最大电商新客来源之一，B站「双11」为全行业带来平均新客率达55%

Core Insights - Bilibili (B站) achieved significant growth during this year's Double Eleven shopping festival, with a 109% year-on-year increase in the number of clients advertising on the platform and a 63% increase in GMV for products priced over 1,000 yuan [1] - The average new customer rate across all industries on Bilibili reached 55%, with specific sectors like watches and accessories, household goods, food and beverages, and beauty exceeding 60% [1] Group 1 - The number of promotional posts by UP主 (content creators) increased significantly, contributing to a threefold growth in GMV during the promotional period [3] - Bilibili's ROI remained strong, with a threefold increase in GMV compared to the previous year [3] - Brands like Refen and Estée Lauder saw substantial returns, with Refen achieving a threefold increase in sales and Estée Lauder reporting an average ROI exceeding 10% [4] Group 2 - Bilibili's collaboration with major e-commerce platforms like Alibaba and JD.com enhanced data integration, allowing brands to meet key e-commerce performance indicators [4] - High-ticket items in the 3C digital category achieved an average in-store conversion rate of over 20%, while orders for high-ticket household appliances increased by 3.9 times on the first day of the promotion [4] - TCL established a strong brand impression through high-end flagship products, achieving a three-digit ROI from single video promotions [4]