Tmall President Jia Luo: Investments in high-quality brands will be stronger and more comprehensive by 2026

On March 26, at the 2026 TOPTALK Super Brand Private Sharing Meeting, Tmall CEO Jia Luo announced this year’s operating strategy: continue investing to grow the user base, significantly enhance merchants’ earnings, and help brands build AI operating capabilities. He said, “In 2026, Tmall’s investment in high-quality brands will be even stronger and more comprehensive.”

Over the past year, brands achieved high-quality growth on Tmall. The number of brand merchants with annual transactions exceeding 100 million yuan increased by 15% year over year; more than 13,000 million-level brands delivered double-digit growth in annual transactions. The 88VIP population with high net worth users is approaching 60 million. On Tmall’s first release, super-new products contributed 120 billion yuan in transactions to brands, and, on average, a blockbuster new product with over one million transactions was born every 5 minutes.

This year, Tmall will continue to increase investment in three areas:

First, increase consumer subsidies so that high-quality goods match more users. Specifically, increase investment in 88VIP consumption coupons to expand the scale of high-net-worth brand users; add more investment into Taobao Gold Coins to help brands expand to new customers; upgrade the algorithms so that good brands and products can reach more consumers, achieving dual explosions in user assets and transactions.

Second, “store AI red envelopes” and “advertising intelligent follow-on bidding” — the two major revenue-increasing tools — will be rolled out comprehensively to boost merchants’ earnings. The platform will invest 10 billion in store AI red envelopes to accelerate new-customer and potential-customer conversion for brands. For high-conversion ads merchants place, the platform will use intelligent follow-on bidding and subsidize the promoted goods. Super-new products get exclusive access to 60 billion in traffic on their first launch, so new products can hit big the moment they go live.

In addition, Tmall will be the first to build operating capabilities for merchants in the AI era. By the end of March, it will launch the e-commerce industry’s first “Lobster Edition” business concierge, offering “Lobster staff” that covers the entire operating lifecycle and is online 24 hours a day, helping brands operate efficiently and at low cost. In customer service scenarios where AI has already been applied at large scale, it will introduce investment in trillion-level Tokens to accelerate the upgrade of customer service into AI product advisors, improving professionalism and inquiry-to-purchase conversion.

“In 2026, Tmall will continue to fully support superior brands, providing merchants with the most stable operating profits and a platform with the most lasting continuity for brand growth.” Tmall CEO Jia Luo said.

(Editor: Jiang Yongdan)

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