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On October 27, 2025, CNR (China National Radio) reported (by reporters Guo Yanwei and trainee reporter Mao Jing) that major e-commerce platforms have launched their 2025 Double 11 campaigns. A consumer on Douyin Mall said, “The discounts are real—I hate doing math problems and love the ‘straightforward’ feel.” It is reported that this year, Douyin E-commerce focuses on “Instant Discounts”, “Single Item Direct Reduction”, and “Consumption Vouchers” as core benefits, combined with hundreds of millions in cash subsidies and hundreds of billions in traffic support, creating a virtuous cycle where “consumers shop with peace of mind, merchants earn steadily, and the platform builds a good ecosystem.” From October 9 to October 19, over 41,000 merchants saw their live-stream sales increase by 500% year-on-year, nearly 9,000 new merchants participating in the promotion for the first time exceeded one million yuan in sales, and the number of merchants with over ten million yuan in sales driven by search and the mall increased by 147% and 102% year-on-year respectively. Behind these data are optimized consumer shopping experiences and improved merchant operating efficiency.
Focus on “Simple Benefits”
Douyin E-commerce places the emphasis on “affordability” on consumer-perceivable benefits, using scenario-based and convenient services to eliminate shopping pain points and achieve “happy and assured shopping.” “Instant Discounts” offer savings of 15% or more, and “Single Item Direct Reduction” allows consumers to enjoy low prices on single items without needing to group purchase.
Consumption Vouchers and Scenario-Based Subsidies
To further enhance the consumer experience, Douyin E-commerce issues consumption voucher packs worth up to 1,000 yuan during the event. Consumers only need to search for “Double 11 Consumption Vouchers” on the Douyin app to claim them directly, and the vouchers can be (stacked) with product-specific discounts. In addition, Douyin E-commerce provides special subsidies around three core scenarios: “Autumn/Winter Renewal,” “Durable Goods,” and “Value-for-Money Stocking” to meet consumers’ needs for seasonal changes, daily use, and stocking up.
Logistics Guarantee Mechanism
To address the peak express delivery period during Double 11 and improve consumer experience and merchant fulfillment rates, Douyin E-commerce launched a “Promotion Logistics Guarantee” mechanism: if merchants use designated logistics providers to pick up orders and ship on time, logistics providers will cover compensation for delays in shipment or transit.
Live-Stream and Shelf Scenarios Synergy
In terms of helping merchants reduce costs and increase revenue, Douyin E-commerce leverages both content and shelf scenarios to open up growth space for merchants.
Live-Stream Scenario Advantages
Data shows that from October 9 to October 19, over 41,000 merchants achieved a 500% year-on-year increase in live-stream sales, the number of merchants with over 100 million yuan in store live-stream sales increased by 900% year-on-year, and the number of store live-streams with over 10 million yuan in sales increased by 200% year-on-year. Through a dual evaluation system of “transaction value + content quality,” merchants and creators with good content receive more traffic.
Shelf Scenario as Long-Term Business Position
The shelf scenario provides a “long-term business position” for merchants: from October 9 to October 19, the number of merchants with over 10 million yuan in sales driven by search increased by 147% year-on-year, and the number driven by the mall increased by 102% year-on-year.
Merchant Growth and Newcomer Opportunities
Many merchants have increased consumer stickiness and overall sales through owner live-streams, style content marketing, and product innovation. In the emerging clothing sector, brand store live-streams continue to develop. (Lao Ma), operator of the Marius brand, introduced that Marius maximized the value of the owner’s IP through refined store live-stream operations, achieving a nearly 5x year-on-year sales growth and becoming a model for high-ticket clothing brands’ digital transformation.
In addition, from October 9 to October 19, among Douyin E-commerce’s influencer sales, small and medium influencers with less than 1 million followers contributed over 80% of sales, becoming the backbone of sales. New merchants also found rapid growth opportunities during Double 11: in the first phase of the promotion, nearly 9,000 new merchants participating in Douyin E-commerce’s Double 11 for the first time exceeded one million yuan in sales.
As a Douyin E-commerce relevant person said, “This year’s Double 11, we hope to (make efforts) on both the consumer and supply sides—allowing consumers to buy high-quality products at good prices while enabling merchants to achieve long-term growth while reducing costs, ultimately promoting the release of consumer market potential.”