Alibaba’s advertising arm Alimama (阿里妈妈) has published a list of opening-phase 11.11 cases for Wanxiang Dianjing (万相点睛), its AI audience-targeting product, Ebrun reported on 28 October 2026. An audience the tool found for Proya’s Ruby anti-ageing range delivered a payment ROI above 13 and 45 percent of the range’s campaign GMV.
Proya’s ‘frontier tech enthusiasts’ returned a payment ROI above 13
Proya (珀莱雅) had targeted its premium Ruby (红宝石) range at searches for keywords such as “anti-ageing”. Wanxiang Dianjing started from the product’s ingredients instead and identified shoppers who compare ingredient concentrations and formula data rather than buy out of worry about age.
Alimama labelled this group “frontier tech enthusiasts” (前沿科技发烧友). Its payment ROI exceeded 13, its click-through rate ranked first among all audiences Proya ran in the same period, and it contributed 45 percent of GMV.
New customers took over 90% of clicks in keyword and audience ads
Wanxiang Dianjing runs across Alimama formats including brand showcase ads, keyword promotion, audience promotion, Super Short Video (超级短视频) and Super Livestream (超级直播). It reads product features and shoppers’ search intent to find audiences that category keywords miss.
Between 15 and 20 October, merchants using it in keyword and audience promotion saw new customers account for more than 90 percent of clicks, generating close to RMB 1 billion in additional sales. On the first day of in-stock sales, merchants combining Super Livestream with Wanxiang Dianjing grew by more than 30 percent and raised their ad budgets by more than 180 percent.
| Sector | Brand / product | Audience found | Published results |
|---|---|---|---|
| Beauty | Proya Ruby range | Frontier tech enthusiasts | Payment ROI >13; top CTR; 45% of GMV |
| Womenswear | ELLE French shirt | Women who care about fabric quality | New-customer share of sales >60%; new-visitor clicks >70% |
| Womenswear | VGRASS wool knitwear | New Chinese-style connoisseurs | GMV +22% vs previous period; new-customer ROI +10%+ |
| Appliances | Bosch | High-income women aged 35–39 | New-customer clicks >98%; new-customer share of sales >70% |
| Appliances | Ecovacs robot vacuums | Young families who like to show off their homes | New-customer share of sales 100%; ROI 1.1x higher than regular campaigns |
| Bathroom | Hegii smart toilets | Young music lovers seeking “me-time” | High-value audience penetration +30%+ |
| Furniture | Yuanshi Muyu | “Life restarters” furnishing new or rented homes | New-customer share of GMV >45%; new-customer clicks nearly 90% |
| Food | Quaker fermented oats | Urban office workers wanting a light breakfast | New-customer share of sales nearly 60%; new-scenario ROI 3x+ |
Unit: %
Share of transactions from new customers, Tmall 11.11 opening phase; figures are lower bounds or approximations · Source: Alimama via Ebrun, 28 October 2026
View as table
| Item | Value |
|---|---|
| Ecovacs | 100% |
| Bosch | 70% |
| ELLE | 60% |
| Quaker | 60% |
Fashion brands found buyers through texture and taste, not category terms
ELLE had aimed its French shirt at searches for “white shirt” and “commuter outfits”. The tool read searches for “how to iron a shirt” as a wish to look neat, and found women who care about fabric quality but had never searched for a white shirt.
Woollen knitwear brand VGRASS faced fading results from “warmth plus wool” tags. Its agency Huonu (火奴) used the tool, which linked the brand’s embroidery and design details to a “new Chinese-style connoisseur” group drawn from home-decor and tea-culture communities. New customers’ share of sales rose by 5 percentage points.
Appliance and furniture brands moved from features to lifestyles
Bosch’s case built on the brand’s “hands-free” and design appeal to reach high-income women aged 35 to 39 who spend on themselves; nearly 90 percent of its transactions came from new customers. For Ecovacs (科沃斯), the tool drew on Super Short Video content to find buyers motivated by a home that looks good enough to share.
Hegii (恒洁) recast smart toilets from a renovation purchase to a “me-time” treat, reaching music and travel fans; its target young-consumer audience share rose by more than 7 percentage points. Furniture brand Yuanshi Muyu (源氏木语) used outside signals, including Xiaohongshu (RedNote), to find shoppers furnishing a whole home at once; new customers made up over 52 percent of transactions.
Quaker shifted fermented oats from family breakfast to office workers
Quaker (桂格) launched its fermented oats around family breakfasts. Its agency Baozun Yingsai (宝尊英赛) used the tool to target urban office workers replacing high-calorie breakfasts and milk tea with filling, light options.
New customers made up nearly 60 percent of the product’s opening-phase sales, and the new usage scenario delivered an ROI of more than three times. Alimama said it would keep upgrading the tool’s AI targeting and extend it to more ad formats.
Coming up · We may follow up with Tmall’s category-level 11.11 results as Alibaba releases them.
