对啊。

I was like, yeah.

就给我随便打个折吧。

Just give me the discount for something.

所以今年简化了一些。

So this year, it's a little bit more simplified.

是的。

Yes.

这就是为什么去年很多消费者抱怨说他们得计算所有东西，为了拿到最高折扣，必须买10件商品然后退掉六七件。

So that's why last year, many consumers, they have complained about they had to calculate everything, and to reach the highest discounts, you have to check out 10 items and then return six or seven out of them.

这也给商家带来了麻烦，因为他们要承担这些退货商品的物流成本。

And that caused troubles for merchants as well because they have to pay for the cost of logistics of returning these products.

但今年平台提供了更大的补贴和直接降价。

But this year, platforms, they are offering like larger subsidies and also direct price cuts.

所以你不必为了获得更高折扣而捆绑购买大量商品。

So you don't have to bundle a lot of items together to reach a certain level for a higher discount.

现在每件商品都是直接降价。

It's just you have direct price cuts for each item.

这样某种程度上可以减少你计算和浏览所有商品的时间。

So that somehow can reduce your time of calculating and just scrolling through all of these items

网上有个例子是今年有位顾客很好地利用了促销活动。

there was one example online of a customer who took advantage of the sales this year.

她买了一个设计师背包和一条珍珠项链。

They bought a designer backpack and they bought a pearl necklace.

真是购物愉快的一天。

That's a good day of shopping.

这是在京东上买的，是送给她闺蜜的结婚礼物。

They did that on JD, and the purchase was for her best friend for her wedding.

但这次的好处是每件商品都有独立折扣，正如你所说，这和去年大不相同——去年她买了7件商品，付款后立即退了6件。

But the advantage this time, each item came with its own discount, and as you said, that that's a big difference from last year where she bought seven put seven items in her cart and then canceled six immediately after pay.

我想我也这么做过

I think I did that too

去年，

last year,

说实话，确实如此。

really, to be honest.

是啊。

Yeah.

这有点让人困惑，我今天早上不得不读了两三遍才搞明白。

It's a little bit confusing, and I had to read this, like, two or three times this morning to to figure it out.

所以如果你今年要买商品A、B和C，今年你可以分别获得商品A、B和C各10%的折扣。

So in if you're gonna buy item a, b, and c, this year you can get a 10% discount on item a, and on item b, and on item c.

但去年他们的做法是要求你消费满500元才能获得全部商品总价10%的折扣，而不是单个商品。

But last year, the way they did it was they said you have to spend, for example, 500 yuan to get a 10% discount on all of your purchases together, not individual ones.

这就是为什么人们会把所有商品加进购物车凑够金额，拿到10%折扣后立刻退掉其他东西。

And that's why people would add up all of that money in their cart so that they could qualify for that 10% discount and then return the other things right away.

所以今年的这个系统好多了。

So this is just a much better system this year.

确实如此。

Definitely.

这对消费者和商家、店主都有利。

And that's for the consumers and for the merchants, for the shop owners.

他们也非常欢迎这种对自身有利的举措。

They are welcoming something quite conducive to them as well.

淘宝今年首次将双十一推向全球。

Is Taobao is taking Double eleven global for the very first time.

平台将投入10亿元人民币（约1.4亿美元）的市场补贴，覆盖20多个国家和地区，让不同背景和国籍的消费者加入购物狂欢，这意味着平台上主营海外或跨境电商服务的商家也能参与其中。

The platform is investing 1,000,000,000 yuan, that is approximately 140,000,000 US dollar in marketing subsidies across more than 20 countries and regions, allowing consumers of different backgrounds and nationalities to join the shopping frenzy, meaning that those shops on the platform who are majorly focusing on overseas or cross border ecommerce services would be able to join the frenzy as well.

是的。

Yeah.

你们正在吸引新受众，对吧？

And you're capturing a new audience, aren't you?

