Why does Feishu also need to prepare for Double 11?

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Author | Wang Xiaojuan

Editor | Huang Yu

As early as when AI tools first emerged, there were already rumors about Yiwu businesswomen transforming e-commerce processes with AI, sparking attention; now this transformation is spreading across the board.

On October 28, Feishu officially announced its participation in the Double 11 preparations. Its core strategy is to deeply integrate AI with multi-dimensional spreadsheets, targeting the e-commerce industry's core needs of "reducing costs and increasing efficiency," reconstructing industry work efficiency, and attempting to become the key assistant for merchants in this major e-commerce test.

Feishu marketing manager Wang Yixuan shared that in a business school sharing session in March this year, 90% of attendees were e-commerce bosses. During the QA session, more than 80% of the questions focused on how to use AI in e-commerce scenarios. When the AI features of Feishu's multi-dimensional spreadsheets were demonstrated, over 100 bosses filmed the entire process with their phones. At that moment, he clearly felt the e-commerce industry's urgent demand for AI implementation.

This is also easy to understand. Past industry practice shows that e-commerce is an industry with an extreme pursuit of cost reduction and efficiency improvement, and when AI enters workflows, it directly acts on cost and efficiency. Feishu also believes: "E-commerce is China's first industry truly deeply transformed by AI, and Double 11 is the deep integration of AI and the real economy."

Allowing AI to be embedded in the e-commerce industry is also due to the industry's own three "innate advantages" for AI implementation.

In terms of data foundation, e-commerce is one of the industries with the highest degree of digitization. From decision-making to execution, everything is data-driven. ERP systems (Jushuitan, Wangdiantong), and various platform backends (Douyin Compass, Taobao Business Advisor) have accumulated vast amounts of structured data, providing "fertile soil" for AI growth.

In terms of content needs, e-commerce is closest to consumers, changes fast, and requires high-frequency production of massive amounts of content, such as images, text, videos, and livestream scripts. AI's bulk generation and precise matching capabilities exactly solve the pain point of "insufficient content production capacity."

As for iteration speed, the e-commerce industry is greatly affected by seasons, platform rules, and competitor dynamics, requiring frequent strategic adjustments. The iterative nature of multi-dimensional spreadsheets can quickly adapt to business changes, exponentially amplifying the efficiency advantage of "moving one step further."

After five years of continuous iteration, Feishu's multi-dimensional spreadsheets have now become an AI application platform, directly embedding AI into e-commerce workflows to improve efficiency without changing original work habits.

Specifically, Feishu’s multi-dimensional spreadsheets utilize features such as “AI Columns” and “Natural Shortcuts.” When users create new columns, they can directly invoke AI tools (such as DeepSeek for generating copywriting, Jimeng 4.0 for generating images, Kimi for extracting image information), integrating AI capabilities into the essential operations of spreadsheets. It is understood that Feishu’s multi-dimensional spreadsheets have embedded mainstream AI tools available in the market, covering most scenarios used by e-commerce merchants.

In his sharing, Wang Yixuan gave an example of how Movie Hurricane uses the tool. He said that Movie Hurricane uses the built-in Shengtu AI in the multi-dimensional spreadsheet. Just by filling in creativity and instructions, they can produce more than 20 video covers in bulk within a few minutes.

For high-frequency tasks such as hot product selection and livestream review in e-commerce, Feishu's multi-dimensional spreadsheet is also a suitable application scenario.

For example, livestream e-commerce has now become the norm in the industry. When merchants need to review livestream outcomes, they often face the problem of scattered data from multi-platform livestreaming (Douyin, Video Channel, Taobao), as the backends only display basic data and the "specific dimensions" bosses care about (such as click-through rate of a particular product) cannot be viewed.

Feishu's solution is to upload screenshots of the main data dashboards from each platform into the spreadsheet, allowing AI that understands images to extract key data from the screenshots (such as number of viewers, conversion rates, single product clicks), and then present them visually—for example, by drag-and-drop to generate custom dashboards, and provide real-time updates focusing on the core metrics that the bosses care about.

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

Fang Jing, a post-2000s African cross-border entrepreneur, shared that she initially used Excel to track inventory, which resulted in chaotic versions and frequent updates, accounting through WeChat groups, and no data analysis. Later, she used the multi-dimensional spreadsheet to build an Order List form. When clients fill in orders, data is automatically synced to the backend. The warehouse can click “Confirm” to mark progress, which can also be displayed in real time through the dashboard.

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 Feishu's multi-dimensional spreadsheet is the "telescope" to observe this trend.

The essence of Feishu’s deployment in e-commerce is to become the “tool of tools”—connecting platform tools like Douyin, Taobao, JD.com, and integrating AI capabilities, helping merchants move from “data silos” to “holistic operations,” and from “experience-based” to “data + AI driven.”

Feishu revealed that as the Double 11 shopping festival approaches, its multi-dimensional spreadsheet has already been deeply involved in the preparations of major brands such as Proya, Jiao Nei, Anker, and others.

Every year, Double 11 is the big exam for the e-commerce industry, testing capabilities in technology, organization, planning, and more. This year’s Double 11 has also become a proving ground for AI capabilities across platforms. Naturally, only the tools that truly serve users well in actual combat will be retained in the end.

Feishu is still undergoing merchants' tests.

Risk Warning and Disclaimer ClauseThe market carries risks, and investment needs to be cautious. This article does not constitute personal investment advice, nor does it take into account the individual investment objectives, financial situation, or needs of any particular user. Users should consider whether any opinions, views, or conclusions in this article are suitable for their particular situation. Investments made on this basis are at your own risk. ```