The number of merchants launching new products on Taobao and Tmall (天猫) in the month before Tmall’s 11.11 sale began rose 64 percent year on year, trade outlet 100EC (网经社) reported on 19 October. Brands brought 50,000 “super single products” to the festival. AI hardware drove a 130 percent rise in major consumer-electronics launches, while beauty and luxury brands lined up Tmall-only debuts.
Merchants launching new products rose 64 percent before the sale
According to 100EC, the number of merchants debuting new products on Taobao and Tmall in the month before Tmall’s 11.11 sales started was 64 percent higher than a year earlier. The report said the scale of new-product launches reached a record.
Brands across categories brought 50,000 “super single products” (超级单品). 100EC said the most innovative products representing category trends would all debut during Tmall 11.11.
| Measure | Figure |
|---|---|
| Merchants launching new products on Taobao and Tmall | +64% YoY |
| Major new launches, consumer electronics (3C) | +130% YoY |
| Major new launches, sports and outdoor | +47% YoY |
| “Super single products” brought by brands | 50,000 |
| Tmall-only flagship store “surprise gift boxes” | 2,000 |
Unit: %
Year-on-year change · Source: 100EC (网经社), 19 October 2026
View as table
| Item | Value |
|---|---|
| Major consumer-electronics launches | 130% |
| Merchants launching new products | 64% |
| Major sports and outdoor launches | 47% |
AI models and hardware lifted consumer-electronics launches by 130 percent
A wave of AI model and AI hardware releases pushed the scale of major new launches in consumer electronics up 130 percent year on year, the report said.
MiniMax opened an exclusive store on Tmall on 13 October. Zhipu (智谱), Alibaba Cloud (阿里云) and Qwen Office (千问办公) also opened stores, and these sellers are offering several token subscription packages during 11.11.
A QAIPC computer running Qwen Office will debut on Tmall during 11.11. AI wearables highlighted in the report included Qwen AI ear-clip earphones, the N1 series of AI smart glasses and the Nuna AI smart pendant.
Sports and outdoor launches rose 47 percent
Major new launches in sports and outdoor rose 47 percent year on year. ALO entered Tmall exclusively and is releasing new products for 11.11 at the same time as in its global markets.
Beauty and luxury brands lined up Tmall-only debuts
Major beauty and luxury brands brought several new products that debut exclusively on Tmall. The FENDI Croissant handbag is a global exclusive debut on Tmall, according to the report.
Brands created 2,000 gift boxes sold only on Tmall
Brands also produced 2,000 flagship store “surprise gift boxes” (惊喜礼盒) that can be bought only on Tmall this 11.11.
Unit: items
Tmall 11.11 2026 · Source: 100EC (网经社), 19 October 2026
View as table
| Item | Value |
|---|---|
| Super single products | 50,000 items |
| Tmall-only surprise gift boxes | 2,000 items |
Estée Lauder (雅诗兰黛), L’Oréal PRO (欧莱雅PRO) and La Mer (海蓝之谜) co-developed co-branded boxes with Tmall Super New Products (天猫超级新品). Heinz (亨氏) and Ulike also launched exclusive co-created boxes.
The report said leading brands had placed their main products of the year, exclusive items and customised supply on Tmall. It described Tmall flagship stores as the main base for brands’ long-term operations.
Coming up · We may follow up with Tmall’s own 11.11 results once Alibaba publishes them.
