今天分享的是：快手电商运营：2025年11月飞瓜快手直播电商月报 报告共计：31页 《2025年11月飞瓜快手直播电商月报》聚焦快手平台当月直播电商数据，统计周期为2025年11月1日至30日，数据经脱敏及指数化处理。11月快手电商在双 11大促推动下实现全域爆发，平台投入30亿补贴刺激消费，上旬迎来销售与推广双高峰，整体推广热度较10月提升1.52%。品类表现上，食品赛道增速亮 眼，宠物经济持续升温，水果、婴童用品需求渐长成为新增量。具体来看，坚果/炒货品类中坚果礼盒增长强劲，膨化食品以锅巴为核心驱动力，健康化与 风味创新激活消费；速食冻品热销，火锅丸料等类目高增长，锁鲜组合装受青睐；禽肉蛋品中鲜活蛋类领跑，绿色健康为核心卖点；保健食品领域增强免疫 赛道稳居核心，精准营养需求推动增长；婴幼儿营养品聚焦DHA藻油等精准补充成分，婴童用品中宝宝护肤带动行业增长，袋鼠妈妈等品牌通过品效双驱 引领风潮；学生平板品类强势增长，科大讯飞等品牌以IP联名和福利策略契合亲子需求。平台动态方面，快手推出兴农计划民生专项、宝藏小城活动等，推 动相关商品GMV高速增长，同时开启彩妆狂欢节、发布食品安全自律公约等规范市场。12月趋 ...

Core Insights - The overall trend in the food, beverage, and alcohol categories shows that frozen food sales increased by over 1% year-on-year in Q2 2025, making it the only growing category, with hot pot meatballs and frozen sausages leading the growth [1] Frozen Food Category - Hot pot meatballs are positioned in the star quadrant, holding the second-largest market share, and experienced a year-on-year growth of 20% [1] - Frozen sausages saw a year-on-year sales increase of 30%, entering the star quadrant [1] - Pizza recorded the highest year-on-year sales growth of over 50%, placing it in the potential quadrant [1] Convenience Food Category - Instant noodles have been performing the best within the convenience food category, with the price index surpassing 100 since August 2024, leading to an overall price index for convenience foods exceeding 100 in October 2024 [1] - Sales of instant noodles, room temperature ham sausages, and low-temperature sausages are experiencing a year-on-year decline of approximately 8%, positioned at the intersection of the star and mature quadrants [1] - Snail noodles are the best-performing category in the star quadrant, with a year-on-year decline of 3% [1]