Core Insights - Xiaohongshu's Double 11 event saw a significant increase in user engagement and sales performance, with a 77% year-on-year growth in the number of buyers within the first 48 hours [1] - The total number of transactions during the same period increased by 73%, and the number of products with sales exceeding 1 million yuan grew by 155% [1] - The platform's related topics garnered 2.5 billion views, and over 11 million interactions were recorded for browsing the marketplace and collecting stamps [1] Sales Performance - Xiaohongshu's new store, Apple, achieved nearly 400 million yuan in GMV on the first day of sales, with over 85% of buyers being new customers [1] - Influencers, referred to as "buyers," played a crucial role in the marketplace, with one live stream by Zhang Xiaohui generating 180 million yuan in GMV, setting a historical record [1] - Several other influencers also achieved significant sales, with individual live streams surpassing 10 million yuan [1]

Core Insights - Xiaohongshu e-commerce has launched its "Xiaohongshu Market · Annual Shopping Carnival" strategy, with the Double 11 event scheduled from October 11 to November 11, and merchant recruitment started on September 15 [1] Group 1: Strategy and Initiatives - The core goal of Xiaohongshu's strategy is "better goods sell better," with three major upgrades for merchants: support for key products, category policy tilt, and iteration of live streaming tools, backed by billion-level platform subsidies [1] - For the first time, Xiaohongshu has introduced a "key product" channel exposure mechanism for Double 11, allowing selected products to enter a "limited-time subsidy" fixed channel, gaining full-scene traffic support and additional price competitiveness from platform subsidies [1] - Xiaohongshu has expanded its "buyer" team for this year's Double 11, launching the "Buyer Window" feature on September 15, allowing creators with over a thousand followers to apply as buyers and select products in their expertise for the event [1] Group 2: Performance Metrics and Incentives - A recent live streaming event by buyer Wu Qianyu on Xiaohongshu featured over 160 products, attracting 1.57 million viewers, with 14 products achieving sales over one million and 17 items selling out immediately, culminating in a GMV of 70 million [2] - Xiaohongshu continues its store broadcasting growth strategy from the 618 event, optimizing tools and incentive systems, with billion-level subsidy coupons covering search, notes, and live streaming scenarios [2] - The platform has introduced a "Good Goods Operation Three-Pronged Approach" guidance system to empower merchants throughout the entire process from product selection to live streaming conversion [2] Group 3: Merchant Support and Commission Policies - New merchants can benefit from a store exemption policy, allowing them to join without meeting the 4.2 rating threshold within the first 30 days [2] - Xiaohongshu has announced a "Million Commission Exemption Plan," effective from September 1, 2025, to August 31, 2026, where the first 1 million in transaction payments for the same merchant will be exempt from commission, retaining only a 0.6% payment channel cost [2]