第一财经·2025-11-15 12:05Core Insights - The 2025 Double 11 shopping festival has marked a new phase in the e-commerce competition, with significant growth in sales and changes in consumer behavior [3][4]. E-commerce Performance - During the Double 11 period, the total sales reached 1.695 trillion yuan, a year-on-year increase of 14.2% [3]. - The national postal service reported that from October 21 to November 11, 2025, 13.938 billion packages were collected, with a peak daily collection of 777 million packages, which is 117.8% of the regular business volume [3]. Emerging Trends - New product categories, particularly in AI-related products, saw remarkable sales growth, with AI tablets increasing by 200% and AI smartphones by 150% [4]. - The acceptance of second-hand goods is rising, with 68.7% of first-time users on the second-hand platform during Double 11 [6]. Instant Retail Growth - Instant retail sales reached 67 billion yuan during Double 11, marking a 138.4% increase year-on-year [8]. - Major platforms like Meituan and Taobao reported significant growth in instant retail orders, with Meituan's high-priced goods seeing a nearly 30% increase in average consumer spending [9]. Live Streaming Evolution - Live streaming has become integral to e-commerce, with over 67,000 brands on Douyin doubling their sales during Double 11 [11]. - The number of merchants using live streaming on JD.com tripled compared to the previous year, indicating a shift towards more brand-controlled live streaming efforts [12]. Market Dynamics - The market share of top-tier live streamers decreased from 32% to 30%, while mid-tier streamers contributed 45% of GMV, reflecting a trend towards decentralization in the influencer economy [14]. - Brands are increasingly focusing on building their own live streaming teams and utilizing AI technology to enhance efficiency and reduce costs [13].