小红书电商双11：下单人数同比增长77%，成交额破千万商家增140%

Core Insights - Xiaohongshu's e-commerce platform achieved significant growth during the Double 11 shopping festival, with the number of merchants surpassing 10 million increasing by 140% year-on-year, and the number of products exceeding 1 million growing by 145% [1] - The contribution of "buyers" was notably high, with their transaction value increasing by 73% year-on-year, and the average transaction value for top-performing buyers reaching 7,700 yuan [1] - Discussions related to "Double 11" on Xiaohongshu saw a massive increase in exposure, reaching 18.7 billion, a 530% year-on-year rise, indicating heightened user engagement and community activity [1] Group 1 - The number of buyers on Xiaohongshu grew significantly, with their contribution to merchant transaction value increasing by 783% during Double 11 [2] - Notable live streaming performances included a single session by Zhang Xiaohui that generated 180 million yuan in GMV, marking a historical high [2] - The growth was not limited to top merchants; over 30% of small and medium-sized merchants (monthly transaction below 100,000 yuan) also experienced transaction value growth exceeding 100% [2] Group 2 - The frequency of live broadcasts by Xiaohongshu merchants increased by 487% during Double 11, highlighting a strategic focus on live streaming to drive sales [1]