品牌的未来，藏在这些细节里

Core Insights - The growth of quality original brands continues, with over 4,100 brands on Tmall achieving over 100 million in transactions in 2024, maintaining a growth rate of 20% [1] - Tmall's strategic resource allocation focuses on merchant incentives, new product support, brand membership, quality live streaming, and user growth to expand the business ecosystem and ensure sustainable development [1][3] Group 1: Brand Support Strategies - Tmall's support for quality merchants is a long-term strategy aimed at maintaining high-value supply in the ecosystem amidst industry profit erosion due to market competition [4] - By the end of March, 90% of brands in beauty, apparel, and outdoor sports achieved double-digit growth targets through commission trials [5] - Tmall's systematic support strategy for quality brands is set to expand across all industries with high-frequency coverage throughout the year [6] Group 2: New Product Launches - Tmall launched 4,500 super new products in 2024, generating a total transaction of 100 billion, with 34,000 super single products achieving over 10 million in sales [10] - The competition for new products is fundamentally a battle for consumer attention, with the probability of new products becoming bestsellers decreasing [11][13] - Tmall has lowered the entry barriers for new products, allowing emerging brands with limited budgets to participate in the market [16] Group 3: User and Membership Growth - There are still 11.8 billion user relationships that have not become members, indicating significant potential for membership growth [27] - Tmall's data shows that over 50% of business from top brands is contributed by brand members, highlighting the importance of membership in driving sales [29] - The platform is enhancing membership operations to convert private domain activity into public domain traffic, creating a positive cycle of membership growth and sales increase [34] Group 4: Market Trends and Consumer Behavior - The consumer market is witnessing a shift towards value-driven consumption, with brands focusing on product innovation rather than low prices [46][48] - Tmall's internal observations indicate that the growth in the sports category is primarily driven by female consumers, suggesting a shift in target demographics [48] - The platform aims to create real value for users rather than being driven by short-term sales anxiety, indicating a long-term vision for brand growth [51]