天貓雙11增長勢能爆發： 402個品牌成交破億！38600個品牌同比增速超過100%！
截至11月11日零點，402個品牌成交破億！38600個品牌同比增速超過100%！全球品牌在天貓雙11迎來確定性增長。
其中包括歐萊雅、珀萊雅、海爾、斐樂、蘭蔻、美的、嬌蘭、耐克等成熟品牌，也有花至、且初等新鋭品牌。
今年天貓雙11，品牌生意大盤依舊穩固。10月31日晚8點一過，蘋果、海爾、美的、華為、歐萊雅、耐克等155個品牌爭相破億。Gucci、Burberry、華碩、鄂爾多斯等7.19萬個品牌首小時成交超過去年雙11全天。
品牌迎來店播爆發新紅利。38個品牌直播間破億，451個店鋪直播間成交破千萬，預售期4小時內首次出現成交破億的品牌直播間。
新品牌在多條賽道表現突出。今年雙11，有13個新品牌成交金額破億、 243個品牌破千萬。開店3年內的品牌，有1606個拿下趨勢新品類冠軍。成立2年多的TGIF，拿下電競椅品類第一；同樣成立2年多輕塑形的服飾新品牌SINSIN，拿下鯊魚褲品類第一。
國貨品牌全面爆發。今年天貓雙11，243個國貨品牌進入“億元俱樂部”。除了花至、且初等國貨新品牌熱賣，超過100個國貨品牌上演史上最大規模跨界聯名，推出雙11熱梗禮盒。央企品牌與淘寶深度合作，集中上架了包括核能充電寶、5G芯片等在內的16款“大國重器”。國資小新淘寶店硬核國貨，搜索加購總數量突破1000萬。
“在這場年度消費狂歡中，我們希望平台和品牌商家一起投入，最終為消費者帶來好貨好價。”淘天集團品牌業務發展中心總裁奧文表示，一屆快樂的雙11，離不開品牌的好貨好價，而創造好貨好價之上的價值，是天貓雙11的最終目標。
數據顯示，雙11期間，商家會員訂單連續多日增長超100%，得益於品牌在私域的持續投入，淘寶天貓平台老客復購訂單也多日錄得同比兩位數增長，其中，服飾、快消、運動户外、食品等行業多日同比增長超45%。
日前，國際諮詢機構埃森哲發佈2023雙十一報吿，認為：“對於品牌商家來説，雙十一已經不再僅僅意味着銷售高峯，更是一個特殊的運營節點，激活用户興趣、提升用户體驗、增強用户黏性，成為更為關鍵的競爭因素。”
過去三年，天貓幫助6000家品牌創牌成功，孵化了100條百億品類新賽道。今年天貓雙11，以電競、騎行、滑雪、潮玩等為代表的“多巴胺經濟”開始爆發，預示着更多新品牌在天貓湧現。
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