Livestreaming Concentrates Into Longer Shifts
Top hosts run ten-hour days while small store streams see daily sales fall by two thirds.
A Beijing Business Today review published on 11 November 2026 documents how the livestreaming pool concentrated during this Double 11. Li Jiaqi’s room started at 6am seven times since presales opened on 15 October and once at 5am; on Douyin, the Guangdong Couple and Jia Nailiang both averaged sessions over ten hours, against roughly five hours for Jia Nailiang a year earlier. The Guangdong Couple’s average selling price rose from 300-400 yuan to 800-900, while their single-day peak reached 135 million yuan against nearly 240 million a year earlier. Small merchants interviewed said store-stream sales fell from 50,000-60,000 yuan to 10,000-20,000 at best.
