抖音双11谁在大卖？宠物母婴猛增卫仕帮宝适排第一

廖紫琳 2026-10-26 09:55

廖紫琳 2026/10/26 09:55

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重点信息

1.抖音商城双11好物节开门红阶段为10月15日至10月18日，消费券带动成交额破亿商家数同比增长200%，成交额破亿直播间数同比增长80%，店播成交额破千万新商数同比增长133%。

2.抖音电商官方发布开门红各类目热卖品牌榜单，数据口径为支付口径，覆盖服饰、快消、耐消等类目。

可关注干货

1.宠物、母婴成交额过千万商家数同比分别增长200%、83%，快消成交额破亿品牌数同比增长167%，增长由囤货心智叠加换季刚需驱动。

2.母婴热卖榜前三为帮宝适、泡泡玛特、Babycare，宠粮前三为卫仕、鲜朗、麦富迪；手机前三为苹果、华为、小米，小家电前三为添可、美的、石头。

3.榜单与去年双11阶段性榜单时间口径、类目归属不完全一致，文章暂未做直接对比分析。

大促与渠道

1.抖音商城双11好物节开门红为10月15日至18日，消费券带动成交额破亿商家数同比增长200%，成交额破亿直播间数同比增长80%，店播成交额破千万新商数同比增长133%。

2.官方热卖品牌榜按支付口径发布，覆盖服饰、快消、耐消，可作为品牌观察大促位次的依据。

品类与趋势

1.服饰国产品牌与新锐设计在细分赛道增长亮眼；时尚女装前列有波斯登、拉夏贝尔、玛丝菲尔，趋势女装前三为AP、LucasEmilyLouie、MSBEAST野兽小姐，服饰户外前三为骆驼、北面、伯希和。

2.快消宠物、母婴增长迅猛，成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，由囤货心智叠加换季刚需驱动；母婴前三为帮宝适、泡泡玛特、Babycare，宠粮前三为卫仕、鲜朗、麦富迪。

3.耐消榜单变化不大，手机前三为苹果、华为、小米，小家电前三为添可、美的、石头。

增长市场与机会

1.开门红阶段为10月15日至18日，消费券带动成交额破亿商家数同比增长200%，成交额破亿直播间数同比增长80%，店播成交额破千万新商数同比增长133%，说明大促直播间和店播新商存在机会。

2.快消宠物、母婴增长迅猛，成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，驱动是囤货心智叠加换季刚需；宠粮前三为卫仕、鲜朗、麦富迪，母婴前三为帮宝适、泡泡玛特、Babycare。

类目机会与风险

1.服饰国产品牌与新锐设计在细分赛道增长亮眼，服饰户外前三为骆驼、北面、伯希和；耐消榜单整体变化不大，手机前三为苹果、华为、小米，小家电前三为添可、美的、石头。

2.风险提示是榜单与去年双11阶段性榜单时间口径、类目归属不完全一致，暂未做直接对比分析；卖家可学习点是关注店播新商增长和宠物母婴换季囤货需求。

产品与设计需求

1.服饰赛道国产品牌与新锐设计力量在细分赛道增长亮眼；趋势女装前三为AP、LucasEmilyLouie、MSBEAST野兽小姐，趋势男装前三为MBNL-F/秦磊、JY GTAL、影视飓风，显示新锐设计款有榜单表现。

2.服饰户外前三为骆驼、北面、伯希和，服饰运动前三为阿迪达斯、斐乐、耐克，工厂可关注户外与运动相关产品结构。

生产机会与电商启示

1.快消宠物、母婴成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，由囤货心智叠加换季刚需驱动；宠粮前三为卫仕、鲜朗、麦富迪，母婴前三为帮宝适、泡泡玛特、Babycare。

2.耐消榜单变化不大，手机前三为苹果、华为、小米，电脑组件前三为华硕、技嘉、联想，小家电前三为添可、美的、石头。电商启示是店播成交额破千万新商数同比增长133%、破亿直播间数同比增长80%，工厂可关注店播和直播渠道。

行业趋势数据

2.官方热卖品牌榜按支付口径发布，覆盖服饰、快消、耐消，可作为判断客户类目热度和竞争格局的参考。

客户关注点

1.快消宠物、母婴增长迅猛，成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，驱动为囤货心智叠加换季刚需；母婴前三为帮宝适、泡泡玛特、Babycare，宠粮前三为卫仕、鲜朗、麦富迪。

