双11，天猫“战报”来了！

Core Insights - Tmall achieved its best growth in four years during the "Double 11" shopping festival in 2025, with significant increases in brand sales and consumer engagement [1][2]. Group 1: Sales Performance - Nearly 600 brands achieved over 100 million yuan in sales, with 34,091 brands doubling their sales year-on-year, and 18,048 brands increasing sales by over three times [1][2]. - Major brands such as Apple, Haier, and Xiaomi each surpassed 1 billion yuan in sales [1]. - The integration of AI "Smart Benefit Engine" led to an 86% increase in daily average order users [2]. Group 2: Consumer Engagement - The number of 88VIP members reached a new high, with daily average order purchasers increasing by 31% [3]. - The introduction of new products saw 14,246 items achieving over 1 million yuan in sales, with 30% of products exceeding 100 million yuan being new releases [3]. Group 3: Strategic Initiatives - Tmall's "扶优" strategy focuses on supporting high-quality consumers and original brands, directing resources and discounts towards these groups [11]. - The platform has optimized its operational framework, enhancing algorithms and product capabilities to improve user experience [10]. - Flash sales have become a new growth engine, with approximately 37,000 brands and 400,000 stores participating, facilitating a deep integration of online and offline sales [10].