中经记者 蒋政 北京报道 成立10年的爷爷的农场，以中国有机婴童零辅食排名第一的姿态向港交所冲刺。 《中国经营报》记者注意到，该公司营收以超四成的增速保持扩张，整体毛利接近六成。电商渠道长期 贡献七成以上的营收，但该公司也为此付出了巨额的推广费用。粗略估算，爷爷的农场在电商平台每卖 3.6元就要付出1元的平台服务及推广费。并且，该公司的部分推广服务业务，由公司董事参与的关联公 司承接。 爷爷的农场是中国婴童零辅食行业的头部企业。其产品涉及婴童零辅食领域的食用油、调味品、谷物类 辅食、果汁、果泥和果泥酸奶产品及零食，以及家庭食品领域的液态奶产品、方便食品、大米产品、调 味品及食用油等。 招股书显示，爷爷的农场在2018年推出首款婴童辅食产品，后在3年后布局家庭食品赛道。截至2025年9 月30日，该公司拥有269个SKU，超三分之一的产品获得"有机"标识资质。 经营数据方面，在2023年、2024年以及2025年前三季度，爷爷的农场的营收分别为6.22亿元、8.75亿元 和7.80亿元，利润分别为7546万元、1.03亿元和8742万元。以中国婴童零辅食商品交易总额计算，爷爷 的农场在2024年排名第二；若细分 ...

Core Insights - The 2025 "Double Eleven" shopping festival shows a significant increase in mobile shopping penetration and user engagement, indicating a shift towards a more mature consumer behavior in e-commerce [1][8][11]. Industry Insights - The active penetration rate of the mobile shopping industry reached 87.5% in October 2025, a 0.6% increase from the previous year [8]. - The content interaction volume during "Double Eleven" experienced explosive growth, reaching 1.12 times the peak of the 618 shopping festival [1]. - The logistics sector saw a year-on-year increase of 8% in collection volume and 6.6% in delivery volume during the promotional period [1]. - Major e-commerce platforms like Taobao, Tmall, JD.com, and Pinduoduo saw daily active user growth on "Double Eleven," with Taobao reaching 508 million users, a 4.2% increase year-on-year [23]. Platform Strategies - E-commerce platforms are shifting from "traffic dividends" to "retention operations," focusing on deepening user engagement and simplifying promotional rules [6][27]. - The overlap of users among Taobao, Pinduoduo, and JD.com exceeded 50 million, marking a 19.9% year-on-year increase [2]. - Platforms are utilizing diverse marketing strategies, including media advertising, content preheating, and brand collaborations to attract users [2][36]. User Behavior - The user base is expanding to include more male, middle-aged, and lower-tier market consumers, with notable growth in users over 41 years old on Taobao [1][2]. - The competition for users is intensifying, with platforms like Douyin and Xiaohongshu attracting younger demographics, while comprehensive e-commerce platforms are focusing on retaining existing users [2][46]. Brand Marketing - Brands are adjusting their marketing strategies to focus on conversion, with significant differences in marketing rhythms across industries [50]. - The beauty and personal care sector continues to rely heavily on hard advertising, while the food and beverage sector balances hard and soft advertising for effective marketing [57][61]. - The home appliance industry is increasingly investing in hard advertising to drive direct conversions, with top brands like Midea and Haier dominating ad exposure during the festival [68].

Core Insights - Bilibili (B站) achieved significant growth during this year's Double Eleven shopping festival, with a 109% year-on-year increase in the number of clients advertising on the platform and a 63% increase in GMV for products priced over 1,000 yuan [1] - The average new customer rate across all industries on Bilibili reached 55%, with specific sectors like watches and accessories, household goods, food and beverages, and beauty exceeding 60% [1] Group 1 - The number of promotional posts by UP主 (content creators) increased significantly, contributing to a threefold growth in GMV during the promotional period [3] - Bilibili's ROI remained strong, with a threefold increase in GMV compared to the previous year [3] - Brands like Refen and Estée Lauder saw substantial returns, with Refen achieving a threefold increase in sales and Estée Lauder reporting an average ROI exceeding 10% [4] Group 2 - Bilibili's collaboration with major e-commerce platforms like Alibaba and JD.com enhanced data integration, allowing brands to meet key e-commerce performance indicators [4] - High-ticket items in the 3C digital category achieved an average in-store conversion rate of over 20%, while orders for high-ticket household appliances increased by 3.9 times on the first day of the promotion [4] - TCL established a strong brand impression through high-end flagship products, achieving a three-digit ROI from single video promotions [4]

