2415个海外新品牌在天猫国际开出中国首店同比双位数增长

作者：龚作仁文章来源：Laborer

2026-01-27 13:05

作者：龚作仁文章来源：Laborer

2026-01-27 13:05

邦小白快读

全文速览

总1 2025年天猫国际迎来2415个海外新品牌入驻，同比增长双位数，平均每天超6家开业，显示中国市场吸引力强劲。

1.第四季度入驻691家创全年峰值，趋势持续向上。

2.新品牌覆盖全球52国，美日韩最多，法国新西兰增长最快。

总2 行业分布以健康、美妆个护、母婴为主，其中母婴婴童食品新牌激增128%，健康聚焦精准营养和抗衰。

1.海外品牌避开国货美妆竞争，转向个护如头发护理，个护新牌增37%半数涉头护。

2.成交翻倍赛道包括玩具周边、户外装备等，反映消费者爱己爱家需求。

总3 成功案例如COVERNAT服饰品牌、Weverse Shop玩具周边品牌，后者通过定制礼包增强参与感，实现高增长。

总1 天猫国际作为核心渠道助力海外品牌入华，如COVERNAT品牌通过平台成为成交冠军，强调品牌渠道建设重要性。

1.品牌营销需抓消费趋势，天猫国际洞察引导韩品牌从美妆转服饰等多赛道。

2.产品研发聚焦细分痛点，如Xcare生发品牌以“0丙二醇”配方解决头皮敏感，体现差异化竞争。

总2 消费趋势显示用户行为追求个性化表达和参与感，Weverse Shop用组合定制满足需求。

1.用户行为观察：消费者从泛需求转向精细化，品牌定价应避开竞争红海。

2.案例启示：中国消费者偏好驱动多领域布局，如婴童食品和宠物品类增长。

总1 天猫国际平台提供增长机会，新品牌年均双位数增长，卖家可学习其招商策略应对市场变化。

1.增长市场：婴童食品增128%、玩具周边翻倍，机会在细分如头发护理和正畸牙膏。

2.消费需求变化：消费者转向爱己爱家导向，进口品质持续受追捧。

总2 事件应对措施包括避开正面竞争，如国货美妆兴起下转向个护赛道，风险提示为市场拥挤。

1.可学习点：Weverse Shop通过情感价值组合提升参与感，促进成交。

2.合作方式：天猫国际提供扶持政策如供应链支持，最新商业模式包括多元化布局减少依赖。

总1 海外品牌需求带来生产机会，如头发护理产品占个护新牌半数以上，工厂可设计针对性配方如“0丙二醇”。

1.产品生产需求：精细化卡位如婴童食品增128%，需高效满足细分痛点如脱发护理。

2.商业机会：健康行业精准营养和抗衰赛道涌入新牌，工厂可开拓相关品类。

总2 推进数字化和电商启示：天猫国际平台通过供应链完善加速品牌落地，工厂可借电商渠道拓展市场。

1.案例启示：Xcare品牌成功案例显示产品差异化设计能赢得市场。

总1 行业发展趋势：海外品牌密集涌入精细化赛道，健康美容母婴持续增长，服务商可把握机遇。

1.客户痛点如头皮敏感问题，Xcare品牌提供温和解决方案。

2.新技术体现在配方开发，如防脱洗发产品。

总2 解决方案：天猫国际提供招商入驻、供应链管理、正品溯源等基础设施，解决品牌入华痛点。

1.趋势提示：品牌从大众化转向小众需求如口腔精油，服务商需辅助创新。

总1 商业对平台需求强烈，天猫国际2025年招商2415新品牌，平台做法包括第四季度推入驻峰值。

1.平台招商：吸引韩品牌43%占服饰新牌，做法是消费洞察引导布局多元化赛道。

2.运营管理：完善跨境供应链正品溯源，确保品牌快速落地和增长。

总2 风向规避：平台帮助品牌避开竞争风险，如国货美妆挤压下转向个护领域。

1.最新做法：通过榜单和案例推广如COVERNAT，强化平台吸引力。

总1 产业新动向：全球品牌持续入华天猫国际，转向精细化细分市场，如健康精准营养和婴童食品。

1.新问题：国货美妆崛起导致海外品牌策略调整，避开锋芒转向新机会。

2.商业模式启示：天猫国际平台模式支持品牌多赛道布局，减少单一依赖。

总2 政策法规建议：虽未直接提及，但天猫国际基础设施如正品溯源可推广至其他电商。

1.案例分析：Weverse Shop情感价值驱动成交，折射消费需求变化和社会趋势。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

In 2025, Tmall Global welcomed 2,415 new overseas brands, marking double-digit year-on-year growth and averaging over six new store openings daily, underscoring China's strong market appeal.

1. The fourth quarter saw 691 new brand entries, the highest quarterly peak of the year, indicating a sustained upward trend.

