从这届火爆“黑五”透视，进口消费转向“小众淘新”

Core Insights - The "Black Friday" shopping event has seen record online sales in the U.S., reaching $11.8 billion, indicating strong consumer enthusiasm despite cold weather [1] - Chinese consumers are shifting their focus from bulk buying during "Double 11" to exploring niche products during "Black Friday," reflecting a change in consumption patterns [2][3] - The demand for imported goods in China remains robust, with over 1,700 brands seeing sales double during the "Black Friday" period, highlighting a growing interest in niche and differentiated products [3][6] Group 1: Consumer Behavior - Chinese consumers are increasingly interested in niche products rather than just well-known brands, indicating a trend towards personalized and unique shopping experiences [2][6] - The shift from bulk purchasing to a focus on niche exploration during "Black Friday" suggests a deeper transformation in consumer preferences [3][11] - The rise of small, specialized brands in the Chinese market is driven by consumers seeking products that cater to specific needs and offer unique experiences [6][7] Group 2: Market Trends - The import consumption market in China is evolving from a focus on volume to a focus on quality and differentiation, with a notable increase in the popularity of small brands [6][13] - The overall import value through cross-border e-commerce reached approximately 425.54 billion yuan, reflecting a 5.9% year-on-year growth, indicating resilience in consumer demand for overseas products [6] - The "Black Friday" event has become a significant platform for small brands to enter the Chinese market, leveraging live streaming and global buyer engagement to enhance visibility and sales [9][10] Group 3: Brand Opportunities - The success of niche brands during "Black Friday" presents a golden opportunity for global brands to tap into the Chinese market, which is increasingly receptive to diverse and personalized offerings [7][11] - Brands like REVOLVE have reported over 500% growth in sales during "Black Friday," showcasing the potential for long-term customer acquisition and market penetration through platforms like Tmall International [10] - The transition from bulk buying to niche exploration signifies a broader trend in the Chinese market, where consumers are willing to invest in products that align with their lifestyle and personal preferences [11][13]