来源：证券日报 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 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"新品落地消费场 景，建立起中国应用AI先锋 ...

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 - The NEWty 2026 Tmall Super New Products Festival highlighted the impressive growth of new products in 2025 and announced key support measures for high-quality new products in 2026, including six major new product awards and a special recognition for women [1][11] Group 1: Growth Data and Brand Performance - Tmall has established itself as the primary launch platform for new products, with over 16 million quality new products launched in 2025, achieving a historical high in new product scale [2] - The overall transaction growth for new products reached 34%, with over 30,000 quality new products achieving sales exceeding one million, reflecting the platform's strong incubation capabilities [2] - Notable brands shared their successful new product strategies, such as Adidas, which saw a sales increase of over 25 times through its new series and Tmall's global launch [2] Group 2: Award Recognition and Brand Innovation - Several brands received awards for their outstanding innovation and marketing performance, including Duck Duck, which achieved over 100 million in sales during Tmall Super Brand Day [3] - Talanis was recognized for its innovative children's running shoes, becoming the first children's shoe brand on Tmall to surpass 100 million in sales [3] - Mao Ge Ping's "Earth Eye Shadow" series achieved over 300 million in exposure during Tmall Super Brand Day, earning the title of "Cultural Creativity Brand of the Year" [3] Group 3: Consumer Engagement and Marketing Strategies - Disney and Shanghai Disneyland won the "Consumer Choice Brand of the Year" for their collaboration on the "Zootopia 2" movie and related experiences [4] - Xiaojia's innovative marketing strategies led to record sales during its 10th anniversary campaign, with its new product ranking first in category sales [4] - Shaoyin's collaboration with Tmall Super Brand Day resulted in a 100% year-on-year sales increase, showcasing effective marketing innovation [4] Group 4: Recognition of Industry Leaders - The Tmall Annual Business Person Award was established to honor individuals who significantly shape the Chinese consumer market, with three notable winners recognized for their contributions [7] - Gao Dekang from Bosideng, Adrian Siu from Adidas, and Jasmine Xu from Procter & Gamble were awarded for their leadership and innovation in their respective fields [7][8] Group 5: Women's Empowerment Initiatives - The festival included special awards focusing on women's empowerment, recognizing brands that integrate commercial practices with support for women's growth [9] - The "Annual Women's Power Brand" award was given to brands like Erdos Group and Estée Lauder for their initiatives supporting women's development [9] - The "Annual Women's Power Award" was awarded to Ma Xiaoyu from L'Oréal China for her efforts in promoting women's rights and empowerment in the industry [9] Group 6: Future Initiatives and Support Measures - Tmall announced its core support measures for high-quality new products in 2026, aiming to enhance resource investment and increase traffic to ensure successful product launches [11] - The platform plans to utilize algorithms to identify target audiences for new products and leverage global marketing events to boost product visibility [11]