Core Insights - The China International Import Expo (CIIE) serves as a significant platform for global brands to enter and establish themselves in the Chinese market, showcasing nearly 100 new overseas brands this year [1][3] - The event facilitates a seamless transition for brands from showcasing products to establishing a market presence, with a focus on digital pathways through platforms like Tmall International [3][4] - The evolving consumer behavior in China, characterized by a shift towards niche products and transparency in ingredients, presents unprecedented opportunities for global brands [5][6] Group 1: Brand Participation and Market Entry - Nearly 100 overseas brands, including BORJOMI and Amorepacific, made their debut at the CIIE, indicating strong confidence in the Chinese consumer market [1][4] - Tmall International reported that over 2,000 new overseas brands have opened stores in China this year, with an average of 7 brands launching daily in the third quarter [4][6] - The CIIE is viewed as a critical milestone for brands like BORJOMI, enhancing their image from regional to global players in the health lifestyle sector [3][8] Group 2: Consumer Behavior and Market Dynamics - Chinese consumers are increasingly prioritizing emotional value and ingredient transparency, leading to a demand for specialized products [5][6] - The rapid growth in niche categories such as oral anti-aging and scalp care reflects the changing consumer preferences [6][7] - Brands are adapting their strategies to meet these evolving demands, moving from passive product offerings to active value co-creation [9][10] Group 3: Digital Ecosystem and Brand Integration - The advanced digital commercial ecosystem in China allows overseas brands to enter the market with lower operational risks and costs [7][9] - Tmall International is not just a sales channel but a comprehensive ecosystem that provides data insights, user engagement, and supply chain support [7][10] - The integration of global brands into the Chinese market is characterized by a shift from viewing China as a mere export market to recognizing it as a core strategic hub for innovation and user insights [10][13]

Group 1 - The upcoming Double 11 shopping festival has prompted global brands to ramp up their preparations and production to meet increased demand from Chinese consumers [1][3][5] - Borjomi, a mineral water brand from Georgia, is participating in Double 11 for the first time, hiring over 50 temporary workers to produce and package 500,000 bottles of water within two weeks [3][5] - In Bulgaria, the Lema family has prepared 300,000 kilograms of rose raw materials for Double 11, requiring the harvesting of over 10 million Damascus roses [3][5] Group 2 - Clearwater, a seafood company in Canada, has processed Arctic clams within 45 minutes of being caught, with 300,000 bags prepared for Double 11 [5][7] - Happy Village, an organic agriculture project in Turkey, has coordinated over 3,000 farmers to produce fresh figs, ensuring timely delivery to China despite logistical challenges [5][7] - Tmall International reports that nearly 200 million overseas imported products are ready in bonded warehouses, with over 50,000 brands from more than 110 countries participating in the event [9]

Core Insights - The article highlights the surge of global brands entering Tmall International ahead of the major shopping event, Double 11, with 1,724 overseas brands opening their first stores by Q3 2025, and a notable increase in new brand entries in September, which saw a 16% month-on-month growth [1][4]. Group 1: Brand Entry and Growth - In Q3 2025, 657 new overseas brands joined Tmall International, averaging 7 new brands per day [1]. - The new brands come from 43 countries, with the highest numbers from the US, South Korea, Australia, Japan, and New Zealand; South Korea showed the fastest growth rate, exceeding 40% year-on-year [1][4]. - The most popular categories for these brands include oral anti-aging, ingredient skincare, infant nutrition, pet health, and hair care, indicating a strategic focus on trending consumer demands [1]. Group 2: Sales Performance and Consumer Engagement - Brands like Weverse Shop, which entered Tmall International in June, quickly achieved sales exceeding 3 million, demonstrating the platform's effectiveness in reaching import-hungry consumers [4]. - The Tmall International Global Rising Star Brand List for Q3 2025 features brands like COVERNAT, BORJOMI, and Moonwalkers, selected based on business scale, brand influence, and consumer preference [5]. Group 3: Product Strategy and Market Positioning - COVERNAT targets young Chinese consumers with personalized offerings, ensuring sufficient stock for the Double 11 event [8]. - BORJOMI, known as the "Hermès of water," launched its products in August and quickly became a bestseller, planning to introduce new flavors for Double 11 to meet rising demand [8]. - Moonwalkers aims to introduce its AI-powered footwear to tech-savvy Chinese consumers during Double 11, enhancing brand visibility [8]. Group 4: Support Policies for Overseas Brands - Tmall International has implemented various support measures for overseas brands, including increased commission rebates and a "shared deposit" policy that reduces the entry barrier by cutting the flagship store deposit by 50% [9]. - As Double 11 approaches, Tmall is enhancing its support initiatives to streamline the cross-border supply chain, allowing new brands to start selling within two weeks of joining [9].