Core Insights - Tmall International showcased nearly 100 overseas new brands from countries including the US, France, Japan, South Korea, and Thailand at the 8th China International Import Expo, launching over 100 global new products [1] - Over 2,000 overseas new brands have entered Tmall International this year, marking their first store in the Chinese market [1] - Tmall International has introduced new merchant incentive policies and AI operational efficiency tools to lower the entry barriers and operational costs for overseas brands [2] Product Highlights - Featured products include the world's first smart power shoes Moonwalkers Aero, automatic focus smart glasses from Japanese brand ViXion, and the new ROG Xbox Ally gaming handheld from Microsoft and ASUS [1] - Notable brands achieving significant sales include Nintendo, Swisse, inne, MoveFree, and COACH, with nine overseas brands surpassing 100 million in sales during the first two weeks of Tmall's Double 11 event [1] Strategic Partnerships - More than ten global groups, including South Korea's Amorepacific and Thailand's Charoen Pokphand Group, signed strategic agreements with Tmall International to open flagship stores and deepen their investment in the Chinese market [1] - Tmall International has established over 140 overseas and bonded warehouses, connecting 500 international transport routes and linking 40 core ports to enhance logistics capabilities [2] Market Potential - The Chinese market is recognized for its vast consumer potential, presenting significant growth opportunities for global brands [2]

Core Viewpoint - The article discusses the essential differences between cross-border trade and general trade, highlighting the strategies that overseas brands can adopt when entering the Chinese market, including the role of agency operations and self-management. Group 1: Differences Between Cross-Border Trade and General Trade - Cross-border trade involves transactions that cross national borders, including goods, services, technology, and investments, while general trade refers to conventional trade where both parties are within the same country [3]. - The process of cross-border trade is complex, requiring compliance with multiple countries' laws, currency exchange, and customs clearance, whereas general trade follows simpler domestic regulations [4]. - Cross-border trade benefits from tax exemptions, such as a 70% tax on value-added and consumption taxes for cross-border e-commerce, while general trade requires full tax payments with potential for export tax refunds [5]. - Risks and costs in cross-border trade include currency fluctuations, political risks, and high logistics costs, while general trade faces lower risks but must manage domestic market competition [6]. - Typical scenarios for cross-border trade include platforms like Tmall International and Amazon Global, while general trade is exemplified by traditional export businesses [6]. - Cross-border trade is characterized by its reliance on platform rules and user insights, making it suitable for emerging brands, while general trade requires long-term customer relationship building, favoring established companies [6]. Group 2: Agency Operations for Overseas Brands - Agency operations provide a rapid entry strategy for brands, as demonstrated by Panasonic, which achieved over 60 million in GMV in its first year through agency collaboration [6][7]. - The Ordinary, a Canadian brand, successfully penetrated the market with a "component-focused" strategy, generating over 100 million in GMV through agency-led campaigns [7]. - Strong brands like LVMH and Apple have opted for self-management, establishing their own flagship stores and leveraging brand ambassadors to reach high-end consumers [8]. - The choice between agency operations and self-management depends on the brand's resources and market stage, with agency operations being ideal for resource-limited brands and self-management suited for financially robust companies [9]. Group 3: Strategies for Entering the Chinese Market - Successful market entry requires localization, as illustrated by Santa Maria Novella, which launched a "Chinese-style fragrance gift box" through an agency, achieving over 10 million in GMV in its first year [10]. - A comprehensive traffic strategy is essential, utilizing platforms like Xiaohongshu for product discovery, Tmall for conversion, and Douyin for repeat purchases, creating a closed loop of content, transaction, and retention [11]. - Agency operations can help brands navigate compliance and efficiency challenges, such as avoiding advertising violations and optimizing supply chains for faster delivery [12]. Group 4: Conclusion on Trade Forms and Brand Strategies - The fundamental difference between cross-border and general trade lies in the balance between globalization and localization, influencing how overseas brands approach the Chinese market [13]. - The choice between agency operations and self-management should align with the brand's specific needs and market conditions, with agency operations serving as an accelerator for rapid adaptation [13].