Core Insights - The necessity of "Double Eleven" is reaffirmed, as it continues to show growth in key metrics despite ongoing discussions about its relevance [3][7] - The event serves as a critical platform for brand growth and consumer engagement, demonstrating resilience and adaptability in the evolving e-commerce landscape [3][7] E-commerce Performance - In the first hour of the official sale, 80 brands achieved over 100 million in sales, surpassing last year's figures, with 30,516 brands doubling their sales compared to the previous year [6] - The total transaction volume on Taobao and Tmall from October 9 to November 3 increased by 11% year-on-year, indicating a robust market performance [6] Brand Growth Dynamics - The trend of premium brand consumption continues, with consumers increasingly favoring quality products over generic options, highlighting the importance of brand positioning during promotional events [3][4] - New brands are emerging strongly, with 302 new brands leading in their respective categories, and 14 of them achieving over 100 million in sales [6] Technological Integration - This year's "Double Eleven" marked the first fully AI-integrated event, enhancing efficiency across various operational aspects, including traffic distribution and consumer experience [9][12] - AI tools have significantly improved merchant efficiency, with a reported 1.5 times increase in productivity for 500,000 merchants during the event [9] Market Trends and Consumer Behavior - The rise of instant retail through Taobao Flash has created new growth opportunities, with a notable increase in new customer acquisition for brands participating in this model [10][11] - The event reflects a broader shift in consumer demand, with a growing interest in quality and health-oriented products among diverse demographic groups [7][12] Conclusion - "Double Eleven" has evolved from a simple promotional event to a complex ecosystem that reflects the self-evolution of China's commercial model, driven by technological advancements and changing consumer preferences [12]