Core Insights - The Double 11 shopping festival has shown significant growth in the fashion apparel category, particularly in the live streaming segment led by Li Jiaqi, with overall growth exceeding double digits and specific categories like lingerie seeing nearly 30% growth [1] Group 1: Consumer Trends - Trend 1: Lingerie and loungewear have emerged as the fastest-growing segments in Li Jiaqi's live streaming, with brands like Victoria's Secret seeing over 200% growth, driven by innovative product strategies that cater to diverse consumer needs [3] - Trend 2: The demand for winter clothing has surged due to nationwide temperature drops, with down jackets and outdoor jackets becoming essential items. Down jackets account for 60% of women's apparel sales, significantly boosting the overall women's fashion segment [4] - Trend 3: There is a rising trend towards stylized women's clothing, with consumers increasingly seeking design and style in their apparel. This shift is reflected in the growing popularity of "high-intelligence" outfits, which cater to the evolving fashion expression needs of women [6]

Core Insights - The live streaming session by Li Jiaqi has shown robust growth in the fashion apparel category during the Double 11 shopping festival, with overall growth exceeding double digits and specific segments like lingerie growing nearly 30% [1][2][6] Consumer Trends - **Trend 1: Lingerie and Loungewear as Growth Drivers** Lingerie and loungewear have emerged as the fastest-growing segments, with brands like Victoria's Secret seeing overall sales growth exceeding 200%, driven by popular items like Tencel cotton sleepwear and lightweight plush sleepwear [2][4] - **Trend 2: Demand for Winter Apparel** With nationwide temperature drops, down jackets and outdoor jackets have become essential items, with down jackets accounting for 60% of women's apparel sales, significantly boosting the overall women's clothing segment [6][8] - **Trend 3: Shift to Stylish and Functional Women's Wear** There is a rising demand for stylish and functional clothing, with a focus on design and wearability. The "high-intelligence" dressing trend has gained traction, particularly among younger consumers aged 18-35, as evidenced by over 78 million views on related topics on social media platforms [11][12] Product Highlights - The introduction of lightweight sleepwear caters to diverse regional temperature needs, expanding consumer choices beyond traditional heavy winter wear [4] - High-end domestic down jacket brands have performed exceptionally well, with brands like Gao Fan achieving over 50% growth due to their quality and design [8] - The popularity of versatile clothing, such as the "one jacket for multiple seasons" concept, has driven sales of products like the Camel and Berghaus brands [10] Market Strategy - The live streaming platform has adapted its product offerings to include more feminine, design-oriented, and high-intelligence style apparel, meeting the evolving fashion expression needs of female consumers [12]

Core Insights - The latest data indicates that the fashion apparel category has seen robust growth during the Double 11 shopping festival, with overall growth exceeding double digits and specific segments like lingerie growing nearly 30% [1][3]. Group 1: Consumer Trends - **Trend 1: Lingerie and Loungewear as Growth Leaders** Lingerie and loungewear have emerged as the fastest-growing segments during this year's promotional event, with brands like Victoria's Secret seeing overall sales growth exceeding 200% [3]. - **Trend 2: Down Jackets and Outdoor Jackets as Essentials** With nationwide temperature drops, down jackets and outdoor jackets have become popular products, with down jackets accounting for 60% of women's apparel sales, significantly boosting the overall women's apparel category [5]. - **Trend 3: "High-Intelligence" Fashion as a New Trend** There is a rising demand for "high-intelligence" fashion, characterized by stylish and functional clothing, with significant interest from consumers aged 18-35 [7]. Group 2: Sales Performance - **Sales Performance of Down Jackets** Domestic down jacket brands have shown remarkable performance, with high-end brands like Gao Fan achieving over 50% growth [5]. - **Sales Performance of Footwear** Belle's Toast shoes have seen sales surpassing 90,000 pairs, representing nearly a threefold increase compared to last year, marking it as one of the top-selling items in the footwear category [5]. - **Sales Performance of "High-Intelligence" Fashion Items** The MaxMara earth-tone coat was included in the promotional matrix and achieved unexpectedly high sales, reflecting the growing consumer interest in "high-intelligence" fashion [7].