/PRZWT/ On January 14, 2026, the "11th Tmall Premium High-End Home Appliance and Furniture Expo" concluded successfully in Zhengzhou. Over 1,500 Tmall Premium offline store owners from all over the country and more than 100 home appliance and furniture brands gathered together to jointly discuss industry transformation and future development. The conference focused on the theme of "Super Store Momentum, All-Round Retail", systematically reviewed the achievements of Tmall Premium in 2025, and comprehensively released the high-growth and high-quality growth path under the "All-Round Retail" strategy in 2026.
The industry is undergoing rapid transformation, and omni-channel retailing has become the key to breaking through the current situation.
Currently, the home appliances and furniture industry is in a critical stage of deep adjustment and transformation and upgrading. Xu Dongsheng, the vice president of the China Home Appliance Association, stated at the meeting that platforms such as Tmall Premium have achieved a coordinated all-round retail approach through "online official flag state subsidies + over 10,000 physical stores offline". This not only effectively conveyed the national subsidy policies but also significantly improved the conversion rate of consumption, promoting the optimization and upgrading of the channel and service system.
"Facing the competitive landscape of the existing market, the industry must accelerate the integration of all channels, enhance service levels, and actively embrace new technologies such as AI to create a retail ecosystem centered on consumer experience," Xu Dongsheng emphasized.
Ove Cloud Network's president Guo Meide further pointed out from the perspective of changes in consumer behavior that the home appliance industry is shifting from "hardware sales" to "emotional and value solutions". Enterprises need to restructure the relationship between people, goods and venues, as well as the financial links, embrace AI, omni-channel retail and emotional value, achieve the integration of online and offline, precisely match the needs of high-net-worth users, and help brands weather the cycle and achieve sustainable growth.
Build five major engines to drive high-quality growth of superior products
En Chong, the head of the Home Enjoyment Life Division of Tmall, elaborated at the meeting on the strategic upgrade path of Tmall in the home appliances and furniture industry in 2026. He stated that Tmall's premium products are undergoing a comprehensive upgrade centered around "value creation and omni-channel retail".
Relying on the 700 million home decoration and household appliance users on the Tmall platform, as well as the 300 million high-net-worth users, Tmall Premium is building a "brand - platform - store" three-in-one high-quality growth ecosystem through five core engines - high-net-worth user operation, online and offline integration, the dual-channel connection of national subsidies and online and offline, expansion of new channels such as Taobao Flash Sale and government and enterprise purchases, and AI-driven intelligent services.
Meanwhile, Tmall is leveraging Alibaba's AI capabilities to evolve from "shelf-based e-commerce" to "AI-based e-commerce", aiming to "enable good products to reach the right people". The offline stores of Tmall Premium will gradually integrate tools such as AI product selection suggestions, intelligent shopping assistants, and user behavior analysis to achieve "data-driven decision-making". Additionally, over the next 26 years, Tmall will continuously upgrade its brand new products, high-end products, and the "replace only, no repair" service to enhance operational efficiency and user experience.
Build retail advantages, with the goal of achieving the fastest growth rate and the highest quality.
In the 2026 strategic blueprint, Xiao Jie, the head of Tmall Premium, emphasized that Tmall Premium has clearly shifted to a path of high-quality development. It no longer merely pursues scale expansion but is committed to creating the retail channel with the fastest brand growth rate and the highest development quality. Tmall Premium takes "satisfying users, making money for stores, and boosting brand growth" as its core principles, promoting the essence of retail to upgrade from "selling goods" to "solutions for home life", and comprehensively reconfiguring the relationship among people, goods, and places.
Over the past year, Tmall Premium has achieved remarkable breakthroughs in four dimensions - users, stores, brands and venues - with the key words of "trust, symbiosis, and leapfrogging": The scale of online stores exceeded 10 billion yuan. The 365-day only-replacement-no-repair service covered 12 million users, significantly driving up repeat purchases. This service has become a core competitiveness distinct from traditional channels and is a key lever for promoting "high average order value, high repeat purchase rate, and high reputation" growth; Systematic support for stores to alleviate financial pressure; High-end product sales have significantly increased, and the channel structure has continued to optimize; The new integrated retail scenario of online and offline has been rapidly rolled out, achieving a light inventory and high-efficiency operation model.
In the 2026 strategic plan, Xiao Jie, the head of Tmall Premium, proposed to focus on achieving threefold breakthroughs in "traffic, field, and transaction link" to drive the transformation of stores into a full-scale retail model.
In the traffic end, Tmall Premium will achieve precise and comprehensive customer acquisition through tens of thousands of offline activities, integration with Taobao Flash Sales, Gaode Street Scanning Rankings, off-site live streaming/brand promotion, and a one-billion-yuan advertising investment; in the field end, Tmall Premium has been upgraded to a cross-channel retail field that integrates online and offline, forming two-way traffic and a data loop; At the transaction chain end, through measures such as "main sales assistants + cloud warehouse negative sales +POS guarantees + member integration", a national subsidy acceptance system featuring "good products + good services + good policies" is constructed, comprehensively promoting the all-round retail upgrade of stores.
Xiyang, the head of Tmall Premium Retail, stated that in 2026, Tmall Premium will adopt three strategies - "refining the field of the store network, enhancing the efficiency of store operations, and systematically improving the store's operating capabilities" - to build a full-scale retail operation model and drive the channel to transform into high-quality full-scale retail. By 2026, through the official flagship store of Tmall Premium Online and tens of thousands of Tmall Premium offline stores, marketing discounts and member benefits will be interconnected to serve hundreds of millions of consumers well.
Facing the cyclical adjustment of the industry and the upgrading of consumption, Tmall Premium, with its all-domain retail strategy at its core, leads the home appliance and home furnishing industry into a new era of all-domain retail characterized by "high quality, high service and high efficiency". In the future， Tmall Premium will continue to deepen its multi-party cooperation with brands and stores， build a user-centered all-round retail ecosystem， and help the industry weather the cycle and achieve high-quality and sustainable growth.
