双11国货美妆持续增长，李佳琦直播间赋能美丽经济

Core Insights - The 17th Double 11 shopping festival highlights the significant role of beauty products, with a notable increase in sales of high-efficacy skincare products like serums and creams during this year's event [1] - Live-streaming e-commerce is emerging as a crucial driver for the growth of the "beauty economy," facilitating consumer insights, new product promotion, and brand value reconstruction [1] Group 1: Consumer Trends - Consumer demand is becoming more precise, with a clear shift towards "moisturizing and repairing" skincare needs, leading to a preference for high-efficacy single products over large sets [2] - The understanding of personal skincare needs is maturing, prompting consumers to favor targeted solutions that meet specific skincare steps [2] Group 2: Brand Performance - The brand Han Shu achieved nearly 50% growth on the first day of Double 11, focusing on ingredient research and launching representative products like the "X Peptide" cream [2] - Traditional domestic brands are successfully transitioning to technology-driven anti-aging brands, aligning with market demands through effective consumer education [2] Group 3: New Product Launches - Live-streaming platforms have become essential for new brands and products, with a significant increase in the number of new products launched during this year's Double 11 [3] - The introduction of sample events in live-streaming sessions has allowed consumers to experience products more thoroughly, contributing to the success of new launches like the Baique Ling Jade Cream [3] Group 4: Emerging Brands - New brands such as Zhan Mei Ya and Tong Pin are showing strong growth, becoming key players in the Double 11 "dark horse" category [4] Group 5: Domestic Brand Growth - Domestic beauty brands are experiencing a comprehensive surge, with Shanghai-based brands like Shuang Mei achieving over 100% sales growth on the first day of Double 11 [5] - The brand's successful content strategy has helped it reach a broader audience, leading to products selling out immediately upon launch [5] - The role of live-streaming platforms is pivotal in validating new products and accelerating the growth of emerging brands while helping traditional brands reshape their image [5]