双11期间 182个新品牌冲进天猫各行业TOP10

Summary 1: Information on new brands climbing the Double 11 rankings is concentrated, with the focus on directly understandable cases of new-brand growth.

1. Tmall official data shows that so far 182 new brands that joined within the past five years have entered the top 10 in their respective Tmall categories, with the fastest taking only one year from onboarding to the top.

2. Cases include Off&Relax ranking No. 2 on the overall personal care list, up seven places from last year; Jiandun moving from the eye-care lamp niche to No. 2 in the lighting category; and BAGTREE bags ranking No. 7 in the category for the first time.

3. Qingxian, founded in 2025, ranked No. 7 in small furniture with its dynamic-support ergonomic chair; Lishang, also founded that year, ranked No. 5 in dishwashers with its capsule dishwasher; and Bambu Lab went from a newcomer to No. 1 in 3D printers in five years, then to No. 1 in office supplies during Double 11.

Summary 2: Information on new products and niche tracks also offers practical reference.

1. Spes started with dry shampoo spray, expanded into hair care, and launched new products such as peptide volumizing bottles and no-wash shampoo towels, ranking No. 18 on the overall personal care list and No. 1 among domestic hair care brands.

2. Handes launched a new anti-breakage repair shampoo on Tmall, shortening its cold start through cooperation with the Treasure New Brand program.

3. Among new brands that have been on Tmall for no more than three years, 333 have already become niche-track champions, including Fuzozo, EIGHT SLEEP, LOW CLASSIC, and LuzzPickle.

4. Ebrun continues to track this intelligence; readers can scan the QR code to follow the author's WeChat. This article was first published by Ebrun.

Summary 1: New brands use niche positioning and product innovation to reach the front ranks of their industries, providing references for brand marketing and R&D.

1. Off&Relax entered through scalp care, ranking No. 2 on the overall personal care list and up seven places from last year; Jiandun moved from the eye-care lamp niche to No. 2 in the lighting category; BAGTREE bags ranked No. 7 in the category for the first time.

2. Qingxian ranked No. 7 in small furniture with its dynamic-support ergonomic chair, and Lishang ranked No. 5 in dishwashers with its new capsule dishwasher category, showing that new categories and differentiated design can help brands gain volume.

3. Spes expanded from dry shampoo spray into hair care, launching new products such as peptide volumizing bottles and no-wash shampoo towels, ranking No. 18 on the overall personal care list and No. 1 among domestic hair care brands; Handes launched a new anti-breakage repair shampoo and shortened the cold-start cycle for its new product after cooperating with the Treasure New Brand program.

Summary 2: Observations of consumer trends and user behavior focus on smaller households and usage activity.

1. Xu Lingjie, co-founder of Lishang, mentioned the trend toward smaller households, with an average of 2.6 people per household, creating new demand for products that take up less space, require no installation, and can wash one meal at a time whenever needed.

2. Qi Feng, e-commerce head at Bambu Lab, said consumables sales can reflect the real device startup rate and user activity, signaling that consumer 3D printing is moving from device consumption to ecosystem consumption.

3. On brand channels, joining Tmall and using Double 11 to climb the rankings is a common path among the cases; niche champions also cover directions such as AI companion robots, AI sleep, designer womenswear, and pickleball.

Summary 1: Double 11 shows that Tmall remains an important window for new-brand growth and ranking gains.

1. So far, 182 new brands that joined within the past five years have entered the top 10 in their respective Tmall categories, with the fastest taking only one year from onboarding to the top.

2. Cases include Off&Relax ranking No. 2 on the overall personal care list and rising seven places, Jiandun reaching No. 2 in the lighting category, BAGTREE bags ranking No. 7 in the category for the first time, and Qingxian and Lishang also appearing on the list in their founding year with new categories.

3. Among new brands that have been on Tmall for no more than three years, 333 have already become niche-track champions, indicating that niche markets still offer opportunities, though the concentration of rankings also suggests an influx of new brands and intensifying competition.

Summary 2: Learnings include niche entry, category expansion, and platform cooperation.

1. Qingxian entered small furniture with a dynamic-support ergonomic chair, while Lishang responded to smaller households with a capsule dishwasher that takes up less space, requires no installation, and can wash one meal at a time whenever needed.

2. Spes started with dry shampoo spray and then expanded into new hair care products; Handes shortened the cold start of its new product through cooperation with the Treasure New Brand program, offering references for new-product cold starts and cooperation approaches.

3. Bambu Lab extended from 3D printing devices to a consumables ecosystem; its consumables sales are seen as a signal of startup rate and user activity and can be used to observe repurchase and ecosystem consumption opportunities.

Summary 1: Product manufacturing and design demand points to niche scenarios, miniaturization, and differentiated functions.

1. Lishang observed that built-in dishwashers are the current mainstream supply, but the trend toward smaller households, with an average of 2.6 people per household, is creating demand for capsule dishwashers that take up less space, require no installation, and can wash one meal at a time whenever needed.

2. Qingxian ranked No. 7 in small furniture with its dynamic-support ergonomic chair, and Jiandun moved from the eye-care lamp niche to No. 2 in the lighting category, showing that functional design and niche positioning can help products open up the market.