2.服饰国产品牌与新锐设计细分增长亮眼，耐消榜单整体变化不大。文章未提新技术和解决方案，但给出店播新商增长、直播间增长、榜单口径差异等信息；服务商可据此提示客户关注店播、宠物母婴和换季囤货需求，并注意榜单不可直接同比。

平台大促做法与数据

1.抖音商城双11好物节10月15日启幕，开门红阶段为10月15日至18日；消费券带动成交额破亿商家数同比增长200%，成交额破亿直播间数同比增长80%，店播成交额破千万新商数同比增长133%。

2.平台发布开门红各类目热卖品牌榜单，数据口径为支付口径，覆盖服饰、快消、耐消，体现平台按类目展示热卖品牌和商家。

类目运营与风向

1.服饰国产品牌与新锐设计细分增长亮眼；快消宠物、母婴增长迅猛，成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，由囤货心智叠加换季刚需驱动；耐消榜单整体变化不大。

2.平台招商和运营可关注店播成交额破千万新商数同比增长133%、破亿直播间数同比增长80%，以及宠物母婴、服饰新锐设计、耐消稳定类目。风向规避方面，榜单与去年双11阶段性榜单时间口径、类目归属不完全一致，暂未直接对比，平台解读榜单时需提示口径差异。

产业新动向

1.抖音商城双11好物节开门红为10月15日至18日；消费券带动成交额破亿商家数同比增长200%，成交额破亿直播间数同比增长80%，店播成交额破千万新商数同比增长133%，显示消费券、直播间、店播新商共同推动大促增长。

2.类目榜单显示服饰国产品牌与新锐设计力量在细分赛道增长亮眼；快消宠物、母婴成交额过千万商家数同比增长200%、83%，快消破亿品牌数同比增长167%，由囤货心智叠加换季刚需驱动；耐消榜单整体变化不大。

商业模式与新问题

1.官方榜单按支付口径，覆盖服饰、快消、耐消；品牌案例包括母婴帮宝适、泡泡玛特、Babycare，宠粮卫仕、鲜朗、麦富迪，手机苹果、华为、小米，小家电添可、美的、石头。

2.新问题是榜单与去年双11阶段性榜单时间口径、类目归属不完全一致，暂未做直接对比分析，研究者使用榜单做同比或产业比较时需注意口径。可关注商城大促、消费券、店播和直播间等商业模式表现。

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声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Key information

1. The opening phase of the Douyin Mall Double 11 Good Goods Festival ran from October 15 to October 18. Vouchers drove a 200% YoY increase in the number of merchants with GMV above RMB 100 million, an 80% YoY increase in livestream rooms with GMV above RMB 100 million, and a 133% YoY increase in new merchants with store livestream GMV above RMB 10 million.

2. Douyin E-commerce officially released top-selling brand rankings by category for the opening phase. The data are based on payment GMV and cover categories including apparel, FMCG, and durable goods.

Key takeaways

1. The number of pet and mother-and-baby merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY. Growth was driven by stock-up demand combined with seasonal necessities.

2. The top three in the mother-and-baby ranking were Pampers, Pop Mart, and Babycare; the top three in pet food were Weishi, Xianlang, and Myfoodie. The top three in mobile phones were Apple, Huawei, and Xiaomi; the top three in small home appliances were Tineco, Midea, and Roborock.

3. The ranking's time frame and category classification are not fully consistent with last year's Double 11 phased rankings; the article does not make a direct comparison.

Promotions and channels

2. The official top-selling brand rankings were released on a payment GMV basis and cover apparel, FMCG, and durable goods. They can serve as a reference for brands to observe their positioning during the promotion.

Categories and trends

1. Domestic apparel brands and emerging design brands showed notable growth in subsegments. Leading fashion womenswear brands included Bosideng, La Chapelle, and Marisfrolg; the top three trendy womenswear brands were AP, LucasEmilyLouie, and MSBEAST; the top three outdoor apparel brands were Camel, The North Face, and Pelliot.

2. FMCG pet and mother-and-baby categories grew rapidly. The number of merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY, driven by stock-up demand combined with seasonal necessities. The top three in mother-and-baby were Pampers, Pop Mart, and Babycare; the top three in pet food were Weishi, Xianlang, and Myfoodie.