2. New brands originated from 52 countries, with the U.S., Japan, and South Korea leading, while France and New Zealand showed the fastest growth.

Health, beauty & personal care, and maternal & child products were the dominant categories, with infant and child food brands surging by 128%, while health-focused brands emphasized precision nutrition and anti-aging.

1. Overseas brands are shifting from competing with domestic beauty brands to personal care niches like hair care, where new personal care brands grew by 37%, half of which focused on hair care.

2. High-growth segments like toys & peripherals and outdoor gear doubled in sales, reflecting consumer demand for self-care and family well-being.

Success stories include apparel brand COVERNAT and toy peripheral brand Weverse Shop, the latter boosting engagement through customized gift sets to achieve rapid growth.

Tmall Global serves as a core channel for overseas brands entering China, exemplified by COVERNAT becoming a top-selling brand through the platform, highlighting the importance of channel strategy.

1. Brand marketing must align with consumer trends; Tmall Global's insights have guided Korean brands to diversify from beauty into apparel and other categories.

2. Product R&D should address niche pain points, as seen with Xcare's "0 propylene glycol" formula for sensitive scalps, demonstrating differentiated competition.

Consumer trends show a shift toward personalized expression and engagement, with Weverse Shop meeting these needs through bundled customization.

1. User behavior analysis: Consumers are moving from generalized to refined demands, suggesting brands should price strategically to avoid saturated markets.

2. Case insights: Chinese consumer preferences are driving growth in sectors like infant food and pet products, encouraging multi-category expansion.

Tmall Global offers growth opportunities for sellers, with new brands achieving double-digit annual growth; sellers can learn from its merchant recruitment strategies to adapt to market shifts.

1. High-growth markets: Infant food surged 128%, and toy peripherals doubled, with opportunities in niches like hair care and orthodontic toothpaste.

2. Evolving demand: Consumers are prioritizing self-care and family well-being, sustaining demand for imported quality products.

Strategic responses include avoiding direct competition, such as shifting from beauty to personal care amid rising domestic brands, with a risk note on market saturation.

1. Key takeaway: Weverse Shop boosted sales by enhancing emotional value through customized bundles.

2. Collaboration models: Tmall Global provides support like supply chain assistance, with recent business models emphasizing diversification to reduce reliance.

Overseas brand demand creates production opportunities, e.g., hair care products account for over half of new personal care brands, prompting factories to develop targeted formulas like "0 propylene glycol."

1. Production needs: Precision positioning is key, as seen in the 128% rise in infant food, requiring efficient solutions for niche issues like hair loss care.

2. Business opportunities: New brands are entering health sectors like precision nutrition and anti-aging, offering factories avenues for category expansion.

Digital and e-commerce insights: Tmall Global's streamlined supply chain accelerates brand entry, enabling factories to leverage e-commerce for market reach.

1. Case study: Xcare's success demonstrates how differentiated product design captures market share.

Industry trends show overseas brands flocking to niche segments, with sustained growth in health, beauty, and maternal & child products, presenting opportunities for service providers.

1. Client pain points, such as scalp sensitivity, are addressed by brands like Xcare with gentle solutions.

2. Innovation is evident in formula development, e.g., anti-hair loss shampoos.

Solutions: Tmall Global offers infrastructure like merchant onboarding, supply chain management, and authenticity tracing to ease brand entry into China.

1. Trend alert: Brands are pivoting from mass-market to niche demands (e.g., oral essential oils), requiring service providers to support innovation.

Strong demand for platform services is evident, with Tmall Global recruiting 2,415 new brands in 2025, including a Q4 peak in onboarding.

1. Merchant recruitment: 43% of new apparel brands are from South Korea, guided by consumer insights to diversify into multiple categories.

2. Operations management: Enhanced cross-border supply chains and authenticity tracing ensure rapid brand launch and growth.

Risk mitigation: The platform helps brands avoid competition, e.g., shifting to personal care amid pressure from domestic beauty brands.

1. Latest initiatives: Promoting success stories like COVERNAT through rankings and case studies strengthens platform appeal.

Industry shifts: Global brands continue entering China via Tmall Global, focusing on refined niches like precision nutrition and infant food.

1. Emerging issue: The rise of domestic beauty brands has prompted overseas players to adjust strategies, seeking opportunities in less competitive areas.

2. Business model insight: Tmall Global's platform supports multi-category expansion, reducing reliance on single segments.

Policy implications: While not directly addressed, Tmall Global's infrastructure (e.g., authenticity tracing) could be replicated in other e-commerce platforms.

