双11，天猫“战报”来了！

Core Viewpoint - Tmall achieved its best growth in four years during the "Double 11" shopping festival, with significant increases in brand sales and consumer engagement [2][4]. Group 1: Sales Performance - Nearly 600 brands achieved sales exceeding 100 million yuan, with 34,091 brands seeing year-on-year growth [2]. - 18,048 brands experienced over 300% growth, while 13,081 brands saw over 500% growth compared to the previous year [2]. - Major brands like Apple, Haier, and Xiaomi each surpassed 1 billion yuan in sales [2]. Group 2: Strategic Initiatives - Tmall implemented its largest consumer investment in history, which contributed to the record growth [4]. - The introduction of the AI "Smart Benefit Engine" led to an 86% increase in daily order users [4]. - Tmall's strategy focused on supporting high-quality brands and original merchants, enhancing brand growth [4][12]. Group 3: New Brand Development - 406 new brands ranked first in trending categories, with 26 new brands achieving over 100 million yuan in sales [5]. - 14,246 new products sold over 1 million yuan, with 30% of products exceeding 100 million yuan being new releases [6]. Group 4: Consumer Engagement - The 88VIP membership program reached new heights, with daily order purchase numbers increasing by 31% year-on-year [6]. - The number of new members in brand flagship stores increased by 145 million [6]. Group 5: Business Model Evolution - Tmall's platform optimization included comprehensive upgrades in algorithms, product capabilities, and operational methods [11]. - The flash sale business has become a new growth engine, integrating offline stores with Tmall's online platform [12]. - Tmall's "Support Quality" strategy targets high-quality consumers and original merchants, focusing resources on these groups for sustainable growth [12].