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

On March 26, during the 2026 TOPTALK Super Brand Private Conference, Tmall President Jia Luo announced this year’s business strategy: to continue investing to enlarge the user base, significantly increase merchant profits, and build AI operational capabilities for brands. He stated, “In 2026, Tmall’s investment in quality brands will be stronger and more comprehensive.”

In the past year, brands have experienced high-quality growth on Tmall, with the number of brand merchants achieving over 100 million in annual transactions increasing by 15% year-on-year, and over 13,000 brands reaching a hundred million level in annual transactions achieving double-digit growth; the number of high-net-worth users in the 88VIP program is approaching 60 million; the super new products launched on Tmall contributed 120 billion in transactions for brands, with an average of one blockbuster new product achieving over a million in sales every five minutes.

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

First, increase consumer subsidies to match quality products with more users. Specifically, this means increasing investment in 88VIP consumer vouchers to expand the scale of high-net-worth users for brands; ramping up investment in Taobao coins to help brands attract new customers; and upgrading algorithms so that good brands and products can attract more consumers, achieving a dual explosion of user assets and transactions.

Second, the two major revenue-enhancing tools, “Store AI Red Envelopes” and “Intelligent Advertising Co-investment,” will be fully rolled out to enhance merchant profits. The platform will invest 10 billion in store AI red envelopes to accelerate the conversion of new customers and potential customers for brands. For high-conversion ads placed by merchants, the platform will provide intelligent co-investment and subsidize the products. The exclusive launch of super new products will enjoy 60 billion in traffic, ensuring a strong market entry.

In addition, Tmall will take the lead in building operational capabilities for merchants in the AI era. At the end of March, it will launch the e-commerce industry’s first “Lobster Version” business manager, providing a “Lobster Employee” that covers the entire operational chain and is available online 24 hours a day, helping brands operate efficiently and at low cost. In the customer service scenarios where AI has already been widely applied, a new investment of trillions in tokens will accelerate the upgrade of customer service to AI sales assistance, enhancing professionalism and inquiry conversion rates.

“In 2026, Tmall will continue to fully support quality brands, providing merchants with the most stable profit margins and the most sustainable brand growth platforms,” stated Tmall President Jia Luo.

(Author: Jiang Yongdan)

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