This year's Singles' Day, also known as Double 11, marks the first time tokens have been listed as a separate product category in major e-commerce platforms' promotional lineups. In addition to discounted membership subscriptions, several AI companies have launched token top-up packages, allowing consumers to purchase computing credits as needed, much like topping up mobile phone credit. Data from Tmall shows that on the first day of Singles' Day, transaction value in the token category surged 450% month-on-month. Computing power, once primarily used by businesses and R&D professionals, is now reaching everyday consumers.

AI services have traditionally been monetized mainly through membership subscriptions. The token top-up packages now selling well during the festival offer consumers another option. Individual users can access the computing power they need without committing to long-term subscriptions, while small teams with ongoing token requirements can manage costs according to their actual usage. As computing power evolves from an abstract technological resource into a product with a clearly stated price, consumers are gaining greater flexibility in how they pay for AI services.

Of course, as a new product category enters the consumer market, the rules governing related transactions also need to keep pace. For example, different models may consume different amounts of tokens when performing the same task, so how can consumers compare prices? If they do not use up all their purchased credits, can they get a refund or transfer the remaining balance? And if the service falls short of expectations, how can consumers resolve the problem? These questions still need to be addressed. Perhaps this is the next issue the industry should pay closer attention to following this year's Singles' Day "token boom."

AI算力进了双11购物车

今年双11，Token首次作为独立品类进入主流电商平台的大促清单。除了优惠的会员订阅服务，多家AI厂商还推出了Token充值包——消费者可以像购买话费一样，按实际需要购买算力额度。天猫数据显示，双11开售首日，Token品类成交额环比增长450%。过去主要面向企业和研发人员的算力，正进入普通消费者的购物车。

AI付费曾以会员订阅为主，如今双11热卖的Token充值包则提供了另一种选择。个人用户无须长期订阅，也可获得所需算力；有持续Token需求的小型团队，则能根据实际用量控制成本。算力从抽象的技术资源变成明码标价的商品，消费者也有了更灵活的付费选择。

当然，一种新品类进入消费市场，相关交易规则也要及时跟上。比如，不同模型处理同一任务时消耗的Token量有区别，消费者如何比较价格？购买的额度用不完，能不能退、能不能转？服务体验不佳，又该怎么解决？这些都需要厘清。这或许是今年双11“Token潮”之后，更值得行业关注的下一步。

文｜李丽
翻译丨徐芷晴
审校丨曾敏