Home
News
Purchase user growth of 24%, brand membership growth of 35%, Tmall luxury goods investment of 7 times to incentivize brand growth

Purchase user growth of 24%, brand membership growth of 35%, Tmall luxury goods investment of 7 times to incentivize brand growth

News2025-03-31

The growth battle for high-quality brands in 2025 has begun.

On March 26th, at the TopTalk event of Tmall Super Brand Private Sharing, Tmall announced its 2025 business strategy: fully supporting high-quality brands and expanding brand growth.

An Tang, General Manager of Tmall Luxury Industry, introduced on TopTalk that in the past year, the number of purchasing users of major luxury brands on Tmall luxury goods has increased by 24% year-on-year, and brand members have increased by 35% year-on-year. By 2025, industry investment will increase sevenfold to help more brands achieve dual growth in volume and sales.

For luxury brands, new products have always been a powerful engine driving growth. At the TopTalk meeting, it was also revealed that since Double 11 in 2024, luxury brands have increased their user base for new product transactions on Tmall by 40%. By launching new products on Tmall, the brand has gained more tangible revenue.

Renowned luxury brand Bulgari will launch the Chinese special Serpenti Viper series 18K gold necklace for the Year of the Snake on Tmall at the beginning of 2025. On the first day of sale, it broke the daily transaction record of its flagship store, jumped to the top of Tmall's luxury K gold category, and led Bulgari to become a popular brand in the Year of the Snake.|

Rapha, a top cycling apparel brand in the UK, has increased its efforts to launch new products for its Tmall flagship store this spring, with a month on month increase of nearly 50% in the number of new products. Brand direction editor introduction, Tmall Little Black Box, Luxury Premium Calendar and other resource support and marketing incentive policies have reduced the cost of brand new product promotion and accelerated the launch of more new products.

In 2025, Tmall Luxury will also cover more luxury brands through a series of incentive plans, with real money supporting brand growth.
Tmall will vigorously increase marketing resources and industry-specific sales channels for luxury goods merchants. The newly launched official channel of "Tmall Luxury Product selection" provides luxury goods merchants with a more brand friendly "one-stop" fashion live broadcast room. The selection of products also clearly focuses on new products, with big brand new products accounting for 70% of the live products, gradually becoming a new growth point for luxury goods merchants.

It is reported that after the premiere of Heart selection, the number of viewers exceeded one million on the night of its premiere, and a total of 1.07 million people flocked to the official channel of "Tmall Luxury Heart selection" to watch. On March 20th, luxury clothing brand Max Mara took the lead in launching a brand special event on the official channel of Heart selection, creating a customized brand scene during the live broadcast to achieve the conversion of new product seeding to transactions.

At the same time, Tmall Luxury Goods will also increase incentives for luxury goods merchants through crowd strategy, brand private domain seeding, gift scene customization, and AI driven growth.

In the view of luxury brands that value "long termism", Tmall has always been the preferred main platform for online operations of global luxury brands. At present, Tmall Luxury has attracted over 200 official luxury brands to settle in, making it the first e-commerce platform in China to gather the five major luxury giants of LVMH Group, Kering Group, Chanel, Hermes, and Richemont Group.

Core Services

News

Purchase user growth of 24%, brand membership growth of 35%, Tmall luxury goods investment of 7 times to incentivize brand growth