---
title: "Tmall released the 2024 store opening report, with new merchants increasing by 83% year-on-year"
description: "On January 7th, Tmall released its 2024 Annual Merchant Store Opening Report, showing that the number of newly registered merchants increased by 83% year-on-year. The report pointed out that 32 brands"
type: "news"
locale: "en"
url: "https://longbridge.com/en/news/224275662.md"
published_at: "2025-01-08T05:52:05.000Z"
---

# Tmall released the 2024 store opening report, with new merchants increasing by 83% year-on-year

> On January 7th, Tmall released its 2024 Annual Merchant Store Opening Report, showing that the number of newly registered merchants increased by 83% year-on-year. The report pointed out that 32 brands achieved sales exceeding 100 million, 733 brands had annual sales exceeding 10 million, and 1,600 brands had annual sales exceeding 5 million. Popular categories include mobile phone accessories, casual snacks, and more. The cycling category saw a year-on-year sales growth of 77.8%, with several brands achieving significant results on Tmall. Among the new merchants, brands such as Rapha and HEXKIN opened flagship stores on Tmall and quickly gained market recognition

According to Zhitong Finance APP, on January 7th, Tmall released its 2024 Annual Merchant Store Opening Report. In 2024, the number of new merchants joining Tmall increased by 83% year-on-year. Within one year of joining Tmall, 32 brands achieved sales exceeding 100 million, 733 brands had annual sales exceeding 10 million, and 1,600 brands had annual sales exceeding 5 million.

![image.png](https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250108/1736315244465124.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg)

In terms of **categories**, mobile phone accessories, leisure snacks, cycling gear, cups and tea sets, condiments, trendy toys, bags, down jackets, home storage, and new Chinese-style clothing became the top ten popular categories in 2024, with the highest number of stores opened.

Today, phone cases have become a "fashion accessory" for young people. Since 2024, over 9,000 mobile phone case and accessory brands have created a new blue ocean category on Tmall with a scale exceeding 10 billion. In the past year, Tmall has seen the emergence of brands like CASETiFY that surpassed 100 million; brands like Tulas, Aisidu, X-IT, and PITAKA achieved sales exceeding 10 million.

In 2024, "cycling is on the rise," with Tmall's cycling category sales growing by 77.8% year-on-year from January to August. Eight brands achieved sales exceeding 100 million. Among them, bicycles, cycling clothing, cycling shoes, cycling helmets, and cycling glasses are the five categories with the fastest sales growth in the cycling economy.

![image.png](https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250108/1736315257324793.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg)

The top ten "dark horse" brands on Tmall in 2024 that achieved category championships within one year of opening stores have also been announced.

Ban Jue Accessories, Chantecaille, HEXKIN, Mmlg, Rapha, Weaving Division, Gigi Kawa, Shiye Doctor, fino, and Coldelement have taken the first place in various trending categories such as accessories, cosmetics, skincare, cycling, health equipment, hairdressing, and winter sports among new merchants in 2024.

The cycling clothing brand Rapha entered the Chinese market in 2024, with its first stop being Tmall. After opening its flagship store on Tmall in April, it experienced continuous growth, achieving first place in the professional cycling clothing category during the Double 11 shopping festival.

The project leader for Rapha in China stated that Tmall has a mainstream user base and high-value demographic assets in China, allowing for quick access to Rapha's target audience, conveying brand concepts, and establishing brand image.

![image.png](https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250108/1736315270200365.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg) In August 2024, the skincare "dark horse" brand HEXKIN opened its flagship store on Tmall.

The brand's relevant person in charge stated that Tmall, as the core consumption platform for users across the internet, can directly reach users. Based on insights into customer needs, HEXKIN's first Tmall Double 11 event achieved explosive growth in both users and sales, and it also won the championship for new skincare merchants.

The trendy toy "top-tier" IP Jiyikawa landed on Tmall in September 2024, with the Jiyikawa flagship store becoming the first official retail channel in mainland China. On the opening day, the store's fan count quickly soared to nearly 200,000, with over 300,000 simultaneous searches at peak times, and the first day's transaction amount exceeded 5 million, making it the top-ranked new merchandise in the ACG (Anime, Comic, and Games) category for 2024.

From a **regional** perspective, in 2024, Tmall's store openings continued to be led by the entrepreneurial vitality of the Pearl River Delta. Guangzhou was named the top city for brand entrepreneurship in the year, with over 12,000 new stores registered in Tmall from Guangzhou.

![image.png](https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250108/1736315286577861.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg)

In addition to Guangzhou, Shenzhen, Jinhua, Quanzhou, Xuzhou, Wenzhou, Zhengzhou, Dongguan, Xiamen, and Foshan became the top 10 cities with the most Tmall store openings in 2024.

It is worth mentioning that compared to 2023, cities like Quanzhou and Zhengzhou have seen an increase in brand creation vitality, newly selected as the top ten cities for brand creation in 2024.

Among them, a number of representative new brands from various places, such as the trendy toy brand "World Beyond" from Guangzhou, the jewelry brand "vkok" from Shenzhen, and the clothing brand "YEVA" from Dongguan, have all surpassed 5 million in transaction scale within less than a year of opening on Tmall.

To support the rapid growth and breakthrough of newly settled merchants and brands, Tmall's "Blue Star Plan" for supporting new merchants continues to upgrade. It offers limited-time reductions on security deposits, free access to "Business Advisor," incentives of up to 2.5 million yuan for single merchants, and 15 other preferential policies, as well as setting up exclusive traffic channels for new merchants. The new merchant exclusive venue has already launched for Double 11; during the 2025 Tmall New Year Goods Festival, searching for "Tmall New Merchant Festival" in the Taobao App will allow entry into the new merchant venue

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> **Disclaimer**: This article is for reference only and does not constitute any investment advice.
