Core Insights - The Trade Desk (TTD) highlights that despite ongoing global economic pressures, North American holiday retail sales are expected to grow, presenting new opportunities for Chinese brands entering overseas markets [1][3] - A shift in consumer behavior is noted for the 2025 holiday shopping season, with earlier preparation, increased rational consumption awareness, and more complex shopping decisions across multiple platforms [1][3] - The importance of balancing short-term conversion with long-term brand equity is emphasized for Chinese brands during this holiday marketing season [1][3] Market Trends - eMarketer predicts a 1.2% year-on-year growth in U.S. holiday retail sales for 2025, marking the lowest growth rate since 2009, intensifying competition among brands [3] - Brands that maintain advertising presence during economic uncertainty are more likely to achieve better short-term returns and long-term market share advantages, with 60% of those increasing spending seeing improved ROI and an average sales growth of 17% [3][4] Consumer Behavior - Overseas consumers are engaging with over 2000 digital content sites and platforms daily, with 80% still planning to visit physical stores, indicating a complex cross-touchpoint environment [4] - The value of Open Internet advertising is highlighted, as cross-scenario omnichannel marketing significantly enhances user attention and conversion rates [4] Brand Challenges - Chinese brands face the challenge of gaining trust and recognition in overseas markets, needing to convey brand values and ideologies rather than just being perceived as affordable products [5][6] - The current market is characterized by unhealthy homogenization, with many companies mimicking successful products, leading to price wars and diluted profit margins [6] Strategic Recommendations - Companies are encouraged to focus on long-term brand building and meaningful consumer communication to escape the low-price competition trap [6] - The industry should promote brands that emphasize value and quality, which will help establish a sustainable and healthy growth path for Chinese brands in international markets [6]