拿下趨勢賽道第一！今年天貓618又跑出260個冠軍新品牌
今年天貓618，又一批"風很大"的新品牌脱穎而出。開賣第一階段，260個天貓新品牌在大品牌林立的趨勢賽道中拿下第一名。
入駐天貓剛一年的同頻，拿下面部精華品類第一；開店兩年的三資堂，斬獲眼部彩粧品類第一；被稱為手機殼界"愛馬仕"的CASETiFY，在手機配件品類登頂；開設天貓旗艦店不到2年的LiberLive，把只需按鍵就能彈奏的"無弦吉他"打造成今年的爆款樂器，衝上吉他品類榜首。
這批冠軍新品牌，天貓618開賣不到兩週，平均成交已突破千萬，其中12家成交更是突破5000萬。經過618"大考"，在天貓這個全球最大的品牌經營主陣地中"殺出重圍"，也意味着這批新品牌實現了從"爆紅"到"站穩"的跨越。
騎行服品牌valoremonton 2024年入駐天貓，僅用一年就摘得騎行服飾賽道第一名。品牌電商負責人曉明介紹，品牌主打頂級面料，將户外美學融入單品設計，天貓通過超級單品打標等扶持新品牌，給品牌帶來了巨大流量，實現了快速爆發，品牌經營重心就放在天貓。
香薰賽道一直是大品牌的"激戰區"，來自全球的各大品牌，特別是海外大品牌競爭激烈。在這樣的競爭環境下，國產香薰品牌宋朝，仍一舉拿下香薰用品類目第一。
宋朝天貓店長黃彩暉介紹，為了迎戰今年618，品牌早在4月中旬就已提前做足準備，參加了淘寶送禮、超級新品等最新活動，全力拉新的同時，把爆款香薰單品持續迭代。天貓618開賣以來，品牌成交同比增加200%。
傢俱品牌abcmokoo入駐天貓兩年，瞄準年輕父母需求，推出摺疊嬰兒牀、智能嬰兒牀等多款趨勢單品，拿下兒童傢俱嬰兒牀品類冠軍。品牌方介紹，隨着電商進入內容時代，單靠流量紅利和賣貨模式無法持久，只有在天貓堅定"做品牌"才能給生意帶來確定性增長，實現從新品牌到"獨角獸"的跨越。
淘寶天貓也為新品牌躍升提供了最佳土壤，不僅有超過10億的用户羣，"天貓旗艦店"也代表着品質、官方的用户心智，幫助品牌積累長期的品牌資產。目前，天貓平台聚集超過30萬品牌，是全球品牌線上經營主陣地，在天貓上嶄露頭角，也就意味着在所在的行業裏有了一席之地。
對於這類高速成長的優質品牌，天貓持續加大力度扶持。2025年TopTalk現場，天貓公佈新策略目標：全力扶持優質品牌、原創品牌，做大品牌增長。同時，根據品牌商家不同發展階段,提供多樣化的成長權益。
對於潛力中腰部商家，天貓"千星計劃"劃分出15個細分賽道，面向新鋭商家提供天貓小二1V1溝通、免費開放高階版數據工具、開闢綠色通道等權益；針對1-10階段的新品牌，天貓"寶藏新品牌"聚焦"新人羣、新供給、新場景"三個維度，從會員拉新、種草追投、貨品共創、達播專屬合作等方面投入營銷政策給予全面扶持。
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