On January 16, the 2026 Tmall Super New Product Gala was held in Shanghai. It was announced that in 2025, over 16 million premium new products made their debut on Tmall, setting a new historical record for new product volume. More than 30,000 premium new products each achieved over one million yuan in GMV, representing a 35% year-on-year increase in quantity, while new products overall realized a 34% growth in total transaction value.
Tmall unveiled its support initiatives for new product launches in 2026, pledging a comprehensive increase in resource allocation. Specialized support will be provided for super new products and potential new products, with on-platform resources amplified to reach billions of traffic impressions. The platform will also supplement brands' external advertising investments to enhance the success rate of new products achieving immediate market traction and to foster sustainable growth for brands.
Regarding on-platform resources, key placements such as the Taobao App splash screen, homepage, search results, recommendations, and the "second floor" section will offer increased exposure to super new products. The "Xiao Hei He" (Little Black Box) channel will provide tens of millions of baseline impressions.
For external brand advertising, Tmall will inject additional resources, elevating the potential full-funnel traffic for a single super new product from tens of millions to hundreds of millions of impressions. Furthermore, for premium new products that demonstrate high sales completion rates and attract customers with strong purchasing power, the platform will allocate exclusive supplementary resources on top of the baseline traffic.
The platform's search and recommendation algorithms have been upgraded to enable precise traffic distribution to highly convertible users who are most receptive to new products and eager to try fresh offerings. This ensures higher reach among core target demographics, including 88VIP members.
Concurrently, Tmall has enhanced its full-chain service capabilities for new products. For customer acquisition, Tmall's "U先试用" (Try-First Sampling) program has, for the first time, integrated with Alipay, Amap, Fliggy, and Idle Fish, extending new product sample distribution cross-platform from e-commerce to lifestyle services, travel, and entertainment platforms. In product research and development, Tmall's TMIC (Trends and Innovation Center) launched the "AI Xiao Xin" tool, offering capabilities in trend analysis, user research, and new product design.
Additionally, in 2026, Tmall will collaborate with global top-tier events such as the F1 Chinese Grand Prix, the FIFA World Cup in the US, Mexico, and Canada, the Cannes Film Festival in France, the NBA China Games, and the Shanghai Masters tennis tournament to amplify the momentum of new products.
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