Core Insights - The "Double 11" shopping event concluded successfully, with Xinxuan Group achieving impressive results under the leadership of new chairman Chu Ruixue, including over 30 million orders and more than 500 million viewers [1][3] Group 1: Sales Performance - Xinxuan's live streaming featured over 22,000 product links, with 10 live sessions generating sales exceeding 100 million [3] - The conversion rate improved by 2.6% compared to last year, indicating a strong sales performance [3] - The demand for essential daily goods surged, with nearly 3,000 links for winter products and over 4.5 million orders for these items [3] Group 2: Consumer Trends - The focus on essential products remains strong, with over 30% of product links dedicated to this category [3] - There is a notable rise in the "middle-aged female consumer group," with jewelry sales accounting for 37% and personal care products for 21% of total sales [3] - The "Whoo" beauty product set achieved sales exceeding 346 million [3] Group 3: Influencer Strategy - Xinxuan has enhanced its influencer strategy by increasing entertainment content and the frequency of co-host appearances, fostering a lively atmosphere [5] - The collaboration model with influencers has shifted from traditional contracts to a partnership model, resulting in a 29.68% increase in sales for mid-tier influencers [6] Group 4: Strategic Implementation - The success of the "Double 11" event validates Xinxuan's "2.0 Era" strategy, which focuses on professional product selection, brand co-creation, influencer empowerment, and social contribution [6] - This event serves as a reference model for the entire live commerce industry, showcasing a win-win scenario for platforms, brands, influencers, and consumers [6]