90天免佣、扶持2年 天猫新商政策既有补贴又有路径

Summary: This practical guide focuses on how new Tmall merchants can start at low cost and sustain growth.

1. Newly onboarded merchants that complete milestone tasks can receive a 90-day cold-start commission waiver, with commissions returned as equivalent Alimama traffic coupons. New merchants using Alimama for the first time can waive placement commissions on the first five transactions under Wanxiang integrated managed campaigns.

2. The cold-start plan runs over three months: in the first month, product listing, sales activation, and review accumulation; in the second, improving product quality, store rating, and sales; in the third, joining platform campaigns to scale. There are also annual fee waivers, return insurance discounts, installment financing benefits, free operating tools, and category manager guidance.

3. In the practical case, Miaowei used Business Advisor to track search and industry changes, used Wanxiangtai to target mid-to-high-end households in tier-1 and tier-2 cities, used the dedicated new-merchant registration channel for Double 11, and posted short videos on Guanguang while working with group-buying leaders on promotion.

4. For growth incentives, merchants can watch the Million New Merchant Challenge, register monthly within two years of onboarding, and receive up to RMB 100,000 per month based on category sales ranking. The Star Leap Program offers one-on-one category manager guidance and, upon completing quarterly targets, commission rebates of up to 50%, capped at RMB 500,000.

Summary: For brands, the core value of the article lies in new-product cold start, brand-search capture, and user-demand-driven R&D.

1. In brand marketing, Tmall provides eligible brands with targeted support for brand-term search and strong in-store traffic guidance; off-platform awareness and seeding can be converted on-platform. After brand communications and off-platform traffic generate incremental search, brands can unlock higher-tier resources.

2. In product R&D, Miaowei developed a bed-cleaning robot from the pain point of hair and mites on pet-owning households' bed surfaces; in 2024 it received more than 3,000 unit orders through overseas crowdfunding. SN discovered Chinese consumers' preferences for close-fitting comfort and color on Tmall, switched to finer wool fabric and added tie-dye designs, and then expanded from user needs into sports bras, underwear, fleece, and softshell products.

3. In channels and consumer trends, emerging brands, influencers, IP, and merchants with single items selling more than 100,000 units across online platforms receive exclusive resources. Niche innovative products can use Taoke commission expansion subsidies, a 50% lower entry threshold for Taobao Flash Sale new-product groups, and Tmall U First quarterly sampling product subsidies of up to 10,000 units to reach users.

4. On pricing and competition, policies mainly reduce start-up investment through commission waivers, traffic coupons, ad commission waivers, commission subsidies, and sampling, helping brands direct resources toward product strength and audience operations.

Summary: Sellers can see cold-start cost reduction, niche-market opportunities, and a two-year growth path in this round of policies.

1. Policy interpretation: newly onboarded merchants that complete milestone tasks can receive a 90-day commission waiver, and the support period has been extended from one year to two years. Commissions are returned as Alimama traffic coupons; first-time advertisers waive placement commissions on the first five orders; there are also annual fee waivers, return insurance discounts, and installment financing benefits.

2. Growth markets and opportunities: emerging brands, influencers, IP, and merchants with single items selling more than 100,000 units across online platforms receive targeted search support, fast onboarding, hit-product certification, and traffic support. Niche innovative products like Miaowei can use Taoke new-customer and quality-product commission expansion subsidies of up to 50%, a 50% lower entry threshold for Taobao Flash Sale new-product groups, and Tmall U First sampling subsidies to gain exposure and trials.

3. Learnings: Miaowei used Business Advisor to observe search and industry changes, used Wanxiangtai to target mid-to-high-end households in tier-1 and tier-2 cities, used the new-merchant channel for Double 11, posted short videos on Guanguang, and worked with group-buying leaders. SN expanded from a wool quick-dry T-shirt to multi-scenario products; it opened its store in April 2024 and reached about RMB 10 million in sales that year, more than RMB 30 million in 2025, and an estimated RMB 70 million in 2026.

4. Risk and condition notes: commission waivers and incentives require completing milestone tasks or meeting conditions; the Star Leap Program is invitation-only; the Challenge ranks by category sales. Merchants should watch task thresholds and rebate forms.

Summary: The article's takeaway for factories is that even with good products, they still need to strengthen online operations and use user pain points to reverse-engineer design and production.

1. Product production and design demand: the Miaowei team combined robotics R&D capabilities and targeted the pain points of hair and mites on pet-owning households' bed surfaces and the handheld, wired limitations of traditional mite removers to develop a bed-surface cleaning robot. SN, based on Chinese consumers' preferences for close-fitting comfort and color, adopted finer wool fabric and added tie-dye designs, then expanded from base layers into underwear, fleece, and softshell products.

2. Business opportunities: single items selling more than 100,000 units across online platforms can use the fast onboarding channel and receive hit-product certification and traffic support; industrial-belt merchants can use Tmall policies for brand transformation; niche innovative products can find users through Taoke commission expansion, Taobao Flash Sale new-product groups, and Tmall U First sampling.

