Di Yi Cai Jing·2025-11-15 07:41Core Insights - The 2023 Double 11 shopping festival has marked a new phase in e-commerce competition, with significant growth in both traditional and emerging product categories [1][3][10] E-commerce Performance - During the Double 11 period, postal and express companies collected a total of 13.938 billion packages, with a peak daily collection of 777 million packages, representing a 117.8% increase over regular business volume [1] - The total online sales for Double 11 are projected to reach 1.695 trillion yuan, reflecting a year-on-year growth of 14.2% [1] Emerging Trends - AI-related products have seen remarkable sales growth, with AI tablets increasing by 200%, AI smartphones by 150%, and other AI gadgets by 100% [3] - Consumers are increasingly valuing the quality and utility of products over price, leading to a rise in niche beauty products and a focus on personal benefits [4] Instant Retail Growth - Instant retail sales reached 67 billion yuan during Double 11, marking a 138.4% increase year-on-year [7] - Major platforms like Meituan and Taobao have reported significant growth in instant retail orders, with some categories experiencing over tenfold increases in sales [7][9] Consumer Behavior Changes - Acceptance of second-hand goods is rising, with 68.7% of first-time users on second-hand platforms during Double 11 [5] - The return rate for products was around 12%, with clothing having the highest return rate at approximately 25% [4] Live Streaming and Influencer Marketing - Live streaming has become integral to e-commerce, with platforms like Douyin and Kuaishou reporting significant sales increases through live broadcasts [12][13] - Brands are increasingly investing in their own live streaming teams, moving away from reliance on top influencers [14][15] Market Dynamics - The competition between traditional e-commerce and instant retail is intensifying, with a shift towards a hybrid model that combines long-distance logistics with local services [10] - The market share of top influencers is declining, while mid-tier influencers are becoming the main growth drivers, contributing 45% of GMV [15]