CHAILEEDO has learned that this year, during China’s “Double 11” shopping festival, Douyin E-Commerce was the first to take action, recently launching the “Douyin Mall Mid-Autumn & Double 11 Campaign.” The event runs from September 16 to 24:00 on November 11, lasting a total of 57 days.
The campaign is divided into two phases: the “Double 11 – Mid-Autumn Period” and the “Double 11 – Official Period.” Merchants who register for the Mid-Autumn promotion will be automatically enrolled in the Double 11 promotion without needing to register again. Registration opened on September 8 at 15:00, with the price verification period beginning on September 5 at 0:00.
Compared with previous years, this year’s “Double 11 – Mid-Autumn Period” is equivalent to the former “Double 11 Early Access Sale,” but it begins earlier than in the past. In 2024, Douyin E-Commerce’s Double 11 early access period ran from October 8 to October 17, with the official period starting on October 18. That campaign lasted 35 days.
Notably, Douyin E-Commerce has introduced several new features for this year’s Double 11. For example, it launched a new “Buyer Show Sharing Program” to encourage user-generated content through incentives, helping merchants seed Double 11 campaigns earlier via short videos. It also added off-platform coupon distribution, allowing merchants to send coupons not only through internal Douyin channels like fan groups and private messages, but also externally through platforms such as WeChat. Platform tools have also been comprehensively upgraded: for instance, the Data Compass tool now includes a “Refund Analysis” function, and sub-products can independently display their own sales and review data without showing that of the main product or other channels.
According to CHAILEEDO data, in 2024, Double 11 online beauty GMV exceeded RMB 120 billion, up 27% year-over-year. Among this, Douyin held a 26.7% market share, ranking second, with GMV also growing 27% year-over-year.
