On January 16, the NEWty2026 Tmall Super New Product Festival was held in Shanghai. The event reviewed the impressive new product growth achievements of 2025, officially released the core support initiatives for high-quality new products in 2026, announced six new product awards covering the top 100 annual new products, presented the Annual Business Figure Award, and specially established a women's recognition category, linking business with public welfare to unite the industry's innovative forces.
Growth data confirms the platform's strength, with new products driving brand growth. As the primary launchpad for brand new products, Tmall exhibits robust growth momentum. In 2025, over 16 million high-quality new products debuted on Tmall, setting a new historical record for scale. More than 30,000 high-quality new products exceeded one million RMB in transaction value, a 35% year-on-year increase in quantity. New products overall achieved a 34% growth in transaction volume, fully demonstrating the platform's capability for incubating new products and ensuring predictable growth.
At the event, leading industry brands took the stage to share their exclusive new product methodologies. Adidas detailed how its deep integration with Tmall's "Little Black Box" global debut show for its New Chinese Style series enabled an "see-now-buy-now" new product explosion, with 2025 sales growing more than 25 times compared to the previous two years. Pantene launched its Peptide Bubble Bomb Hair Mask, containing a skincare-grade 3A peptide formula, and collaborated with Tmall to precisely reach target audiences. The new product amassed over 100 million new consumer assets within one month of launch, driving growth through efficacy innovation and platform audience operations.
Empowering the creative ecosystem with edge-side AI Agent technology, AMD has, for three consecutive years, created mass competitions centered on Chinese culture and delivered through AI generation technology. Leveraging Tmall, it promotes the landing of "technology + art" new products in consumer scenarios, establishing its brand image as a pioneer in applied AI within China.
In the awards ceremony of the NEWty2026 Tmall Super New Product Festival, several brands were honored with annual awards for their outstanding innovation and marketing performance in new products, setting benchmarks for the industry. Yaya achieved over 100 million RMB in sales by collaborating with Tmall Super Brand Day, launched a Ju Jingyi-themed pop-up store on Chengdu's Chunxi Road, and created a slow-flash space at the Genting Chongli Snow Resort that attracted tens of thousands of consumers, setting sales records and traffic peaks, earning it the "Annual Fashion Traction Brand" award. Its Everest 1992 series, launched during the Super Brand period, has sold over 30,000 units on Tmall to date.
Taranis achieved explosive growth by accurately identifying children's sports needs, creating "Stable Running Shoes" equipped with aerospace-grade carbon plates, and collaborating with Tmall Super Brand Day. Olympic champion Xu Xin endorsed the "Stable Running Shoes," with his image as an Olympic champion known for "precise victory" resonating with Taranis's philosophy of "helping children walk more steadily." As the first children's shoe brand to exceed 100 million RMB on a Tmall Super Brand Day, Taranis was awarded "Annual Sports Marketing Brand."
MGPIN drew inspiration from representative soils across China to create the "Earth Eyeshadow" series, building a unique Eastern aesthetic. Its collaboration with Tmall Super Brand Day generated over 300 million exposures across the internet and topped the charts in multiple categories including color cosmetics, pre-makeup, cushion compacts, and eyeshadow, earning it the title of "Annual Cultural Creativity Brand."
The Walt Disney Company and Shanghai Disney Resort won "Annual Consumer Choice Brand" for their outstanding performance with the *Zootopia 2* movie, co-branded merchandise, and park experiences. Partnering through Tmall's "11.11 Super Release," they delivered surprises to kick off the "city." The appearance of Zootopia's superstar Gazelle with her "best partners" Judy Hopps and Nick Wilde at the event instantly ignited the crowd's enthusiasm, heightening anticipation for the Shanghai Disneyland experience, the *Zootopia 2* movie, and new co-branded Disney consumer products.
MiniJ deeply integrated with the "Little Black Box New Humans" IP, held a creative exhibition in Aranya, and created the category's first Super Brand Day. At the end of the same month, with the marketing theme "MiniJ's 10th Anniversary," it held the first Super Brand Day on Tmall for a new driving force in major home appliances, creating a new annual sales peak. The newly launched X1Pro countertop integrated washer-dryer for lingerie ranked TOP1 in its category by sales during the event, earning MiniJ the "Annual R&D and Design Power Brand" award.
AfterShokz, in collaboration with Tmall Super Brand Day, broke through from the professional sports market to mainstream lifestyle scenarios. While refreshing its flagship product matrix, it launched a limited-edition co-branded gift set for the Super Brand Day. Brand ambassador Li Xian and brand ambassador Tian Xiwei collaborated effectively, and a large-scale sports and fashion street pop-up at Chengdu's East Suburb Memory built fully open listening scenarios, resulting in a dual explosion of buzz and sales. Transaction volume achieved 100% high-speed growth year-on-year, making it the "Annual Marketing Innovation Brand."
