Group 1 - The core viewpoint of the articles highlights the surge in down jacket sales during December, driven by a cold wave and the strategic efforts of leading live-streaming e-commerce platforms to capitalize on this consumer trend [1][2] - During the "Double 12" event, Li Jiaqi's live-streaming session featured a special "Down Jacket Festival" with 35 national brands showcasing over 80 down jackets, indicating strong sales momentum [1] - Traditional brands like Xuezhongfei, Yalu, and Daya are re-engaging with younger consumers through live-streaming, showcasing their unique characteristics and revitalizing their market presence [1] Group 2 - The variety of down jackets available in live-streaming sessions has increased, with consumers now focusing on product suitability rather than blindly following brands, prompting brands to rethink their product-market fit [2] - Li Jiaqi's live-streaming platform collaborated with Xuezhongfei to create a "799 yuan long down jacket with 90% goose down," which was a market hit, demonstrating the effectiveness of reverse customization [2] - The successful sales of the high-quality down jacket, which sold over 60,000 units during the "Double 11" event, have elevated Xuezhongfei's overall average transaction value and shifted their product development strategy towards consumer needs [2]