The livestream e-commerce sector continues to break sales records, but the recent achievement by "Guangdong Couple" on Douyin's "Double 11 International Brands Challenge" has drawn particular attention. Their 14-hour livestream generated 700 million yuan in GMV, attracted 56 million viewers, peaked at 580,000 concurrent viewers, and gained millions of new followers. This success stems from multiple strategic factors worth examining.
Precise Targeting and Product Selection
The couple's success begins with their well-defined target audience: women aged 25-40. Their Douyin account has cultivated this demographic, which possesses disposable income and strong purchasing power for beauty products. Accordingly, their product selection focused on premium international brands like Estée Lauder, Florasis, and Avene.
Rather than simply selling products, they employed scenario-based marketing—demonstrating usage effects, sharing personal experiences, and explaining product ingredients. This approach helped viewers better understand product value. Additionally, they invited brand representatives to join the livestream, reinforcing authenticity and building consumer trust.
Effective Marketing Strategies
To stand out in the competitive livestream commerce market, "Guangdong Couple" implemented several compelling tactics. Their "giveaway of three iPhone 14s every minute" significantly boosted viewer retention and engagement. While distributing 3,000 iPhones represented substantial investment, it generated exceptional traffic and attention.
Trust-building measures included collaborations with official brand stores and promises of expedited shipping via SF Express. Although some viewers noted limited price advantages compared to flagship stores, the energetic atmosphere and hosts' expertise still drove massive conversions.
The couple also excelled at real-time interaction, using humor and personal anecdotes to create an engaging shopping environment. This approach strengthened viewer connection and enhanced the overall experience.
High-Value Transactions and Volume Sales
A remarkable aspect of this livestream was the combination of high average order values with extraordinary sales volume. Multiple products priced above 1,000 yuan sold hundreds of thousands of units. Notably, the 1,390-yuan Whoo Tianqi Dan gift set sold between 100,000-250,000 units, generating 139-347.5 million yuan from this single item.
This performance reflects both consumer confidence in the featured brands and the hosts' persuasive abilities. In the beauty sector, consumers prioritize quality over price sensitivity. By selecting established brands and providing detailed explanations, the couple effectively communicated product value.
Their 53-million-strong follower base provided the foundation for these sales. Through precise targeting, strategic product selection, and dynamic presentation, they converted this massive audience into paying customers at impressive rates.
Institutional Support from MCN
The achievement wouldn't have been possible without backing from their MCN agency, Wuyou Media. As one of Douyin's top four MCN organizations, Wuyou provided professional support in talent management, content creation, and traffic operations.
Wuyou invested heavily in this record-breaking attempt. Beyond the 3,000 iPhones used for viewer incentives (costing tens of millions of yuan), the agency supported the event with comprehensive team operations, traffic allocation, supply chain management, and set design.
The MCN also contributed strategic guidance, analyzing user data to optimize product selection and marketing approaches. Additionally, it provided professional training to enhance the couple's hosting skills and content creation capabilities.
The Path to Sustainable Growth
Following this milestone, maintaining momentum presents new challenges. Content innovation remains crucial—the couple must continually refresh their formats and themes to meet evolving audience expectations. Strengthening fan engagement through regular interactions and exclusive activities will help sustain loyalty.
Professional development is equally important. By deepening product knowledge and refining presentation techniques, they can further improve the shopping experience. Diversification represents another growth avenue—expanding into categories like home goods or food/beverages could reduce reliance on beauty products while broadening their appeal.
Strategic brand collaborations and potential private label development offer additional opportunities for long-term success in this dynamic industry.