2025年天猫双11：近600品牌成交破亿 剔除退款后创成交新高

Tmall's 2025 Double 11 achieved its best growth in four years, setting a new transaction record after refund deductions.

1. Strong brand performance: Nearly 600 brands exceeded 100 million RMB in sales, with over 10 brands like Apple and Haier surpassing 1 billion RMB. Among them, 34,091 brands doubled their year-on-year growth, and 18,848 saw over triple growth.

2. Rapid rise of new brands: 406 new brands topped their trending categories—such as Ten Diligent Days leading IP merchandise, Xucuihua dominating cassava cat litter, and Bambu Lab becoming the 3D printing champion. 26 new brands broke 100 million RMB in sales, while 188 exceeded 10 million RMB.

3. Robust new product sales: 14,246 new products surpassed 1 million RMB in sales, with new items accounting for 30% of billion-RMB products. Flagship launches like the iPhone 17 Pro Max broke 100 million RMB on debut, offering consumers the latest choices.

4. Active membership spending: 88VIP membership reached a new high, with daily average orders up 31% year-on-year. Brand flagship stores added 145 million new members.

5. Enhanced discounts and technology: Tmall invested its largest-ever resources, with AI-powered "Smart Benefit Engine" vouchers boosting brand order growth by 86%, ensuring genuine discounts and improving participation experience.

Tmall remains a primary growth platform for brands, with Double 11 offering key marketing and channel opportunities.

1. Efficient brand marketing: Nearly 600 brands exceeded 100 million RMB in sales. New products like the iPhone and lululemon items broke 100 million RMB on launch. AI vouchers drove an 86% daily increase in brand orders, enhancing user conversion.

2. Expanded channel development: Tmall upgraded its consumer platform by adding Taobao Flash Sales and Fliggy travel scenarios. Flash sales orders grew over 200%, while Fliggy transactions rose over 30%, broadening brand exposure.

3. Product development insights: 14,246 new products surpassed 1 million RMB in sales. Successful launches like the Roborock P20 Ultra Plus vacuum reflect consumer trends favoring tech innovation.

4. Consumer trend analysis: 88VIP membership orders grew 31%, indicating rising loyalty. New brands like Yuan Shi Mu Yu exceeded 1 billion RMB, showcasing differentiation strategies worth emulating.

5. Support resource utilization: Tmall invested strategic resources to support original merchants, with 406 new brands leading categories, offering growth learning points.

Tmall's supportive policies drive market growth, highlighting actionable opportunities.

1. Policy interpretation: Tmall supports quality brands and original merchants with its largest-ever investment, achieving the best growth in four years (post-refund). Support includes AI decision vouchers and new scenario activation.

2. Growth opportunities: Nearly 600 brands exceeded 100 million RMB in sales, with 34,091 doubling growth. New categories like 3D printing (led by Bambu Lab) suggest collaboration or innovation entry points.

3. Shifting consumer demand: Membership daily orders rose 31%, and new products like the iQOO 15 broke 100 million RMB on debut, reflecting premium consumption growth.

4. Positive impacts: Taobao Flash Sales participants saw orders surge 198% month-over-month; Fliggy transactions rose over 30%, indicating new channel benefits.

5. Learnable strategies: AI "Smart Benefit Engine" boosted order conversion by 86%, enabling sellers to reduce risk via technology. New brand cases like Xucuihua demonstrate rapid scaling.

Tmall Double 11 highlights product demand and e-commerce opportunities.

1. Product design needs: Hot-selling new products like the iPhone 17 Pro Max and Roborock P20 Ultra Plus (exceeding 100 million RMB) indicate strong demand for innovative tech and smart devices.

2. Business opportunities: Nearly 600 brands surpassed 100 million RMB in sales. New brands like Bambu Lab leading 3D printing offer factory collaboration potential. Tmall's support for original merchants—e.g., Ten Diligent Days topping its category within a year—inspires small factories to expand on platforms.

3. Digitalization insights: AI drove growth, with decision vouchers boosting orders by 86%. Factories can adopt supply chain digitalization for efficiency. Tmall's e-commerce upgrade, with instant retail daily orders up 198% month-over-month, shows online integration potential.

E-commerce industry trends and pain-point solutions emerge.

1. Industry developments: Membership economy strengthens—88VIP orders grew 31%, and brands added 145 million members—highlighting loyalty management growth. Instant retail scenarios like Taobao Flash Sales (orders up over 200%) reflect accelerated e-commerce integration.

2. New technology applications: AI "Smart Benefit Engine" scaled effectively, with vouchers driving an 86% daily increase in brand orders, enhancing conversion via innovative decision tools.

3. Client pain-point solutions: Consumer conversion challenges are addressed by AI voucher-driven user growth. Merchant support needs are met by Tmall's policies, which helped 406 new brands lead categories, offering case studies.

Tmall's platform upgrades drive operational and management improvements.

1. Business need response: Merchants seek growth support; Tmall invested in consumer incentives, with AI decision vouchers increasing users by 86%, strengthening platform appeal.

2. Latest platform practices: Full-scale AI "Smart Benefit Engine" deployment; Taobao Flash Sales participation boosted retail orders over 200% year-on-year; Tmall's instant retail daily orders rose 198% month-over-month.

3. Merchant recruitment and operations: New brands like Xucuihua quickly topped categories, enriching recruitment cases. Membership system innovations, with 88VIP at a record high, drove order growth.

4. Risk mitigation: Emphasis on genuine discounts year-round and support for original merchants reduces risk. New scenarios like Fliggy's high transactions avoid over-reliance on single channels.

Double 11 reveals industry trends and business model insights.

1. Industry developments: E-commerce sustains growth, with post-refund transactions hitting a new high. 406 new brands leading categories demonstrate strong innovation. Instant retail (e.g., Taobao Flash Sales orders up over 200%) reveals format integration.

2. New questions explored: How to maintain the best growth in four years? Tmall's strategic support and resource investment offer policy effectiveness cases.

3. Policy implications: Supporting original merchants helped 26 new brands exceed 100 million RMB, informing resource allocation models. AI decision vouchers drove 86% growth, showing efficiency gains from technology.

4. Business model research: Platform-brand-AI integration—Tmall's upgraded consumer platform and first-year AI application fueled explosive growth—suggests a sustainable business model.