1. Case analysis: Weverse Shop's emotion-driven sales reflect evolving consumer demands and broader social trends.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

中国市场仍是全球品牌增长的“必争之地”。天猫国际数据显示，2025年有2415个海外新品牌在天猫国际开出首店，首店数量双位数增长。这意味着，平均每天有超过6家海外新品牌在天猫国际正式“开门营业”。第四季度入驻势头最猛，691家新品牌入驻，创下全年峰值。

1月27日，天猫国际发布“2025年度十大进口新锐品牌”榜单。韩国服饰品牌COVERNAT，澳大利亚营养品牌herbs of gold，韩国明星周边品牌Weverse Shop位列进口新品牌成交前三名，成为进口“尖子生”代表。

新品牌覆盖全球52个国家和地区，美国、日本、韩国的新品牌数量最多，法国、新西兰和澳大利亚的新品牌增长最快。过去一年，天猫国际还首次迎来古巴、智利、立陶宛、斯洛文尼亚、圣马力诺的品牌，全球朋友圈持续扩大。

海外新品牌最密集涌入的行业是健康、美妆个护和母婴。但进口传统强势赛道下，海外品牌的布局从满足大众泛需求转向“精细化卡位”。母婴行业，婴童食品赛道最热门，新品牌激增128%；健康行业，精准营养和口服抗衰两个细分赛道涌进商家数量最多。

面对国货美妆崛起，海外品牌“避开锋芒”，在个护赛道找机会，个护新品牌数量增长37%，其中半数以上布局头发护理。以英国生发品牌Xcare为例，品牌瞄准脱发人群“敏感油腻”痛点，“0丙二醇”配方解决头皮敏感难题，用“有效且温和”的差异化优势在防脱红海中突围。

更多海外品牌开始专攻细分痛点，做“小众”生意——口腔精油、啤酒发酵抗脱洗发、一次性染发笔、正畸专用牙膏、疤痕橡皮擦……海外品牌抢占承包中国消费者“面部”之外的方方面面。

入驻代表潜力，成交则是消费者“用手投票”。过去一年，天猫国际成交增速最快的“掘金赛道”是玩具周边、户外装备、婴童食品、时尚彩妆和宠物健康。五大品类均翻倍增长，折射出消费者“爱老己、爱家人”的强烈取向，和对进口品质的持续追求。

以玩具周边为例，明星周边品牌Weverse Shop敏锐捕捉到，“中国消费者不仅是买商品，更在意参与感”。为此，旗舰店用更灵活的定制、组合礼包等，让消费者不仅“买”，更深度融入应援过程，独特供给叠加情绪价值，Weverse Shop跻身新品牌成交前三名。

天猫国际是海外品牌理解中国市场、做好生意的伙伴。以新锐品牌榜中表现亮眼的韩国品牌为例，面对美妆赛道拥挤，天猫国际依托消费洞察，引导其打破“美妆依赖”。2025年平台招商入驻的服饰新品牌中，韩国设计师品牌占比达43%。从emis到COVERNAT，韩国服饰品牌连续两年登顶新品牌成交榜首。

从“一张脸”到“一身行头”，韩国品牌在华生意拓展从美妆主导，转向服饰、玩具、食品等多赛道布局。进口新品牌冠军COVERNAT负责人表示，中国消费者对个性化表达的需求持续升温，品牌把天猫国际作为加码中国市场的核心阵地，和中国消费者建立持续紧密的互动。

作为海外新品牌入华首选阵地，迄今有来自全球110多个国家和地区的40000多个品牌，在天猫国际拓展生意。多年来通过不断完善跨境招商、供应链、正品溯源等进口基础设施建设，天猫国际让各类海外品牌在中国市场迅速落地，并获得生意增长。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

【版权提示】亿邦动力倡导尊重与保护知识产权。未经许可，任何人不得复制、转载、或以其他方式使用本网站的内容。如发现本站文章存在版权问题，烦请提供版权疑问、身份证明、版权证明、联系方式等发邮件至run@ebrun.com，我们将及时沟通与处理。

已点赞

好文章,值得被更多人看到

FAQ回顾

2025年有多少海外新品牌在天猫国际开设首店？

2025年共有2415个海外新品牌在天猫国际开设首店，平均每天超过6家，第四季度入驻691家创全年峰值，首店数量实现双位数增长。

天猫国际2025年十大进口新锐品牌有哪些？

韩国服饰品牌COVERNAT、澳大利亚营养品牌herbs of gold、韩国明星周边品牌Weverse Shop位列成交前三，成为进口新锐品牌代表。

海外新品牌在天猫国际主要布局哪些行业？

健康、美妆个护和母婴行业涌入最密集，其中婴童食品新品牌激增128%，个护新品牌增长37%，半数以上专注头发护理细分市场。

标签:: 业界

安踏123亿元收购彪马PUMA 称尊重品牌独立治理

安踏体育用品有限公司1月27日宣布，与Pinault家族的投资公司Groupe Artémis 达成购股协议，收购全球标志性运动品牌彪马（PUMA）所属公司PUMA SE 29.06%的股权，对价为每股普通股35欧元。

品牌故事运动户外鞋服装

2026-01-27 09:32:11