In the first quarter, the number of new merchants on Tmall increased by 60%, and international brands and emerging brands accelerated their entry

On January 18 , British skincare brand Annaiyan entered Tmall; on February 18 , popular XR glasses brand Viture entered Tmall; on March 27 , Japan's largest second-hand brand Mandarake entered Tmall International and opened the world's only online brand flagship store .

On April 16, Tmall announced store opening data for the first quarter of 2024 : the number of new merchants increased by 60 % year-on-year, and global big brands and emerging brands accelerated their entry into Tmall. Among them, sports and outdoor, smart home, health care, exquisite pet care, trendy clothing, fine skin care, etc. have become popular tracks this year , and the number of new merchants has increased by 100% year-on-year.

Tmall is the preferred platform for brand management and business creation . In the first quarter, a large number of "top students" emerged among the new merchants . The transaction volume of new merchants increased by 150% year-on-year. Within three months of opening the store, more than 200 new merchants achieved sales exceeding one million .

"news research Zhuishi" , a new brand specializing in lightweight outdoor equipment in the outdoor track, entered Tmall in January this year. In line with the needs of hikers, it launched two lightweight, quick-drying wool T-shirts and hiking pants . After entering the store, the two items quickly became the store's star models and sold well after being put on the shelves.

"Tmall has the widest consumer base and an operating system that supports the full-cycle development of brands . It not only provides traffic, but also provides everything from user growth to membership operations, from content marketing to shelf activities, from marketing tools to digital tools to support long-term growth of brands. " said the person in charge of the news research brand.

EMOOULI , a homewear brand that also entered the market in January , has been very popular on social media this year. The embroidered ice silk pajamas launched by EMOOULI are not only beautiful, but also can be customized with embroidery on the cuffs, which attracted many consumers to customize them. More than 2,000 pieces were sold immediately after they were launched .

The clothing brand crownless uses simple new Chinese style as the core of its product design, focusing on relaxing wear. It also just entered Tmall in the first quarter. As of April, the brand flagship store has achieved transactions exceeding 2 million.

" Only when you are at the top of the industry on Tmall can you be considered to have built a brand . " A relevant person in charge of Crownless said that Tmall is the e-commerce platform with the largest online transaction volume and also gathers the most core consumer groups in China . Joining Tmall can achieve coverage of the domestic market and create continuous growth for the brand .

At the same time, in terms of Tmall store openings in the first quarter , Guangdong, Zhejiang, Henan, Shanxi, Yunnan, and Shandong became popular areas for new merchants. In addition to the traditional two "free shipping areas" of Jiangsu, Zhejiang, Shanghai, and the Pearl River Delta, Shanxi, Yunnan, Shandong and other provinces have shown vitality in brand innovation and entrepreneurship , and have entered the "top eight".

It is understood that in order to help new merchants and entrepreneurs grow quickly and break through, Tmall's "Blue Star Plan" to support new merchants was significantly upgraded in April this year. For well-known brands and category champions, a single merchant can receive a maximum of more than 2 million yuan in operating incentives; for emerging brands and merchants with price advantages, they can receive a maximum of more than 40,000 yuan in operating incentives and a special promotion service of more than 1 million yuan for up to 3 months. In addition, the freight insurance subsidy policy has also been fully upgraded.

As the main battlefield for global brand online operations, Tmall has produced more than 4,100 billion-yuan brands and more than 5,000 brands with sales exceeding 10 million yuan within three years of opening stores in 2023. This year, Tmall continues to upgrade its brand management system, from new product creation, marketing strategy, content e-commerce, to specific merchant support measures in various industries, all of which will fully focus on the first goal of the entire platform - to enable brand merchants to achieve expected business growth in the future.

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