天猫「扶优」一年，新品牌迎来黄金时代

Core Insights - The report from Tmall indicates a strong performance in the new brand sector, contradicting the narrative of a declining consumer market, with 150,000 new merchants and 276 new brands achieving over 100 million in sales [1][8] - The data suggests that 2025 is a significant year for new brand entrepreneurship, showcasing a thriving environment for brands that focus on product quality rather than price competition [8][10] Group 1: Market Performance - Tmall's report highlights a historical high in the number of new brands achieving significant sales milestones within three years of establishment, with a year-on-year growth of over 40% for brands reaching 100 million in sales in their opening year [1][8] - The report emphasizes that the consumer market is not "cooling down" but rather becoming more selective, rewarding brands that focus on genuine product quality [13][30] Group 2: Brand Strategies - Successful brands are characterized by their commitment to product excellence, as seen in the case of brands like Xucuihua, which focuses on high-quality, plant-based cat litter, and CrzYoga, which tailors products to local consumer preferences [10][24] - The report identifies three main winning strategies among new brands: technology translation into user experience, pain point customization, and leveraging IP for sustained consumer engagement [23][24][26] Group 3: Consumer Trends - The evolving consumer demand is shifting towards a balance of emotional and practical value, with a consistent increase in the quality index of consumer goods over the past ten quarters [34][35] - The report suggests that the future growth opportunities lie in high-quality products that meet the evolving needs of consumers, particularly in sectors like AI hardware, smart accessories, and innovative home appliances [30][34]