破亿！

Core Insights - The 2025 Tmall "Double 11" pre-sale event commenced on October 15, with 35 brands achieving over 100 million yuan in sales within the first hour, surpassing last year's performance [1][2] - The focus of this year's promotions shifted from "absolute low prices" to simplifying discount rules and directly subsidizing consumers, enhancing shopping experiences and accelerating purchase decisions [1][6] Sales Performance - In the first hour of the pre-sale, 1,802 brands saw their sales double year-on-year, with the number of brands exceeding 100 million yuan also increasing compared to last year [2] - Notable brands that entered the "billion yuan club" include Fila, Proya, SK-II, Adidas, and Nike [2] - The beauty category experienced rapid growth, with several brands breaking the 100 million yuan mark within minutes of the pre-sale start [4] Live Streaming and Consumer Engagement - The number of users placing deposits through Taobao Live saw double-digit growth, with the number of live streaming rooms exceeding last year's figures [5] - Key categories such as beauty, maternity, fashion, and food showed significant performance, with some categories experiencing growth of nearly 80% [5] Collaboration and New Variables - Tmall and Taobao Flash Sale collaborated closely, with 37,000 brands and 400,000 brand stores participating, covering various sectors including electronics and beauty [5] - Brands utilizing the flash sale service reported a year-on-year sales increase of over 290% on the first day of pre-sale [5] AI Integration in E-commerce - This year's "Double 11" event saw platforms leveraging AI technology to enhance services for merchants and consumers, improving operational efficiency and user experience [6][7] - AI tools were made freely available to merchants, covering the entire store operation process, including graphic design, product launches, live streaming, and customer service [7] - The industry is transitioning from a "traffic-driven" model to an "intelligent-driven" model, with significant improvements in content generation, smart recommendations, and logistics management due to AI advancements [7]