618前 天猫迎品牌入驻高峰 环比上涨30% 大品牌集体开辟“第二增长曲线”

This article focuses on a recent surge in new brand registrations on Tmall ahead of the 618 Grand Promotion, when brands across all categories are rushing to carve out new niches on the platform. Below are key takeaways for general consumers:

1. A large number of well-known domestic and international brands have launched new stores or launched cross-category new products on Tmall. During this 618 promotion, consumers can access many previously hard-to-find new products, including Balenciaga perfumes, Kodak co-branded apparel, Pop Mart home appliances, and Pien Tze Huang toothpaste, with greatly expanded shopping options.

2. Tmall's merchant support policies for this year's promotion will ultimately benefit consumers. The platform offers a 10% red envelope subsidy for top-selling super hits and allocates extra search and recommendation traffic, making bestsellers much better value for money during 618.

3. Tmall's high-net-worth 88VIP membership program has surpassed 62 million members and continues to grow at a double-digit rate. The membership unlocks exclusive discounts on a wide range of new luxury products, making it a great option for frequent online shoppers.

This article outlines the latest brand growth trends and channel landscape, with key takeaways for brands as follows:

1. For channel development, Tmall has evolved from a pure online sales channel to a core hub for brands' category-specific operations, making it an ideal base for brands to build their second growth curve. Multiple luxury brands including Balenciaga have already adopted a "dual-store model" for category-segmented operations. Leading brands, legacy players and emerging brands alike can all tap into new niches via this model.

2. In terms of consumption trends, cross-category expansion and category fission have emerged as clear high-growth opportunities. Pop Mart's entry into home appliances, Kodak's expansion into apparel, and legacy brand Pien Tze Huang's move into personal care have all successfully captured new growth, offering a replicable expansion direction for other brands.

3. On the platform support front, Tmaal has recently upgraded its business incentive policies, doubling support to a ceiling of 3 million RMB per brand per quarter. Top-selling super products also qualify for additional subsidies and traffic support, making Tmall an attractive destination for brands to commit heavy resources.

This article shares the latest industry updates and support policies from Tmall ahead of 618, with key insights for sellers as follows:

1. In terms of policy, Tmall has significantly upgraded its business incentives, doubling its overall investment. The annual incentive cap of 2.5 million RMB per brand in previous years has been raised to 3 million RMB per quarter this year. It also offers a 10% platform red envelope subsidy for super hits plus extra search and recommendation traffic allocation. Sellers can leverage this policy window to secure more resources and drive store growth.

2. In terms of market opportunities, new growth is emerging across multiple tracks: outdoor cycling, home appliances, personal care, and cross-border co-branding are all high-growth hotspots. All types of brands are tapping into these new niches for incremental growth, and sellers can follow suit to expand into related categories.

3. On the user side, Tmall hosts 62 million high-net-worth 88VIP members, with the user base continuing to grow double-digit. This user base delivers stable profit and growth space for sellers, solidifying Tmall as a core online hub for sellers.

This article sorts out new changes on the consumer and brand side, with key insights for factories to capture demand and expand business opportunities as follows:

1. In terms of product design and production demand, cross-category expansion and the rise of niche tracks are a clear industry trend. Consumers have widely accepted cross-category product launches from existing brands — examples include an imaging brand launching apparel, an IP brand launching home appliances, and a legacy pharmaceutical brand entering personal care. Factories can partner with brands pursuing cross-category expansion to unlock new order opportunities.

2. In terms of business opportunities, the number of new brands entering Tmall from March to May increased 30% month-on-month, as all types of brands rush to build their second growth curves. This has driven a noticeable increase in demand for new product development and flexible manufacturing, and factories can seize this category expansion boom to expand partnerships.

3. In terms of transformation insights, as Tmall is a core hub for brand operations, it delivers fast, accurate signals about consumer trends. Factories can leverage platform data to adjust their production and design direction, advance their own digital transformation, and keep up with market changes faster.

This article presents the latest developments in the e-commerce and brand space, with key takeaways for service providers as follows:

1. In terms of industry trends, building a second growth curve has become a shared goal for brands across all categories. Luxury brands, legacy businesses, and emerging startups are all rushing to open new category flagship stores and expand into new niches, driving a sharp increase in demand for e-commerce-related services and expanding the overall industry market.

2. In terms of client pain points, when brands enter new niches or launch new sub-brands, they need comprehensive support for new store operation, new product promotion, and traffic marketing. In particular, demand for building top-selling super hits is very strong, which gives service providers a clear service direction.

3. In terms of business opportunities, category fission is occurring across multiple tracks, with a large number of brands launching new initiatives in categories ranging from home appliances to personal care and apparel. Service providers can develop tailored solutions for brands' needs around category expansion, new store launch, and super hit building, to expand their own client base.

This article summarizes Tmall's latest achievements and practices in merchant recruitment and operation, with key takeaways for other platform operators as follows:

1. In terms of merchant demand, brands are no longer satisfied with platforms serving only as a pure sales channel. Instead, they need a core hub that supports category-segmented operation and the incubation of new brands and new categories, with building a second growth curve a shared goal across all brand types. Platforms need to adjust their positioning and services around this core demand.

2. In terms of recruitment and operation, attracting brands to commit heavy resources requires sufficiently strong business incentive policies, increased support weight for high-quality goods and merchants, and red envelope subsidies and traffic support for top hits — all of which boost a platform's attractiveness to brands.

3. In terms of user operation, building a highly engaged high-net-worth membership system is core competitiveness for platforms to attract brands. Tmall's 88VIP program, which surpassed 62 million members and continues double-digit growth, is a core advantage driving new brand registrations, and platforms should prioritize the long-term operation of high-value user pools.

This article presents the latest industry developments in branding and e-commerce, with core insights for researchers as follows:

1. In terms of new industry trends, the 30% month-on-month increase in new brand registrations on Tmall ahead of 618 reflects the current industry-wide trend of brands collectively building second growth curves. It also demonstrates that e-commerce platforms have undergone a fundamental transformation: from pure online sales channels to core growth hubs for brands' category-segmented operations and new brand incubation.

2. In terms of business models, luxury brands' "dual-store model" for category-segmented operation, and brands' cross-category fission expansion to tap new growth, have emerged as new business models for contemporary brand growth, with the feasibility validated by multiple cases: Balenciaga, Pop Mart and Kodak have all captured new growth through this approach.

3. In terms of new platform operation trends, Tmall's upgraded incentive scheme, which attracts brands via higher incentive caps, super hit subsidies and traffic support, represents a new platform recruitment and operation model with high research value.