The brand achieved the largest business outbreak in the first half of the year during Tmall 618.
As of 24:00 on June 18th, 365 brands achieved over 100 million yuan in sales during Tmall 618, with over 36,000 brands doubling their sales. The number of 88VIP new members increased by 65% year-on-year, and the membership scale reached a historical high.
Among the 365 brands with more than 100 million sales, Apple, Midea, Haier, Xiaomi, Maotai, Wuliangye Yibin, Huawei, Gree, Nike, and Genki Mokuyu have been steadily holding the top 10 billion yuan sales club on Tmall 618. Tmall has always been the strongest trading stronghold for global brands. According to institutional data, Tmall's beauty, 3C digital, home appliances, and food and fresh industries ranked first in terms of transaction growth rate and scale across the network.
During Tmall 618 this year, 576 new brands established within three years won the first place in the trend category, achieving a leap from new brands to 'star brands'. Eight merchants broke the 100 million sales mark for the first time in Tmall 618, and 189 new merchants broke the ten million sales mark, achieving an explosive start.
Taobao Tmall adheres to the "user first" strategy and brand sales have exploded across the board. This year's Tmall 618 simplifies the gameplay by canceling pre-sale and spot sales, upgrading 88VIP benefits, and linking up with Taobao and Tmall to provide discounts. At the same time, the company has made the largest investment in history, with 15 billion yuan of red envelopes and category coupons, offering a simple, worry-free, and affordable shopping experience for consumers, while creating stable and sustainable growth opportunities for businesses.
Taobao's core user 88VIP members continue to grow and have a significant impact on brand sales. During Tmall 618, the number of new 88VIP members increased by more than 65% year-on-year. During this year's Tmall 618, Xiaomi and other brands saw a nearly twofold increase in accumulated transaction amount from 88VIP users.
Brand membership continues to expand, leading to a surge in private domain transactions for brands. As of 24:00 on June 16th, more than 120 brands saw transaction volume from members exceeding 100 million yuan, and more than 1,100 brands saw relevant transaction volume exceeding 10 million yuan. As of 24:00 on June 16th, the total number of new merchant members reaching Taobao 618 exceeded 90 million.
Taobao's billion-yuan subsidy, which focuses on good products and prices, has become a new engine of brand growth. As of 24:00 on June 17th, the transaction volume increased by 550% year-on-year, with 3C digital products increasing by 878%, small appliances growing by more than 800%, and food and fresh products growing by 549%. Taobao's billion-yuan subsidy has created a frenzy across the network during 618, with Dyson, Apple, and major cosmetic brands all attracting consumers.
Taobao live streaming is accelerating its growth, with the number of live broadcast rooms exceeding 100 million yuan increasing by 53% year-on-year. Among them, there were 34 top broadcast rooms with sales over 100 million yuan from celebrities, and 47 stores with sales over 100 million yuan. In the food and fresh industry, live streaming has become a new growth opportunity. As of June 17th, Tmall's food and fresh industry live streaming sales growth rate reached 261%. In addition, Taobao's fully hosted live studio has attracted more than 100 celebrities and CEOs to set up live broadcasts on Taobao.
This year's 618, Taobao and Tmall linked up for full discounts, and 88VIP large consumption coupons can be used for the first time on Taobao's merchants, bringing new dividends to small and medium-sized enterprises. As of 24:00 on June 18th, the transaction volume of 1.9 million small and medium-sized Taobao merchants increased by more than 100% year-on-year, doubling the number compared to last year. Nearly 30,000 small and medium-sized businesses achieved sales of over a million yuan.
Taobao Tmall adheres to the "user first" strategy and aims for brand growth, with a focus on the core e-commerce experience of "good products", "good prices", and "good service", launching upgrades to 88VIP rights, canceling pre-orders, linking full discounts, and increasing subsidies. This makes promotion simpler and users less worried. The doubling of brand growth and the explosive sales growth of new brands are natural results of the success of putting the user first.