On April 16th, Tmall announced its store opening data for the first quarter of 2024: new merchants increased by 60% year-on-year, and global top and emerging brands are accelerating their entry into Tmall. Among them, outdoor sports, smart homes, health care, exquisite pet care, trendy clothing, and fine skincare have become popular tracks this year, with a 100% year-on-year increase in the number of new businesses.
As the preferred platform for brand management and business creation, Tmall has seen a large number of "top students" emerging among new merchants in the first quarter. The transaction volume of new merchants increased by 150% year-on-year. Within three months of opening a store, more than 200 new merchants sold over one million yuan.
Meanwhile, in the first quarter, when looking at the opening of Tmall stores by region, Guangdong, Zhejiang, Henan, Shanxi, Yunnan, and Shandong became popular areas for new merchants to settle in. In addition to the traditional "free postal areas" of Jiangsu, Zhejiang, Shanghai, and the Pearl River Delta, which continue to lead the way, provinces such as Shanxi, Yunnan, and Shandong have shown vitality in brand innovation and entrepreneurship, and have entered the "Top Eight".
In April this year, Tmall's "Blue Star Plan" to support new merchants was heavily upgraded. For well-known brands and category champions, a single merchant can receive a maximum of over 2 million yuan in business incentive funds; Emerging brands and merchants with price advantages can receive a maximum of 40000 yuan in business incentives and a special promotion service exceeding one million yuan for up to three months. In addition, the subsidy policy for freight insurance has also been comprehensively upgraded.