From 2009 to 2023, almost every 11.11 can bring innovation and change to the e-commerce industry.
This year's Double 11 is the first time to see the large-scale application of e-commerce AI on the Tmall platform: during the Double 11 period, in addition to the online AI intelligent assistant, merchants have also been provided with as many as 10 free AI tools, and the number of calls by merchants has exceeded 200,000 times.
Over the years, technological leaps have often brought about business changes, which not only exist at various important nodes in the development of the Internet industry, but also one of the basic laws of human society that has been evolving for thousands of years. In this year's Double 11, AIGC has begun to show its edge in the overall improvement of merchants' operating efficiency, and the head e-commerce platform represented by **Tmall is opening a wave of new AI dividends through AI transformation.
The old times are gone, and the new ones are coming. On the fertile soil of e-commerce, a new dividend story has just begun.
The first aspect of AI impact on e-commerce platforms is as follows:It allows e-commerce platforms to serve larger-scale users in a personalized and differentiated way, meet the hierarchical consumption needs of users and establish the differentiated advantages of the platform.
The launch of the AI assistant Ask has played this role. "*Ask" began to be invited to test in September this year, and the number of invited users reached 5 million in less than two months, and the average number of highly active users interacted with **Ask 8 times a day, and some users even asked 4,000 questions.
It is worth noting that 25% of these questions are non-shopping scenarios, and e-commerce platforms and merchants can better understand consumers' potential consumption needs from these non-shopping scenarios.
By asking, the massive number of goods accumulated internally is matched with a large number of long-tail and non-standardized consumer needs, so as to achieve efficiency and user experience improvement.
E-commerce AI also makes the e-commerce platform organization more agile and flat, reduces the repetitive work of platform personnel, and focuses more on innovation and investment in marketing, operation, technology, etc., in addition to serving 1 billion consumers, it can also serve tens of millions of orders of magnitude of various types of merchants with higher efficiency and more differentiation.
From AI creative tools, AI decision-making to AI delivery, Taotian Group can provide a variety of AI tool services, including large brands, small and medium-sized merchants, individual sellers and other business types.
E-commerce AI has obviously begun to make tens of millions of merchants on e-commerce platforms transition from "involution competition" to "innovative competition and cooperation", so that the ecology of e-commerce platforms has become healthier.
Through the use of AI technology, the e-commerce industry has made breakthroughs in model production, copywriting content output and short production, and in this process, e-commerce platforms can better reduce costs and increase efficiency, improve digital operation and management capabilities, promote the effective operation of the whole, and achieve sustainable long-term development.
E-commerce AI will bring to merchantsGrowth dividends, efficiency dividends, cost dividends and innovation dividendsFour dividends.
Growth dividends
For merchants, as long as they can continue to accurately acquire target users and business users, they will be able to achieve sustainable growth.
Physical stores can obtain very accurate user groups, but a single store can only cover a limited number of people, and in order to achieve growth, they can only continue to open stores, which increases the operating costs and the difficulty of organization and managementIn the PC era, portals and search were able to reach a wider range and scale of users, but they were not precise enough;E-commerce platforms are not only able to reach a wider range and scale of users, and are becoming more and more accurate, but there is also a lot of room for improvement in accurately understanding the potential needs of consumers and matching production and inventory management.
In terms of acquiring accurate target users, a series of scenario capabilities launched by Alimama's Wanxiangtai Unbounded Edition have become a necessary choice for merchants to prepare for the war.
Among them, 90%+ customers choose Wanxiangtai Unbounded Edition keyword promotion scenarios, and the precise crowd scenario has also successfully helped Li Ning Official***Jiaoxia Official*** and other merchants to achieve crowd asset growth and increase business increment. The new capability multi-objective combination strategy launched by Double 11 helps merchants comprehensively improve the operational efficiency of the crowd with the best business plan in the industry.
In terms of matching target users with product development, the AI Q&A interaction and interaction of Q&A can further understand the potential needs of consumers.
On the eve of this year's Tmall Double 11, **Wenwen also launched the "big promotion mode", which integrates big promotion information such as instant reduction and full reduction, and generates and provides consumers with the most powerful purchase suggestions.
The AI tools provided by Tmall's merchant management assistant, Qianniu APP, can provide strong basis support for important decisions such as new product development and supply selection.
In terms of business data analysis, the intelligent data weekly report tool provided by Qianniu APP helps merchants find the indicators of abnormal movements more quickly (for example: the decline in search traffic of hand-to-hand Tao) and give priority to the display of data topics of concern, so as to improve the refined operation ability of merchants' traffic.
Efficiency bonus
Whether it is to obtain accurate target users, or to operate users and goods, AI tools will greatly reduce the repetitive and transactional work of merchants on the e-commerce platform, such as the AI tools provided by Qianniu APP for merchants to automatically send attention, official customer service robots, and AI store inspections.
In terms of improving the advertising efficiency of merchants, Alimama's two major AI delivery products, Wanxiangtai Unbounded Edition and Alimama Bailing, are popular, and nearly 750,000 merchants use Daruma Pan to gain insight into people, goods, and content, and generate advertising strategies based on AI models. Daruma Pan also linked with the AI launch product Wanxiangtai Unbounded Edition, and newly launched the product efficiency serialization function, and the ROI of the first batch of merchants who were the first to take the internal test increased by 62% in the same period.
