The annual Tmall New Year Goods Festival officially kicked off on January 4, 2026. This year's event period has seen an unprecedented extension, lasting a full 41 days. Consumers will have more time to choose their New Year goods and enjoy core discounts: products can be as low as 8.8% off, and with the use of official coupons, the discount can even reach an impressive 7.7%.

For popular categories such as beauty and apparel, the platform has specially launched large category coupons, allowing discounts to stack layer by layer. At the same time, Tmall has also provided additional exclusive coupons for paid members (88VIP), further enhancing the shopping experience and value for these users.

Notably, this year's New Year Goods Festival has included AI glasses in the national subsidy scope for the first time. This policy directly reflects the explosive growth of this category on e-commerce platforms: on the Tmall platform alone, the transaction volume of AI glasses grew by more than 15 times in 2025.

The entire New Year Goods Festival is divided into two main stages: the pre-sale period, followed by the spot sale period, which will continue until February 11. To support such a large-scale promotion, participating merchants are required to provide a minimum discount ratio of 1% to 12%. At the same time, Tmall also provides comprehensive support to merchants, including store decoration, discount tools, and the platform itself will bear part of the discount costs, ensuring that both merchants and consumers benefit.