3. Spes launched new products such as peptide volumizing bottles and no-wash shampoo towels, while Handes launched a new anti-breakage repair shampoo, indicating room for new product development and scenario segmentation in hair care products.

Summary 2: Business opportunities and e-commerce digitalization insights come from new brands' short-cycle ranking gains and ecosystem consumption.

1. 182 new brands that joined within five years entered the top 10 in their industries, with the fastest reaching the top in one year, meaning the cycle from product design to e-commerce validation can be shorter.

2. 333 new brands that have been on Tmall for no more than three years became niche-track champions, covering AI companion robots, AI sleep, designer womenswear, pickleball, and other areas, providing leads for niche production opportunities.

3. Bambu Lab's consumables sales reflect the real device startup rate and user activity, suggesting factories should pay attention to follow-up operating indicators such as consumables, usage frequency, and user activity; new products can also shorten cold starts through cooperation with the Treasure New Brand program.

Summary 1: The industry trend is that new brands quickly climb niche-track rankings and extend into ecosystem consumption.

1. So far, 182 new brands that joined within the past five years have entered the top 10 in their respective Tmall categories, with the fastest taking only one year from onboarding to the top; among new brands that have been on Tmall for no more than three years, 333 have already become niche-track champions.

2. Niche champions cover directions such as AI companion robots, AI sleep, designer womenswear, and pickleball, showing that niche tracks still have room for incubation.

3. Bambu Lab went from No. 1 in the 3D printer industry to No. 1 in office supplies and proposed that consumables sales reflect device startup rate and user activity, signaling that consumer 3D printing is moving from device consumption to ecosystem consumption.

Summary 2: Customer pain points and solutions focus on cold starts, smaller households, and judging usage activity.

1. On new-product cold starts, Handes launched a new anti-breakage repair shampoo and shortened the cold-start cycle through cooperation with the Treasure New Brand program.

2. On smaller households, Lishang used a capsule dishwasher to respond to the demand under the trend of an average of 2.6 people per household for products that take up less space, require no installation, and can wash one meal at a time whenever needed.

3. On device usage activity, Bambu Lab uses consumables sales to observe the real startup rate and user activity; Spes expanded from dry shampoo spray into hair care and rose to No. 1 among domestic hair care brands, which can serve as a service case of starting from a niche and then expanding categories.

Summary 1: The platform has become an important venue for new brands to climb rankings and for incubating niche champions.

1. Tmall official data shows that so far 182 new brands that joined within the past five years have entered the top 10 in their respective Tmall categories, with the fastest taking only one year from onboarding to the top; among new brands that have been on Tmall for no more than three years, 333 have already become niche-track champions.

2. Cases cover Off&Relax, Jiandun, BAGTREE bags, Qingxian, Lishang, Bambu Lab, Spes, Handes, and others, spanning industries including personal care, lighting, bags, small furniture, dishwashers, 3D printing, and hair care.

Summary 2: Platform practices and operational insights focus on ranking presentation, new-brand cooperation, and niche merchant recruitment.

1. The article mentions that Handes shortened the cold-start cycle for its new product through cooperation with the Treasure New Brand program, which can serve as a reference for platform support of new brands.

2. Ranking information from the Double 11 industry top 10 and niche-track champions can be used to present new-brand growth and guide merchant recruitment toward niche directions such as scalp care, eye-care lamps, bags, ergonomic chairs, capsule dishwashers, 3D printing, AI companionship, AI sleep, designer womenswear, and pickleball.

3. On operational judgment, the platform can pay attention to product demand brought by smaller households, as well as the relationship Bambu Lab proposed between consumables sales, device startup rate, and user activity; the article does not directly address risk avoidance, so the platform side can continue to observe based on new-brand rankings and changes in niche tracks.

Summary 1: The new industry development is the short-cycle ranking gains of new brands and the concentrated emergence of niche-track champions.

1. Tmall official data shows that so far 182 new brands that joined within the past five years have entered the top 10 in their respective Tmall categories, with the fastest taking only one year from onboarding to the top; among new brands that have been on Tmall for no more than three years, 333 have already become niche-track champions.

2. Cases span personal care, lighting, bags, small furniture, dishwashers, 3D printing, hair care, AI companion robots, AI sleep, designer womenswear, pickleball, and other areas, showing that new-brand growth is concentrated in niche scenarios.

Summary 2: Business models and new questions center on smaller households, ecosystem consumption, and cold-start cooperation.

1. Lishang used a capsule dishwasher to respond to the trend of smaller households with an average of 2.6 people per household; demand points to products that take up less space, require no installation, and can wash one meal at a time whenever needed, which can serve as an observation sample of changes in consumer demand.

2. Bambu Lab proposed that consumables sales reflect the real device startup rate and user activity and judged that consumer 3D printing is moving from device consumption to ecosystem consumption, suggesting that research should focus on aftermarket and user activity indicators.

3. Spes expanded from dry shampoo spray into hair care and became No. 1 among domestic hair care brands; Handes shortened new-product cold starts through cooperation with the Treasure New Brand program, providing research leads on niche entry, category expansion, and platform cooperation; the article does not elaborate on policy and regulatory information, and the related insights mainly center on growth cycles, niche tracks, and ecosystem consumption.