当你们带着广告出海时能获得新客户，同时也为中国品牌提供了全球舞台和全球观众。

New customers when you go overseas with your advertising, and also you're giving the brands, the Chinese brands, a global stage, a global audience too.

线下情况如何？

How about offline?

我们线下也有什么优惠吗？

Are we enjoying anything offline as well?

如果我只在超市买一瓶水能打折吗？

Can I get a discount if I'm only buying a bottle of water from a supermarket?

能。

Yes.

当然可以。

Definitely.

我认为双十一购物节不仅限于线上。

Think I Double Eleven Shopping Festival has not just happening online.

它已经发展到线下领域了。

It has moved to offline as well.

这些年来，我们看到线上线下购物活动正在融合。

And over the years, we have seen an integration of online and offline shopping activities.

所以不得不说，线上线下的界限已经模糊了。

So the boundary of online offline has blurred, I I have to say.

没错。

Yeah.

你能找到超市联动促销活动。

You can find supermarket tie ins Yeah.

以及二维码关联的收据和快闪体验。

And QR linked receipts and pop up experiences.

这些将线下购物者转化为线上参与者。

And those convert the offline shoppers into online participants.

所以我猜这里面是有些策略的。

So I guess there's a bit of a strategy there.

不过，它们确实在某种程度上相辅相成。

But, yeah, they they do work kind of hand in hand.

双十一折扣广告无处不在，不仅在网上，当你走进不同店铺时也能看到。

The advertisement of double eleven discounts happen everywhere, not only online, but when you walk into different shops as well.

你还记得几年前我们参加双十一购物时的情形吗？

And do you remember several years ago when we do the Double eleven purchase?

那时由于物流可能成为问题，活动周期已经被延长了，商家不希望库存和仓库积压太多待快递员配送的商品或商品种类。

At that time, the festival has already been prolonged because the logistics could be a problem at that time already, and they do not want to have all of the stocks and all of the warehouses having too much product or too many types of product waiting to be delivered by those who the delivery guys.

我记得当时看到住宅楼入口处堆满了无数快递箱，简直一片混乱。

And I remember at that time, I see so many, so many delivering boxes in the entry of my residential building, and they were just piled up and it was a chaos.

混乱。

Chaos.

但这种情况已逐渐改变。

But that situation has gradually been changed.

去年双十一当晚或节日前夕我进行某些购物时，

And already last year, I remember when I did certain purchases at the night of the Double eleven or one night before the double eleven festival.

第二天就能看到快递已送到家门口，真正实现了隔夜达。

I can see my delivery at my doorstep the next day, just overnight delivery.

是啊。

Yeah.

没错。

Yes.

京东将其即时配送与酒店旅游业务整合为一个新的服务集团。

JD, they integrated its instant delivery and hotel and travel travel units into a new services group.

今年已有超过300万家本地商户在京东生态体系内运营。

And this year, over 3,000,000 local merchants, and they're working under JD's ecosystem.

这些商户首次参与购物节，京东即时配送提供五折优惠吸引即时需求消费者。

They're participating in this festival for the first time, and JD's instant delivery offers 50% discount promotions to attract on demand shoppers.

是啊。

Yeah.

我们人类确实变得非常缺乏耐心了，真的吗？

So we, as humans, have gotten really impatient Really?

甚至到了连你都不愿意等待的地步

To the point where we don't wanna you know, even you

还记得24小时配送服务吗？

know, remember Twenty four hour delivery?

不记得。

No.

不够快。

Not good enough.

确实不行。

Well, no.

我想要当日送达。

I wanna have a day delivery.

不行。

No.

没错。

Exactly.

因为我们被宠坏了。

Because we get spoiled.

对吧？

Right?

记得吗，3G技术刚出来时我们都惊叹不已。

Remember, you know, three g comes out and we're like, oh, wow.

3G啊。

Three g.

那太神奇了。

That's amazing.

后来我们厌倦了，网速就变得更快了。

And then we got bored of that, and then it gets faster.

我们也要求更好的质量。

And we expect better quality.

