海外品牌加码618 细分化场景抢占市场

Group 1 - The Chinese market has become an essential presence for overseas brands, especially during significant sales events like the 618 shopping festival [1][4] - During the 618 event, overseas brands have shown strong enthusiasm, with some companies doubling their inventory compared to the previous year [2][4] - Data from Beijing Customs indicates that during the 618 period, cross-border e-commerce import clearances reached 802,800, a year-on-year increase of 10.98%, with a total value of approximately 126 million RMB, up 23.53% [2] Group 2 - In the first quarter of this year, 487 overseas brands opened their first stores in China through Tmall International, with the fastest growth seen from French, Canadian, and British brands, particularly a twofold increase in French brands [3] - E-commerce channels have become a convenient way for brands to test the Chinese market, with many brands expressing interest in the potential of the Chinese consumer market [4][6] - Tmall International has implemented a collection method for merchants to test the market with smaller quantities of products, reducing logistics costs [4] Group 3 - Tmall International's Tokyo warehouse allows for a five-day delivery of Japanese goods, facilitating real-time product launches in China [5] - The platform has introduced over 20 third-party quality inspection agencies to ensure the authenticity of imported goods, enhancing consumer trust [5] - Many overseas brands are customizing products for the Chinese market based on consumer feedback, such as Kagami's adaptation of their whiskey glasses to suit Chinese baijiu culture [8] Group 4 - The 618 shopping festival serves not only as a sales opportunity but also as a crucial window for overseas brands to understand the Chinese market [6][7] - There is a growing demand for specialized, high-quality, and personalized products among Chinese consumers, leading to a sustained influx of overseas brands [6][8] - Local brands are increasingly capturing market share from international brands, with domestic brands' market share rising from 66% in 2012 to 76% in 2024 in the fast-moving consumer goods sector [8]