Core Insights - Overseas brands are accelerating their expansion into the Chinese consumer market, with 580 new brands opening their first stores on Tmall International in Q2, representing a 45% year-on-year increase [1] - The most popular segments for new overseas brands include skincare makeup, age-specific nutrition, pet health, anti-hair loss, and therapeutic home products [1] - The number of overseas new brands that achieved over one million in sales upon opening on Tmall International increased by 33% year-on-year in Q2 [1] Group 1 - New overseas brands are increasingly focusing on the segmented and personalized consumption needs of Chinese consumers [5] - The United States leads in the number of new overseas brands entering the market, followed by Japan, South Korea, Australia, and New Zealand, with the fastest growth seen from brands in South Korea, the UK, and Italy [5] - The resurgence of the Korean Wave has driven a surge in the number of Korean brands entering the market, with a 110% year-on-year increase in new Korean brand entries in Q2 [5] Group 2 - Tmall International's Q2 2025 Global Rising Star Brand List highlighted the top three brands as Halo Natural Pet Food from the US, Colorgram from South Korea, and Weverse Shop, a K-POP merchandise platform [5] - Colorgram, a trendy makeup brand under OliveYoung, has successfully tapped into the Chinese youth market with its affordable products, achieving top sales in the makeup category during the 618 shopping festival [6] - Weverse Shop aims to strengthen its connection with Chinese fans by providing convenient access to official merchandise through Tmall International [6] Group 3 - Tmall International plays a crucial role in facilitating the entry of high-quality overseas brands into the Chinese market, offering a diverse selection of global products to Chinese consumers [7] - The platform has established a robust infrastructure for cross-border e-commerce, including supply chain management and product authenticity verification, enabling rapid business growth for overseas brands in China [7]