This year’s month-long Double 11 shopping festival saw record-breaking growth driven by government subsidies and a focus on value over aggressive discounts. Home appliances led the surge, supported by strong performances in electronics and apparel. Tmall reported a 46.5% increase in brands achieving over 100 million RMB ($13.8 million) in sales, while JD.com saw over 17,000 brands grow more than fivefold. Quality livestreaming emerged as a new trend. On Taobao Live, over 100 livestreams reached sales of over 100 million RMB ($13.8 million), marking a historic high, while JD.com’s livestreamed orders grew by 3.8 times.