Core Insights - The performance of XinXuan Group during the 2025 "Double Eleven" shopping festival has drawn significant industry attention, showcasing a remarkable sales achievement under the leadership of new chairwoman Chu Ruixue [1][3] - XinXuan's strategy is seen as a successful transition into the "2.0 era," focusing on precise product selection, female-centric narratives, and a win-win ecosystem amidst a challenging macroeconomic environment [1][4] Sales Performance - XinXuan's live streaming sessions featured over 22,000 product links, with 10 live streams each generating over 100 million in sales, and partnerships with nearly 2,400 brands [1] - The conversion rate improved by 2.6% year-on-year, with total sales exceeding 30 million orders and audience engagement surpassing 500 million [3][4] Product Strategy - The emphasis on practical consumer needs is evident, with over 30% of products being essential goods and more than 3,000 cold-weather items launched in response to market demands [4][6] - The sales of beauty and jewelry categories accounted for over 70% of total sales, reflecting a strong focus on products appealing to female consumers [1][8] Selection Methodology - Chu Ruixue's selection strategy is characterized by a user-driven approach, utilizing consumer feedback from comment sections to guide product offerings [6] - The successful sales of specific products, such as the Whoo weather balm set generating over 346 million, highlight the effectiveness of this selection methodology [6] Narrative Strategy - The incorporation of a female perspective in marketing and product narratives has been a key differentiator, aiming to resonate emotionally with female consumers [8] - The sales breakdown shows that jewelry accounted for 37%, personal care products for 21%, and clothing for 14%, indicating a strong alignment with female consumer preferences [8] Ecosystem Approach - XinXuan has shifted from a traditional sales model to a collaborative ecosystem, emphasizing long-term partnerships with brands rather than one-off transactions [10][11] - The introduction of a partnership model for influencers has resulted in significant sales growth, with some influencers seeing sales increase by nearly 100% [10] Future Directions - Chu Ruixue has outlined four strategic directions for XinXuan 2.0: professional product selection, brand co-creation, influencer empowerment, and social responsibility [14] - The company aims to balance essential products with high-end brands while maintaining product quality and addressing competitive pressures from other platforms [15]