Today, Tmall announced the launch of its "Treasure of the Museum" plan, committing significant investment for 2026. The platform will introduce a dedicated cultural and creative products channel, offering comprehensive support spanning trend insights, new product design, brand crossover collaborations, and supply chain solutions. The initiative aims to incubate 100 new cultural and creative products each generating over one million RMB in annual sales and facilitate cross-over collaborations between 10,000 brands and museum IPs.
Ten prominent museums and institutions, including the National Museum of China, the Palace Museum, the National Library of China, the Gansu Provincial Museum, the Henan Museum, the Suzhou Museum, the Shaanxi History Museum, the Dunhuang Academy, the Sanxingdui Museum, and the Tsingtao Beer Museum, along with brands such as Wanqiantang, Taihu Snow, Tong Shifu, and Luolai, have jointly initiated Tmall's "Treasure of the Museum" plan.
Tmall is reported to be the largest online platform for the launch of new museum cultural and creative products and a leading consumer marketplace for such items. To date, 77 domestic and international museums have established official flagship stores on Tmall, which launched more than 5,000 high-quality new cultural and creative products in 2025. Over the past year, 700 million users visited museums online via Taobao and Tmall, with individuals aged 18 to 34 accounting for over 80% of this audience. Sales of museum cultural and creative products on Tmall have maintained a growth rate exceeding 50% for three consecutive years.
"In 2026, Tmall will invest substantial resources to support museum cultural and creative products in reaching a broader user base and achieving doubled growth on our platform," stated Chang Xiao, General Manager of Tmall's Home Furnishings and Cultural Heritage Industry. He emphasized that Tmall possesses the internet's largest high-net-worth consumer base, the greatest number of global brands, and the most museum flagship stores, positioning it to bridge consumers, museums, and brands, thereby integrating more high-quality museum-inspired products into daily life.
The "Treasure of the Museum" plan encompasses five key support measures: launching a dedicated cultural and creative channel to aggregate new museum products and enable a seamless shopping experience; providing trend guidance for cultural products, supported by core resources like the Taobao homepage, to cultivate over 100 new products each with sales exceeding one million RMB; facilitating crossover collaborations between museum IPs and more than 10,000 brands; labeling high-quality cultural and creative goods for priority display in user searches and image recognition shopping scenarios. Additionally, Tmall will establish special incentives for the cultural and creative sector, with dedicated teams offering full-chain support from store setup and operation to original content protection, including commission reductions and bonus resources for merchants meeting performance targets.
Comments