物流配送也是同样的道理。

And it's the same thing for delivery.

要知道，24小时送达以前可是行业标准。

You know, twenty four hours was the standard before.

那已经很了不起了。

That's fantastic.

但现在人们还想要更快。

But still, now people want it faster.

是啊。

Yeah.

但我感觉中国的三大电商巨头——阿里巴巴、京东和美团之间正在展开某种竞争。

But I also feel that there's some sort of competition going on among these three e commerce giants in China, is Alibaba, JD and Meituan.

它们都在今年双十一购物节把即时零售业务发挥到了极致。

They have all brought their instant retail businesses into full play during this year's Double Eleven Shopping Festival.

Steve你刚才提到了京东，但美团也是。

And Steve, you mentioned JD but also Meituan.

美团在今年九月推出了品牌旗舰仓项目，这是一种将前置仓与品牌旗舰店相结合的混合模式。

It launched its brand flagship warehouse program this September, which is a hybrid model combining pre positioned warehouses with brand flagship stores.

简单来说，美团在中国部分城市建立了仓库，通过邀请旗舰品牌合作，当用户下单时，可以直接从当地门店发货给用户。

So basically, in some of the cities across China, Meituan has established warehouses and by inviting and collaborating with flagship brands, they are able to, you know, when some users, they place an order and you can directly send the items to the user by shipping from the local stores placed in the city.

这意味着更快的配送速度。

That means faster delivery.

阿里巴巴也推出了即时零售业务。

And also, for Alibaba too, they have launched this instant sale.

我对这个很熟悉，因为过去几周我一直在使用。

In Chinese, I'm pretty familiar with this because I had had been trying this for the past few weeks.

该应用的日活跃用户平均每月增长超过5000万。

And the app's daily active users have increased by over 50,000,000 in average per month.

是啊。

Yeah.

阿里巴巴现在能承诺半日达甚至小时级配送。

Alibaba, they now, they can promise half day delivery and also hour level.

哇。

Wow.

小...小时级的履约能力。

H o u r, hour level fulfillment.

太疯狂了。

It's crazy.

确实。

It is.

就像你在手机上点单，点击一下就能送货上门。

It's like you press order on your smartphone, like you go click and then delivery.

简直像是按下按钮的瞬间货就送到了。

It's like it's here already when you press the button.

还有一个元素也在加速服务并提升服务质量。

And there's one element that's also speeding up the service and also improving the service.

那就是人工智能。

That would be the artificial intelligence.

我们知道，有了人工智能，计算速度会更快，确保能找到你需要的商品，从最近的仓库发出你刚下的订单，让你能在一小时内收到产品，就像史蒂夫刚才生动描述的那样。

We know that with artificial intelligence in place, they can do the calculation a bit faster, making sure that they find what you need, the order you just placed from the nearest warehouse, allowing you to get your product within that one hour, like Steve has just described very vividly.

但这远不止于此。

But it's more than just that.

我们看到人工智能从优惠券分发、向不同用户展示不同商品，到仓库包裹路由等环节都在发挥作用。

We see artificial intelligence helping from how coupons are distributed, to which products are shown to which users, to how warehouses route packages.

关键是之前我们没提到这点，但我跟朋友核对后发现，展示给我和她的折扣类型及优惠券实际上是不一样的。

And the thing is that we didn't mention this earlier, but I did compare notes with my friends, and I realized that the discount the different types of discount and coupons presented to me and to her are actually different.

是的。

Yeah.

对于某些店铺的忠实买家，虽然折扣力度不会更大，但折扣门槛会更高——比如我们说的所有商品都打9折，但老顾客可以购买1000元商品享受折扣，而新顾客可能只能买500元商品享受。

For very loyal buyers of certain shops, you get you do not get a larger discount, but you do get a larger threshold of the discount, meaning that we talked about every item gets a 10% discount, yet you can use that discount for, for example, 1,000 yuan worth of product, whereas newcomers get that discount for, for example, 500 yuan worth of product.

