“618”前多品牌在天猫拓展新品类进军趋势新赛道

发表时间：2026-05-18 16:00:06

<article><section data-type="rtext"><p>【环球网科技综合报道】“618”前，品牌集体重仓天猫，3-5月，新入驻天猫品牌数量环比激增30%。新锐品牌来天猫开设线上首店，头部品牌在天猫开设新品类旗舰店，进军趋势赛道。</p><p>硅谷AI科技品牌Eight Sleep、有珍珠之王之称的珠宝品牌MIKIMOTO、鞋履品牌VEJA、设计师品牌WOOYOUNGMI先后官宣入驻天猫。Balenciaga巴黎世家开设香水美妆旗舰店、柯达跨界推出服饰旗舰店，参半母公司推出个护新品牌重点POINZ，泡泡玛特进军家电，拓展增量市场。</p><p><i class="pic-con"></p><p>继2020年入驻天猫奢品后，Balenciaga巴黎世家近日在天猫开出第二家官方旗舰店，发售香氛礼盒和多款香水。Balenciaga也成为Prada、YSL、Gucci、Burberry之后，又一在天猫启用“双店模式”的奢侈品牌，意味着天猫从单一销售渠道升级为品牌分品类运营的核心阵地。</p>
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            <p>传统品牌同样借助天猫实现品类跨越。经典影像品牌KODAK柯达和泡泡玛特旗下IP Hirono推出联名服饰，切入年轻消费市场；健康老字号片仔癀开设个人护理旗舰店，主推清火牙膏，跻身中草药牙膏热销榜前五。</p><p>新锐品牌的边界也在拓宽。参半母公司小阔集团推出的日化家居新品牌“重点POINZ”，上线即登顶天猫洗护清洁剂、护手霜等多个类目榜首。Keep将服务从“线上跟练”延伸至“线下穿搭”，在天猫构建起包含运动营养、食品、服饰在内的旗舰店矩阵；JACK & JONES开设户外旗舰店，精准捕捉骑行与户外场景消费增量。</p><p>家电赛道也在经历新一轮品类裂变：4月，泡泡玛特发布THE MONSTERS生活家系列冷藏箱，正式入局家电；大疆、戴森等科技巨头也在“618”前推出新款扫地机、洗地机，挖掘居家消费的新增长点。</p><p>近年来，雅诗兰黛、联合利华、珀莱雅、凯乐石、立白均重仓天猫，开设新品类或子品牌旗舰店，开辟第二增长曲线。The Ordinary、Off&Relax、NEXXUS上线天猫后，快速成长为细分赛道头部。The Ordinary入驻天猫不到一年，已登上修护精华回购、眼霜热销等多个榜单。</p><p>目前，高净值用户88VIP会员规模已突破6200万，并保持持续的双位数同比增长。天猫不仅正成为商家经营利润最稳定、品牌增长最具延续性的核心阵地，更是品牌孵化新品类与子品牌的关键平台。</p><p>为支持商家成长，天猫近期大幅升级经营激励政策，投入力度翻倍：单品牌激励上限从往年的全年250万元，提升至今年的单季度300万元。同时，平台加大对优质货品与商家的扶持权重，针对“超级爆款”提供10%的平台红包补贴，并配套搜索与推荐流量的双重加持，全方位支持品牌爆发。（勃潺）</p></section><img src='/image/154431-0' alt='“618”前多品牌在天猫拓展新品类 进军趋势新赛道 '> </div>
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“618”前多品牌在天猫拓展新品类 进军趋势新赛道

“618”前多品牌在天猫拓展新品类进军趋势新赛道