Douyin E-commerce (抖音电商) has published first-day figures for its 2026 11.11 promotion, which began on 15 October. Sales by brand beauty and personal care merchants rose 101 percent year on year, according to the data as reported by the technology outlet DoNews on 16 October 2026.
Merchants crossing RMB 1 million for the first time rose 74 percent
DoNews reports that the number of merchants whose sales passed RMB 1 million for the first time on 15 October rose 74 percent year on year. Merchants growing from RMB 1 million to RMB 10 million in sales rose 94 percent.
Merchants with store-livestream sales above RMB 10 million rose 96 percent, and store livestream rooms above RMB 1 million rose 43 percent. New products with sales above RMB 1 million rose 111 percent.
Creators taking part in 11.11 for the first time and passing RMB 1 million in sales rose 30 percent. All figures are year-on-year changes; absolute numbers are not given.
Product-card and search merchant counts rose 103% and 111%
Merchants with product-card sales above RMB 1 million rose 103 percent, and those with search-driven sales above RMB 1 million rose 111 percent.
Douyin-funded consumer coupons were also linked to growth. Merchants whose coupon-driven sales passed RMB 1 million rose 54 percent, and those passing RMB 10 million rose 74 percent.
Unit: %
Year-on-year change in merchant or product counts, 15 October 2026 · Source: DoNews, reporting Douyin E-commerce data, 16 October 2026
View as table
| Item | Value |
|---|---|
| Search-driven sales above RMB 1m | 111% |
| New products above RMB 1m | 111% |
| Product-card sales above RMB 1m | 103% |
| Store-livestream sales above RMB 10m | 96% |
| Merchants first passing RMB 1m | 74% |
| Coupon-driven sales above RMB 1m | 54% |
Apparel, beauty and pet supplies grew as autumn and winter demand began
The report links growth in apparel, beauty and personal care to the seasonal change to autumn and winter. Apparel merchants with sales above RMB 10 million rose 69 percent. Brand beauty and personal care merchants’ sales rose 101 percent.
Pet supplies merchants’ sales rose 129 percent, and pet merchants above RMB 1 million rose 192 percent. Fresh agricultural merchants above RMB 1 million rose 205 percent.
In fast-moving consumer goods, merchants with sales above RMB 10 million rose 223 percent. In durable consumer goods, brands with sales above RMB 100 million rose 120 percent.
Unit: %
Year-on-year change in merchant or brand counts above stated sales thresholds, 15 October 2026 · Source: DoNews, reporting Douyin E-commerce data, 16 October 2026
View as table
| Item | Value |
|---|---|
| FMCG merchants above RMB 10m | 223% |
| Fresh agricultural merchants above RMB 1m | 205% |
| Pet supplies merchants above RMB 1m | 192% |
| Durable goods brands above RMB 100m | 120% |
| Apparel merchants above RMB 10m | 69% |
| Industry | Measure | Change, YoY |
|---|---|---|
| Brand beauty and personal care | Merchant sales | +101% |
| Pet supplies | Merchant sales | +129% |
| Pet supplies | Merchants above RMB 1m | +192% |
| Apparel | Merchants above RMB 10m | +69% |
| Fast-moving consumer goods | Merchants above RMB 10m | +223% |
| Durable consumer goods | Brands above RMB 100m | +120% |
| Fresh agricultural products | Merchants above RMB 1m | +205% |
New merchants can receive up to RMB 2,450 in advertising subsidies
New merchants that complete tasks such as listing and selling products can receive up to RMB 2,450 in advertising subsidies, plus shipping insurance and experience-score support. New merchants that mainly sell through their own livestreams can also sign up for real-time traffic support.
Flagship-store best-sellers, core categories and in-stock products can receive up to five times the traffic in the “Guess You Like” feed and search. Brands and leading merchants receive customised resources through the Navigator Plan (领航计划) and the Qianyin Plan (千引计划).
How the figures are reported
- Period: 15 October 2026, the first day of Douyin’s 11.11 promotion.
- Most measures count merchants, brands, livestream rooms or products above sales thresholds, not sales value.
- Source type: a DoNews media report of Douyin E-commerce data; Leiphone (雷峰网) published the same figures.
