进博会搭台，天猫国际等跨境电商促效，海外品牌加速入华共享市场机遇

Core Insights - The China International Import Expo (CIIE) serves as a significant platform for global brands to enter and establish themselves in the Chinese market, showcasing nearly 100 new overseas brands this year [1][3] - The event facilitates a seamless transition for brands from showcasing products to establishing a market presence, with a focus on digital pathways through platforms like Tmall International [3][4] - The evolving consumer behavior in China, characterized by a shift towards niche products and transparency in ingredients, presents unprecedented opportunities for global brands [5][6] Group 1: Brand Participation and Market Entry - Nearly 100 overseas brands, including BORJOMI and Amorepacific, made their debut at the CIIE, indicating strong confidence in the Chinese consumer market [1][4] - Tmall International reported that over 2,000 new overseas brands have opened stores in China this year, with an average of 7 brands launching daily in the third quarter [4][6] - The CIIE is viewed as a critical milestone for brands like BORJOMI, enhancing their image from regional to global players in the health lifestyle sector [3][8] Group 2: Consumer Behavior and Market Dynamics - Chinese consumers are increasingly prioritizing emotional value and ingredient transparency, leading to a demand for specialized products [5][6] - The rapid growth in niche categories such as oral anti-aging and scalp care reflects the changing consumer preferences [6][7] - Brands are adapting their strategies to meet these evolving demands, moving from passive product offerings to active value co-creation [9][10] Group 3: Digital Ecosystem and Brand Integration - The advanced digital commercial ecosystem in China allows overseas brands to enter the market with lower operational risks and costs [7][9] - Tmall International is not just a sales channel but a comprehensive ecosystem that provides data insights, user engagement, and supply chain support [7][10] - The integration of global brands into the Chinese market is characterized by a shift from viewing China as a mere export market to recognizing it as a core strategic hub for innovation and user insights [10][13]