找到“同频者”：天猫新锐品牌如何用达播抢跑双11？

This article breaks down the overall playbook emerging brands on Tmall are using to get an early start on this year’s Double 11 promotion via influencer livestreaming, while also offering practical shopping guidance and key sale details for everyday consumers.

1. Readers can preview notable new products launching during the promotion: these include consumer-grade custom exoskeletons priced at RMB 5,000–6,000, nearly 50% cheaper than comparable industry products; offerings from Stardrops, a UK cleaning brand that previously ranked first in overseas home care categories; ON&ON, a Korean women’s apparel brand targeted at 30–55-year-old urban women with a focus on emotional value; and Lexi’s home fitness kettlebells, which have generated over 2 million in cumulative cross-platform sales.

2. Consumers can also map out livestream product selection patterns for the sale: emerging brands across categories will first partner with mid-tier influencers in their respective verticals for long-form product explanations, while also collaborating with top-tier streamers such as Li Jiaqi and Friends of Luo Yonghao to drive sales volume. Shoppers can look for exclusive Double 11 discounts on these new products via vertical livestreamers covering home goods, health, apparel and fitness, as well as top-tier livestream rooms.

Drawing on real-world Double 11 influencer livestreaming cases from four emerging brands across different categories, this article provides actionable insights for brands on market entry, channel building and marketing execution.

1. On channel development: brands launching high-ticket new categories and overseas brands entering the Chinese market can prioritize Tmall as their core platform, leveraging the platform’s user trust to convert traffic driven from off-site channels. For example, UK home care brand Stardrops chose Tmall as its first entry point into China, at one point reaching a 13% store conversion rate; consumer exoskeleton brand Tairen Robotics generates roughly 40% of its e-commerce sales via Tmall, holding a leading position in its category.

2. On product and user operations: brands should precisely target niche segments to develop tailored offerings. For example, the exoskeleton brand launched specialized products with customized gait algorithms for elderly users, people with mobility impairments, and outdoor enthusiasts aged 40 and above; the apparel brand built its lineup for middle-aged women aged 30–55 around emotional value; for saturated, red-ocean categories, brands can break through via differentiated positioning, as seen in the fitness brand that carved out a niche in small home fitness equipment for women to build a hit product.

3. On influencer livestream marketing: brands do not need to blindly chase A-list mega-streamers. Instead, they can prioritize long-term partnerships with mid-tier vertical influencers who align with brand tone and can clearly communicate product value to complete user education. They can also leverage official platform product selection events to connect with resources and improve matchmaking efficiency.

This article outlines Taobao Tmall’s 2024 Double 11 influencer livestream support policies for new merchants, along with consumer growth opportunities across multiple categories, to provide actionable guidance for sellers planning their promotion strategy.

1. On platform support opportunities: Tmall’s Thousand Star Plan and Blue Star Plan, in partnership with Taobao Live, have launched an offline Double 11 product selection event for emerging brands. The platform will later roll out dedicated influencer collaboration channels and exclusive benefits for new and high-potential merchants, helping them avoid common pitfalls in influencer partnership outreach and efficiently reach target audiences. New brands are advised to actively participate in such official events to gain exposure and resource support.

2. On category growth opportunities: high-ticket consumer tech products, imported home cleaning goods, emotional-value-focused apparel for women aged 30–55, and small home fitness equipment for women are all high-demand segments, as consumers are willing to pay for differentiated products that precisely match their needs.

3. On influencer livestream execution tactics: for new categories with high consumer knowledge thresholds, sellers can prioritize long-term partnerships with mid-tier vertical influencers who can clearly explain product value to complete user education; brands with existing hit products can partner with top streamers to rapidly scale volume and build brand awareness. Offline product selection matchmaking features shorter communication cycles and higher matching efficiency than online sample-sending processes, making it a preferred channel for sellers.

Through the growth stories and Double 11 strategies of four emerging brands across categories, this article provides practical reference for factories to identify product demand, capture business opportunities and plan e-commerce channel deployment.

