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Core Viewpoint - Tmall's 2025 strategy emphasizes supporting high-quality, original brands rather than spreading resources evenly across all brands, indicating a shift towards fostering innovation and creativity in the brand ecosystem [1][5][12]. Group 1: Strategy Implementation - The new strategy was not abruptly introduced but was piloted in the fast-moving consumer goods, apparel, and sports outdoor sectors for several months, showcasing data results to brand partners before a broader rollout [4]. - Tmall's support for original brands includes extending the incubation period for new products from 30 days to 90 days and doubling the number of supported new products from 4,000 to 8,000 [14][19]. Group 2: Current Brand Ecosystem - The current brand ecosystem is characterized by a decline in innovation, with a 3% decrease in new cosmetic product registrations in 2024 compared to 2023, and a 14.6% drop in new products from major international cosmetic brands in China [7]. - Many mature brands have relied on retail channel efficiency rather than product innovation, leading to a decline in their competitive edge and market share [8][9]. Group 3: Tmall's Competitive Advantage - Tmall's strategy aims to leverage its high repurchase rates and user engagement, with 90-day repurchase rates averaging 15% across industries and 30% for member users [18]. - The platform's focus on expanding user purchase categories and enhancing member benefits is designed to create a closed-loop system that maximizes value for both Tmall and brands [19]. Group 4: Market Trends and Future Outlook - The trend towards supporting original brands is expected to create significant growth opportunities, with 469 emerging brands achieving top sales in niche categories during the 2024 Double 11 shopping festival [26]. - Tmall's commitment to fostering original brands is anticipated to lead to the emergence of innovative brands capable of creating new market segments [27].