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].

Core Insights - The article highlights the acceleration of import consumption upgrades during the "Double 11" shopping festival and the China International Import Expo, indicating a shift from bulk discount purchases to a focus on quality and specialized experiences [1][2][17] Import Consumption Trends - Import consumption is showing strong resilience, with data from Tmall International indicating that 927 imported brands saw a year-on-year sales increase, with 9 brands exceeding 100 million yuan and 44 products surpassing 10 million yuan in sales [2] - Consumers are moving from "stockpiling" to "trying new products," with a willingness to pay for niche brands and specialized functions, emphasizing quality, ingredients, and experiences over price [5][16] Market Segmentation and Consumer Behavior - The rise of niche markets is reshaping consumer logic, with younger consumers driving growth in health and beauty sectors, particularly in oral anti-aging products, which saw a sales increase of 353% during "Double 11" [5][9] - The demand for personalized and scientifically-backed products is increasing, as consumers become more knowledgeable about ingredients and formulations [6][7] Supply Chain and Market Efficiency - The integration of smart supply chains and overseas warehouses has enabled a rapid launch of over 100 global new products during the "Double 11" following their debut at the Import Expo [12][13] - Tmall International is providing comprehensive support for new brands, addressing challenges related to entry, costs, and channels, which has led to significant sales growth for brands like Maxigenes [13][17] Shift from Price Competition to Value Consumption - The import market is transitioning from price wars to value-driven consumption, with 57% of consumers willing to pay for emotional value, reflecting a shift towards emotional and experiential purchasing [16] - The focus is moving from practicality to emotional value, with consumers increasingly seeking unique experiences and specialized brands [16][17]