Alibaba is working hard to cultivate hot/growth/DTC brands
Tmall featured a group of smaller, “growth” brands during this year’s Double 11 - called “Treasure Brands.”
According to data from Alibaba, 357 of these “growth” brands became top sellers in their niche categories during the 2020 festival - compared with only 11 such brands in 2019.
Tmall is putting considerable effort behind these brands, coordinating campaigns and driving traffic to shops - as part of a larger program, called “Tmall Super Rookie” - where it aims to help 100 new brands reach ￥1 billion annual sales.
New brands are the lifeblood of the big ecommerce platforms. In a country where shopping is entertainment, distinct, new brands are essential to sustain audience enthusiasm.
Alibaba/Tmall have built an array of initiatives to keep new, interesting brands in the pipeline:
- 11:11 2020, “Treasure Brands” got top billing
- Incubating Global DTCs thru “Go Global 11.11 PitchFest"
- "Overseas Fulfillment Program” = Global brand entry
- FarFetch partnership = pipeline of luxury/fashion brands
