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

On March 26, 2026, at TOPTALK’s Super Brand Private Sharing event, Alibaba Tmall President Jia Luo announced this year’s operating strategy: continuing to invest to expand user scale, significantly improving merchants’ earnings, and helping brands build AI operating capabilities. He said, “In 2026, Tmall’s investment in high-quality brands will be even stronger and more comprehensive.”

Over the past year, brands have seen high-quality growth on Tmall. The number of merchants with annual transactions exceeding 100 million increased by 15% year over year; more than 13,000 million-level brand merchants achieved double-digit growth in annual transactions; the 88VIP high-net-worth user base is close to 60 million; and Tmall’s first-release super new products contributed 120 billion in transactions for brands—on average, a blockbuster new product generating over one million in transactions is born every 5 minutes.

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

First, increase consumption subsidies so that high-quality products match more users. Specifically, increase investment in 88VIP consumption coupons to expand the scale of high-net-worth brand users; step up investment in Tmall Gold to help brands develop new customers; upgrade algorithms so that good brands and products can reach more consumers, achieving a dual surge in user assets and transactions.

Second, “store AI red envelopes” and “advertising intelligent follow-on bidding”—the two major revenue-boosting tools—will be rolled out across the board to improve merchants’ earnings. The platform will invest 10 billion yuan in store AI red envelopes to accelerate the conversion of new customers and potential customers for brands. For high-converting ads that merchants bid on, the platform will use intelligent follow-on bidding and subsidize the goods. Super new products will get first-release access to 60 billion in exclusive traffic, so that when new products launch, they immediately hit big.

In addition, Tmall will be the first to help merchants build operating capabilities for the AI era. By the end of March, it will launch the e-commerce industry’s first “Lobster version” business concierge, providing “Lobster employees” that cover the entire operating lifecycle and are online 24 hours a day, helping brands operate efficiently and at low cost. In customer service scenarios where AI has already been applied at scale, Tmall will make a new investment of trillions of Token to accelerate the upgrade of customer service into AI sales assistants, improving professionalism and inquiry-to-order conversion.

“In 2026, Tmall will continue to fully support high-quality brands, providing merchants with the most stable operating profits and a platform for brand growth with the strongest continuity.” Jia Luo, Tmall’s president, said.

(Editor: Jiang Yongdan)

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