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。 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，数量同比增长35%，新品整体实现34%的成交增长， 充分彰显平台的新品孵化力与增长确定性。 盛典现场，行业标杆品牌们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，25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了新品增长。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生成技术载体的大众赛事，借力天猫推动"科技+艺术"新品落地消费 ...

Core Insights - Tmall announced the launch of over 16 million quality new products in 2025, setting a historical record for new product scale, with over 30,000 quality new products achieving sales exceeding 1 million, representing a year-on-year growth of 35% in quantity and 34% in overall sales [1][2] Group 1: New Product Launch Support - Tmall will significantly increase resource investment for new product launches in 2026, providing dedicated support for super new products and potential new products, with in-platform resources reaching a scale of hundreds of millions in traffic [1] - Core resources on the Taobao app, including homepage, search, and recommendations, will be opened up to super new products, with the "Black Box" providing tens of millions in basic exposure to efficiently reach a wide range of quality consumers [1][2] - The platform's search and recommendation algorithms will be upgraded to identify "new product-sensitive groups," allowing for precise traffic distribution and higher conversion efficiency for new products [1] Group 2: Comprehensive Service Capabilities - Tmall has upgraded its full-chain service capabilities for new products, integrating with platforms like Alipay, Gaode, and Xiaohongshu to distribute new product samples across various services [2] - The Tmall TMIC has introduced the "AI Xiaoxin" tool to assist brands in trend analysis, user research, and new product design, enhancing the efficiency of new product development [2] - Tmall plans to collaborate with global top events such as F1 China, the World Cup, and the Cannes Film Festival in 2026 to create marketing events that enhance new product visibility and reach diverse consumer segments [2] Group 3: Long-term Support for New Products - Tmall will extend the core resource support period for new products in 2026, doubling the duration of support to ensure sustained sales growth beyond the initial launch phase [2] - The company aims to fully support quality original brands and double resource investment in new product incentives under the "Support Excellence" strategy, enhancing brand growth certainty [2] - As the primary platform for new product launches, Tmall is committed to creating sustainable high-quality growth for brands through increased resource investment, broader audience coverage, and longer support periods [2]