天猫卖车新动向：双11将上线约10款新车 已有3个品牌确定合作

This article discloses Tmall's new initiatives for car sales during this year's Double 11 shopping festival, and summarizes key takeaways for general consumers buying cars online:

1. Core event information: This Double 11, Tmall will partner with automakers to launch around 10 new car models. Changan, GAC and Lynk & Co have already confirmed partnerships, and will release custom-built models to advance online sales of full-electric new energy vehicles. Currently, more than 40 auto brands have opened flagship stores on Tmall, and the platform facilitated approximately 1.3 million new vehicle orders in 2025, building a solid trust foundation with consumers.

2. Purchase protection and benefits: Tmall has upgraded four core functions for its "Curated Quality Cars" IP for full vehicle sales. It supports split large-sum payments via deposit plus balance, online down payment and monthly installment calculation, and offers purchase perks including Tmall red envelopes and gas cards. It also guarantees consumer protections such as full refunds for unredeemed orders, compensation for delayed delivery and price difference reimbursement, making online car purchasing a hassle-free experience for consumers.

This article discloses Tmall's latest layout in full vehicle sales, and shares key takeaways for auto brands looking to expand online marketing and distribution channels:

1. New channel growth opportunities: Tmall is aggressively scaling up online sales of full new energy vehicles, and will launch 10 new models this Double 11, opening up partnership opportunities for brands. Launching online-exclusive custom models helps brands avoid channel conflict with offline dealer networks and tap into new consumer segments. A previous case of Changan Deep Blue's online-exclusive model generated over 4,000 cumulative orders with more than 200 million RMB in deposits, with 30% to 40% of orders coming from first-time car buyers in tier 1 and 2 cities, delivering clear results.

2. Platform support: Tmall built out its dedicated "Curated Quality Cars" IP for online full vehicle sales and upgraded four core service functions, addressing end-to-end pain points of online car retail including payment settlement, financial services, benefit transparency and transaction protection. Brands only need to supply quality vehicle inventory, and can close sales relying on the platform's traffic, lowering the barrier to building an online presence.

This article summarizes Tmall's latest updates in its auto business, and shares key takeaways on growth opportunities and partnership models for online car sellers:

1. New growth opportunities: Tmall will launch around 10 new models this Double 11, with Changan, GAC and Lynk & Co already confirming partnerships. More than 40 auto brands are currently hosted on the platform, which facilitated 1.3 million full vehicle orders in 2025, giving it solid traffic and user scale. Sellers can capitalize on the Double 11 new product launch window to build their online presence and access platform traffic support.

2. Replicable partnership model: Sellers can partner with Tmall to launch online-exclusive custom models, differentiate from offline channels and reach new consumer groups. Tmall's upgraded four core functions resolve core pain points of online transactions including payment, financing, benefit transparency and transaction protection, so sellers do not need to build their own end-to-end service infrastructure to offer online full vehicle sales. The model has already been validated by proven case results.

This article outlines Tmall's latest progress in online full vehicle sales, and shares insights on product demand and digital transformation for auto manufacturing factories:

1. Product design and development demand: Full vehicle transaction is clearly shifting online, and the market is calling for custom models built specifically for online channels. These models, which are not sold offline, attract new consumer groups in tier 1 and 2 cities. Factories can develop online-exclusive models tailored to the needs of online users to unlock new sales growth.

2. New business opportunities: Tmall is aggressively scaling up online sales of full new energy vehicles, and will launch 10 new models this Double 11 with multiple mainstream brands already confirmed as partners. Factories can align with the demand of brands and the platform, participate in production of online-exclusive models, and capture a share of online sector growth.

3. Digital transformation insights: Tmall has built out end-to-end service infrastructure for online full vehicle sales and resolved core transaction pain points. Factories can leverage the platform's digital system to advance their own sales-side digital transformation and cut transformation costs.

This article discloses the latest industry trends in online full vehicle transaction, and shares insights on industry pain points and growth directions for auto transaction-related service providers:

1. Industry development trends: Leading e-commerce platforms are aggressively pushing the digitalization of full vehicle transactions. Tmall currently hosts more than 40 auto brands, facilitated around 1.3 million full vehicle orders in 2025, and will launch 10 new models this Double 11, indicating that online full vehicle sales have entered a phase of rapid growth with large market space, creating new growth opportunities for service providers.

2. Core industry pain points: Longstanding pain points for online full vehicle sales include inconvenient large-sum payment settlement, cumbersome financial service processes, opaque purchase benefits and lack of transaction protection. All of these are unmet needs that service providers can address.

3. Reference solution: Tmall has upgraded four targeted functions to resolve the pain points listed above. Service providers can use this framework to optimize their own service systems, align with the needs of brands and platforms, offer supporting specialized services, and capitalize on sector growth.

This article introduces Tmall's latest approach to full vehicle sales, and shares actionable insights on merchant recruitment and operations management for auto transaction platforms:

1. Market demand: Brands have clear demand to reach new consumer groups, while consumers demand a more convenient and transparent car buying experience. There is already proven market demand for online full vehicle transaction, demonstrated by Tmall's 1.3 million orders facilitated in 2025.

2. Proven platform operations: Tmall built its dedicated "Curated Quality Cars" IP for online full vehicle sales and upgraded four core functions to resolve end-to-end pain points across payment, financing, benefits and transaction protection. It also adopts a model of in-depth partnership with brands and launching online-exclusive custom models, which avoids conflict with offline channels and attracts brands to set up shop on the platform. It has already attracted over 40 brands, and will expand its scale by launching 10 new models this Double 11.

3. Replicable lessons: This model of differentiated operations paired with end-to-end purchase protection has already been validated by real-world results. Other auto platforms can reference this model to optimize their own operations, and resolve longstanding issues such as lack of purchase guarantees and conflict with offline dealer channels.

This article discloses the latest industry developments in Chinese e-commerce platforms' entry into the full vehicle distribution sector, and shares insights on new business models and industrial transformation directions for industry researchers:

1. New industrial trends: Leading domestic e-commerce platforms have penetrated deep into the full vehicle sales sector, especially for new energy vehicles, shifting from early-stage lead generation to directly facilitating closed online transactions. More than 40 mainstream auto brands have already established a presence, and the leading platform facilitates over 1 million orders annually, with plans to expand new model launches this Double 11. This confirms that online has become an important new sales channel for automobiles, and the auto distribution sector is undergoing digital transformation.

2. Innovative business model: Tmall has developed a new online full vehicle sales model: the platform builds a dedicated IP, provides traffic subsidies and end-to-end transaction protection, while brands supply quality vehicle inventory; the two sides collaborate to launch online-exclusive custom models. This model avoids利益冲突 with offline channels while helping brands reach new consumer groups, and its feasibility has been validated by existing case data.

3. Research value: This model provides a real-world implemented case for research on digital transformation of auto distribution and channel evolution, helping researchers analyze the direction and outcomes of ongoing industrial changes.