嗯。

Yep.

他们会根据人工智能算法的计算结果，向不同用户推送不同类型的折扣或优惠券。

They would push the kind of discount or the kind of coupons to different users based on the calculation of the artificial intelligence algorithms.

嗯哼。

Mhmm.

还不止这些。

And that's not just it.

人工智能助力行业发展的例子还有很多。

There are more examples of AI helping the industry develop.

没错。

Yeah.

快手，他们的电商平台内置了人工智能驱动的产品排名列表功能，这能帮助商家深入了解消费者的搜索意图，并优化产品关键词以提高曝光率。

Kuaishou, they have their ecommerce with a built in AI powered, what they call a product ranking list, and that helps merchants to really take a good look at the consumer search intent, and it allows refine their product keywords for better visibility.

因此根据用户的搜索需求，商家可以更新列表，这样消费者就能更高效、更快速地看到相关产品。

So based on what people are searching for, they can update their lists and people will see, those products, more efficiently, faster, I guess.

天猫同样如此，他们升级了计算能力，将商品推荐的购买转化率提升了25%。

Tmall as well, they have an upgraded computing power that has improved the purchase conversion rates from product recommendations by 25%.

这个提升幅度相当显著。

That's a pretty significant jump.

此外，其算法处理用户行为数据的能力达到了10万倍。

Also, its algorithms can process the number of user behavioral data by 100,000 times.

相比上次的1000倍处理能力有了大幅提升。

That's an increase from 1,000 times the last time around.

转化率指的是从加入购物车到完成支付的整个过程。

The conversion rate is when you get the from the cart to being paid for.

嗯。

Mhmm.

作为一名宠物主人，我养了一只可爱的黑猫，我经常为它购买饲料和各种猫咪香氛产品。

And because I am a pet owner, I have a lovely black cat and I buy feed and also buy different well, cat scent for him all the time.

我遇到一个对许多宠物用品店主特别有趣的故事。

And I encountered this fun story that is for a lot of shop owners out there, especially those who are selling pet product.

双十一对他们来说也是压力很大的时期，需要制定备货计划、核算预算、解读平台政策，以便精准投放广告并找到目标客户促成购买。

Double eleven festival for them is also quite a stressful period of time because they have to work out stocking plans, calculate budgets, decoding platform policies so they can push forward the advertisement for the right customers and also find the right customers to make the purchase.

这已成为许多宠物用品店铺普遍面临的难题。

It has been a problem for many, many shop, especially pad product shops.

有位店主提到，尽管他们在电商平台首页投入大量广告费，但首页推荐的点击率始终徘徊在3%左右。

And they realized that one shop owner said that the homepage recommendation click through rate hovered at around 3% for them even though they put a lot of money in putting their advertisement on the homepage of certain ecommerce platforms.

他们发现点击广告的消费者常会提出奇怪的问题，比如'如果我不喂猫，它会死吗？'

And they say that people who did click through ask weird questions like, if I do not feed my cat, will he die?

他们不是真正的顾客。

They are not real customers.

最终，我可以回答这个问题。

Eventually, I can answer that.

看，他们是...我是

See, they're I'm

甚至连兽医都不是。

not even a veterinarian.

他们根本不是真心想买猫粮的顾客，几乎就是在恶搞。

They're they're not genuine customers trying to buy the cat Trolling almost.

是啊。

Yeah.

他们只是...你们在拿人们找点乐子。

They're just you're having a little bit fun with with people.

我不知道为什么。

I don't know why.

但就在今年双十一前夕，他们采用或整合了某种AI助手和算法。

But then, just before this year's double eleven, they used or they have included AI kind of assistant and algorithm.

他们发现系统开始表现得像搜索引擎，更像一个不知疲倦的行业研究员。

And they figured that the system started to behave like a search engine and more like a tireless industry researcher.

这位研究员阅读了各类报告和不同论文，并重新标注了许多产品。

The researcher read all of the kind of reports as well as different types of papers, and they relabeled many of their products.

