天猫实现四年来“双11”最好增长

Core Insights - Tmall achieved its best growth in four years during the 2025 "Double 11" shopping festival, with nearly 600 brands surpassing 100 million yuan in sales and over 34,000 brands experiencing year-on-year growth [1][2] Group 1: Sales Performance - Tmall's "Double 11" saw significant sales growth, with 34,091 brands doubling their sales compared to last year, and 18,048 brands increasing sales by over three times [1][2] - Notable brands such as Apple, Haier, and Xiaomi each surpassed 1 billion yuan in sales during the event [1] - The integration of AI technology led to an 86% increase in daily average order users, showcasing the impact of AI on consumer engagement [2][3] Group 2: Brand and Consumer Engagement - The event provided a platform for new brands, with 406 new brands ranking first in trending categories, and 26 new brands achieving over 100 million yuan in sales [2][3] - The number of 88VIP members reached a new high, with daily average order users increasing by 31% year-on-year [3] Group 3: Strategic Initiatives - Tmall's strategy focused on supporting high-quality brands and original merchants, with significant resources allocated to enhance brand growth [2][11] - The "Flash Sale" business has become a new growth engine, with approximately 37,000 brands and 400,000 stores participating, indicating a shift in user demographics towards younger and higher-income consumers [10][11] - Tmall's "扶优" (supporting excellence) strategy targets high-quality consumers and merchants, aiming for long-term healthy development of the platform [11]