文 观察者网 周毅 淘宝天猫，正在努力成为中国优质商家的最佳"合伙人"。 6月19日凌晨，淘宝公布"战报"。今年天猫618玩法进一步简化，用户规模和活跃度双双创下新高。消费 者热情高涨，在美妆、服饰、3C数码等多个行业，淘宝成交规模及增速蝉联全网第一。淘宝依然稳坐 全球品牌成交最佳主场：截至6月18日24点，453个品牌在天猫618成交破亿，同比增长24%。 今年618淘宝重点扶持"优等生"，注重将资源倾斜向认真做产品和服务的优质原创商家，鼓励他们创造 更好的消费体验。"扶优"战略下不断引导行业良性发展，也是今年天猫618最重要的变化。今年618期 间，淘宝天猫投入百亿规模资金，通过88VIP大额券、行业券、会员购物金等政策，对优质商家进行补 贴——这得到了商家和消费者的欢迎。 "不用再为无底线卷低价、卷仅退款那些无意义的内卷所内耗了，现在我们可以真正把精力投入到原 创、商品和服务上来。" 谈及今年618的变化，淘宝店主蒲寻冬（化名）如是说。在这位创业者看来，淘宝在618前后对店铺体 系、评分机制都进行了全面重构，不仅消费者使用起来更简单、清爽了，他自己所在的"小众赛道"也得 到了更真实的评价——想做出自己品 ...

Core Insights - Membership shopping credits are becoming a key growth accelerator for brands during the 618 shopping festival on Tmall, with some brands seeing membership transaction ratios exceed 70% for the first time [2][5] - Tmall has partnered with over 10,000 leading brands to offer straightforward shopping credit discounts to their members, enhancing customer engagement and driving repeat purchases [2][3] - The strategy emphasizes a symbiotic relationship between the platform and brands, where increased investment from merchants leads to greater platform support, ultimately benefiting both parties [3][5] Group 1: Membership Strategy - Tmall's 2025 strategy focuses on supporting quality brand growth, with significant resources allocated to merchant incentives, new product support, and member benefits [4][19] - The introduction of a "member omnichannel penetration" plan aims to extend member benefits beyond private domains to public areas like search and shopping carts, enhancing brand visibility [4][19] - The 618 shopping festival showcases the latest iteration of this strategy, with brands offering substantial discounts through shopping credits, encouraging consumers to recharge before purchasing [6][12] Group 2: Consumer Engagement - Many brands have elevated the status of membership benefits, creating tailored plans for new customers and loyal members, including exclusive offers and rewards [6][12] - The shopping credit system is designed to attract consumers by providing immediate and tangible discounts, making it more appealing for them to engage with brands [12][20] - The concept of membership economics is highlighted, where high-value users are willing to pay a premium for guaranteed benefits, transforming transaction flows into assets [12][20] Group 3: Long-term Implications - The shift in Tmall's strategy reflects a broader trend in the e-commerce industry, moving away from price wars towards building long-term customer relationships and loyalty [14][22] - The platform's focus on member engagement has resulted in significant growth metrics, with membership contributing to over 50% of transaction volumes for leading brands [19][20] - The collaborative investment model between Tmall and brands is seen as a way to break the cycle of traffic and loss, fostering a healthier ecosystem for all stakeholders involved [20][22]