Core Viewpoint - The article highlights the emergence of new brands during the Tmall 618 shopping festival, showcasing their rapid growth and success in various product categories, indicating a shift from being "popular" to "established" brands in the competitive e-commerce landscape [1][3]. Group 1: New Brand Success - A total of 260 new brands achieved significant sales during the first phase of Tmall 618, with an average transaction exceeding 10 million, and 12 brands surpassing 50 million in sales [3]. - Brands like Valoremonton and Song Dynasty have quickly risen to the top of their respective categories, demonstrating effective strategies in product design and marketing [3][4]. - The brand CASETiFY, known for its premium phone cases, and LiberLive, which offers a unique "stringless guitar," also topped their categories, reflecting the diversity of successful new entrants [1][3]. Group 2: Strategic Preparation and Growth - Song Dynasty's sales increased by 200% year-on-year during Tmall 618, attributed to early preparation and participation in promotional activities [4]. - ABCMokoo, a furniture brand, focused on young parents' needs and achieved the top position in children's furniture, emphasizing the importance of brand building over mere sales tactics [4]. - Tmall's platform supports over 300,000 brands, providing a significant user base and brand recognition, which is crucial for new brands aiming to establish themselves in their industries [4]. Group 3: Tmall's Support Initiatives - Tmall has introduced the "Thousand Stars Plan," which offers tailored support for emerging brands, including one-on-one communication and access to advanced data tools [5]. - The "Treasure New Brands" initiative focuses on new consumer groups and innovative supply, providing comprehensive marketing support to brands at different development stages [5]. - Tmall's commitment to nurturing quality and original brands aims to foster substantial growth and establish a robust brand ecosystem [4][5].