Xin Hua Cai Jing·2025-10-20 18:40Core Insights - The 2025 Tmall "Double 11" event officially launched on October 20, with significant sales performance in the first hour, indicating a strong start compared to the previous year [1] Sales Performance - In the first hour, 80 brands achieved sales exceeding 100 million, and 30,516 brands saw sales double compared to last year [1] - A total of 18,919 brands surpassed their entire sales from the previous year's opening day within the first hour [1] Category Highlights - Beauty brands led the sales, with 8 beauty brands breaking the 100 million mark within the first 10 minutes, outperforming the same period last year [1] - Home appliances and home improvement brands experienced their largest scale of consumer upgrades, with brands like Haier, Midea, and others quickly surpassing 100 million in sales during the first hour [1] E-commerce Trends - Live-streaming e-commerce maintained its popularity, with multiple live-streaming sessions on Taobao achieving over 100 million in sales during the first hour [1]