Core Insights - The 11th "Double 11" shopping festival is set to be more competitive than ever, with major e-commerce platforms starting their promotions earlier than previous years [1] - The focus this year is on discovering new products, with a significant shift towards promoting new brands and innovative iterations of existing products [1][2] E-commerce Competition - Major platforms like Kuaishou, JD, Douyin, and Xiaohongshu have initiated their promotional activities in October, indicating an early start to the shopping festival [1] - The competitive landscape is intensifying as platforms aim to capture early traffic and consumer attention [1] Product Selection Strategy - The strategy for selecting products has notably shifted to prioritize new brands, as indicated by the insights from the product selection head of Li Jiaqi's live streaming room [2] - Brands participating for the first time in Li Jiaqi's live streams often see significant sales increases, exemplified by the success of the new hair care brand Hande Shi [2] Importance of "OFFER 5" Show - The "OFFER 5" show serves as a critical platform for brands to engage directly with consumers and establish brand recognition [3] - The introduction of a competitive format where brands are voted on by users marks a shift from price competition to value competition in live commerce [2][3] Brand Engagement and Consumer Connection - Brands need to leverage opportunities presented by shows like "OFFER 5" to strengthen their image and connect emotionally with consumers [3] - International brands must adapt to rapidly changing marketing environments, while domestic brands seek visibility and trust [3] Selection Criteria for Brands - The selection process for brands involves evaluating their background, storytelling potential, and technological capabilities, rather than focusing solely on pricing [3][4] - Li Jiaqi plays a pivotal role in product selection, providing feedback that influences product design and marketing strategies [4] Trends in Product Categories - Domestic brands are increasingly prominent in Li Jiaqi's live streams, with nearly half of the brands being domestic [5] - Beauty products remain the primary category, but there is notable growth in maternal and pet care products, indicating a diversification of consumer interests [5] Consumer Demand Insights - The demand during the promotional period is concentrated on essential skincare products, with anti-aging being a core trend [5] - The upcoming "Double 11" period is expected to showcase brands that align closely with consumer needs and demonstrate innovation [5]