Core Insights - Bilibili (B站) has shown significant growth during the "Double 11" shopping festival, with the number of advertisers for live-streaming sales doubling year-on-year and GMV for products priced over 1,000 yuan increasing by 63% [1][2] Group 1: Advertising and Sales Performance - The number of clients advertising on Bilibili for live-streaming sales increased by 109% year-on-year during "Double 11" [1] - The average new customer rate across all industries on Bilibili reached 55%, with certain sectors like watches, household goods, food and beverages, and beauty exceeding 60% [1][4] - High-value products in the 3C digital category achieved an average store conversion rate of over 20% [2] Group 2: Brand Success Stories - Brands like Leifeng saw a threefold increase in transaction volume on Bilibili during "Double 11" [1][5] - Estée Lauder achieved an average ROI of over 10 and a new customer rate exceeding 70% through targeted marketing with key opinion leaders (KOLs) [1][5] - Anta successfully promoted its down jackets and running shoes, achieving a nearly 60% store visit rate [1][5] - TCL established a strong brand impression with its high-end flagship products, generating triple-digit ROI from individual videos [1][5] Group 3: User Engagement and Platform Growth - Bilibili's average daily active users reached 109 million, with an average usage time of 105 minutes [2] - The platform's continuous improvement in commercial infrastructure and the maturation of community trading mindsets have made it a key platform for e-commerce promotions [2]

Core Insights - Xiaohongshu's new business "Zhongcao Zhida" has achieved significant sales milestones within its first five months, with over 100 products generating sales exceeding 10 million and nearly 1000 products surpassing 1 million in sales during the period from October 9 to November 6, 2025 [1][3] Group 1 - The "Zhongcao Zhida" initiative has enabled products like Haier's Yunxi washing machine to achieve nearly 200 million in sales on JD platform, while other products such as the Little Swan washing and drying set and TCL T7L TV have also seen substantial sales [3] - Xiaohongshu launched "Zhongcao Zhida" in May 2025, partnering with major e-commerce platforms like Taobao, Tmall, and JD to enhance user experience by allowing direct links to product pages from Xiaohongshu notes [3] - The efficiency of entering stores through "Zhongcao Zhida" is reported to be 76% higher compared to using any single tool alone, leading to a doubling of brands participating in this year's Double 11 compared to the 618 shopping festival [3]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The report outlines a comprehensive marketing strategy for a major promotional event on the Xiaohongshu platform, emphasizing the importance of promotional tactics and user engagement to drive sales during the event period [5][7][10] Summary by Sections Marketing Strategy - The marketing strategy includes a series of promotional activities such as discounts starting from 15% off, exclusive platform subsidies, and traffic support for key products [5][7] - Key promotional tactics involve live streaming sessions where users can engage in activities like collecting stamps for prizes, enhancing user interaction and conversion rates [5][9] Event Timeline - The promotional event is scheduled to run from September 15 to November 11, with various phases including registration, launch, and conclusion [6][10] Subsidy and Incentives - The platform will provide substantial coupon subsidies to participating merchants, aimed at increasing conversion rates through daily distribution of high-value coupons [7][8] - Merchants participating in the event can benefit from additional exposure and incentives based on their performance metrics [5][9] Product Selection Strategies - Effective product selection strategies for live streaming include choosing items that are recognized for their value, low pricing, and consumable nature to attract users [34][45] - The report categorizes products into three types: explosive products, profit products, and image products, each serving a distinct purpose in the marketing strategy [45][46] User Engagement Techniques - The report emphasizes the importance of pre-event engagement through social media and group chats to build anticipation and drive traffic to live streams [78][79] - Post-event follow-ups and interactions in group chats are recommended to maintain user interest and encourage repeat purchases [79][80]

Core Viewpoint - The 2023 Double Eleven shopping festival has seen a decline in excitement, primarily due to consumer backlash against "redirect ads" that disrupt user experience across various apps [1][5][11] Group 1: Consumer Sentiment - Celebrity Liu Jialing's social media post criticizing a store for infringing on her husband's image rights has gained significant attention, highlighting consumer frustration with misleading advertising practices [1][3] - Many users across platforms like Weibo and Xiaohongshu express their annoyance at being forced to navigate to e-commerce sites like Taobao and JD.com when opening other apps, indicating a widespread sentiment against these intrusive ads [5][6][10] Group 2: Advertising Practices - The prevalence of "redirect ads" during the Double Eleven period has been confirmed by various media reports, with regulatory bodies in Hangzhou investigating the issue following numerous complaints [5][12] - Advertising revenue is crucial for platforms like Weibo, where Alibaba accounts for a significant portion of ad income, leading to a reliance on aggressive advertising strategies despite consumer dissatisfaction [10][11] Group 3: Market Dynamics - The effectiveness of traditional promotional strategies during Double Eleven is waning, as consumers have become more skeptical of pricing tactics and promotional offers, often finding better deals outside of the event [13][15] - The complexity of discount rules and frequent price fluctuations have led to consumer frustration, with many feeling that the supposed savings are often illusory [13][15] Group 4: Regulatory Environment - Previous instances of regulatory action against misleading advertising practices indicate that while penalties exist, they are often minimal compared to the revenue generated from such ads, leading to a lack of deterrence for companies [12] - Recent guidelines from the Ministry of Industry and Information Technology emphasize the need for user-friendly advertising practices, yet enforcement remains a challenge [12]

