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 Event, Tmall President Jia Luo announced this year’s business strategy: continue investing to grow the user base, significantly increase merchant revenue, and build AI operational capabilities for brands. He stated, “In 2026, Tmall’s investment in high-quality brands will be stronger and more comprehensive.”

Over the past year, brands experienced high-quality growth on Tmall, with brands generating over 100 million yuan in annual transactions increasing by 15% year-over-year, and more than 13,000 brands reaching hundreds of millions in annual transactions, achieving double-digit growth. The VIP88 high-net-worth user base is approaching 60 million. Super new products launched on Tmall contributed 120 billion yuan in transactions, with an average of one million-yuan-plus blockbuster new product born every five minutes.

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

First, enhance consumer subsidies to match high-quality products with more users. Specifically, increase investment in VIP88 shopping coupons to expand the high-net-worth user base; boost Taobao Coins to attract new customers for brands; upgrade algorithms so that good brands and products can reach more consumers, achieving a dual explosion of user assets and transactions.

Second, the two major revenue-boosting tools—“Store AI Red Envelopes” and “Smart Ad Follow-up”—will be fully rolled out to increase merchant earnings. The platform will invest hundreds of millions in store AI red envelopes to accelerate conversion of new and potential customers. For high-conversion ads placed by merchants, the platform will provide intelligent follow-up and subsidy for products. Exclusive 600 billion traffic flow for super new product launches will ensure explosive sales upon release.

Additionally, Tmall will take the lead in building operational capabilities suited for the AI era. By the end of March, the first “Lobster Version” business manager for the e-commerce industry will be launched, offering a 24/7 online “Lobster Employee” that covers the entire operational chain to help brands operate efficiently at low cost. In customer service scenarios already heavily applying AI, the platform will invest trillions of tokens to accelerate the upgrade of customer service to AI-guided shopping, enhancing professionalism and inquiry conversion rates.

“By 2026, Tmall will continue to fully support high-quality brands, providing a platform with the most stable operational profits and the most sustainable brand growth,” said Tmall President Jia Luo.

(Edited by: Jiang Yongdan)

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