We operate Tmall flagship stores for the brands we distribute — paid traffic, listings, creative, customer service, and analytics, all in-house. Below is two years of 618 campaign data: a full five-store portfolio run in 2025, then a focused two-store BUFF brand deep-dive in 2026 — with additional stores in operation beyond this snapshot. Real numbers, from Tmall Seller Center, not estimates.
In 2026 we focused our operating capacity on the BUFF brand ecosystem — two flagship stores, beastwill and BUFF, with deeper investment per store. The result: GMV grew 34.5% year-over-year on a narrower but more concentrated scope.
Full 2026 618 breakdown per store — gross merchandise value, net sales, visitors, conversion rate, average order value, refund rate, and net ROI. Same metrics, same period, same operating team.
| Flagship Store | GMV (¥) | Net Sales (¥) | Visitors | Conv. Rate | AOV (¥) | Refund Rate | Promo (¥) | Net ROI |
|---|---|---|---|---|---|---|---|---|
|
BW
beastwill 旗舰店Multi-Brand Store
|
951,327 | 612,022 | 90,774 | 3.61% | 290 | 35.67% | 60,774 | 10.07× |
|
BU
BUFF 旗舰店Headwear · Apparel
|
1,655,380 | 1,087,209 | 128,426 | 4.23% | 305 | 34.32% | 67,158 | 16.19× |
| Two-Store Total | 2,606,707 | 1,699,231 | 219,200 | 3.97% | 299 | 34.81% | 127,932 | 13.28× |
Data source: 2026 BUFF Brand 618 Campaign Recap (internal), May 6 – June 21, 2026. All figures are actual transaction records from Tmall Seller Center. Net ROI = net sales ÷ paid-traffic investment.
Full year-over-year data per store across three 618 campaigns. Both stores grew GMV meaningfully from 2024 to 2026, but the drivers differ — beastwill improved conversion and ROI, while BUFF expanded traffic volume and net revenue. Same team, same playbook, tuned per brand.
|
BW
beastwill 旗舰店 · Multi-Brand Store
|
||||||||
|---|---|---|---|---|---|---|---|---|
| Year | GMV (¥) | Net Sales (¥) | Visitors | Conv. Rate | AOV (¥) | Refund Rate | Promo (¥) | Net ROI |
| 2024 | 718,651 | 433,633 | 108,152 | 2.24% | 297 | 39.66% | 57,110 | 7.59× |
| 2025 | 722,345 | 491,557 | 69,208 | 3.27% | 320 | 31.95% | 57,620 | 8.53× |
| 2026 | 951,327 | 612,022 | 90,774 | 3.61% | 290 | 35.67% | 60,774 | 10.07× |
|
BU
BUFF 旗舰店 · Headwear & Apparel
|
||||||||
|---|---|---|---|---|---|---|---|---|
| Year | GMV (¥) | Net Sales (¥) | Visitors | Conv. Rate | AOV (¥) | Refund Rate | Promo (¥) | Net ROI |
| 2024 | 1,371,210 | 878,130 | 100,167 | 4.59% | 298 | 35.96% | 76,031 | 11.55× |
| 2025 | 1,215,849 | 806,901 | 69,639 | 4.80% | 363 | 33.63% | 45,932 | 17.57× |
| 2026 | 1,655,380 | 1,087,209 | 128,426 | 4.23% | 305 | 34.32% | 67,158 | 16.19× |
The 2025 618 campaign (May 13 – June 20) spanned our complete brand portfolio — five Tmall flagship stores across headwear, hydration, drinkware, and recovery. Same in-house team, same operating playbook, broader scope. Below: consolidated results with year-over-year comparison to 2024.
| Flagship Store | GMV (¥) | Net Sales (¥) | Visitors | Conv. Rate | AOV (¥) | Refund Rate | Promo (¥) | Net ROI |
|---|---|---|---|---|---|---|---|---|
|
BW
beastwill 旗舰店Multi-Brand Store
|
722,345 | 491,557 | 69,208 | 3.27% | 320 | 31.95% | 57,620 | 8.53× |
|
BU
BUFF 旗舰店Headwear · Apparel
|
1,215,849 | 806,901 | 69,639 | 4.80% | 363 | 33.63% | 45,932 | 17.57× |
|
HP
HydraPak 旗舰店Hydration
|
346,611 | 274,146 | 47,743 | 2.78% | 261 | 20.91% | 23,392 | 11.72× |
|
KK
Klean Kanteen 旗舰店Drinkware
|
135,684 | 87,974 | 25,802 | 1.86% | 283 | 35.16% | 14,283 | 6.16× |
|
RT
Rocktape 旗舰店Recovery · Tape
|
50,535 | 41,423 | 4,846 | 3.26% | 320 | 18.03% | 4,146 | 9.99× |
| Five-Store Total | 2,471,024 | 1,691,660 | 217,238 | 3.49% | 326 | 33.06% | 155,509 | 10.88× |
Data source: 2025 618 Campaign Recap (internal), May 13 – June 20, 2025. All figures are actual transaction records from Tmall Seller Center. The 2024 comparative totals: GMV ¥2,267,069 · Net ¥1,459,325 · Refund ¥807,744 · Promo ¥169,418.
