Group 1 - The demand for winter clothing has surged as temperatures drop across the country, coinciding with the Double 11 e-commerce promotion, leading to significant sales growth in warm footwear and apparel [1] - During the Double 11 period (October 20 - November 5), over 10,000 small and medium-sized footwear and apparel merchants on Douyin e-commerce saw their sales from live broadcasts increase by over 100% year-on-year, with specific categories like anti-cold parkas and thermal shapewear experiencing growth of 400% and 150% respectively [1] - The live streaming format has enabled many small merchants in the warm clothing sector to capitalize on growth opportunities, with notable products including snow boots and thermal underwear seeing explosive sales increases of over 10 times [1] Group 2 - A niche product, the autumn-winter Birkenstock shoes, has become a bestseller for several merchants on Douyin, with one merchant achieving sales of over 4,000 pairs for a single product during Double 11, with 75% of their revenue coming from live broadcasts [2] - The rise of the live streaming economy has allowed brand owners and second-generation factory owners to gain new growth by innovating their live content and personal style, with one brand's special live session achieving sales exceeding 10 million [2] - The expansion of professional live streaming teams and the creation of realistic product demonstration environments have been key strategies for brands to showcase product performance effectively [3] Group 3 - Over 41,000 merchants on Douyin e-commerce achieved a 500% year-on-year increase in sales through live streaming during the first phase of Double 11, with the number of merchants generating over 100 million in sales from live broadcasts increasing by 900% [3] - The platform has implemented various support measures for merchants, including commission waivers, fee reductions, cash subsidies, logistics support, and traffic incentives, saving merchants approximately 22 billion yuan in operating costs in the first three quarters of the year [3] - The integration of personal branding and deep engagement in live streaming has enriched the consumer experience, with over 100 brand owners participating in special live events during Double 11 [3]