Core Insights - The beauty category performed robustly during the Double Eleven shopping festival, with significant sales growth in high-efficacy skincare products such as serums and creams [1] - Domestic beauty brands are increasingly gaining market share, with a notable surge in sales for local brands, particularly in Shanghai [1] Group 1: Sales Performance - High-efficacy skincare products showed a remarkable sales increase, with brands like Han Shu reporting nearly a 50% year-on-year growth on the first day of the Double Eleven event [1] - Local Shanghai beauty brand "Shuangmei" experienced over 100% year-on-year sales growth on the first day of the event [1] Group 2: Consumer Trends - Consumers are exhibiting a more mature skincare philosophy, shifting from purchasing large sets to focusing on individual high-efficacy products [1] - There is a trend towards personalized skincare routines, with consumers preferring to mix and match products to meet specific skincare needs [1]