The vitality of brand innovation and entrepreneurship continues to burst out!On December 22, Tmall released its annual brand entrepreneurship report, showing that the number of new merchants in 2023 will increase by 70% year-on-year, and it will continue to be the preferred main position for brand entrepreneurship.
Among them, health care will be the hottest track for brand entrepreneurship in 2023, and the number of new stores on Tmall will exceed 10,000;Cangzhou fishing gear has become the fastest growing characteristic industrial belt for brand entrepreneurship, and the number of newly opened stores has increased by more than 2,700% year-on-yearGuangzhou won the first city of brand entrepreneurship of the year, and among the new stores opened on Tmall in 2023, there are nearly 5,000 registered in Guangzhou.
In terms of industries, the top 6 industries with the hottest brand entrepreneurship in 2023 are, health and wellness, home decoration and home furnishing, consumer electronics, clothing and sports, beauty and personal care, and trendy toys and cultural creativity. Among them, the number of newly opened stores in the health and wellness, home improvement and home furnishing tracks exceeded 10,000;At the same time, cycling and skiing, new taste drinks, light health, relaxed clothing, scientific and technological beauty, and atmospheric home furnishing have become the hot trend tracks of brand entrepreneurship in 2023.
From a regional point of view, the Pearl River Delta and Jiangsu, Zhejiang and Shanghai, the two major "free shipping areas" continue to lead the entrepreneurial vitality. Guangzhou, Shenzhen, Jinhua, Shanghai, Hangzhou, Xuzhou, Wenzhou, Beijing, Xiamen and Changsha have become the top 10 cities with the most Tmall brand entrepreneurship in 2023. Among them, a number of representative new brands such as Guangzhou skin care brand CAEM, Shenzhen digital brand Lingke, Jinhua auto supplies brand Qiansheng, Shanghai clothing brand Darindarin, and Hangzhou clothing brand Misswiss have opened stores on Tmall in less than one year, and the transaction scale has exceeded 5 million.
From the perspective of the types of businesses that start brand businesses, the most are characteristic industries that bring factories to Tmall to create their own brands, accounting for 41%, followed by new consumer brands created to meet new needs accounting for 19%, in addition to creating brands for content-based IP and live broadcast celebrities. Among the TOP20 characteristic industrial belts with the fastest growth rate in 2023, the number of newly opened stores of Cangzhou Fishing Gear, Caoxian**, Luoyang Flowers, and Tai'an Pastry and Biscuits has grown the fastest, with a growth rate of more than 1,000%.
At present, the Tmall platform has gathered more than 300,000 global brands, becoming the brand's largest business front. Only when a merchant and an entrepreneur operate on Tmall and emerge can it mean that they have truly embarked on the road of brand creation.
Tmall is also the best position for new brands to "star brands". This year's Double 11, 402 brands have exceeded 100 million yuan in Tmall transactions, and among the brands that have been established on Tmall within 3 years, 1,606 brands have won the championship of trending new categories. Meet the large-capacity tons of cups that meet the "average daily 8 cups of water", and sell 450,000 on Double 11;The new category of Sinsin "shark pants" sold 2.65 million pieces on Double 11;Focusing on the "vitality master" who can easily maintain his body at home, the bath soup products have sold more than 30 million copies.
Flipping through the animation's IP derivatives brand "March Beast" has been in Tmall for only 3 months, and the transaction volume has exceeded 51 million on Double 11, winning the first place in the list of new trendy toy brands and the third place in the industry. "Tmall is very comprehensive, both in terms of traffic and user support, it is our most ideal online position in China. Shen Hao, president of March Beast, said that Tmall's buying group is rich enough and it is also a gathering place for pan-two-dimensional young people, and the next online focus will be on Tmall.
Snowline, a lifestyle brand that started with ski wear, is one of the typical representatives of foreign trade foundries to create their own brands. When starting a business for the first time, the founder Jiang Qijun believed that the product could speak, and started his entrepreneurial journey from the manufacturing end and the product side, but the market feedback was bleak. Today, Snowline's sales have steadily increased in its main Tmall position, and it has increased several times year after year.
In order to help new merchants and entrepreneurs grow rapidly and break the situation, this year Tmall launched the "Blue Star Plan" to support new merchants, providing up to 50,000 yuan in incentives, exclusive traffic, 1-to-1 exclusive services, as well as setting up special live broadcasts for talents, professional service providers to operate sparring and other exclusive services, opening up the digital capabilities, platform resources and brands of the Tmall platform to grow together. 