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天猫双11预售首小时破亿直播间超去年,付定金用户双位数增长
Guan Cha Zhe Wang· 2025-10-16 00:44
Core Insights - Tmall's Double 11 pre-sale began on October 15, with significant growth in user engagement and sales through Taobao Live, surpassing last year's performance [1] Group 1: User Engagement - In the first hour, the number of users placing deposits through Taobao Live saw double-digit growth, with over one billion live streams, exceeding the same period last year [1] - Li Jiaqi's live stream experienced a visitor increase of over 45% in the first hour, with a positive year-on-year growth in GMV for add-to-cart items [1] Group 2: Sales Performance - Key categories such as beauty, maternal and infant products, fashion, and food showed outstanding performance, with some categories experiencing growth of nearly 80% [1] - Notable beauty brands like SkinCeuticals, La Roche-Posay, SK-II, Clarins, and Proya achieved over one billion in sales for their star products, while domestic brands like Huazhi Xiao, Proya, Weinuona, and Natural Hall also ranked high in beauty product sales [1]