Why does Feishu also need to prepare for Double 11?

Author | Wang Xiaojuan

Editor | Huang Yu

As early as when AI tools first emerged, the rumor that a female boss in Yiwu used AI to transform e-commerce processes attracted attention; now this transformation is being fully rolled out.

On October 28, Feishu officially announced its participation in the preparation for Double 11, with its core strategy being the deep integration of AI and multi-dimensional spreadsheets, targeting the core demand of the e-commerce industry for "cost reduction and efficiency improvement," reconstructing industry work efficiency, and attempting to become a key support for merchants in this major e-commerce examination.

Feishu's marketing manager Wang Yixuan shared that in March this year, during a sharing session at New Business School, 90% of the attendees were e-commerce bosses. In the Q&A session, over 80% of the questions focused on "how to use AI in e-commerce scenarios." When demonstrating the AI features of Feishu's multi-dimensional spreadsheets, over 100 bosses held up their phones to record the entire session, and at that moment, he intuitively felt the urgent demand for AI implementation in the e-commerce industry.

This is also easy to understand. Past industry practices have proven that e-commerce is an industry with an extreme pursuit of cost reduction and efficiency improvement, and the entry of AI into work processes directly impacts costs and efficiency. Feishu also believes: "E-commerce is the first industry in China to be deeply transformed by AI, and Double 11 is a deep integration of AI and the real economy."

The ability to embed AI into the e-commerce industry is also due to three inherent advantages of the e-commerce industry itself that facilitate AI implementation.

In terms of data foundation, e-commerce is one of the industries with the highest degree of digitization, with decisions and executions being data-driven. ERP (JST GROUP, Wangdian Tong), various platform backends (Douyin Compass, Taobao Business Advisor) have accumulated massive amounts of structured data, providing a "growth soil" for AI.

In terms of content demand, e-commerce is closest to consumers, changes rapidly, and requires high-frequency production of massive content such as images, videos, and live broadcast scripts. AI's batch generation and precise matching capabilities precisely address the pain point of "insufficient content production capacity."

In terms of iteration speed, the e-commerce industry is severely affected by seasons, platform rules, and competitive dynamics, requiring frequent strategy adjustments. The iterative characteristics of multi-dimensional spreadsheets can quickly adapt to business changes, exponentially amplifying the efficiency advantage of "taking one more step."

After five years of continuous iteration, Feishu's multi-dimensional spreadsheets have now become an AI application platform, directly embedding AI into the work processes of the e-commerce industry, achieving efficiency improvements without changing existing work methods.

Specifically, Feishu's multi-dimensional spreadsheets allow users to directly call AI tools (such as DeepSeek for copywriting, JiMeng 4.0 for image generation, Kimi for extracting image information) through features like "AI Column" and "Natural Shortcuts" when creating new columns, integrating AI capabilities into the "necessary operations" of the spreadsheets. It is understood that Feishu's multi-dimensional spreadsheets have embedded mainstream AI tools available in the market, covering most usage scenarios for e-commerce merchants.

In the sharing session, Wang Yixuan cited an example used by Film Hurricane. He introduced that Film Hurricane, through the built-in Shengtu AI in the multi-dimensional spreadsheets, only needs to fill in the creative ideas and instructions to batch generate more than 20 video covers in just a few minutes.

For the e-commerce industry's high-frequency selection of explosive products and live broadcast reviews, Feishu's multi-dimensional spreadsheets are also suitable landing scenarios For example, live streaming sales have become the norm in the e-commerce industry. When merchants need to review the effectiveness of their live streams, they often face the pain point of data being scattered across multiple platforms (Douyin, WeChat Video Accounts, Taobao), with the backend only displaying basic data, and the "specific dimensions" (such as the click-through rate of a particular product) that the boss is concerned about being unavailable for viewing.

Feishu's multi-dimensional spreadsheet offers a solution by allowing users to upload screenshots of live streaming big screens from various platforms into the spreadsheet, enabling AI that understands images to extract key data from the screenshots (such as the number of viewers, conversion rates, and single product clicks), and then present it visually, such as by dragging and dropping to create a custom dashboard that updates in real-time for the core metrics the boss is focused on.

It is worth mentioning that for cross-border e-commerce companies, the embedded translation AI in the multi-dimensional spreadsheet also reduces some basic labor costs when entering more markets, and clearer backend data also reduces a lot of communication costs.

A post-00s African cross-border entrepreneur, Fang Jing, shared that she initially used Excel to track inventory, but the versions were chaotic and updated frequently, and bookkeeping relied on WeChat groups, with no data analysis. Later, she built an Order List form using the multi-dimensional spreadsheet, which automatically syncs orders filled out by customers to the backend, allowing the warehouse to mark progress by clicking "Confirm."

Currently, the entire e-commerce industry is filled with a strong AI atmosphere. Feishu believes that the e-commerce industry is shifting from "human-driven" to "AI-driven," and the Feishu multi-dimensional spreadsheet serves as a "telescope" to observe this trend.

The essence of Feishu's layout in e-commerce is to become the "tool of tools"—connecting platforms like Douyin, Taobao, and JD.com, while integrating AI capabilities to help merchants move from "data silos" to "holistic operations," and from "experience reliance" to "data + AI-driven."

Feishu has revealed that as the Double 11 shopping festival approaches, the multi-dimensional spreadsheet has been deeply involved in the preparations of leading brands such as Proya, Banana, and Anker.

Every year, Double 11 is a major test for the e-commerce industry, assessing capabilities in technology, organization, planning, and more. This year's Double 11 has also become a training ground for AI capabilities across various platforms. Of course, through practical experience, only tools that truly feel useful to users will be retained.

Feishu is also undergoing tests from e-commerce merchants