Douyin Mall Double 11 Opening: How 7 Major Brands Including Pechoin, Pampers, and Bobdog Broke Through with Good Products and Good Strategies

The opening phase of the 2026 Douyin Mall Double 11 Good Goods Festival has begun, and brands across industries are making steady progress and achieving business growth. In the dual contest for traffic and sales, what moves consumers is no longer limited to price. Combining high-quality product supply, a rich content ecosystem, competitive pricing, and reliable fulfillment services, while also making good use of intelligent tools to improve efficiency, is an important path for brands to achieve growth during Double 11.

This article breaks down the standout performances of 7 major brands during the opening phase, analyzing in detail how they seized business opportunities through refined operations, so as to accumulate reusable practical experience for more merchants.

Pechoin: "Factory livestream + in-stock immediate shipping" sparks a breakout opening, with first-day GMV up 2.5x year on year

In the race-against-the-clock Double 11 shopping festival, "visible in-stock goods" are becoming key to winning over consumers. Pechoin broke away from conventional livestream sets, moving the livestream room to its Shanghai factory area, pointing the camera directly at the assembly line, and showing the entire process of packing, outbound dispatch, and loading in the warehouse in a panoramic view. With a "front hall, back kitchen" real-scene experience, it delivered on the promise of "in-stock immediate shipping" and handled the first-day volume surge.

Centered on this core approach, the brand stocked up on hit-product inventory in advance and launched an exclusive product lineup for the Super A Bottle gift box with a "buy the full-size, get the full-size free" offer. At the same time, it leveraged "Super Brand Day" to launch joint visuals, fueling the breakout on the first day of the opening phase. In addition, the brand pre-released a celebrity TVC for warm-up, with a matrix of celebrities and influencers continuing the seeding, supplemented by multiple celebrities entering the self-broadcast room, creating a full festival atmosphere. At the same time, with consumer coupons, local subsidies, and a 48-hour shipping guarantee stacked on top, Pechoin's first-day paid GMV increased 249% year on year, and its influencer special session reached peak TOP1 on the personal care sales ranking.

CODEMINT: Omnichannel coordination plus multi-dimensional subsidies drive GMV up more than 80% year on year

In recent years, emerging domestic brands have been rising rapidly in the beauty sector, and Double 11 is an important battleground for new products to break through. Through "omnichannel coordination + multi-dimensional subsidies," CODEMINT successfully converted new-product momentum into festival sales, with GMV up more than 80% year on year and consumer coupons accounting for more than 50% of transactions.

Around its main product matrix, the brand completed product-line tiering, inventory, and presale rhythm planning in advance, and designed a dedicated livestream rhythm for its hit mask sets. In the livestream room, it stacked multiple subsidies with interactive explanations, broke down new-product upgrades and value for money, and guided users to place orders using coupon combinations, shortening the decision path.

On the traffic-conversion side, it optimized product card titles with search keywords and subsidy benefits to capture spillover traffic from inside and outside the venue; at the same time, the brand arranged influencers to go live in tiers, matched exclusive product lineups based on fan profiles, achieved linkage between self-broadcasting and influencer broadcasting, and followed up well on hit-product inventory and after-sales experience optimization. Ultimately, CODEMINT's average daily GMV in the livestream room increased more than 43% year on year, achieving a win-win of new-product breakout and long-term operation.

Qin Lei Menswear: Bringing a major fashion show into the livestream room, celebrity collaboration sets a record-high account GMV

"Order while watching the show" is becoming a new Double 11 menswear consumption experience. Qin Lei Menswear brought a "fashion show" into the livestream room, directly setting a record-high account GMV and landing TOP2 on Douyin's overall sales ranking.

In the early stage of the festival, the brand centered on the "front-row show watching" IP, released warm-up videos 7 days in advance, and built anticipation for the brand in advance through a celebrity matrix. On the product side, the brand carefully built a tiered matrix: everyday hoodies handled volume during the temperature drop, cashmere coats widened the price band, and unisex styles and accessories were expanded to drive conversion across all product tiers.

On the day the show took place, the livestream room became the show's "second venue." Multiple celebrities entered the broadcast in different time slots to boost popularity, and then the chief designer took over to drive retention and conversion in the livestream room. The show and livestream were linked in real time, with runway looks listed and sold immediately, allowing viewers to complete purchases while immersively watching the show. Later, the brand paired highlight clips for secondary distribution with hit-product returns. Ultimately, Qin Lei Menswear achieved over 10 million in single-session paid GMV, with purchasing fans accounting for more than 40%, turning a major show into tangible business increment.

