1月16日，NEWty2026天猫超级新品盛典在上海举办。盛典回顾了2025年亮眼新品增长成绩的同时，正 式发布了2026年优质新品扶持核心举措，同时公布涵盖百大年度新品的六大新品奖项，颁发年度商业人 物奖，并特别设立女性专项表彰，联动商业与公益，凝聚行业创新力量。 盛典现场，行业标杆品牌登台分享了独家的新品方法论。阿迪达斯讲述了通过新中式系列与天猫小黑盒 全球首发秀深度联动，实现了"即看即买"的新品爆发，2025年销量较前两年增长超25倍。潘婷推出了蕴 含护肤级3A胜肽配方的胜肽泡弹发膜，联合天猫精准触达需求人群，新品上市后1个月内新增人群资产 破1亿，以功效创新与平台人群运营驱动新品增长。以端侧AI Agent技术赋能创意生态，AMD连续三年 打造以中国文化为内核、AI生成技术为载体的大众赛事，借力天猫推动"科技+艺术"新品落地消费场 景，建立起国内应用AI先锋的品牌形象。 行业顶尖品牌荣获年度奖项 平台扶持成果显著 增长数据印证平台实力 新品驱动品牌增长 天猫作为品牌新品首发第一阵地，增长势能强劲。2025年，超过1600万款优质新品在天猫首发，新品规 模创历史新高，超30000款优质新品成交破百万，数 ...

Core Insights - The article emphasizes that AI is transforming the product innovation landscape, enabling brands to create and validate new products more efficiently and cost-effectively, leading to a higher likelihood of consumer acceptance [1][21]. Group 1: AI's Role in Product Development - AI accelerates the process of identifying consumer needs, generating creative ideas, and validating products, allowing brands to test new products at lower costs and higher frequencies [1][3]. - The TMIC (Tmall New Product Innovation Center) utilizes insights from 900 million consumers to enhance trend analysis and product development, significantly reducing the time required for market research from months to minutes [4][8]. - Over 8,000 brands have adopted TMIC's AI tools, resulting in an average increase of three times in new product development efficiency [4]. Group 2: Enhancing Consumer Experience - AI not only speeds up product creation but also improves consumer understanding of new products, making it easier for them to determine suitability and value [5][7]. - The introduction of AI-driven flagship stores, such as The Ordinary's, has led to significant consumer engagement, with over 1.1 billion visits and sales exceeding 10 million during promotional events [5]. - Brands like TOM FORD have successfully utilized AI to tailor communication strategies based on consumer preferences, resulting in the launch of highly successful products [5][9]. Group 3: Market Strategy and Execution - Tmall's strategy focuses on precise targeting and resource allocation for new product launches, moving from broad marketing to targeted campaigns [14][16]. - The collaboration with brands like Quark and Adidas demonstrates the effectiveness of AI in aligning product features with consumer interests, leading to substantial sales growth [16][20]. - Tmall aims to support over 16 million new product launches by 2025, with a projected 35% increase in the number of products achieving over one million in sales [17]. Group 4: Continuous Improvement and Feedback Loop - The integration of AI into the entire product lifecycle allows for a continuous feedback loop, enhancing product iterations based on consumer data and market trends [20][21]. - Tmall's approach transforms the platform into a critical entry point for technology brands, facilitating a deeper understanding of consumer needs and industry dynamics [20]. - The article concludes that AI is making the process of product innovation faster, clearer, and more replicable, establishing a sustainable growth engine for brands [21].

Core Insights - JD.com has launched the "JD New Product Learning Center" and upgraded the "JD New Product Operation Center" to empower merchants with a combination of methodology and practical platforms [1][9] - The new "New Product Incubation Three-Step Method" aims to provide a comprehensive solution for merchants from pre-launch to market acceleration, enhancing the success rate of new products [3][6] Group 1: New Product Incubation Methodology - The "New Product Incubation Three-Step Method" consists of three phases: "Merchant Preheating," "Cold Launch," and "Accelerated Explosion" [3][6] - The first step, "Merchant Preheating," focuses on building a solid foundation before the official launch, utilizing JDIC's big data to enhance the success rate of new products and reduce trial and error costs [4][6] - The second step, "Cold Launch," aims to efficiently push new products to target audiences, leveraging integrated marketing strategies across online and offline channels to validate market potential [4][6] - The third step, "Accelerated Explosion," involves significant resource investment from JD.com, including over 200 million search promotion traffic to support new products and innovative marketing tools to enhance product visibility [6][9] Group 2: Support Platforms for Merchants - The newly launched "JD New Product Learning Center" serves as a platform for merchants to learn the core theories of the "New Product Incubation Three-Step Method" and access operational tools and case studies [7][9] - The upgraded "JD New Product Operation Center" integrates over 100 operational tasks, providing a one-stop solution for merchants to execute the entire new product incubation and growth process [9] - JD.com positions itself not only as a sales platform but also as a preferred marketing venue for brand new products, ensuring a clear growth path for potential new products [9]