Livestream host Li Jiaqi’s (李佳琦) channel listed 600 products on the first day of Tmall’s 2026 11.11 presale, with beauty accounting for 72 percent. Several items passed 100,000 units in the first hour of deposit payments, China National Radio’s website (央广网) reported on 16 October 2026.
Background: Tmall’s 11.11 presale opened on 15 October
The CNR report says Tmall’s 2026 11.11 presale opened on 15 October. Li Jiaqi’s channel ran the first day as a “super beauty festival”, with beauty at its centre.
The day also covered mother and baby, lifestyle, fashion and food. The report names both international brands and Chinese domestic brands in the line-up.
The stream passed 10 million views in its first hour
According to the report, the broadcast began at 6 a.m. and recorded more than 10 million views within an hour. The figure is a count of views (人次), not unique viewers.
Several best-selling products, from brands including SK-II, Cetaphil (丝塔芙), Proya (珀莱雅), Clarins (娇韵诗) and Yousiyan (优时颜), passed 100,000 units in the first hour of deposit payments, the report says.
Unit: %
Share of product links, 15 October 2026; non-beauty share is a CMB calculation · Source: CNR (央广网), 16 October 2026
View as table
| Item | Value |
|---|---|
| Beauty | 72% |
| Other categories | 28% |
On a simple calculation, 72 percent of 600 links is about 432 beauty links.
Five products named as the top sellers by deposits
The report lists the five products with the most deposits on the first evening. Several other products sold out soon after going on sale, and some were restocked more than once before moving to a rolling presale.
| Result stated | Products named |
|---|---|
| Top 5 by deposits | Proya Ruby face cream; Cetaphil moisturising cream (‘big white jar’); FAN BEAUTY mask set; La Roche-Posay (理肤泉) B5 mask; Proya double-resistance mask |
| Sold out quickly after launch | La Mer (海蓝之谜) essence set; SK-II Facial Treatment Essence; Victoria’s Secret (维密) Tencel pyjamas |
| Sold out after several restocks, moved to rolling presale | Vaseline (凡士林) cream; Proya whitening essence; Proya Ruby face cream |
Actions: brands offered channel-exclusive sizes and gift deals
La Mer offered a 250ml essence and an exclusive gift set available only in the channel. SK-II brought back a 330ml Facial Treatment Essence supplied only to the channel, with gifts the report describes as worth more than a “buy one, get one free” offer.
Charlotte Tilbury offered a “buy one, get one free” deal on its four-colour Pillow Talk eyeshadow palette for the first time.
Earlier launches and offline events with international brands
The report says Clarins launched the ninth generation of its Double Serum in the channel in May 2025. In May 2026 it released a youth-line set with the Naiwa Family (奈娃家族) characters.
At the channel’s offline markets in Shanghai, Chengdu and Suzhou, dozens of international brands, including Lancôme, Kiehl’s and SkinCeuticals, handed out hundreds of thousands of samples. The channel also opened Yan Lab pop-up shops abroad as part of two overseas variety shows.
What the report covers
- Source: a CNR (央广网) report published on 16 October 2026; it attributes the figures to “data” without naming a provider.
- Period: 15 October 2026, the first day of Tmall’s 11.11 presale.
- Unit figures refer to the first hour of deposit payments.
