Douyin E-commerce (抖音电商) released its closing data for Singles’ Day 2026 on 13 November. Over the 15 October to 11 November campaign, the number of livestreams that sold more than RMB 100 million rose 187% year on year, and among brand-run livestreams (店播) the increase was 200%. In skincare, the number of brands passing RMB 100 million in sales grew 35%. The report frames its results as counts of merchants, brands and livestreams that crossed sales thresholds.
Brands’ own livestreams led the growth
The sharpest gains came from livestreaming. Livestreams generating more than RMB 100 million rose 187%, and those run by merchants themselves rose 200%. Douyin described merchant-run streams as an increasingly important way for sellers to expand their business.
Shelf-style channels outside livestreaming also produced more large sellers. Merchants that passed RMB 10 million through product cards (商品卡) rose 29%, and those passing the same mark through search rose 31%. More than 350 merchants topped RMB 10 million through the Douyin Mall app (抖音商城App).
Growth in counts, not in sales value · Period: 15 October to 11 November 2026 · Source: Douyin E-commerce closing data report, 13 November 2026
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| Measure | YoY growth |
|---|---|
| Brand-run livestreams with sales over RMB 100 million | 200% |
| All livestreams with sales over RMB 100 million | 187% |
| New merchants passing RMB 1 million through short video | 52% |
| Merchants passing RMB 10 million through search | 31% |
| Merchants passing RMB 10 million through product cards | 29% |
| Merchants passing RMB 100 million with platform vouchers | 15% |
Fresh produce and pet brands outpaced skincare
Douyin gave growth rates for brands crossing RMB 100 million in four industries. Agricultural and fresh produce brands rose 200%, pet supplies 100%, sports and outdoor 45% and skincare (护肤) 35%.
Source: Douyin E-commerce closing data report, 13 November 2026
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| Industry | YoY growth in brand count |
|---|---|
| Agricultural and fresh produce (农产品生鲜) | 200% |
| Pet supplies (宠物用品) | 100% |
| Sports and outdoor (运动户外) | 45% |
| Skincare (护肤) | 35% |
Smaller creators made up most creator sales
Creators with fewer than one million followers accounted for more than 85% of creator-driven sales. More than 15,000 creators passed RMB 1 million in their first Singles’ Day on the platform, and the number of creators who moved from the RMB 1 million tier to the RMB 10 million tier doubled from a year earlier.
Newcomers on the merchant side were counted too. More than 30,000 new merchants and 23,000 new products each passed RMB 1 million in sales. Vouchers funded entirely by the platform helped more than 20,000 small and mid-sized merchants cross the same threshold.
| Measure | Douyin figure |
|---|---|
| Small and mid-sized merchants passing RMB 1 million with platform-funded vouchers | More than 20,000 |
| New merchants passing RMB 1 million | More than 30,000 |
| New products passing RMB 1 million | 23,000 |
| Creators passing RMB 1 million in their first Singles’ Day | More than 15,000 |
| Share of creator sales from creators under one million followers | More than 85% |
| Merchants passing RMB 10 million via the Douyin Mall app | More than 350 |
| Industrial belts with sales over RMB 100 million / over RMB 1 billion | More than 330 / 44 |
| Industrial-belt merchants making sales through their first brand-run livestream | 860,000 |
Manufacturing hubs went live for the first time
Industrial belts (产业带), Douyin’s term for clusters of factory-direct sellers in one region, also feature in the report. More than 330 of them passed RMB 100 million in sales, and 44 passed RMB 1 billion. Over 7,700 new industrial belts recorded actual sales, and more than 1.67 million merchants from these new belts made at least one sale. Some 860,000 industrial-belt merchants ran a brand-run livestream for the first time and made sales through it, while over 13,000 such merchants with fewer than 10,000 followers each sold more than RMB 1 million in a single product category.
For third-party estimates of total Singles’ Day sales, see our earlier report on Syntun’s final tally, which is compiled on a different basis from Douyin’s own figures.
Source: Douyin E-commerce (抖音电商), 2026年”双11″收官数据报告, published 13 November 2026 (via People’s Forum, 人民论坛网).
