2415个海外品牌在天猫国际“掘金”小众赛道，首店数双位数增长

Core Insights - The Chinese market remains a critical battleground for global brand growth, with Tmall International projecting 2,415 overseas new brands to open their first stores by 2025, indicating a double-digit growth in new store openings [1] - The top three new imported brands in Tmall International's 2025 list are COVERNAT from South Korea, herbsof gold from Australia, and Weverse Shop, a brand associated with Korean celebrities [1] Brand Expansion - New brands are emerging from 52 countries, with the highest numbers from the United States, Japan, and South Korea, while France, New Zealand, and Australia show the fastest growth [5] - Tmall International has welcomed brands from Cuba, Chile, Lithuania, Slovenia, and San Marino for the first time, expanding its global network [5] Industry Trends - The health, beauty, and maternal and infant sectors are seeing the most significant influx of overseas new brands, shifting from broad market needs to more refined positioning [5] - In the maternal and infant sector, the baby food category has seen a 128% increase in new brands, while the health sector has seen the most entrants in precision nutrition and oral anti-aging segments [5] Competitive Strategies - Overseas brands are strategically avoiding direct competition with domestic beauty brands by focusing on niche opportunities in personal care, with a 37% increase in new personal care brands, particularly in hair care [5] - Brands are increasingly targeting specific consumer pain points, such as scalp sensitivity and hair loss, with differentiated products like "0 propylene glycol" formulas [5] Consumer Behavior - The fastest-growing categories on Tmall International include toys, outdoor equipment, baby food, fashion cosmetics, and pet health, all experiencing double-digit growth, reflecting consumers' strong preference for imported quality [10] - Brands like Weverse Shop are enhancing consumer engagement through customizable offerings, allowing consumers to participate more deeply in the brand experience [10] Market Positioning - Tmall International serves as a vital partner for overseas brands to understand the Chinese market, with 43% of new fashion brands being South Korean designer labels [10] - The shift in South Korean brands from a beauty-centric approach to a broader strategy encompassing apparel, toys, and food indicates a growing demand for personalized expression among Chinese consumers [10] Infrastructure Development - Tmall International has facilitated the entry of over 40,000 brands from more than 110 countries, enhancing its cross-border recruitment, supply chain, and product authenticity infrastructure [11]