3. The durable goods rankings changed little. The top three in mobile phones were Apple, Huawei, and Xiaomi; the top three in small home appliances were Tineco, Midea, and Roborock.

Growth markets and opportunities

1. The opening phase ran from October 15 to October 18. Vouchers drove a 200% YoY increase in the number of merchants with GMV above RMB 100 million, an 80% YoY increase in livestream rooms with GMV above RMB 100 million, and a 133% YoY increase in new merchants with store livestream GMV above RMB 10 million. This indicates opportunities in promotion livestream rooms and new store-livestream merchants.

2. FMCG pet and mother-and-baby categories grew rapidly. The number of merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY. The drivers were stock-up demand combined with seasonal necessities. The top three in pet food were Weishi, Xianlang, and Myfoodie; the top three in mother-and-baby were Pampers, Pop Mart, and Babycare.

Category opportunities and risks

1. Domestic apparel brands and emerging design brands showed notable growth in subsegments. The top three outdoor apparel brands were Camel, The North Face, and Pelliot. The durable goods rankings changed little overall; the top three in mobile phones were Apple, Huawei, and Xiaomi, and the top three in small home appliances were Tineco, Midea, and Roborock.

2. The risk note is that the ranking's time frame and category classification are not fully consistent with last year's Double 11 phased rankings, and no direct comparison has been made. The takeaway for sellers is to watch growth among new store-livestream merchants and seasonal stock-up demand in pet and mother-and-baby categories.

Product and design demand

1. In apparel, domestic brands and emerging design forces showed notable growth in subsegments. The top three trendy womenswear brands were AP, LucasEmilyLouie, and MSBEAST; the top three trendy menswear brands were MBNL-F/Qin Lei, JY GTAL, and Yingshi Jufeng, indicating that emerging design styles are gaining ranking traction.

2. The top three outdoor apparel brands were Camel, The North Face, and Pelliot; the top three sports apparel brands were Adidas, Fila, and Nike. Factories can watch product structures related to outdoor and sports.

Production opportunities and e-commerce implications

1. The number of FMCG pet and mother-and-baby merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY, driven by stock-up demand combined with seasonal necessities. The top three in pet food were Weishi, Xianlang, and Myfoodie; the top three in mother-and-baby were Pampers, Pop Mart, and Babycare.

2. The durable goods rankings changed little. The top three in mobile phones were Apple, Huawei, and Xiaomi; the top three in computer components were ASUS, Gigabyte, and Lenovo; the top three in small home appliances were Tineco, Midea, and Roborock. The e-commerce implication is that the number of new merchants with store livestream GMV above RMB 10 million rose 133% YoY and livestream rooms with GMV above RMB 100 million rose 80% YoY. Factories can watch store livestream and livestream channels.

Industry trend data

2. The official top-selling brand rankings were released on a payment GMV basis and cover apparel, FMCG, and durable goods. They can serve as a reference for assessing client category heat and the competitive landscape.

Client focus

1. FMCG pet and mother-and-baby categories grew rapidly. The number of merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY, driven by stock-up demand combined with seasonal necessities. The top three in mother-and-baby were Pampers, Pop Mart, and Babycare; the top three in pet food were Weishi, Xianlang, and Myfoodie.

2. Domestic apparel brands and emerging design brands showed notable growth in subsegments, while the durable goods rankings changed little overall. The article does not mention new technologies or solutions, but it provides information on growth among new store-livestream merchants, livestream room growth, and ranking methodology differences. Service providers can use this to advise clients to watch store livestreams, pet and mother-and-baby, and seasonal stock-up demand, and to note that the rankings cannot be directly compared YoY.

Platform promotion approach and data

1. The Douyin Mall Double 11 Good Goods Festival opened on October 15, with the opening phase running from October 15 to October 18. Vouchers drove a 200% YoY increase in the number of merchants with GMV above RMB 100 million, an 80% YoY increase in livestream rooms with GMV above RMB 100 million, and a 133% YoY increase in new merchants with store livestream GMV above RMB 10 million.

2. The platform released top-selling brand rankings by category for the opening phase. The data are based on payment GMV and cover apparel, FMCG, and durable goods, reflecting the platform's effort to showcase top-selling brands and merchants by category.

