Quality focus rules Singles Day shopping gala

Mo Daiqing, a senior analyst at the Internet Economy Institute, a domestic consultancy, said major e-commerce platforms have ramped up efforts to offer steep discounts and shopping subsidies as well as simplify promotion methods during the prolonged shopping carnival to rev up sales.

"The policy measures to encourage trade-ins of consumer goods have not only stimulated consumers' desire to purchase, but also bolstered the sales and upgrades of household appliances, and propelled the popularity of green and energy-saving products," Mo said.

She noted that Chinese consumers have become more value-conscious and are paying more attention to the quality and cost-effectiveness of commodities. Mo also emphasized that online retailers should launch new products and upgrade supply chains to attract a new breed of young shoppers.

It is noteworthy that generative artificial intelligence technology has witnessed a ramp-up in China's retail industry during this year's 11-11 promotion.

According to a report from consultancy Bain & Company, Chinese retail players are investing in generative AI to boost sales and Singles Day could be the perfect opportunity.

The report said 52 percent of the surveyed merchants have used at least one generative AI-enabled tool. More than half of them have used generative AI-powered customer service chatbot tools, while about one in three have used AI to generate content. The survey interviewed over 500 merchants trading on China's major e-commerce platforms.

It stated that the era of high double-digit increases in the GMV during the Singles Day shopping spree has come to an end, forcing retailers to focus more on sustainable growth, profitability and customer loyalty, rather than a win-at-all-costs obsession with the top line amid current economic headwinds.

Kelly Liu, partner at Bain & Company's Greater China retail and performance improvement practices, said AI's increasing prominence across Chinese retail sector offers a timely boost to a maturing industry that is facing challenges such as slower retail sales growth.

Generative AI gives Chinese retailers access to a powerful tool for increasing sales and lowering cost, Liu said.

"It is vital that Chinese retailers deepen their customer engagement. AI tools can energize customer retention efforts, enabling e-commerce players to hyper-personalize their engagement with consumers and create bespoke shopping experiences for them," said James Yang, head of Bain & Company's Greater China retail practice.

Chinese retailers need to transition faster from AI experimentation to deployment at scale. The retailers that master generative AI in three key areas — deepening customer engagement, turbo-charging productivity and cost savings, and finding new growth beyond trade — could build a lasting strategic advantage, according to the report.