Jia Nailiang (贾乃亮), a celebrity host with Yowant Technology (遥望科技), sold more than RMB 570 million in a single Douyin livestream on 21 October, the first day of this year’s major 11.11 promotion, 100EC (网经社) reported. It was his highest single-day total in three years. High-end international beauty brands made up most of the sales.
Two beauty products sold more than RMB 150 million and RMB 200 million
The livestream was billed as an annual gala of major international brands (国际大牌年度超级盛典). Sales were concentrated in high-end beauty, according to 100EC, and international beauty brands accounted for most of the volume.
A single Estée Lauder (雅诗兰黛) product sold more than RMB 150 million. Helena Rubinstein’s (赫莲娜) ‘black bandage’ cream (黑绷带) sold more than RMB 200 million.
Unit: RMB million
Sales in the 21 October 2026 Douyin livestream, stated as lower bounds · Source: 100EC, 2026-10-22
View as table
| Item | Value |
|---|---|
| Whole livestream | 570 RMB million |
| Helena Rubinstein ‘black bandage’ cream | 200 RMB million |
| One Estée Lauder product | 150 RMB million |
The stream ran from about 9am into the night, with peak viewership of 7 million
The broadcast started at around 9am and continued into the night, with peak viewership reaching 7 million. The livestream room offered physical prize bags (福袋), including an iPhone 18, to drive viewer interaction.
During major promotions, Jia’s team generally runs long sessions with products launched in rotation, rather than the short guest appearances many celebrities make. Categories span beauty and skincare, luxury bags, home furnishings and appliances, outdoor apparel, mother and baby, and personal and household care. 100EC linked his rising figures to this multi-category approach.
| Measure | Figure |
|---|---|
| Single-day sales | Above RMB 570m |
| Helena Rubinstein ‘black bandage’ cream | Above RMB 200m |
| One Estée Lauder product | Above RMB 150m |
| Peak viewership | 7 million |
| Broadcast hours | About 9am to night |
| Return rate in his livestream room | 3% |
| Industry average return rate cited | About 20% |
His 11.11 season opened with an RMB 66 million home-textile session on 10 October
Jia began this year’s 11.11 season on 10 October with a dedicated session for high-end home-textile brand Yunyu (芸裕), which sold RMB 66 million. 100EC said this set a two-year record for livestream sales in the home-textile category.
Earlier promotions: over RMB 1 billion at 11.11 2023 and RMB 450 million in one 2024 session
Jia moved into Douyin livestream selling from acting. At 11.11 in 2023 his total sales exceeded RMB 1 billion, which 100EC said was a record for a celebrity host at the time.
During the 618 festival in 2024, a single session sold RMB 450 million and his GMV for that month passed RMB 700 million. In that promotion, 27 product links each sold more than RMB 10 million.
In 2025 he topped the platform’s livestream sales rankings several times and had several sessions above RMB 100 million at 618 and 11.11. 100EC put the return rate in his livestream room at 3 percent, against an industry average of about 20 percent.
Unit: RMB million
Single-session livestream sales · Source: 100EC, 2026-10-22
View as table
| Item | Value |
|---|---|
| 21 Oct 2026, 11.11 first day | 570 RMB million |
| 2024 618 single session | 450 RMB million |
| 10 Oct 2026 Yunyu home-textile session | 66 RMB million |
Coming up · We may follow up with Douyin’s own 11.11 beauty figures as the promotion continues.