These brand cases vividly illustrate how Tmall helps leaders across different fields achieve full-chain success for new products, from R&D and marketing to sustained long-term growth.
As one of the most influential and credible annual honors in China's consumer sector, the "Tmall Annual Business Figure Award" was jointly initiated by Tmall and authoritative industry institutions to recognize the era's leaders who have profoundly shaped China's consumer market landscape and driven the evolution of local commerce. This award focuses not only on the high-quality growth of the enterprises themselves but also on the awardees' outstanding contributions in driving industrial chain upgrades, stimulating category innovation, and building sustainable business ecosystems, fully demonstrating the strategic judgment, forward-looking action, and broad ecological influence of Chinese commerce in the new era.
This year, three outstanding business figures were honored for their pioneering practices and profound industry influence in their respective fields: Mr. Gao Dekang, founder of the Bosideng brand, who led Chinese down jackets onto the global stage, highlighting the rise of domestic brands, was awarded the "Annual Leading Figure Award." Mr. Adrian Siu, Managing Director of Adidas Greater China, who worked with Tmall to advance digital innovation and boost the sports consumption market, was awarded the "Annual Innovator Award." Ms. Jasmine Xu, Chairman and CEO of Procter & Gamble Greater China, who drove continuous innovation and digital transformation at P&G Greater China and collaborated with Tmall to innovate new product launch models, becoming a pioneer in the consumer goods industry transformation, was awarded the "Annual Pioneer Award."
Tmall President Jialuo presented the awards to the three annual figures on site, reviewing the journey Tmall has shared with brands. He noted that the current business environment is undergoing profound changes due to AI and digitalization, and true industry leaders not only achieve their own growth but also propel the entire industry forward. From Mr. Gao Dekang's persistent dedication of "one group, one lifetime, one mission," to the localized innovation of Mr. Adrian Siu's team with "In China, For China," to the vision and trust Ms. Jasmine Xu has built with Tmall since 2009—these stories are not just records of brand growth but vivid portrayals of the long-term symbiosis and mutual success between the platform and brands.
The "Tmall Annual Business Figure Award," with its rigorous selection criteria, deep industry insight, and extensive industrial influence, has become an important barometer for observing the evolution of Chinese commerce, continuously encouraging more enterprises to drive innovation, shoulder responsibility, and jointly build a more resilient and vibrant new consumer ecosystem.
This year's event specially focused on "Her Power," establishing two women's recognition categories to make business strength a solid support for women's growth. The "Annual Brand for Women's Power" award honors brands that deeply integrate business practices with care for women. Based on equality and inclusion, using women's power as a torch, these brands carry women's诉求 with their products and support women's growth and change through action. From pastoral areas to the workplace, the Erdos Group supports the comprehensive development and growth of women with a solid system; Estée Lauder empowers nearly 600 female entrepreneurs through its "Dreams for Her" program; ubras and its public welfare brand ubrasCARE have supported and accompanied over 120,000 women post-mastectomy, providing them with post-operative underwear, psychological care, and public welfare services; Guerlain, in partnership with UNESCO, runs the "Women for Bees" project, aiding women's economic independence and professional growth.
The "Annual Force for Women Award" was given to an outstanding individual who promotes industry and women's rights development, awarded to Ms. Ma Xiaoyu, Deputy CEO of L'Oréal China and General Manager of the Luxury Products Division. She leads industry trends with exceptional business acumen and, with deep empathy and firm action, has long empowered Chinese women. The "Girls in Tech Empowerment Program" she promotes aims to encourage and support girls to pursue scientific fields, igniting the light of science in their hearts, giving them the courage and ability to explore a broader world.
Guests including Wen Jia, Alibaba Group Partner and founder of Ban Nuan Public Welfare, presented awards to the winners. Wen Jia, who has long focused on women's mental health and promoted women's growth, stated, "The world is different because of women, and Tmall is even more different because of women." She expressed that public welfare injects indispensable emotional value and human warmth into business, while the platform, through its strong social influence and resource integration capabilities, gives back to public welfare, jointly building a sustainable ecological relationship where "business and public welfare nourish each other and achieve mutual success."
Tmall announced its core support initiatives for high-quality new products in 2026, pledging a comprehensive increase in resource investment. In-platform resources will be boosted to billions of traffic impressions, with additional subsidies for brand external advertising on the platform, enhancing the success rate of new products achieving immediate explosive growth upon launch and creating sustainable growth space for brands. Combined with algorithm-based identification of "new product susceptible人群," cross-platform customer acquisition, and marketing around global top-tier events, Tmall will全面提升 new product momentum and precisely reach more segmented audiences.
In 2026, Tmall will continue to助力 "new products achieving爆发 upon launch" through smarter tools, richer resources, longer support cycles, and deeper value connections, creating sustainable, high-quality growth for brands.
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