Core Insights - The holiday season is a crucial growth window for Chinese brands expanding overseas, with a projected 1.2% increase in U.S. holiday retail sales for 2025, marking the lowest growth since 2009 [1] - Consumer behavior is shifting towards more rational spending, with a significant portion of consumers in the UK and Germany prioritizing price in their shopping decisions, presenting new opportunities for Chinese brands [1][2] Group 1: Consumer Trends - Consumers are preparing for holiday shopping earlier, with 50% of U.S. shoppers planning to complete most purchases before Black Friday [1] - There is an increasing emphasis on rational consumption, with over 80% of consumers in the UK and Germany focusing more on price comparisons [2] - The shopping decision-making process is becoming more complex, with cross-platform and multi-touchpoint behaviors becoming more prominent [2] Group 2: Brand Strategy - Chinese brands need to balance short-term conversion with long-term brand asset accumulation, which is a key challenge for holiday marketing [2] - Successful brands focus on clear communication of core values and emotional connections with consumers rather than relying solely on discounts [3] - Brands that invest in building their brand equity during economic downturns tend to perform better in recovery periods, with stronger sales and marketing returns [4][6] Group 3: Marketing Channels - Despite the dominance of online channels, 80% of consumers still plan to visit physical stores, indicating a need for brands to navigate a complex cross-touchpoint environment [5] - Open Internet advertising, which covers 75% of users' digital media time, is becoming increasingly valuable for brands during the holiday season [5] - CTV (Connected TV) is emerging as a fast-growing medium, capturing 30% of U.S. consumers' digital media time, and is effective for enhancing emotional connections and interactions with audiences [5][6]

Group 1 - The Trade Desk (TTD) has released a report indicating that the upcoming holiday shopping season is expected to see growth in retail sales, presenting new opportunities for Chinese brands going overseas [1] - The report highlights a shift towards more rational consumer behavior, with over 80% of consumers in the UK and Germany prioritizing price in their shopping decisions, and 43% of UK consumers and 56% of German consumers considering reducing purchases of certain overseas products [1] - A new trend for holiday shopping in 2025 is emerging, characterized by earlier preparation, increased rational consumption awareness, more complex decision-making, and a multi-touchpoint shopping behavior [1] Group 2 - Chinese brands are moving away from short-term thinking and are focusing on long-term value creation, starting their annual marketing strategy planning in the first quarter instead of the traditional last-quarter push [2] - There has been a significant increase in inquiries about European and Asian markets, indicating a shift towards a diversified market strategy for brands during the holiday season [2] - Consumers are engaging with over 2000 digital content websites and platforms daily, with 80% of users still planning to visit physical stores, highlighting the importance of an open internet advertising ecosystem [2]