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].