Zhong Guo Ji Jin Bao·2025-10-16 07:34Core 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][3] - This year, platforms are focusing on simplifying discount rules and providing direct subsidies to consumers, rather than emphasizing absolute low prices, to enhance shopping experiences and accelerate purchase decisions [1][8] Sales Performance - In the first hour of the pre-sale, 1,802 brands saw sales double year-on-year, with the number of brands exceeding 100 million yuan and active user numbers also surpassing last year [3] - Notable brands that entered the "billion yuan club" include Fila, Proya, SK-II, and Nike [3] - The beauty category showed rapid growth, with several brands breaking the 100 million yuan mark within minutes of the pre-sale start [5] 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 [6] - Key live streaming hosts like Li Jiaqi experienced over 45% growth in visitor numbers during the first hour [6] Category Performance - Categories such as beauty, maternal and infant products, fashion, and food performed exceptionally well, with some categories seeing growth rates close to 80% [6] - The first day of Taobao Flash Sales recorded over 200% growth in night snack orders across 270 cities, with supermarket and convenience store orders increasing by 670% [6] AI Integration in E-commerce - This year's "Double 11" event features a significant integration of AI technology to enhance operational efficiency and user experience across platforms [8][9] - Platforms are offering free access to AI tools for merchants, covering various aspects of the e-commerce process, including content generation and customer service [9]