中國雙 11 購物節考驗 AI 銷售力

蘇菲・余與凱西・霍爾報導By Sophie Yu and Casey Hall

北京，11 月 11 日（路透）——如果你想了解中國對使用AI的熱切程度，那就來看看中國為期一個月的年度購物節「雙11」吧。BEIJING, Nov 11 (Reuters) - If you are looking for evidence of how enthusiastically China is adopting AI, look no further than the country's premier month-long Singles Day shopping festival.

透過聊天機器人購物的做法正在增加，這些機器人會推薦商品、引導購買並完成交易；具備 AI 功能的玩具和機器人等裝置也被大力推廣，消費者則搶購 AI token 套組，也就是人們購買後用來使用 AI 模型的運算單位。Shopping via chatbots that recommend, direct and complete purchases is on the rise, AI-enabled devices such as toys and robots are being heavily promoted and consumers are snapping up bundles of AI tokens — units of computing that people buy to use AI models.

對阿里巴巴、京東和拼多多控股等電商公司來說，人工智慧提供了一種新方式，可在激烈競爭下讓持觀望態度的消費者維持參與。For e-commerce firms such as Alibaba, JD.com and PDD Holdings, artificial intelligence has offered a new way to keep cautious consumers engaged amid fierce competition.

例如，阿里巴巴旗下平台——以知名品牌為主的天貓，以及涵蓋更多商家的淘寶——提供 AI 驅動的研究、服裝虛擬試穿，以及協助使用者找折扣的工具。For example, Alibaba platforms — Tmall for established brands and Taobao for a wider range of merchants — offer AI-driven research, virtual try-ons of clothing and tools to help users find discounts.

根據 WPIC Marketing + Technologies 的資料，在短影音與社群電商平台抖音上，10 月約有 5% 的購買是由 AI 透過聊天機器人連結促成。對保健品等需較審慎考慮的購買品項，這一占比超過 20%。On short video and social commerce platform Douyin, AI drove roughly 5% of purchases through chatbot links in October, according to data from WPIC Marketing + Technologies. For considered purchases such as supplements, that share exceeded 20%.

這家研究公司的執行長雅各・庫克（Jacob Cooke）表示：「這仍是一個非常新的入口與探索管道。我預期它在直接購買中所占比重會愈來愈高，可與直播或社群電商相提並論。」"This is still a very new gateway and discovery channel," Jacob Cooke, chief executive of the research firm, said. "I expect it to account for a growing share of direct purchases, comparable to livestreaming or social commerce."

然而，AI 是否已足以激起消費者興趣、進而推升整體支出，仍有待觀察。Whether AI has excited consumers sufficiently to boost overall spending, however, remains to be seen.

上海 China Market Research Group 董事總經理班・卡文德（Ben Cavender）表示：「有些品牌受益更多，取決於平台的調整方式或品牌的產品定價方式。」"Some brands benefit more based on how the platforms are tuned or how the brands are pricing their products," said Ben Cavender, managing director at Shanghai-based China Market Research Group.

但他補充說，品牌也可能受傷，「如果它們不再出現在產品搜尋結果中，因為消費者預設讓 AI 助理來『購物』」。But brands can also be hurt "if they are no longer showing up in product searches because the consumer is defaulting to letting an AI assistant do the 'shopping'," he added.

根據第三方數據平台 Syntun 的資料，雙 11 銷售額在 10 月 7 日至 10 月 31 日期間成長 2.4%；該平台將在週四提供整場活動的更新數字。Sales for Singles Day climbed 2.4% between October 7 and October 31, according to third-party data platform Syntun, which will provide an updated figure for the entire event on Thursday.

雙 11 最初是一日活動，但已演變成折扣滿滿、為期一個月的購物節，只是不同平台的起跑日期各不相同。Singles Day started out as a one-day event but has morphed into month-long festival with discounts galore, albeit with different start dates for different platforms.

