Core Insights - The article highlights the significant growth and transformation in brand operations during the 17th edition of the Double 11 shopping festival, emphasizing the role of instant retail and flash sales in driving consumer engagement and sales growth [1][2][9]. Group 1: Performance Metrics - On the first day of Double 11, 80 brands achieved sales exceeding 100 million yuan, and 30,516 brands saw their sales double compared to the previous year [1]. - The Tmall platform maintained a leading position in the beauty category, capturing 46.2% of the total sales across major platforms during the first cycle of Double 11 [1]. - The instant retail sector saw a remarkable increase, with 19,958 restaurant brands and 863 non-restaurant brands experiencing over 100% growth in sales compared to the pre-Double 11 period [4]. Group 2: Brand Growth Strategies - Domestic designer brands experienced explosive growth, with some achieving over 10 million yuan in sales within the first 10 minutes of the event [2]. - The integration of instant retail across various scenarios is reshaping brand growth strategies, providing new avenues for efficiency and expansion [2][4]. - Tmall's "扶优" strategy aims to support brands that demonstrate originality and long-term value, with increased resources allocated to these brands [14][15]. Group 3: Consumer Engagement and Technology - The introduction of AI technology significantly improved the efficiency of product recommendations, leading to a double-digit increase in traffic distribution efficiency [12]. - The user engagement metrics showed a rise in monthly active users and increased frequency of app usage, enhancing the platform's commercial value [9]. - Flash sales not only drive immediate sales but also help brands gain deeper insights into consumer needs and preferences [6][13]. Group 4: Future Growth Pathways - Tmall is constructing a new growth pathway for brands by integrating multi-scenario consumption, leveraging AI for operational improvements, and utilizing membership systems to enhance customer retention [16]. - The strategies implemented during Double 11 are expected to pave the way for brands to evolve their growth trajectories in the future [16].