15万优质新商涌入， 276个新品牌破亿。 文｜ 陈曦 这是我看过对过去一年消费市场难得真实、也特别提气的一份总结。 昨天，天猫发布了《2025年度新品牌发展报告》（以下简称《报告》）。正是这份《报告》，让我们感受到了2025年某种强烈的"温差"——当外界还在谈论 消费降级、生意难做时，天猫把15万新商家入驻和276个新品牌破亿的数字，实实在在摆在了桌面上。 具体来说：在天猫创牌的商家数量，开店3年内成交破亿、破千万的品牌数量，都在2025年创下历史新高。2025年开店当年成交即破亿的品牌数量，同比增 长超40%。 | 2025年 15万优质商家 | 来天猫创牌 历史新高 | | | | | --- | --- | --- | --- | --- | | 2022 | 2023 | 2025 | 2021 | 2024 | 276个新品牌 2025年成交额破亿 5026个新品牌 2025年成交额破千万 2025年成交额破千万新品牌分布 行业 新品牌(个) 行业 新品牌 (个) 272 1109 服饰 运动户外 261 598 家电 日视 253 家装 家居 383 222 食品生鲜 3C数码 382 健康 3 ...

Core Insights - Tmall's 2025 New Brand Development Report indicates that over 150,000 quality new merchants established brands on the platform in the past year, marking a historical high in scale [1] - The number of brands achieving over 100 million yuan in sales in their opening year increased by over 40% year-on-year [1] - Among new brands established within three years, 276 brands achieved annual sales exceeding 100 million yuan, and 5,026 brands surpassed 10 million yuan, all setting historical records [1] Industry Breakdown - The top ten industries with the highest number of new brands achieving over 10 million yuan in sales in 2025 include apparel, home appliances, home decoration, 3C digital products, health, sports and outdoor, maternal and infant products, home goods, food and fresh produce, and jewelry [1] - The cities with the most new merchants in 2025 are Guangzhou, Shenzhen, Jinhua, Hangzhou, Quanzhou, Xiamen, Wuhan, Xuzhou, Dongguan, and Zhengzhou, with Guangzhou leading for three consecutive years [1] - In 2025, over 18,000 new merchants opened stores in Guangzhou, doubling the number from 2023 [1] Emerging Opportunities - A new wave of brands is rapidly emerging by addressing niche demands with differentiated high-quality products [1] - The report also highlights 50 blue ocean opportunity tracks for 2026, including smart robots, AI glasses, skin science, personalized makeup, wearable home clothing, vegetable-tanned HOBO bags, light customization in home decoration, smart mattresses, titanium kitchenware, small ball sports, lightweight sports gear, professional trail running, and outdoor pet products, indicating significant growth potential in these areas [1]

Core Viewpoint - The Zhejiang Youli Selection Center mini-program is set to launch by the end of July 2025, aiming to stimulate consumption and stabilize growth through a multi-faceted approach involving government subsidies, platform empowerment, and public participation [1] Merchant Side: Tiered Subsidies to Strengthen Market Foundation - A "Development Safeguard Plan" is introduced for small and medium-sized merchants, offering tiered subsidies based on the duration of their participation in the mini-program, with 2,000 yuan available after one year and a cumulative total of 20,000 yuan after two years [3] - The subsidy funds are directed towards supply chain upgrades and service quality improvements, particularly in key sectors such as catering, retail, and cultural tourism, aiming to create a cluster of "reassuring consumption demonstration merchants" [3] Consumer Side: Targeted Subsidy Coupons to Activate Consumption - The program will launch "benefit subsidy consumption coupons" covering various consumer categories, allowing users to receive a direct 30% subsidy based on their spending through the mini-program, which can be combined with other platform discounts [5] - This cash-based incentive model is designed to directly enhance residents' purchasing power and boost consumer confidence [5] Agent Side: Nationwide Recruitment for Promotion Agents - A "Consumption Promotion Agent" recruitment plan is initiated, allowing individuals from all sectors to apply as promotion agents, earning 100 yuan for each merchant they successfully refer to the platform [6] - The agent mechanism includes professional training and data monitoring support, aiming to create a vibrant atmosphere of public participation in consumption promotion, with expectations to onboard over 5,000 merchants within the year [6] Policy Closure: Transition from Short-term Stimulus to Long-term Ecological Consumption Upgrade - The policy represents an innovative practice by the Zhejiang Youli Selection Center to implement consumption stimulation strategies, forming a complete loop from supply to demand through the three-dimensional linkage of merchant stability, consumer confidence, and channel expansion [6] - The application process for merchant entry, coupon collection, and agent registration is currently in preparation and will soon be available on the official mini-program platform [6]