Tmall Brings AI Shopping and Token Plans to Double 11
At its October 15, 2026 Double 11 launch, Tmall presented AI shopping features including conversational voice search, image-based questions and recommendations, and unified understanding of text, voice, images and video. It also introduced a Token station where plans from Alibaba Cloud Bailian, Qwen Office, Zhipu, MiniMax, Moonshot AI and StepFun could be ordered directly. Tmall said an audience segment combining sports interests with a user's purchase of a flight ticket to attend the World Cup converted more than three times as often as usual when targeted with sports and football products. The report did not describe an independent measurement method, and the plans' transaction volumes and adoption were not provided.
The launch extended Tmall's shopping tools toward understanding broader consumer needs and connected them with products, while making AI Token plans directly purchasable alongside goods. The reports describe this as an early, market-dependent test of whether demand for AI-related products and services can become a meaningful e-commerce category.
（本文作者为 版面之外，钛媒体经授权发布）
文 | 版面之外，作者｜画画
双 11 的电商大战正式打响了。
10 月 15 日，京东和天猫把发布会安排在同一天。往年，两家通常错开节奏，轮流占据舆论焦点。今年，谁也不让。
撞期还不是最有意思的。更有意思的是，两家讲的内容都变了。
一年中最重要的卖货时刻，京东把大量时间留给了服务，天猫把 AI 推到了台前。
#Tmall#Alibaba Cloud Bailian#Qwen Office#Zhipu#MiniMax#Moonshot AI#StepFun