Tmall recently released the 2025 new brand development report, naming Xiamen among the top 10 city brands of 2025. Over the past year, 3,686 new merchant stores from Xiamen opened on Tmall, demonstrating robust innovation vitality. Representative Xiamen-originated brands such as ZOZOMOMMY, weflower, and KERLA have risen in niche markets including children's wear, trendy footwear, and accessories. Leveraging differentiated offerings, these emerging brands capture evolving consumer demands to gain competitive advantages in mature product categories.
