双11好货更好卖：小红书电商破千万成交额商家同比增140%

Core Insights - The overall transaction volume on Xiaohongshu's e-commerce platform during the Double 11 event saw significant growth, with the number of merchants achieving over 10 million in sales increasing by 140% year-on-year, and the number of products exceeding 1 million in sales rising by 145% [1] - The contribution of buyers was notably strong, with buyer-driven transaction volume increasing by 73% during Double 11, highlighting the effectiveness of live streaming and community engagement in driving sales [6] Group 1: Merchant Performance - The number of merchants achieving over 10 million in sales saw a year-on-year increase of 140%, while the number of products exceeding 1 million in sales grew by 145% [1] - The average transaction value for merchants with sales over 10 million reached 3000 yuan, while for top buyers, it was as high as 7700 yuan [2] - Over 30% of small and medium-sized merchants on Xiaohongshu achieved over 100% growth in transaction volume during Double 11 [8] Group 2: Buyer Engagement - The number of buyers placing orders on Xiaohongshu increased by 77% year-on-year during Double 11, driven by high engagement in community discussions [2] - The buyer community has rapidly expanded, with a 783% increase in transaction volume attributed to buyers during the event [6] - Live streaming has become a crucial channel for buyer engagement, with the frequency of merchant live broadcasts increasing by 487% year-on-year [3] Group 3: Live Streaming Impact - Live streaming sessions have proven to be effective in attracting new customers, with brands like MSBEAST and UNICARE successfully leveraging this format to engage with over 75% and 81% new customers, respectively [3] - The live streaming environment fosters a sense of community, with merchants like Yixin leveraging personal storytelling and product demonstrations to build trust and rapport with consumers [5] - Notable buyers have achieved record-breaking sales during live streams, with some sessions generating over 1.8 billion yuan in gross merchandise volume [6] Group 4: Market Trends - The consumer mindset is shifting from purchasing essential goods to seeking products that enhance lifestyle and personal interests, as evidenced by the growing popularity of high-quality goods shared within the community [2] - Xiaohongshu has become a platform where small businesses can thrive, particularly those transitioning from manufacturing to retail, as they find opportunities to showcase quality products [8][9] - The platform supports a diverse range of products, with unique items like handmade mechanical keyboard caps gaining traction among niche markets [9]