今年似乎没有往年那么喧嚣，但如果你打开小红书，会发现过去一个月里，讨论买什么、如何买、求"好物攻略"的爆帖如织，双11相关话题曝光 量据统计超过了200亿，热度同比大涨600%。 社区的讨论热度也直接带动了小红书的商业生态爆发：小红书官方发布的数据显示，今年双11小红书电商的下单人数同比增77%，千万成交额商 家同比增140%；与此同时，小红书通过种草直达，助力上百个品牌的商品单品在天猫、京东等各平台上获得千万乃至破亿成交。 这个月活不到4亿的社区在双11中展现出另一种生机勃勃——中国消费市场并非需求枯竭，依旧存在大量未被满足的、个性化的"好货"需求，背后 体现的是"品质""兴趣"和"好审美"和价值诉求。 它的爆发并非突如其来，而是其独特的社区土壤历经多年涵养后，信任价值集中兑现的必然结果。小红书是中国消费发展的一个观察窗口，新趋势 蕴藏其中。 双11进入"第三阶段" 一个有意思的现象：双11既不复熬夜抢"史上低价""错过等一年"的轰轰烈烈，也没有了几年前"不买立省百分百"的抱怨与"抵制消费主义"社会情 绪。 双11已经进入第三个阶段："理性的悦己"阶段。 人们对在这个大型节点买点什么好的，哄自己开心、让家人 ...

Group 1 - The core viewpoint of the articles highlights the transformation of the Double 11 shopping festival into a more rational and self-indulgent consumer behavior, moving away from the previous frenzy for low prices and consumerism resistance [3][5][21] - The discussion around Double 11 on platforms like Xiaohongshu (Little Red Book) has surged, with over 20 billion exposures and a 600% year-on-year increase, indicating a vibrant consumer market with unmet personalized demands [2][8][14] - Xiaohongshu's e-commerce ecosystem has thrived, with a 77% increase in the number of buyers and a 140% increase in merchants achieving over 10 million in transaction volume during Double 11 [2][14] Group 2 - The new consumer trend emphasizes quality, aesthetics, and personal value, with consumers willing to spend on products that provide a sense of meaning rather than just low prices [5][21] - Xiaohongshu serves as a fertile ground for brands, allowing them to showcase their products and engage with consumers effectively, leading to a significant increase in sales for many brands during Double 11 [9][12][22] - The introduction of the "Direct Grass Planting" feature on Xiaohongshu has enabled brands to connect directly with consumers, resulting in substantial sales figures, such as nearly 200 million for Haier's washing machines [16][20] Group 3 - The articles indicate a shift in consumer preferences towards unique and high-quality products, with a notable increase in categories like trendy toys and cultural collectibles during Double 11 [13][18] - Xiaohongshu's community-driven approach fosters a trust-based relationship between consumers and brands, enhancing the decision-making process and driving sales conversions [22][23] - The platform's ability to match consumer interests with relevant content has created a new commercial ecosystem, facilitating the growth of quality products and new consumer trends [22][23]

Group 1 - The core viewpoint of the article highlights the transformation of the Double 11 shopping festival into a more rational and self-indulgent phase, where consumers prioritize quality and emotional value over mere low prices [5][7][27] - The discussion around Double 11 on platforms like Xiaohongshu has surged, with over 20 billion exposures and a 600% year-on-year increase in topic heat, indicating a vibrant consumer interest [2][10] - Xiaohongshu's e-commerce performance during Double 11 showed a 77% increase in the number of buyers and a 140% increase in merchants achieving over 10 million in transaction volume, reflecting a robust commercial ecosystem [2][19] Group 2 - The article notes that consumers are increasingly willing to spend on products that provide a sense of value and meaning, moving away from the previous mindset of chasing the lowest prices [7][26] - The "rational self-indulgence" phase of Double 11 is characterized by a calmer approach to shopping, where consumers focus on personal satisfaction and comfort for their families without the anxiety of missing out [5][4] - Xiaohongshu serves as a fertile ground for brands, allowing them to connect with discerning consumers who value quality and aesthetic appeal, thus facilitating the growth of good products [14][17][28] Group 3 - The article emphasizes that quality is the minimum requirement for good products, with brand reputation and consumer feedback being key factors in defining quality [14][18] - Xiaohongshu has become a platform where emerging brands can showcase their products and interact with consumers, exemplified by the success of brands like LEXHAM and PERSUN NO. [16][18] - The introduction of the "direct grass planting" feature on Xiaohongshu has enabled brands to achieve significant sales, with notable examples including Haier and TCL, demonstrating the effectiveness of community-driven marketing [21][22][29] Group 4 - The article discusses the evolving consumer preferences, with a notable increase in interest in niche categories such as trendy toys and cultural collectibles during Double 11, indicating a shift towards personalized consumption [18][26] - Xiaohongshu's community-driven approach fosters a trust chain between consumers and brands, enhancing the decision-making process and driving sales conversions [28][30] - The platform's ability to match consumer needs with quality supply has created a new commercial ecosystem, positioning Xiaohongshu as a vital player in the future of Chinese consumption [29][30]