Xin Lang Cai Jing·2025-10-29 03:14Core Insights - The significance of the Double 11 shopping festival has evolved from merely being a sales event to a reflection of consumer preferences and platform competition, highlighting the need for innovation in platform mechanisms and better product value [1] Group 1: Platform Competition - The beauty market has become a microcosm of competition among platforms, with significant upgrades in content marketing, community operations, and membership systems during this year's Double 11 [2] - New entrants like Douyin, Kuaishou, and Xiaohongshu have transformed the competitive landscape, shifting from mere traffic channels to closed-loop e-commerce platforms, thus promoting a transition from "shelf e-commerce" to "scenario e-commerce" [4] - Tmall maintains its position as a "brand main stage," emphasizing new product launches and flagship store operations, with significant growth in live-streaming sales during the pre-sale period [4][8] Group 2: Sales Performance - Tmall's pre-sale data indicates a remarkable performance in the beauty category, with several brands achieving over 100 million yuan in sales within minutes of the pre-sale [4] - JD.com has focused on logistics and authenticity, achieving a 47.6% year-on-year increase in active users during the Double 11 period, with over 200 categories experiencing explosive growth [8] - Douyin and Xiaohongshu have leveraged a "content-driven + e-commerce" model, resulting in significant sales growth and a substantial increase in brands achieving over 100 million yuan in sales [8] Group 3: Consumer Behavior - A survey indicates that 74.77% of consumers purchased daily necessities during Double 11, with only 7.69% shopping for the sake of participation, reflecting a shift towards practical consumption [16] - The current consumer mindset prioritizes value for money, with 51.27% of users motivated by attractive prices for essential goods, while only 8.39% focus on emotional value [16] - Consumers are increasingly rejecting bulk-buying strategies, leading to a demand for products that align with personal values, aesthetics, and sustainability [20]