On October 21, Douyin E-commerce unveiled the “2024 Douyin Mall Double 11 Goodies Festival” opening sales report. Data from October 18 to 20 highlights a remarkable surge in business for various brands, with nearly 8,000 brands seeing transaction amounts grow by over 200% year-on-year, and more than 10,000 brands doubling their sales compared to last year.

The report reveals impressive sales figures, especially in the women’s apparel category, which topped the charts in the Douyin E-commerce Double 11 promotional event. As of October 20, the top three brands in women’s clothing were Yaya, Bosideng, and Gege, while the top-selling luxury brands included Zhizhi, COS, and Maimeng. In the athletic brand rankings, Nike took the lead, and the outdoor brand category was dominated by Camel, The North Face, and Columbia.

Official data from Douyin indicates that from October 18 to 20, apparel brands experienced a 92% increase in transaction amounts year-on-year, with order volume up by 90% and shelf scene sales rising by 147%. Notably, nearly 100 major brands surpassed the 10 million yuan sales mark, 770 well-known apparel brands saw sales increase by over 100%, and more than 480 large brands reported a growth of over 200%. For instance, The North Face has surpassed 100 million yuan in total transaction amounts on Douyin E-commerce, with over 66 million yuan driven by influencer live streams.

Beyond established brands, sales figures for influencer women’s apparel and industrial belt women’s clothing are also noteworthy. Data reveals that within the first three days of this year’s Double 11 promotion, 53 merchants in this sector recorded sales exceeding 10 million yuan, while over 500 industrial belt women’s products surpassed 1 million yuan in sales, with nearly 100 merchants experiencing a year-on-year growth of over 200%.

An interesting consumer trend has emerged from the sales data related to women’s clothing. For example, the popularity of traditional Chinese styles remains strong, with sales of various Tang suits and ethnic garments increasing by 119% year-on-year, while the sales of new Chinese-style women’s clothing and Hanfu skyrocketed by over 950% and 400%, respectively. The comfort of soft undergarments has also captivated young female consumers, with a staggering 43-fold increase in sales year-on-year. As autumn settles in, there’s been an uptick in purchases of this year’s trending parkas, with sales during the first three days of Double 11 showing an 85% increase compared to last year.

The “2024 Douyin Mall Double 11 Goodies Festival” officially launched on October 18, offering discounts like a direct 15% off on selected items and other promotions. To cater to diverse consumer shopping needs, from October 20 to November 6, the platform will feature special category days for winter clothing, trendy items, family pets, sports and outdoor gear, as well as fresh food, complete with customer-friendly services such as worry-free returns for apparel, jewelry evaluations before shipping, guaranteed refunds for spoiled perishables, and trade-in offers for home appliances, ensuring consumers can shop with confidence.