从这届火爆“黑五”透视，进口消费转向“小众淘新”

Core Viewpoint - The article highlights the shift in Chinese consumer behavior during the "Black Friday" shopping event, emphasizing a growing preference for niche and unique imported brands rather than traditional big-name products. This trend reflects a broader transformation in the Chinese market, which remains a fertile ground for global brand growth [1][18]. Group 1: Consumer Behavior Trends - Chinese consumers are increasingly inclined to seek out niche products during "Black Friday," moving away from bulk purchasing of well-known brands seen during "Double 11" [3][4]. - The demand for imported goods is not shrinking but rather diversifying, with consumers showing a preference for unique and specialized products that cater to specific needs [5][10]. - Data from Tmall International indicates that over 1,700 imported brands saw transaction volumes double during the "Black Friday" period, showcasing the robust demand for imported goods [6][9]. Group 2: Market Dynamics - The "Black Friday" event has evolved into a platform for global niche brands to enter the Chinese market, with many brands experiencing significant sales growth [12][13]. - The article notes that the overall import consumption market in China is transitioning from a focus on volume to a focus on quality and personalization, driven by consumer interests and lifestyle upgrades [19][21]. - Tmall International's global live streaming initiative during "Black Friday" allowed over 2 million products to reach Chinese consumers, enhancing brand exposure and trust [16][17]. Group 3: Opportunities for Brands - The shift towards niche products presents a golden opportunity for global brands to tap into the Chinese market, as consumers are willing to invest in differentiated and personalized offerings [10][12]. - Brands like REVOLVE have reported over 500% growth in transactions during "Black Friday," indicating a successful strategy in engaging new customers and building long-term brand loyalty in China [16][17]. - The article emphasizes that understanding and adapting to the new consumer demands is crucial for brands aiming to succeed in the evolving Chinese market landscape [21].