Li Muwan: Dual-scene linkage of clearance indoor scenes + Xinjiang outdoor scenes, first-day GMV exceeds 10 million

Whether a livestream room can retain viewers sometimes comes down to the immersive creation of "scenes." Li Muwan created differentiation with a "clearance indoor scene + Xinjiang outdoor scene" dual-scene approach: the clearance livestream was warmed up 2 days in advance with short videos on the clearance theme of "once every three years, only one session," banners were hung in the livestream room to provide clear information guidance; seizing the October temperature-drop moment, the team traveled to Xinjiang and used an outdoor scene-change winter clothing new-arrival livestream to capture seasonal transition traffic.

In addition, more than 100,000 in-stock items were prepared before the festival to ensure uninterrupted supply. On the day of the livestream, goods were shipped simultaneously, and all orders were dispatched within 48 hours, stabilizing experience and reputation. Ultimately, Li Muwan achieved over 10 million GMV on the first day of the opening phase, with both the recommended traffic share and fan transaction share in the livestream room exceeding 60%.

Pampers: Refined product lineup plus exclusive benefits for influencer circles set dual category records

Double 11 is a period of high demand for diaper stockpiling. By helping good products "find the right people," Pampers set new Douyin records for single-brand single-day payment in diapers and single-session payment in the category. On the influencer side, the brand did its homework, precisely matching corresponding diaper series according to the age in months of influencers' fans' babies, and stacking exclusive subsidies and limited-edition gifts to encourage orders. On the content side, in addition to short-video seeding, the brand designed multiple highlights for the livestream room, including factory traceability and top-seller special sessions. At the same time, top-tier and mid-tier influencers went live in staggered time slots, and together with the self-broadcast room, the brand achieved continuous exposure throughout the day.

The brand also refined its product portfolio into tiers: hero bestsellers drove transactions, trial packs handled new-customer acquisition, and stock-up packs raised average order value. By optimizing product cards, the brand added campaign-exclusive labels to products and completed size descriptions, helping reduce users' decision-making costs. For high-selling series and stock-up packs in commonly used sizes, the brand set the same price in the livestream room and pinned them for display, efficiently capturing traffic. Ultimately, Pampers Brand Day paid GMV increased 4x year over year, setting new records for single-brand single-day payment and single-session payment in Douyin diapers.

Bobdog: AI mass-produced over a thousand assets + vertical influencer reviews for traffic, reaching TOP1 on the category bestseller list

During major promotions, content updates are extremely fast, and assets are easily drowned out in the flood of information. High-frequency production of new assets places great strain on brands' content capacity. Bobdog used intelligent tools to help solve the "capacity" problem: the brand built an AI asset pipeline covering three major winter product matrices, produced more than a thousand pieces of content, and used collaborative Agents to continuously optimize asset quality.

On influencer warm-up, the brand worked with maternal and infant vertical influencers to pre-release review short videos, attach product showcases for guidance, and finalize the influencer echelon in advance during the preheating period. By sending samples uniformly and providing selling-point script templates, it improved content delivery efficiency. The brand achieved stable livestreaming for 18 hours, and for high-converting clips, the brand added real-time ad spend, further driving transactions. Ultimately, Bobdog's GMV on the first day of the opening sale increased 2x year over year, new-customer scale doubled, and it reached TOP1 on the children's toddler shoes bestseller list.

Meowfans: Multi-channel preheating in advance, combined with tiered full-reduction discounts to drive conversion, paid GMV increased 10x year over year

For pet owners, Double 11 is not only a time to buy for themselves, but also a good opportunity to stock up enough food for the "fur kids" at home. Meowfans in the pet category understands this well. Targeting the stock-up demand for pet food during major promotions, the brand attracted users through "multi-touchpoint preheating + tiered full-reduction coupons."

The brand made cat staple food and staple freeze-dried food into exclusive hero products, set up three tiers of full-reduction coupons matched with "one-click instant discount," to cover the stock-up volumes of different households. During the promotion, livestream rooms, short videos, SMS reminders and other multi-channel efforts achieved tiered reach to different customers. In promoting conversion, the brand effectively drove orders in the livestream room through real cats appearing on camera and sample distribution for new-customer acquisition; AI animations interspersed in the scenes visually demonstrated how to claim coupons and combine orders, which also improved coupon conversion. Ultimately, Meowfans' paid GMV increased 10x year over year, consumption coupons accounted for 60% of transactions, and it reached TOP1 on the shipping list.

From real factory-site displays of in-stock immediate shipping, to AI technology efficiently empowering content and conversion, to refined tiered product portfolios and cross-end coordination. These 7 brands' highlight cases fully demonstrate that during the Double 11 opening sale, brands achieved deterministic business growth through "product power × content power × price & service power × intelligent tools for efficiency."

The Double 11 Good Products Festival is in full swing. The platform will continue to provide abundant resources and support policies, Qianchuan ad delivery and other tools, and looks forward to more merchants seizing the major promotion opportunity and achieving accelerated growth with good products and good strategies.

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