Core Viewpoint - Bilibili-W (09626) has seen a stock price increase of over 4%, currently trading at 213.2 HKD with a transaction volume of 209 million HKD, driven by positive earnings expectations for Q3 [1] Financial Performance - For Q3, Bilibili-W is expected to achieve revenue of 7.6 billion CNY, representing a year-on-year growth of 4% [1] - The adjusted net profit attributable to shareholders is projected to be 650 million CNY, showing a year-on-year increase of 175% and a quarter-on-quarter growth of 16% [1] Business Segments - In the advertising segment, Q3 revenue is anticipated to reach 2.5 billion CNY, reflecting a year-on-year growth of 20%, primarily driven by the increase in performance-based advertising revenue [1] - Bilibili has launched a "Double 11" promotional campaign and established deeper data integration with Alibaba and JD.com, aiming to enhance advertising effectiveness and improve merchant experience [1] Gaming Segment - On September 10, Bilibili-W announced a new game titled "Three Kingdoms: Hundred Generals Card," set to begin testing in October, which aims to attract players interested in the Three Kingdoms IP and younger users [1] - This game is the second project from the team behind "Three Strategies" and incorporates strategic gameplay elements while maintaining a fast-paced experience [1]

Core Viewpoint - The article highlights the transformation of Luozhuang Village into a renowned hub for gourd cultivation and craftsmanship, driven by local efforts and the rise of e-commerce platforms, leading to significant economic benefits for the community [1][2][4]. Summary by Sections Gourd Industry Overview - Luozhuang Village, known as "China's Gourd Capital," has over 70% of the national market share for gourds, with more than 1,200 households involved in the gourd industry [1][2]. - The annual Gourd Cultural Arts Festival attracts thousands of merchants, with last year's event generating a transaction volume of 290 million yuan over four days [2]. Historical Context - The history of gourd cultivation in the region dates back to the Han Dynasty, with processing techniques traceable to the Song Dynasty. The gourd carving was recognized as a national intangible cultural heritage in 2008 [2][3]. Economic Impact - Gourd cultivation is significantly more profitable than other crops, with farmers earning at least 20,000 yuan per mu (approximately 0.067 hectares) compared to a few thousand yuan for garlic [2][4]. - The gourd industry in Tangyi Town, where Luozhuang is located, generates an annual comprehensive benefit of 1.8 billion yuan [18]. Modernization and Innovation - The introduction of new gourd varieties, such as the "Tianjin Mouth" gourd, has led to increased quality and profitability, with some farmers earning up to 1 million yuan annually [7][8]. - The village has seen a surge in gourd varieties, now numbering in the dozens, driven by local innovation and hybridization [8][11]. E-commerce and Marketing - The rise of e-commerce platforms like Douyin (TikTok) and Kuaishou has transformed the sales landscape, with villagers operating over 400 online stores and utilizing live streaming for sales [18]. - Traditional sales methods have shifted, with many villagers now preferring live streaming to reach customers directly, resulting in higher sales volumes compared to traditional e-commerce [17][18]. Cultural Shift - The gourd industry has attracted a younger demographic, with new creative products being developed to appeal to modern consumers, such as soft clay dolls and unique designs [15][16]. - The integration of traditional craftsmanship with contemporary design has created a vibrant market for both local and external buyers [19].

Core Insights - Muji's parent company, Ryohin Keikaku, reported record-high revenues and profits for the fiscal year 2025, with significant year-on-year growth across all financial metrics [1] Financial Performance - Operating revenue reached 784.629 billion yen, an increase of 18.6% year-on-year [1] - Operating profit was 73.84 billion yen, up 31.5% year-on-year [1] - Recurring profit stood at 72.31 billion yen, reflecting a 29.6% increase year-on-year [1] - Net profit attributable to shareholders was 50.846 billion yen, marking a 22.3% year-on-year growth [1] Store Expansion and Strategy - The total number of global stores increased by 107 to 1,412 by the end of August 2025 [1] - In mainland China, the store count rose by 24 to 422, with a focus on optimizing store layouts and expanding new locations [1] - Muji's strategy includes opening and renovating large stores in major cities like Hangzhou and Chongqing, contributing to improved sales per store [1] Sales Growth and E-commerce - Both existing store sales and e-commerce sales in mainland China experienced double-digit growth, significantly boosting sales and profits [1] - The cost rate improvement and price suppression measures contributed to enhanced profit margins [1] - E-commerce sales accounted for approximately 20% of total sales, with a notable increase, and total sales from existing stores and e-commerce grew by 110% year-on-year [1] Marketing Initiatives - To expand its customer base, Muji strengthened marketing activities through social media platforms and enhanced promotions during key sales events like "Double 11" and "6.18" [2] - The company introduced locally tailored products and popular skincare items from Japan to align with local lifestyles [2]