1. On product design and production opportunities: there are four clear market demand segments at present. First, cost-effective consumer-grade exoskeletons with customized AI gait algorithms, particularly models priced at RMB 5,000–6,000 (30%+ lower than comparable industry products), are better positioned to penetrate the mass consumer market. Second, high-quality home cleaning products, whose hit potential has been proven in overseas markets, still have room for entry in China. Third, women’s formal and casual apparel for urban women aged 30–55, with dresses as a core high-demand category. Fourth, small home fitness equipment for women, where categories such as kettlebells that gain traction via pop culture references can easily become hits—one brand has already achieved over 2 million cross-platform sales for a single kettlebell SKU.

2. On e-commerce channel deployment insights: factories launching private labels can prioritize Tmall as their core channel, leveraging the platform’s trust endorsement to reduce consumer decision-making friction. During major promotion periods, factories can connect with influencer resources via official product selection events, matching high knowledge-threshold products with mid-tier vertical influencers for long-term user education, and mature hit products with top streamers to rapidly scale sales.

This article outlines the core pain points and industry trends for emerging brands in influencer livestream operations and Double 11 promotion planning, offering directional reference for service providers to optimize their offerings and precisely match client needs.

1. On industry development trends: influencer livestreaming has become a core incremental channel for emerging brands at all development stages. Brands are no longer blindly chasing short-term traffic from mega-streamers, instead preferring long-term partnerships with mid-tier vertical influencers who align with brand tone and can deliver in-depth product value explanations. There is also growing demand for systematic, full-funnel traffic channel building covering channels such as Taobao affiliate marketing.

2. On core client pain points: new brands commonly face long influencer partnership outreach cycles, low matching efficiency, high user education costs for new categories, and low mass market awareness. Merchants in different categories also face tailored pain points: for example, overseas new brands lack localized matchmaking channels, while tech brands struggle to find influencers capable of clearly explaining product value.

3. On service optimization directions: service providers can partner with platforms to host offline product selection matchmaking events to shorten communication cycles, match brands at different stages with tiered, appropriate influencer resources, provide content services for high knowledge-threshold categories, and offer full-funnel traffic system building support for new brands.

This article presents the real platform service demands of different types of emerging brands, and details Tmall’s latest recent operational initiatives for new merchants in partnership with Taobao Live, providing reference for platforms to optimize merchant services and improve major promotion operation systems.

1. On core merchant demands: high-ticket new category brands need platform trust endorsement to reduce consumer decision-making friction; overseas brands entering China need platform traffic conversion capabilities to turn off-site seeding traffic into actual sales; all new brands require more efficient influencer matchmaking channels to cut communication costs for livestream partnerships; growth-stage brands need exposure resource support during major promotions to drive sales growth.

2. On proven platform practices already implemented: the offline Double 11 emerging brand product selection event launched by Tmall’s Thousand Star Plan and Blue Star Plan in partnership with Taobao Live has opened a face-to-face communication channel between brands and influencers, significantly shortening the matchmaking cycle compared to the traditional online product sampling model, and earning positive feedback from both merchants and influencers.

3. On future operational optimization directions: platforms can implement tiered operations for merchants across different categories, match each vertical with corresponding niche influencer resources, and provide new merchants with guidance on full-funnel traffic system building to improve promotion conversion efficiency.

Through Double 11 influencer livestream strategy cases of four emerging brands across different categories, this article presents new trends in China’s new consumer industry, business model innovations among emerging brands, and new shifts in platform ecosystems, providing vivid empirical samples for research in related fields.

1. On new industry development trends: hard tech products such as consumer-grade exoskeletons are moving from industrial applications to the mass consumer market, with cost-effective models better positioned to drive mass adoption; mature overseas home care brands are using Tmall as their first entry point into China, with the platform’s high-education user base forming their core customer group; emotional value consumption is becoming a prominent trend in the apparel sector, with middle-aged women aged 30–55 emerging as a key growth demographic; in saturated, red-ocean categories, differentiated competition targeting niche vertical segments has become the core path for new brands to break through.

2. On new business model shifts: emerging brands’ influencer livestream partnership logic has shifted from chasing one-time sales spikes via top streamers to building long-term partnerships with aligned mid-tier vertical influencers to accumulate brand equity; the platform-hosted offline product selection model is replacing the previously inefficient, scattered online matchmaking approach, improving supply and demand matching efficiency.

3. On new platform ecosystem features: Tmall has become a core channel for new brands to build consumer trust, and platform support for new brands is shifting from single traffic subsidies to comprehensive ecosystem services.