Core Insights - The 2025 Tmall Double 11 event saw significant sales growth, with 80 brands surpassing 100 million yuan in sales within the first hour, indicating a strong performance from leading brands like Proya and Estée Lauder [3][6] - The promotional strategies have evolved, extending the sales period to over 30 days, with Tmall's pre-sale starting on October 15 and lasting until November 14, marking the longest Double 11 period in history [4][28] - Despite the focus on low prices, competition in content marketing has intensified, with influencers shifting from simple sales pitches to more engaging content that resonates with consumers [4][31] Tmall Performance - Tmall remains the primary platform for brand exposure, with 80 brands achieving over 100 million yuan in sales in the first hour, reinforcing its status as a key battleground for brand performance [6][7] - The pre-sale period saw rapid sales, with Proya reaching 100 million yuan in just one minute, highlighting the platform's effectiveness in driving brand sales [6][7] Douyin Performance - Douyin has emerged as a growth engine, with small influencers contributing over 80% of sales, showcasing the platform's ability to leverage diverse content creators for sales [9][10] - The number of merchants achieving over 100 million yuan in sales through live streaming has increased significantly, indicating a shift towards building sustainable brand presence on the platform [11] Xiaohongshu Performance - Xiaohongshu has successfully created a closed loop from content to transaction, with significant engagement metrics, including over 250 million views on Double 11-related topics within 48 hours [12][13] - The platform's strategy focuses on trust and content-driven marketing, with key influencers achieving high sales volumes, demonstrating the effectiveness of their approach [12][13] Market Trends - The online beauty market has shown a modest growth of 4.8% year-on-year in the first three quarters of 2025, with a notable decline in growth momentum in the third quarter [17][18] - The beauty market is experiencing a shift towards larger brands with strong product and brand power, as consumers become more cautious in their spending [19][22] Category Performance - Fragrance leads the growth among beauty categories with a 17.9% increase, while oral care is the only category showing a decline, indicating a need for new growth stimuli [25][26] - The overall beauty market's performance reflects a bifurcation between slow recovery during regular sales periods and explosive growth during promotional events [32]