李佳琦直播间领跑，2025天猫“双11”预售首小时成绩斐然

Core Insights - The 2025 Tmall "Double 11" pre-sale event commenced with impressive results, showcasing strong consumer engagement and market vitality [1][6] - In the first hour, 35 brands surpassed 100 million yuan in sales, and 1802 brands experienced year-on-year sales growth, indicating a significant increase in active users compared to the previous year [1][6] E-commerce Performance - Taobao Live emerged as a highlight during the pre-sale, with the number of users placing deposits showing double-digit growth and the number of live streams exceeding last year's figures [3][4] - Li Jiaqi's live stream was particularly notable, achieving remarkable sales figures and visitor growth of over 45%, reflecting strong consumer interest and a solid fan base in the beauty sector [4][5] Category Highlights - Key categories such as beauty, maternal and infant products, fashion, and food performed exceptionally well, with beauty products seeing growth of nearly 80% [5][6] - International and high-quality domestic beauty brands were prominently featured, catering to diverse consumer needs [5][6] Domestic Brand Performance - Domestic brands demonstrated strong market competitiveness, gaining widespread recognition and preference among consumers due to their high quality and cost-effectiveness [6] - The success of domestic brands during the Tmall "Double 11" pre-sale is expected to drive their future growth and enhance brand development [6]