Core Insights - CHICJOC achieved a record-breaking sales of over 100 million yuan in a single live-stream event, marking a significant milestone in the fashion industry [1][3][5] - The brand's success is attributed to its strong identity and direct engagement with consumers, rather than relying on influencers for sales [3][5] - The overall performance of original fashion brands on Taobao has surged, with a 50% year-on-year increase in sales during the Double 11 shopping festival [1][15] Group 1: Event Highlights - The live-stream event featured 23 products that each sold over 1 million yuan, showcasing the brand's ability to create multiple hit items in one session [5][13] - The event was part of the "Super Fashion Release," which is a collaborative effort between Taobao and fashion brands to elevate the live-streaming experience to a high-fashion level [11][14] - The live-stream was held in a culturally rich venue, enhancing the overall aesthetic and experience for viewers [8][10] Group 2: Brand and Market Dynamics - CHICJOC has transitioned from an online brand to a global player, establishing physical stores in key fashion districts worldwide [10] - The brand's strategy includes a focus on high-quality design and direct consumer engagement, which has proven effective in driving sales [11][14] - The success of CHICJOC is indicative of a broader trend where original fashion brands are gaining traction on Taobao, with many achieving significant sales milestones during the Double 11 event [15][16] Group 3: Competitive Landscape - Other brands such as Beast Miss and Unica also reported impressive sales figures, with several brands crossing the 50 million yuan mark during the same period [13][15] - The "Super Fashion Release" has provided a platform for brands to showcase their products in a way that combines sales with brand storytelling, appealing to consumers' aesthetic sensibilities [11][14] - The influx of new brands into the Taobao ecosystem indicates a vibrant and competitive market, with opportunities for those committed to originality and quality [16]