双11得买144瓶牛奶和2000ml卸妆液才有低价，李佳琦们把打工人出租屋当「囤货仓库」？

Core Viewpoint - The article discusses the evolving dynamics of the Double 11 shopping festival, highlighting how consumer behavior has shifted towards bulk purchasing and the implications for brands and retailers, particularly in the context of live-streaming sales led by influencers like Li Jiaqi [6][24][50]. Group 1: Consumer Behavior - Consumers are increasingly purchasing in bulk during Double 11, with examples such as 144 bottles of milk and 40 bags of cat litter being sold in single transactions [21][24]. - The trend of buying large quantities has transformed consumers into quasi-distributors, as they are encouraged to share products with friends and family to justify the bulk purchases [19][45]. - The perception of necessity for such large quantities raises questions about consumer needs and the practicality of using such amounts within a reasonable timeframe [36][49]. Group 2: Live-Streaming Sales Dynamics - Li Jiaqi's live-streaming sessions have shifted from simple discounting to complex bulk sales strategies, where the focus is on selling larger quantities at lower per-unit prices [24][41]. - The promotional strategies have evolved, with brands now offering large packages and combinations to attract consumers, often leading to confusion and fatigue among shoppers [37][50]. - The competitive landscape has changed, with brands needing to negotiate better deals and offer larger quantities to maintain consumer interest and sales volume [42][44]. Group 3: Brand and Retailer Strategies - Brands are adapting to the bulk purchasing trend by offering larger sizes and combinations, which can reduce shipping and packaging costs while increasing sales volume [42][44]. - The article notes that the high profit margins in the beauty and personal care industry allow brands to maintain pricing strategies despite consumer pushback against bulk purchasing [41]. - Retailers are facing challenges in aligning their offerings with consumer expectations, leading to dissatisfaction and complaints about the lack of consideration for actual consumer needs [45][50].