On the evening of November 14, the 2025 Tmall Double 11 concluded with its strongest growth in four years.
During the entire Tmall Double 11 period, nearly 600 brands surpassed RMB 100 million in sales, with 34,091 brands doubling their year-on-year growth, 18,048 brands achieving more than triple growth, and 13,081 brands exceeding fivefold growth, all surpassing last year's figures. Notably, brands such as Apple, Haier, Midea, Yuanshengmuyu, Xiaomi, Fila, Laopu Gold, Camel, Huawei, and Nike achieved sales exceeding RMB 1 billion.
Jialuo, President of Tmall, stated: 'Driven by our strategy to support high-quality brands and original merchants, coupled with the largest consumer investment in the platform’s history, Tmall has achieved the best growth during a Double 11 period in four years (after excluding refunds).'
Tmall Double 11 provides the most important stage for high-quality original brands to grow and thrive. A total of 406 emerging brands claimed the top spot in trending categories, among which 26 new brands surpassed RMB 100 million in sales, and 188 new brands exceeded RMB 10 million. Tenqintian, which joined Tmall just over a year ago, topped the IP merchandise category; Xucuihua, which joined two years ago, ranked first in the tapioca cat litter category, while Topwolf became the champion in the 3D printing category.
Tmall Double 11 is the optimal time for new brand products to become blockbuster hits. This year, 14,246 new products exceeded RMB 1 million in sales, with new products accounting for 30% of items that surpassed RMB 100 million in sales. New products such as the iPhone 17 Pro Max, Clarins' 9th generation Double Serum, iQOO 15, Roborock P20 Ultra Plus robotic vacuum, OPPO Find X9 Pro, and lululemon Wunder Puff down jacket became instant hits on their debut during Double 11, with sales surpassing RMB 100 million.
Tmall consistently boasts China’s largest pool of high-quality users, with the 88VIP membership reaching a new record high. Consumer willingness to spend continued to rise, with the average daily number of people placing orders increasing by 31% year-on-year. Brand flagship stores added 145 million new members.
This year's Tmall Double 11 marked the first such event following Taobao’s upgrade into a comprehensive consumer platform, the first full participation of Taobao Flash Sales, and the first extensive application of AI. New scenarios are driving incremental growth. Following the integration with Taobao, Fliggy set a new historical record during this Double 11, with transactions growing by over 30% year-on-year; retail orders from Taobao Flash Sales grew more than twofold compared to last year, while the average daily retail orders via Tmall’s instant delivery service increased by 198% in October compared to September.
This year’s Tmall Double 11 featured the largest consumer investment in its history and, for the first time, utilized AI-driven decision-making at scale through the 'Smart Benefit Engine,' with AI-powered red packets boosting brand user order placements by 86%. Tmall Double 11 remains the grandest consumer festival of the year, offering the best discounts and genuine value.
Since the beginning of this year, Tmall has committed to fully supporting high-quality brands and original merchants, allocating strategic resources to foster brand growth. During the 2025 Tmall Double 11, Tmall achieved its strongest growth across the entire Double 11 period in four years. Tmall continues to serve as the primary growth platform for high-quality brands and merchants, with Tmall Double 11 remaining the most critical annual growth opportunity for these businesses.
