Core Insights - The "Double Eleven" shopping festival has evolved into a prolonged and competitive battle, requiring brands to adapt their strategies for sustained engagement rather than relying solely on price cuts [1] - Brands are increasingly focusing on building long-term trust and reputation with consumers, rather than just chasing high sales growth [1][5] Industry Trends - The preparation period for the beauty industry during "Double Eleven" has lengthened, while the time available for product incubation has shortened [2] - New brands are leveraging platforms like Li Jiaqi's livestream to launch products and accelerate growth, with significant increases in the number of new products introduced compared to previous years [2][3] - The head care segment has become a focal point for many beauty companies, with brands like Proya and Orange Group making strategic investments in this area [4] Company Strategies - Companies are adopting new marketing strategies to cope with declining online traffic efficiency, emphasizing the importance of product quality and user experience [6] - Natural brands like Chando are focusing on competitive pricing while maintaining product quality, achieving over 30% sales growth during "Double Eleven" [12] - Brands are increasingly engaging with consumers through pre-sale experiences and feedback collection to refine their products [3][5] Competitive Landscape - International brands are introducing promotional strategies such as "buy the original, get the original" to attract consumers, intensifying competition in the beauty market [7][9] - The beauty market is characterized by a rapid pace of product iteration, with brands needing to adapt quickly to consumer preferences and market dynamics [10][11] Sales Performance - Chando achieved over 2 billion yuan in sales during "Double Eleven," with specific product categories like masks and serums seeing significant growth [12] - The sales performance of new products like the "Lingyu Cream" from Pechoin and the "Collagen Hair Mask" from Hande Shi indicates a strong consumer response, with both products selling over 100,000 units [4][12]

Core Insights - The "Double 11" shopping festival on Tmall has seen significant success, particularly in the new product category, with various items becoming bestsellers during the event [1][2] Group 1: Performance of New Products - New products in categories such as beauty, consumer electronics, and pet supplies have shown remarkable sales performance, with several items achieving bestseller status [1] - In the beauty sector, products like Pechoin Lingyu Cream and Hande Shi Collagen Hair Mask have ranked among the top new products, with Pechoin selling over 200,000 units after multiple restocks [1] - In consumer electronics, items like the Panasonic Washing and Drying Set and the Baisi Blue Light Toothbrush have also performed exceptionally well, with the latter becoming the top-selling brand in the oral care category on Tmall [1] Group 2: Sales Achievements in Specific Categories - In the maternal and infant sector, products such as Anwei Cream and Baby Massage Oil achieved sales of over 46,000 and 48,000 units respectively on the first day of the promotion [2] - The introduction of a virtual product in the pet category, the Xucuihua Cat Litter Card, quickly sold out, addressing the inventory concerns of pet owners [2] Group 3: Strategic Insights from Live Streaming - The success of new products is attributed to the evolving role of live streaming platforms like Li Jiaqi's, which have become effective channels for professional product selection and brand collaboration [2] - The selection team for Li Jiaqi's live stream consists of over 70% members with master's degrees and an average of ten years of industry experience, implementing a rigorous selection process [2] - The live streaming model is viewed as a powerful tool for connecting supply and demand, enhancing brand visibility, and fostering consumer trust in new products [2]