Group 1 - The core viewpoint of the articles highlights the strong performance of the apparel category during this year's Double 11 shopping festival, driven by a cooling trend and new product incentives [1][2] - Taobao and Tmall accounted for 57.5% of the total apparel transaction volume in the first phase, leading the market, while Douyin and JD.com held 26% and 17% respectively [1] - The apparel sector saw a significant growth rate of 15.8%, with Tmall's apparel sales exceeding 1 million winter down jackets sold during the first phase [1] Group 2 - Consumer trends indicate a more rational approach this year, with a focus on product quality and value, prompting Tmall to support new and original designs [2] - Over 480,000 new apparel items were launched in the first phase, leading to a 200% year-on-year increase in sales for first-time participating apparel merchants [2] - Chinese designer brands experienced a surge, with brands like songmont achieving over 10 million in sales within 10 minutes of launch, reflecting a shift from manufacturing to aesthetic definition in domestic apparel brands [2]

Core Insights - The first phase of the Double 11 shopping festival saw significant growth in apparel sales, driven by subsidies and support for new products, with Tmall's apparel sales accounting for 57.5% of total transactions [1][3]. Group 1: Sales Performance - Tmall's apparel brands achieved a transaction share of 57.5%, followed by Douyin at 26% and JD at 17%, indicating Tmall's expanding market dominance [1]. - Tmall's apparel sector not only led the market with over 50% transaction share but also recorded a 15.8% year-on-year growth rate, showcasing its strong competitive advantage [1]. - Over 10 million winter down jackets were sold by Tmall apparel brands during the first phase of Double 11, with brands like Xuezhongfei and Yaya seeing year-on-year sales growth of over 70% and 60%, respectively [3]. Group 2: Consumer Trends - Consumers are increasingly focusing on product quality and value, with Tmall investing in new products and supporting brands with originality and innovation [5]. - The first phase of Double 11 saw over 480,000 new trendy apparel items launched on Tmall, with new merchants experiencing over 200% year-on-year growth in transaction amounts [5]. Group 3: Emerging Brands - New brands are making significant strides, with STORMCREW quickly becoming a top men's fashion brand on Tmall shortly after its launch [5]. - The designer brand songmont achieved over 10 million in sales within the first 10 minutes of the sale, indicating a strong market presence for domestic designer brands [6]. Group 4: Market Evolution - Domestic brands have transitioned from "manufacturing" to "aesthetic definition," gaining recognition in the international luxury market [6]. - Tmall continues to support high-quality brands and merchants, aiming for substantial growth through the Double 11 event [6].