纺织服装：双十一服饰类销售额同比增长21%，综合类电商恢复增长

Investment Rating - The report maintains a "Buy" recommendation for the textile and apparel industry [2]. Core Insights - The total sales during the 2024 Double Eleven event reached 1.4418 trillion yuan, reflecting a year-on-year growth of 26.6% [8]. - The extended promotional period from October 14 to November 11, 2024, resulted in a 20.7% increase in package processing volume, with a total of 12.783 billion packages handled [3][9]. - Tmall's apparel sales grew by 21.4%, with notable brand performance shifts, particularly for Ralph Lauren, which saw an increase in ranking [4][15]. - Douyin (TikTok) platform experienced significant growth, with a 91% year-on-year increase in GMV, particularly in women's apparel [20]. Summary by Sections 1. Events - The 2024 Double Eleven sales event concluded with a total sales figure of 1.4418 trillion yuan, marking a 26.6% increase compared to the previous year [8]. 2. Commentary - The promotional period was extended, leading to a 20.7% increase in package processing volume. The total number of packages processed during the event was 12.783 billion [3][9]. - Comprehensive e-commerce platforms, including Tmall, recorded a total sales of 1.1093 trillion yuan, up 20.1% year-on-year, while live-streaming e-commerce sales surged by 54.6% to 332.5 billion yuan [12][14]. - Major categories such as home appliances and mobile devices also saw significant growth, with home appliances leading at 193 billion yuan, a 26.5% increase [14]. 3. Apparel Performance - Tmall's apparel sales reached 166.4 billion yuan, with a year-on-year growth of 21.4%. Ralph Lauren's ranking improved, while other brands showed minor changes [4][15]. - The top three brands in women's apparel were Bosideng, Ralph Lauren, and Uniqlo, while in men's apparel, Ralph Lauren, Uniqlo, and Bosideng led the rankings [15]. - Douyin's platform saw a remarkable increase in brand sales, with approximately 33,000 brands achieving over 100% growth during the Double Eleven period [20].