【导读】天猫实现四年来"双11"最好增长 "双11"，"战报"来了！ 截至11月14日晚间，2025年天猫"双11"已实现四年来最好增长收官。 天猫总裁家洛表示，在扶持优质品牌和原创商家的战略带动下，同时得益于平台史上力度最大的消费者 投资，天猫实现了四年以来"双11"全周期最好的一次增长（剔除退款后成交）。 天猫实现四年来双11最好增长 今年以来，天猫提出全力扶持优质品牌和原创商家，投入战略级资源做大品牌增长。2025年天猫"双 11"，天猫实现了四年来"双11"全周期最好的一次增长。 数据显示，融入淘天后的第一个"双11"，飞猪成交创历史新高，同比增长超30%；淘宝闪购零售订单同 比增长超2倍，天猫品牌即时零售日均订单环比9月增长了198%。 据记者了解，今年天猫"双11"进行了史上力度最大的消费者投资，并首次规模化启用AI"智惠引擎"决策 发放，AI红包带动品牌日均下单用户数增长86%。 "今年天猫'双11'是淘宝升级大消费平台的第一个'双11'，也是淘宝闪购全面参与的第一个'双11'，AI全 面应用的第一个'双11'。对消费者而言，天猫'双11'是全年最优惠、全年真优惠的盛大消费节日。对商 户而言，天 ...

Core Insights - Tmall achieved its best growth in four years during the "Double 11" shopping festival in 2025, with significant increases in brand sales and consumer engagement [1][2]. Group 1: Sales Performance - Nearly 600 brands achieved over 100 million yuan in sales, with 34,091 brands doubling their sales year-on-year, and 18,048 brands increasing sales by over three times [1][2]. - Major brands such as Apple, Haier, and Xiaomi each surpassed 1 billion yuan in sales [1]. - The integration of AI "Smart Benefit Engine" led to an 86% increase in daily average order users [2]. Group 2: Consumer Engagement - The number of 88VIP members reached a new high, with daily average order purchasers increasing by 31% [3]. - The introduction of new products saw 14,246 items achieving over 1 million yuan in sales, with 30% of products exceeding 100 million yuan being new releases [3]. Group 3: Strategic Initiatives - Tmall's "扶优" strategy focuses on supporting high-quality consumers and original brands, directing resources and discounts towards these groups [11]. - The platform has optimized its operational framework, enhancing algorithms and product capabilities to improve user experience [10]. - Flash sales have become a new growth engine, with approximately 37,000 brands and 400,000 stores participating, facilitating a deep integration of online and offline sales [10].

Core Insights - Tmall achieved its best growth in four years during the 2025 "Double 11" shopping festival, with nearly 600 brands surpassing 100 million yuan in sales and over 34,000 brands experiencing year-on-year growth [1][2] Group 1: Sales Performance - Tmall's "Double 11" saw significant sales growth, with 34,091 brands doubling their sales compared to last year, and 18,048 brands increasing sales by over three times [1][2] - Notable brands such as Apple, Haier, and Xiaomi each surpassed 1 billion yuan in sales during the event [1] - The integration of AI technology led to an 86% increase in daily average order users, showcasing the impact of AI on consumer engagement [2][3] Group 2: Brand and Consumer Engagement - The event provided a platform for new brands, with 406 new brands ranking first in trending categories, and 26 new brands achieving over 100 million yuan in sales [2][3] - The number of 88VIP members reached a new high, with daily average order users increasing by 31% year-on-year [3] Group 3: Strategic Initiatives - Tmall's strategy focused on supporting high-quality brands and original merchants, with significant resources allocated to enhance brand growth [2][11] - The "Flash Sale" business has become a new growth engine, with approximately 37,000 brands and 400,000 stores participating, indicating a shift in user demographics towards younger and higher-income consumers [10][11] - Tmall's "扶优" (supporting excellence) strategy targets high-quality consumers and merchants, aiming for long-term healthy development of the platform [11]

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].