3. Digitalization and e-commerce implications: factories with R&D, supply chain, or offline advantages may have online operations as a weak point; they can use Business Advisor to observe search and industry changes, use Wanxiangtai for advertising, join platform campaigns, promote through Guanguang short videos and group-buying leaders, and use free operating tools and category manager guidance to reduce trial and error.

4. On operating rhythm, the 90-day cold start advances through product listing, sales activation, and reviews; quality, rating, and sales; and campaigns to scale. Later, factories can also seek incentives through the Million New Merchant Challenge and Star Leap Program.

Summary: Service providers should focus on new merchants' cold-start pain points, the platform's phased solutions, and the service opportunities created by two-year support.

1. Client pain points: new merchants have product strength but lack online operations experience; first orders are hard to obtain; and they do not know how to design ad budgets and campaign data. Niche innovative products such as Miaowei's bed-cleaning robot and the Taixi exoskeleton are hard for users to search for proactively. Merchants also face fixed costs, after-sales, and cash-flow pressure.

2. Solutions: the platform uses a 90-day cold-start plan to tie commission waivers to milestone tasks covering listing, sales activation, reviews, quality, rating, sales, and campaigns. After milestones are completed, commissions are returned as equivalent Alimama traffic coupons. Wanxiang integrated managed campaigns waive placement commissions on the first five completed orders. Free operating tools and dedicated category managers provide guidance.

3. Resource tools: targeted search support and strong in-store guidance, Taoke new-customer and quality-product commission expansion subsidies of up to 50%, a 50% lower entry threshold for Taobao Flash Sale new-product groups, Tmall U First quarterly sampling product subsidies of up to 10,000 units, and hit-product certification and traffic support can all become parts of service plans.

4. Industry trends: the support period has been extended from one year to two years; the Million New Merchant Challenge accepts monthly registration and offers up to RMB 100,000 per month; the Star Leap Program provides one-on-one tracking guidance and up to 50% commission rebates capped at RMB 500,000. These moves show that the platform places more emphasis on long-term operations and phased goal management.

Summary: Marketplace operators can see changes in Tmall's merchant acquisition logic, tiered merchant operations, and resource deployment.

1. Latest platform practices: the new-merchant policy focuses on two operating nodes; completing milestone tasks grants a 90-day cold-start commission waiver, and the support period is extended from one year to two years. Search, transaction, and advertising resources are further opened to new merchants, and the cold start advances monthly through listing, sales activation, and reviews; quality, rating, and sales; and campaigns to scale.

2. Merchant acquisition orientation: the platform focuses on emerging brands, influencers, IP, and merchants with single items selling more than 100,000 units across online platforms, as well as brand transformation in industrial belts and niche-scenario innovative products. The criteria for supporting the best are shifting from pure subsidies to scalable product strength, content strength, and audience operations.

3. Operations management: brand-term search targeted support and strong in-store guidance; off-platform seeding harvested on-platform; off-platform traffic that drives incremental search can unlock higher-tier resources. Items selling more than 100,000 units receive fast onboarding, hit-product certification, and traffic support. Niche products use Taoke commission expansion, Flash Sale new-product groups, and U First sampling to drive reach and transactions.

4. Direction and thresholds: the Million New Merchant Challenge accepts monthly registration and provides incentives based on category sales ranking; the Star Leap Program is invitation-only with one-on-one guidance. The platform controls resource deployment through milestones, eligibility, and invitation mechanisms. Marketplace operators should watch task design and merchant segmentation.

Summary: The article presents a new industry direction in which platform support for new merchants shifts from one-off subsidies to milestone tasks and a two-year growth path.

1. New direction: Tmall has extended its new-merchant support period from one year to two years. The 90-day cold-start commission waiver is tied to tasks such as listing, sales activation, reviews, quality, rating, sales, and campaigns, with commissions returned as traffic coupons. Core resources such as search are opened to new merchants, indicating that platform merchant acquisition emphasizes sustainable operations.

2. New issues: new merchants lack online operations capabilities, and first orders are hard to obtain. Niche-scenario innovative products such as Miaowei's bed-cleaning robot and the Taixi exoskeleton are hard to search for proactively. When brands expand from a single hit product to multi-scenario products, operational complexity rises and requires longer-cycle support.

3. Business model: the platform combines commission waivers, ad commission waivers, traffic coupons, commission expansion, Flash Sale groups, U First sampling, hit-product certification, the Million New Merchant Challenge, and the Star Leap Program into an incentive chain from cold start to the second year. Miaowei received more than 3,000 unit orders in 2024 overseas crowdfunding; SN opened its store in April 2024 and reached about RMB 10 million in sales that year, more than RMB 30 million in 2025, and an estimated RMB 70 million in 2026; these are observable samples.

4. Implications: the platform's criteria for supporting the best are shifting toward product strength, content strength, and audience operations. Researchers can examine how milestone design, resource thresholds, and rebate incentives affect merchant behavior and brand growth.