Core Insights - Xiaohongshu's Double 11 event saw a significant increase in user engagement and sales performance, with a 77% year-on-year growth in the number of buyers within the first 48 hours [1] - The total number of transactions during the same period increased by 73%, and the number of products with sales exceeding 1 million yuan grew by 155% [1] - The platform's related topics garnered 2.5 billion views, and over 11 million interactions were recorded for browsing the marketplace and collecting stamps [1] Sales Performance - Xiaohongshu's new store, Apple, achieved nearly 400 million yuan in GMV on the first day of sales, with over 85% of buyers being new customers [1] - Influencers, referred to as "buyers," played a crucial role in the marketplace, with one live stream by Zhang Xiaohui generating 180 million yuan in GMV, setting a historical record [1] - Several other influencers also achieved significant sales, with individual live streams surpassing 10 million yuan [1]