Tmall has released its "2025 New Brand Development Report," revealing that over the past year, more than 150,000 high-quality new merchants have chosen Tmall to launch and build their brands, setting a new historical record for scale. The number of brands achieving annual transaction volumes exceeding 100 million RMB in their first year of operation on the platform saw a year-on-year increase of over 40%. Among brands established within the last three years, 276 surpassed the 100 million RMB annual transaction milestone, while 5,026 exceeded 10 million RMB, with all metrics reaching unprecedented highs.
Breaking down the data by industry, apparel, home appliances, home decoration, 3C digital products, health, sports & outdoors, maternal & child products, home goods, food & fresh produce, and jewelry & accessories were the top 10 sectors with the highest number of new brands surpassing 10 million RMB in transactions for 2025.
Ten brands, including Shi Ge Qin Tian, Tong Pin, Xu Cui Hua, Cuktech, Xiaoban Furniture, Jun Pei, LiberLive, Zenless Zone Zero, PANE, and CrzYoga, each achieved transaction volumes exceeding 100 million RMB on Tmall in 2025. They also secured the top position in their respective niche market segments, earning recognition as representative "new force" brands of the year.
From a geographical perspective, the cities contributing the most new merchants were Guangzhou, Shenzhen, Jinhua, Hangzhou, Quanzhou, Xiamen, Wuhan, Xuzhou, Dongguan, and Zhengzhou, which were named Tmall's top 10 brand creation cities for 2025. Guangzhou continued to lead in entrepreneurial vitality, topping the list for the third consecutive year. In 2025, over 18,000 new stores were opened by merchants from Guangzhou, doubling the figure from 2023.
The Annual New Brand Development Report also identified 50 promising "blue ocean" opportunity sectors for 2026. These include intelligent robots, AI glasses, skin science, personalized makeup, homewear suitable for outdoor wear, vegetable-tanned HOBO bags, light-custom home decoration, smart mattresses, titanium cookware, small ball sports, lightweight sports equipment, professional trail running, and pet outdoor gear. User search and purchase interest in these areas is currently on a sustained upward trend, indicating significant potential for brand growth.