2.4% 這個數字，高於中國截至 9 月底為止今年零售銷售額成長 1.1% 的幅度。The 2.4% figure compares with a 1.1% rise in China's retail sales for the year through to end-September.

AI 融入購物體驗AN AI-EMBEDDED SHOPPING EXPERIENCE

由於超級應用程式占主導地位，AI在中國購物體驗中的普及程度已遠高於西方市場。這些應用程式的 AI 代理可以進行研究、完成交易、套用優惠券並安排配送，購物者全程不必另外使用其他應用程式。AI has become much more embedded in the Chinese shopping experience than in Western markets due to the dominance of super apps. Their AI agents can conduct research, complete transactions, apply coupons and schedule deliveries without the shopper ever having to use a separate app.

現在，要研究特定需求也容易得多。Researching specific requirements is also now much easier.

北京獨立科技分析師劉興亮表示，購物者可以要求聊天機器人，在特定預算內找出適合狹窄陽台、且適合夜間安靜使用的洗衣機。A shopper can ask a chatbot to find a washing machine suitable for a narrow balcony and quiet nighttime use within a specific budget, said Liu Xingliang, a Beijing-based independent technology analyst.

京東表示，其 AI 購物助理「東東」在今年雙 11 期間吸引近 8,000 萬名使用者尋求建議，是去年使用者數的 3 倍多。JD.com said its AI shopping assistant, Dongdong, drew nearly 80 million users seeking advice for this year's Singles Day festival, more than triple last year's users.

AI 裝置也愈來愈受歡迎。這家電商巨頭表示，AI 玩具在阿里巴巴平台作為新品類推出後一年內，銷售額突破人民幣 1 億元（1,500 萬美元）。AI devices are also growing in popularity. AI toys surpassed 100 million yuan ($15 million) in sales on Alibaba's platforms within one year of launching as a new category, the e-commerce giant said.

其中一項產品是 Dr. Look 的 AI 學習相機，可讓兒童拍下例如葉子或昆蟲的照片，由相機辨識後再說明其特徵。One such product is Dr. Look's AI learning camera, which allows children to take a picture of, say, a leaf or an insect, which the camera identifies and then explains its characteristics.

阿里巴巴也表示，10 月下半月，AI 陪伴機器人銷售額年增近 5 倍，但未揭露售出數量。Sales of AI companion robots rose nearly fivefold year-on-year in the second half of October, Alibaba also said, without disclosing how many were sold.

天貓表示，10 月 15 日至 11 月 5 日期間，AI token 銷售額較 9 月 15 日至 10 月 5 日期間成長逾 700%。知名直播主李佳琦首次介紹 AI 產品，在 30 分鐘內賣出 10 萬份阿里巴巴 QwenWork 月訂閱。Tmall said sales of AI tokens rose more than 700% between October 15 and November 5, compared with the period from September 15 to October 5. Top livestreamer Austin Li featured AI products for the first time, selling 100,000 monthly subscriptions to Alibaba's QwenWork within 30 minutes.

對一些購物者來說，AI 工具已經成為網購時自然而然的一部分。For some shoppers, AI tools have already become a natural part of buying online.

北京 40 歲上班族 Amanda Gao 表示，她每次買衣服都會使用淘寶的 AI 虛擬試穿功能。她說：「我覺得這個功能實用又有趣。」Amanda Gao, a 40-year-old office worker in Beijing, said she uses Taobao's AI virtual try-on feature whenever she shops for clothes. "I find the function useful and fun," she said.

（1 美元 = 人民幣 6.6703 元）($1 = 6.6703 Chinese yuan)

（蘇菲・余北京、凱西・霍爾上海報導；Anne Marie Roantree 與 Edwina Gibbs 編輯）(Reporting by Sophie Yu in Beijing and Casey Hall in Shanghai; Editing by Anne Marie Roantree and Edwina Gibbs)