之前他们的产品只标注为猫粮，虽然准确但不够精确。

Before, their products are labeled as cat food, which is accurate, but not very precise.

现在则标注为无谷物低敏食品、1-4月幼猫配方、厨房风味食品等，产品信息丰富度提升了34%。

Now they are labeled grain free hypoallergenic kind of food or one to four months kitten formula, kitchen flavored food, and the richness of the product information shot up by 34%.

这是第一次，他的店铺感觉真正被目标客户发现——那些为双十一而来的精准受众。

And for the first time, his shop felt like someone had really, really found him, the targeted audience for his shop, the double eleven.

他的产品终于触达了真正需要它们的人群，首页推荐收入同比增长了40%。

His products finally landed in front of people who actually needed them, and the homepage recommendation revenue surged 40% year on year.

新消费者转化率上升了25%。

New consumer conversion rose conversion rate rose by 25%.

最棒的是，他使用AI助手来帮助那些提问和寻求最佳交易的顾客，他的客服人员甚至感叹，今年他们在取得更好业绩的同时工作变得更轻松了。

And the best thing is because he's using AI assistant to help those who are asking questions and asking for the best deal, His consumer service staff even felt like, wow, this year it's easier for them while reaching a better result.

这让你的聊天机器人回答问题变得更简单，因为如果只说猫粮，顾客会有一堆关于这款猫粮的问题。

It makes things easier for your chatbot to to answer questions because if you just say cat food, well, a customer is going to have a list of questions about that cat food.

但如果你标注了低敏、无谷物等特性，就已经解答了很多潜在问题。

But if you have hypoallergenic, grain, whatever you said, then it answers a lot of questions already.

这样效率就高多了。

So that's just more efficient.

但总体而言，这些电商平台过去不得不依赖多个独立工具。

But overall, these e commerce platforms, in the past, they had to rely on separate tools.

你需要单独的促销工具、金融服务工具和其他运营工具，这需要不同的业务团队来操作。

You'd have tools for promotion, you'd have tools for financial services, and other operations, and that would require separate business teams to operate all of those things.

确实如此。

Precisely.

现在的AI模型可以同时处理所有事情。

AI the models now, they can handle things all at the same time.

它们是通用工具，这让一切都变得好多了。

They're universal tools, and that just makes things a lot lot better.

这对企业有利，对顾客也更好。

It's better for the businesses, but it's better for the customers too.

是啊。

Yeah.

它

It

对顾客更有利。

is better for the customers.

所以我觉得今年的双十一购物节，你知道的，随着所有这些AI技术的应用，这不再是比谁卖得最多，而是比谁运营得最智能。

So I feel like this year's Double Eleven Shopping Festival, you know, with all of these AI technologies being used, I feel like it's not a test of who sells the most, but who operates the smartest.

最智能。

Smartest.

你用过AI助手帮你购物吗？

Have you ever used a AI assistant to help you purchase?

不完全是。

Not exactly.

我用过。

I had.

还没用过。

Not yet.

我用过。

I had.

这是很有趣的体验，因为我不知道你是怎么购物的，但当我心里有个产品时，我并不完全清楚自己想要什么，但我有标准。

And it was a fun experience because I don't know how you purchase, but when I have a product in mind, I don't exactly know what I want, but I have criterias.

比如我想要那种，你知道的，适合娇小身材的牛仔裤，适合身高不太高的人。

For example, I want the kind of, let's say, jeans that is for those who are, you know, petite friendly, those who are not very high or tall in height.

我还想要能让我看起来更苗条或更好看的款式。

And I want something, for example, it can be better for look better or make me look slimmer.

而且我想要冬季穿的，这样在外面走路时不会太冷。

And also, I want it for wintertime so that it's not that cold when I'm walking outside.

