天猫发布2025创牌报告

Core Insights - Tmall's 2025 New Brand Development Report indicates a record high of over 150,000 quality new merchants creating brands on the platform in the past year, with a more than 40% year-on-year increase in the number of brands achieving over 100 million in sales in their opening year [1] - The report highlights that 276 new brands achieved over 100 million in annual sales within three years, and 5,026 brands surpassed 10 million in annual sales, marking historical highs across various metrics [1] Industry Overview - The top ten industries with the most new brands achieving over 10 million in sales by 2025 include apparel, home appliances, home decoration, 3C digital products, health, sports and outdoor, maternal and infant products, home goods, food and fresh produce, and jewelry [1] - Notable brands such as Tenko Qintian, Tongping, Xu Cuihua, Kutaike, Xiaohan Furniture, Junpei, LiberLive, Juequling, PANE, and CrzYoga are recognized as representatives of the "new force" brands, each achieving over 100 million in sales and leading in their respective niche markets [1] Brand Strategies - New brands are leveraging differentiated high-quality products to quickly rise in the market by addressing specific consumer needs, as seen with LiberLive's "stringless guitar" and XREAL's AR glasses [2] - Brands like Xu Cuihua have successfully entered the market by solving common pain points, such as creating plant-based cat litter that addresses issues like clumping and odor [2] - PANE emphasizes the importance of originality and collaboration with Tmall for product launches, highlighting the platform's role in trend co-creation and new product incubation [2] Support and Growth Initiatives - Tmall provides a nurturing environment for new brands and opportunities for IP commercialization, as demonstrated by Tenko Qintian's success through collaboration with a popular variety show [3] - The report identifies major cities contributing to new merchant growth, with Guangzhou leading for three consecutive years, having over 18,000 new merchants in 2025, doubling from 2023 [3] - Tmall offers various support policies for new brands, including the "Blue Star Plan" for new merchants, the "Treasure New Brand" initiative for systematic growth support, and the "Thousand Star Plan" for operational efficiency in potential market segments [3]