Every store ran on the same three-tool paid traffic stack during the 2025 618 campaign. Below is the per-store breakdown: how much each tool returned, how much it cost, and the resulting ROI. The blended five-store paid ROI was 10.15×.
Bidding on brand and category search terms in Tmall's search engine. Captures high-intent users actively searching for products — the most direct conversion path.
Retargeting past visitors and lookalike audiences modeled on existing customers. Balances cost and intent — cheaper than keyword, more precise than display.
Algorithmic placement across Tmall's recommendation feeds, homepage slots, and content channels. Broadest reach, lowest per-unit intent, best for volume scaling.
| Five-Store Paid Traffic Summary · 2025 618 | |||
|---|---|---|---|
| Flagship Store | Paid GMV (¥) | Investment (¥) | Paid ROI |
BWbeastwill 旗舰店 |
515,152 | 58,765 | 8.77× |
BUBUFF 旗舰店 |
769,150 | 56,765 | 13.55× |
HPHydraPak 旗舰店 |
234,396 | 25,671 | 9.13× |
KKKlean Kanteen 旗舰店 |
86,725 | 14,283 | 6.07× |
RTRocktape 旗舰店 |
14,369 | 4,146 | 3.47× |
| Five-Store Total | 1,619,791 | 159,630 | 10.15× |
| Per-Tool Breakdown · 2025 618 | |||
|---|---|---|---|
| Promotional Tool | Returns (¥) | Investment (¥) | ROI |
| BW beastwill 旗舰店 | |||
| Keyword Promotion | 120,010 | 16,458 | 7.29× |
| Targeted Crowd | 80,642 | 8,312 | 9.70× |
| Smart Scene | 179,879 | 21,491 | 8.37× |
| beastwill Subtotal | 380,531 | 46,260 | 8.23× |
| BU BUFF 旗舰店 | |||
| Keyword Promotion | 192,178 | 16,396 | 11.72× |
| Targeted Crowd | 155,882 | 11,860 | 13.14× |
| Smart Scene | 248,415 | 17,788 | 13.97× |
| BUFF Subtotal | 596,475 | 46,044 | 12.95× |
| HP HydraPak 旗舰店 | |||
| Keyword Promotion | 24,070 | 3,660 | 6.58× |
| Targeted Crowd | 19,767 | 2,565 | 7.71× |
| Smart Scene | 143,709 | 16,053 | 8.95× |
| HydraPak Subtotal | 187,547 | 22,278 | 8.42× |
| KK Klean Kanteen 旗舰店 | |||
| Keyword Promotion | 29,776 | 4,074 | 7.31× |
| Full-Site Promotion | 10,941 | 3,892 | 2.81× |
| Smart Scenarios | 31,764 | 5,160 | 6.16× |
| Klean Kanteen Subtotal | 72,481 | 13,126 | 5.52× |
| RT Rocktape 旗舰店 | |||
| Keyword Promotion | 921 | 613 | 1.50× |
| Site-wide Promotion | 6,234 | 3,154 | 1.98× |
| Rocktape Subtotal | 7,155 | 3,767 | 1.90× |
Note: The summary table captures all paid-traffic tools per store; the detailed breakdown shows the three primary tools. Subtotals may not match summary figures exactly, as additional promotional costs exist beyond the three main tools. Klean Kanteen used "Full-Site Promotion" in place of "Targeted Crowd," and Rocktape operated only two tools.
Beyond paid traffic, each store ran product-level promotional campaigns — discounts, bundles, and seeding deals to push specific SKUs. Below is the per-store breakdown for the 2025 618 campaign. Total spend: ¥28,154, generating ¥375,603 in transactions across five stores.
If you're an international outdoor or sports brand looking at China, and you want a partner that already runs flagship stores with documented multi-year ROI — let's talk.
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