当我输入这些关键词时，有时会看到搜索结果显示的牛仔裤要么太长要么太修身，这迫使我浏览很多很多不同的款式或商品。

When I put in those keywords, sometimes I would see the search results showing the kind of jeans that were either too long or too lean, and it would force me to see a lot a lot of different different examples and or different products.

我曾尝试用过一次AI助手。

And I tried the AI assistant once.

我告诉了AI助手我的需求。

I told the AI assistant what I'm looking for.

我希望衣服能让我看起来更苗条，并告诉了它我的体重和身高。

I wanted the clothes to look slimmer on me, and I told him my weight and my height.

我还说预算在300元左右，一条裤子不超过300元。

And I also said my budget is around 300 yuan, less than 300 yuan for a pair of pants.

它不仅推荐了我真正需要的产品，甚至还建议了搭配哪双鞋更合适。

And not only did it give me a really good recommendation of the products that I really need, it even gave me a recommendation of which pair of shoes would go well with that.

真的吗？

Seriously?

不是的。

No.

别再和那个AI助手聊天了。

Don't talk to that AI assistant anymore.

我确实买了一条裤子

I did buy a pair of That's

这叫追加销售。

called Upselling.

这就是陷阱。

That's the trap.

但它真的很聪明。

But it's really smart.

比直接用平台提供的搜索引擎搜索更智能。

It's smarter than just to search with the search engine provided by the platform.

当然对商家更有利。

Of course it's better for business.

就像你去餐厅时会有更好的体验。

Like when you go to a restaurant Better experience.

当你去餐厅用餐快结束时，服务员会这样说

Well, when you go to a restaurant and you're almost finished with your meal and the server says

甜点。

Dessert.

你今天考虑来点甜点吗？

Are you thinking about some dessert today?

这很具有暗示性。

It's suggestive.

对吧？

Right?

而且从商业角度来看非常聪明。

And it's very smart from a business point of view.

但在到达那一步之前，你知道，AI助手在上次失败后——本质上是通过展示给你一个并不精准的列表而失败的

But before you get to that point, though, you know, with the AI assistant failing, essentially failing the last time around by showing you a list of items that wasn't really specific

那不是AI助手。

That was not the AI assistant.

那只是搜索引擎。是的。

That was just the search engine Yeah.

好的。

Okay.

在平台上。

In the platform.

搜索引擎展示给你一堆根本不感兴趣的内容，这会增加你离开该网站的可能性。

Well, the search engine showing you a list of things that you weren't really interested in, that increases the likelihood that you will leave that website.

没错。

Yes.

同时也增加了你永远不会再访问那个网站的可能性。

And it also increases the likelihood that you will never return to that website.

再次强调，当AI助手能精准展示你想要的商品时，确实能让你更开心。我想这能增加你为冬季修身牛仔裤搭配鞋子的购买几率。

Again, so when you have the AI assistant that shows you exactly what you're looking for, then, yeah, it makes you happier, I guess it makes it more likely that you'll get some shoes to match with your wintertime slimming jeans.

我的感觉是，现在的AI助手比半年前或一年前聪明多了。

And my feeling is that the AI assistant now is much smarter than it was like half a year or a year ago.

但我们需要公平看待。

But we need to be fair.

并非所有AI替代方案——比如替代真人助理、模特或主播——都广受欢迎。

Not all the AI replacement, replacing human assistant or human model or human, for example, live streaming anchors are very well received.

受欢迎。

Received.

或许可以说，这方面还存在改进空间。

Maybe some there are still some improvement space if we are allowed to say that.

至少目前人们对现有的AI直播主播还做不到100%满意。

People are not very 100% happy with all of the, at least, AI live streaming anchors out there just yet.

嗯，确实。

Well, yeah.

我想尤其是服装类商品。

I I guess particularly with clothing.

他们想看到真人试穿，因为这样能展示动态效果和

They wanna see a real person try it on and because it shows how they move and

合身程度。

How they fit.

以及版型如何、哪些部位有弹性、哪些没有弹性这类细节。

And how it fits and where it stretches and where it doesn't stretch and things like that.