Douyin E-commerce (抖音电商) said on 19 October that the number of brand-run livestreams generating more than RMB 10 million in sales rose 98 percent year on year over the first four days of its 2026 11.11 festival. The release also covered platform-funded coupons and two fast-growing categories, fresh produce and pet supplies.
The figures cover 15–18 October, the festival’s opening phase
Douyin calls the first stage of its ‘Douyin Mall 11.11 Good Products Festival’ (抖音商城双11好物节) the ‘opening phase’ (开门红). It ran from 15 to 18 October, according to the platform’s data release as published by Sina Finance (新浪财经).
Every figure is a year-on-year change in the number of merchants or livestreams crossing a sales threshold. Douyin published data for the first day alone, 15 October, three days earlier; CMB covered it in Douyin 11.11 first day: beauty merchants’ sales up 101%.
| Area | Measure | Change |
|---|---|---|
| Brand-run livestreams | Livestreams with sales above RMB 10m | +98% |
| Brand-run livestreams | New merchants whose brand-run livestream sales passed RMB 10m | +133% |
| Platform coupons | Merchants with coupon-driven sales above RMB 1m | +38% |
| Platform coupons | Merchants with coupon-driven sales above RMB 10m | +36% |
| Platform coupons | Merchants with coupon-driven sales above RMB 100m | +200% |
| Fresh produce and agriculture | Merchants with sales above RMB 10m | +250% |
| Pet supplies | Merchants with sales above RMB 10m | +200% |
Brand-run livestreams above RMB 10 million rose 98 percent
Brand-run livestreams (店播) are broadcasts hosted by a brand or merchant on its own store account, rather than by a third-party creator. The number of these livestreams selling more than RMB 10 million in the four days rose 98 percent.
Among merchants whose brand-run livestream sales passed RMB 10 million, the number of new merchants rose 133 percent. Douyin said brand-run livestreaming kept growing over the period and that newcomers were joining in.
Unit: %
15-18 Oct 2026, year on year · Source: Douyin E-commerce via Sina Finance, 19 Oct 2026
View as table
| Item | Value |
|---|---|
| Livestreams with sales above RMB 10m | 98% |
| New merchants above RMB 10m | 133% |
Merchants passing RMB 100 million on coupon-driven sales tripled
Douyin credited its fully platform-funded consumer coupons with lifting merchant sales during the opening phase. Merchants whose coupon-driven sales exceeded RMB 1 million rose 38 percent, and those above RMB 10 million rose 36 percent.
The sharpest increase came at the top. The number of merchants whose coupon-driven sales exceeded RMB 100 million rose 200 percent, or three times the year-earlier count on a simple calculation.
Unit: %
15-18 Oct 2026, year on year · Source: Douyin E-commerce via Sina Finance, 19 Oct 2026
View as table
| Item | Value |
|---|---|
| Above RMB 1m | 38% |
| Above RMB 10m | 36% |
| Above RMB 100m | 200% |
Fresh produce and pet supplies led the category figures
Douyin gave category figures for two sectors. The number of merchants with sales above RMB 10 million rose 250 percent in fresh produce and agriculture and 200 percent in pet supplies.
The platform said mother-and-baby and fast-moving consumer goods also added new growth during the four days.
Coming up · We may follow up when Douyin releases figures for the next stage of its 11.11 festival.