大象新闻记者 张迪驰 11月14日晚，2025年天猫双11以实现四年来最好增长收官。 天猫始终拥有中国最大的优质用户群体，88VIP会员规模再创新高，消费意愿持续提升，日均下单购买 人数同比增长31%；品牌旗舰店会员新增1.45亿。 今年天猫双11是淘宝升级大消费平台的第一个双11，淘宝闪购全面参与的第一个双11，AI全面应用的第 一个双11，新场景正在激活新增量。融入淘天后的第一个双11，飞猪成交创历史新高，同比增长超 30%；淘宝闪购零售订单同比去年增长超2倍，天猫品牌即时零售日均订单环比9月增长了198%。 天猫双11全周期，近600个品牌成交破亿，34091个品牌同比去年增长翻倍，18048个同比增长超3倍， 13081个同比增长超5倍，均超去年同期。其中，苹果、海尔、美的、源氏木语、小米、斐乐、老铺黄 金、骆驼、华为、耐克等品牌成交破10亿。 天猫双11为优质原创品牌成长壮大提供最重要舞台。406个新品牌拿下趋势品类第一，其中，26个新品 牌成交破亿，188个新品牌成交破千万。入驻天猫仅1年多的十个勤天，登顶IP周边品类，入驻2年的许 翠花拿下木薯猫砂品类第一，拓竹拿下3D打印品类冠军。 天猫双11 ...

Group 1 - The core viewpoint of the articles highlights the significant growth and success of Tmall's Double 11 event in 2025, with nearly 600 brands achieving over 100 million in sales and many brands experiencing substantial year-on-year growth [1][2] - Tmall's president, Jialuo, stated that the event marked the best growth in four years, driven by strong support for quality brands and original merchants, as well as the largest consumer investment in the platform's history [1][2] - A total of 406 original brands achieved first place in trending categories during the event, with 26 new brands surpassing 100 million in sales and 188 new brands exceeding 10 million [1] Group 2 - This year's Double 11 was notable for being the first under the upgraded Taobao large consumption platform, with significant participation from Taobao Flash Sale and comprehensive AI application [2] - The integration of various platforms led to record-breaking sales for Fliggy, with a year-on-year growth of over 30%, and Taobao Flash Sale retail orders increasing by more than 200% compared to last year [2] - Tmall implemented the largest consumer investment in history and utilized AI "Smart Benefit Engine" for decision-making, resulting in an 86% increase in daily active users for brands [2]

Core Insights - Tmall's Double 11 event in 2025 achieved record-breaking sales, with nearly 600 brands surpassing 100 million in transactions and significant growth across various brands compared to the previous year [1][4] - The event marked the best growth in four years, driven by strong support for quality brands and original merchants, alongside the largest consumer investment in Tmall's history [1][5] Brand Performance - A total of 34,091 brands saw year-on-year growth, with 18,048 brands increasing sales by over 300% and 13,081 brands by over 500% [1] - Notable brands such as Apple, Haier, and Xiaomi each surpassed 1 billion in sales [1] New Brands and Products - 406 new brands ranked first in trending categories, with 26 new brands achieving over 100 million in sales and 188 over 10 million [4] - 14,246 new products surpassed 1 million in sales, with significant contributions from new launches like iPhone 17 Pro Max and OPPO Find X9 Pro [4] Consumer Engagement - The 88VIP membership program reached new heights, with a 31% increase in daily average order numbers year-on-year and an addition of 14.5 million new flagship store members [4] - The integration of AI technology led to an 86% increase in daily active users, enhancing consumer engagement during the event [5] Overall Event Impact - This year's Double 11 was the first to fully incorporate AI and new retail scenarios, resulting in record sales for various platforms, including a 30% year-on-year increase for Fliggy [4][5] - Tmall's strategic focus on supporting quality brands and original merchants solidified its position as a key growth platform for these brands [5]