On the other hand, it can also improve creative work such as poster design and product details, improve the creative ability of merchants, and reduce the dependence on creative talents.
For example, Qianniu APP provides merchants with AI tools for intelligent generation of model pictures, intelligent generation of scenes, generation of ** scripts, and intelligent optimization of product titles, which greatly improves the operational efficiency of merchants on the platform.
Alimama's AI content tool has also become the best assistant for merchants, and the data shows that more than 4 million merchants are currently using AI creative ability applications, and the average daily output of ** creativity exceeds 300 million pieces for merchants, and ** ideas exceed 5 million pieces;
After Wanxiang Lab was launched, more than 100,000 merchants used it, helping merchants increase the production efficiency of their materials by 5 timesThere are also nearly 300,000 merchants who use Taojimu to intelligently generate interactive undertaking pages
More than 60,000 merchants have taken the lead in using Alimama's AI global listing capability, the content production efficiency has increased by 5 times, and the merchant click rate is as high as 97%.Through Alimama's AI capabilities, 500+ merchants have realized 7*24 hours of non-stop AI live broadcast in the Tao system, effectively reducing the cost of live broadcast by 90%.
Obviously, a series of e-commerce AI tools have improved the customer acquisition and operational efficiency of merchants, and the dividends brought by efficiency improvement have made merchants' operations more stable and healthy.
Cost dividends
Efficiency gains inevitably lead to lower costs, which in turn increases overall profits. It can also invest in expanding more categories, establishing sub-brands, and multi-channel operations to seek more growth paths and profits**.
Innovation dividends
With the blessing of AI tools, the efficiency of merchants will be improved, the cost will be reduced, the performance will continue to grow, the "involution competition" between peers will transition to "innovative competition and cooperation", and the innovation cooperation such as joint research and development and joint development of emerging markets will change more frequently, and innovation will bring new dividends to merchants.
From a comprehensive analysis, growth dividends and efficiency dividends have become tangible e-commerce AI dividends visible to merchants.
Although AI tools have limited changes to these parts in the short term, we have reason to believe that with the deepening of business and the proficient use of AI tools, more and more businesses will inevitably change their original business philosophy, management model, organizational structure and process, and upgrade to a new AI business and AI brand, so as to reduce costs and bring dividend opportunities to innovation.
As major e-commerce platforms have launched year-end promotions for Double 11, fierce competition continues to unfold. The large-scale application of e-commerce AI for the first time on Tmall Double 11 this year will bring dividends to merchants, and will also change the existing competition model of the e-commerce industry and the business ideas of merchants on e-commerce platforms step by step.
Enhance personalized recommendations
In the future, e-commerce platforms will pay more attention to personalized recommendations. AI technology will provide a more personalized recommendation experience through deep learning Xi and big data analysis to more accurately understand users' interests and needs. This will help increase user satisfaction and purchase conversions.
Data-driven precision marketing
Merchants can analyze and mine massive user data through artificial intelligence technology, so as to achieve precision marketing. By analyzing users' shopping behavior, interests and preferences, merchants can accurately push personalized advertisements and promotions to improve users' purchase conversion rate and user loyalty.
Enhance the user experience of intelligent customer service
AI technology will continue to develop in the field of intelligent customer service. In the future, intelligent agents will have higher semantic understanding and natural language processing capabilities, and will be able to understand users' problems more accurately and give accurate answers or solutions. More intelligent voice assistants and avatars are likely to emerge to provide a more realistic and intimate human-computer interaction experience.
Promote intelligent chain management
AI technology will continue to promote the intelligent management of the ** chain. Through real-time monitoring and data analysis, AI can help e-commerce platforms achieve more accurate demand**, inventory management, and logistics optimization, rationally arrange inventory and logistics, and avoid the occurrence of excess or out-of-stock. Intelligent chain management will lead to more efficient order processing, accurate logistics and distribution, and reduced operating costs.
Security guarantee of intelligent risk control
As the size of e-commerce transactions continues to expand, security and privacy issues become even more important. In the future, AI technology will be further developed in terms of security risk control, providing more accurate fraud detection and risk assessment through in-depth Xi and pattern recognition, and improving the security of transactions. At the same time, AI technology will also pay more attention to the privacy protection and compliance of user data. In addition, merchants can also use artificial intelligence technology to intelligently screen and monitor products and reviews, improving the credibility and user satisfaction of the platform.
Expand cross-border e-commerce capabilities
AI technology will play a greater role in the field of cross-border e-commerce. Through technologies such as natural language processing and machine translation, AI can help e-commerce platforms overcome language and cultural barriers and achieve smoother cross-border communication and transactions. AI can also provide data analysis and market insights in overseas markets, helping e-commerce platforms formulate more accurate internationalization strategies.
Efficiency, cost and experience are the best triangle of the retail e-commerce industry, and from the practice of Tmall, e-commerce AI can better balance these three dimensions and achieve relative advantages on the same platform:That is, while the efficiency and cost of merchants are optimized, the consumer experience can also be improved.
E-commerce AI, the future is promising!