具体来看，今年"双11"，李佳琦直播间上架新品数量较去年显著增长。美妆是新品爆发的主阵地，多款 美妆新品在李佳琦直播间创下亮眼成绩：百雀羚灵玉面霜首日售罄超10万套，历经三次加货，累计售出 超20万套；自然堂油敷膜首日售出超10万件；优时颜第四代微笑眼霜首日预售预定23万瓶；函得仕胶原 发膜累计售出超12万件。国际品牌如修丽可AGE精华、SK-II全新大红瓶面霜同样实现爆品的跨越。 这些新品为何能突出重围？在品牌方看来，李佳琦直播间已超越传统销售渠道，演进为兼具专业选品能 力与深度共创价值的"品牌合伙人"。据了解，其选品团队中70%以上成员拥有硕士学历，核心成员平均 具备十年以上行业经验，执行业内闻名的"三选三检"制度。 消电领域，松下白月光5.0洗烘套装、徕芬高速吹风机、小天鹅迷你小乌梅多筒分区洗烘套装、倍至蓝 光牙刷等新品表现亮眼。其中，倍至蓝光牙刷三次上播李佳琦直播间，三次售罄，单链接成为天猫"双 11"口腔领域销售第一的品牌；小天鹅迷你小乌梅多筒分区洗烘套装更是成为了直播间卖断货的大单 品。 美ONE合伙人、副总经理蔚英辉表示，直播电商是高效连接供需的"放大器"，也是全方位呈现品牌实力 的"超级展台" ...

Core Insights - The pet industry in China is experiencing significant growth, with the market size reaching 300.2 billion yuan, a year-on-year increase of 7.5% [3][4][23] - The trend of pet ownership is evolving, with younger pet owners (under 35) making up 67% of the demographic, leading to a shift towards more sophisticated and health-conscious pet care products [7][9] - The "it economy" is expanding, with various industries, including food and beverage, entering the pet market through new product lines and collaborations with celebrities [18][21] Industry Growth - The number of pet owners in urban China has reached 76.89 million, a 2.4% increase year-on-year, while the number of pets (dogs and cats) exceeds 120 million, growing by 2.1% [3][4] - The Engel coefficient for pet food spending has decreased by 2.93%, indicating a shift towards enhancing the overall quality of life for pets rather than just basic needs [3][4] E-commerce Performance - During the recent Double 11 shopping festival, pet brands saw explosive sales, with 18 brands achieving over 10 million yuan in sales within the first hour [4][11] - The sales of smart pet products have surged, with growth rates of 1560% for trackers and 250% for smart water dispensers, reflecting a trend towards integrating technology into pet care [10][11] Market Trends - New niches are emerging in the pet industry, including pet photography, therapy, and even pet funerals, indicating a broader acceptance of pets as family members [6][12] - The demand for innovative pet products is driving growth, with brands like "许翠花" rapidly gaining market share by addressing specific consumer pain points [9][19] Cross-industry Collaborations - Major brands are entering the pet market, with Adidas launching a pet apparel line and Dettol introducing pet cleaning products, showcasing the trend of cross-industry integration [11][18] - Celebrity involvement in the pet industry is increasing, with figures like Chen Guanxi and Zhao Lusi launching their own pet brands, tapping into their fan bases [18][21] Global Perspective - The global pet retail market is significantly influenced by the U.S., China, and Brazil, contributing approximately 42%, 6.5%, and 4.8% respectively [23] - The potential for growth in the Chinese pet market remains vast, with opportunities for both domestic and international brands to innovate and capture consumer interest [21][23]