Category operations and trends

1. Domestic apparel brands and emerging design brands showed notable growth in subsegments. FMCG pet and mother-and-baby categories grew rapidly. The number of merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY, driven by stock-up demand combined with seasonal necessities. The durable goods rankings changed little overall.

2. For platform merchant recruitment and operations, attention can be paid to the 133% YoY increase in new merchants with store livestream GMV above RMB 10 million, the 80% YoY increase in livestream rooms with GMV above RMB 100 million, as well as pet and mother-and-baby, emerging apparel design, and stable durable goods categories. On risk avoidance, the ranking's time frame and category classification are not fully consistent with last year's Double 11 phased rankings, and no direct comparison has been made; the platform should flag methodology differences when interpreting the rankings.

New industry developments

2. Category rankings show that domestic apparel brands and emerging design forces grew notably in subsegments. The number of FMCG pet and mother-and-baby merchants with GMV above RMB 10 million rose 200% and 83% YoY, respectively; the number of FMCG brands with GMV above RMB 100 million rose 167% YoY, driven by stock-up demand combined with seasonal necessities. The durable goods rankings changed little overall.

Business models and new issues

1. The official rankings are based on payment GMV and cover apparel, FMCG, and durable goods. Brand cases include mother-and-baby brands Pampers, Pop Mart, and Babycare; pet food brands Weishi, Xianlang, and Myfoodie; mobile phone brands Apple, Huawei, and Xiaomi; and small home appliance brands Tineco, Midea, and Roborock.

2. A new issue is that the ranking's time frame and category classification are not fully consistent with last year's Double 11 phased rankings, and no direct comparison has been made. Researchers should note the methodology when using the rankings for YoY or industry comparisons. They can also watch business model performance in mall promotions, vouchers, store livestreams, and livestream rooms.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】10月15日，抖音商城双11好物节正式启幕，开门红阶段（10月15日至10月18日），消费券带动成交额破亿的商家数量同比增长200%；同期，成交额破亿的直播间数量同比增长80%，店播成交额破千万新商数量同比增长133%。

截至目前，抖音电商官方已经发布开门红阶段的各类目热卖品牌榜单（榜单数据口径为支付口径）。亿邦动力观察到：

在大服饰赛道，国产品牌与新锐设计力量在细分赛道增长亮眼。如女装品牌里，波斯登、La Chapelle/拉夏贝尔、Marisfrolg玛丝菲尔位列时尚女装榜单前列，AP、LucasEmilyLouie、MSBEAST野兽小姐位列趋势女装榜单前三。MBNL-F/秦磊、JY GTAL、影视飓风则居趋势男装榜前三。

再比如，国货品牌逐渐占据服饰户外榜TOP10更多位置，CAMEL/骆驼、THE NORTH FACE/北面、pelliot/伯希和位列服饰户外榜前三。不过，在服饰运动榜中，国际品牌adidas/阿迪达斯、Fila/斐乐、NIKE/耐克占据TOP3。

在快消品行业里，宠物、母婴等品类增长迅猛，其成交额过千万商家数同比增长分别为200%、83%，快消行业整体成交额破亿品牌数量同比增长167%。据观察，这类增长主要由囤货心智叠加换季刚需等因素驱动。

其中，Pampers/帮宝适、POP MART/泡泡玛特、Babycare占据母婴用品热卖榜TOP3，Nourse/卫仕、鲜朗、MYFOODIE/麦富迪位列宠粮用品热卖榜前三。护肤赛道上，HR/赫莲娜、Estee Lauder/雅诗兰黛、PROYA/珀莱雅占据榜单TOP3；彩妆品牌YSL/圣罗兰、MAOGEPING/毛戈平、M.A.C/魅可位列彩妆热卖榜前三。

在耐消品赛道，榜单名单整体变化不大。手机类目中，Apple/苹果、Huawei/华为、Xiaomi/小米稳居新潮手机热卖榜前三。电脑组件赛道里，ASUS/华硕、Gigabyte/技嘉、Lenovo/联想位列电脑组件热卖榜前三。小家电领域中，TINECO/添可、Midea/美的、roborock/石头占据小家电热卖榜TOP3。

（由于该榜单与去年双11阶段性榜单的时间口径、类目归属不完全一致，本文暂未做直接对比分析。）

以下为榜单内容：