The number of sellers whose sales driven by platform-funded coupons passed RMB 100 million on Douyin rose 200 percent year on year in the opening phase of its 11.11 sale, according to a Douyin E-commerce (抖音电商) data report published on 20 October 2026 by financial news site JRJ (金融界). The phase ran from 15 to 18 October. Fast-moving consumer goods brands with sales above RMB 100 million rose 167 percent.
Coupon-driven sellers above RMB 100 million rose 200%
Douyin is funding consumer coupons itself for this year’s 11.11 sale. In the 15–18 October opening phase, the number of sellers whose coupon-driven sales exceeded RMB 100 million rose 200 percent from a year earlier, the report said.
On the same basis, sellers passing RMB 1 million rose 38 percent and those passing RMB 10 million rose 36 percent.
Unit: %
Year-on-year change in number of sellers, 15-18 October 2026 · Source: Douyin E-commerce report via JRJ, 20 October 2026
View as table
| Item | Value |
|---|---|
| Above RMB 1m | 38% |
| Above RMB 10m | 36% |
| Above RMB 100m | 200% |
FMCG brands above RMB 100 million rose 167%
The report broke out several categories. The number of fast-moving consumer goods (快消) brands with sales above RMB 100 million rose 167 percent. Mother-and-baby sellers above RMB 10 million rose 83 percent.
Pet sellers above RMB 10 million rose 200 percent, and fresh-produce and agricultural sellers above the same threshold rose 250 percent.
Merchants’ own livestreams above RMB 10 million rose 98%
Douyin described merchants’ own livestreams (店播) as an important driver of seller growth. The number of merchant-run livestream rooms with sales above RMB 10 million rose 98 percent, and new merchants whose own livestreams passed RMB 10 million rose 133 percent.
Livestream rooms with sales above RMB 100 million rose 80 percent.
Unit: %
Year-on-year change in counts, 15-18 October 2026 · Source: Douyin E-commerce report via JRJ, 20 October 2026
View as table
| Item | Value |
|---|---|
| New merchants, own livestream above RMB 10m | 133% |
| Merchant livestream rooms above RMB 10m | 98% |
| Livestream rooms above RMB 100m | 80% |
Sellers passing RMB 1 million for the first time rose 59%
Douyin is continuing tiered support for small and new merchants. Sellers whose sales passed RMB 1 million for the first time rose 59 percent, and sellers moving from the RMB 1 million band to the RMB 10 million band rose 78 percent.
For the first day alone, 15 October, state-run news site Guangming Online (光明网) reported on 22 October that sellers newly passing RMB 1 million rose 74 percent and creators passing RMB 1 million in their first 11.11 rose 30 percent.
| Group | Measure | Year on year |
|---|---|---|
| Coupons | Sellers with coupon-driven sales above RMB 100m | +200% |
| Coupons | Sellers with coupon-driven sales above RMB 10m | +36% |
| Coupons | Sellers with coupon-driven sales above RMB 1m | +38% |
| Categories | FMCG brands above RMB 100m | +167% |
| Categories | Mother-and-baby sellers above RMB 10m | +83% |
| Livestreams | Merchant livestream rooms above RMB 10m | +98% |
| Livestreams | New merchants with own-livestream sales above RMB 10m | +133% |
| Livestreams | Livestream rooms above RMB 100m | +80% |
| New sellers | Sellers passing RMB 1m for the first time | +59% |
| New sellers | Sellers moving from RMB 1m to RMB 10m band | +78% |
Coming up · We may follow up when Douyin releases category data for later stages of its 11.11 sale.
