Overseas brands accelerate their entry into the Chinese market

From the French high-end skincare brand Cible Skin, the British emerging technology brand nothing, to Germany's century-old mother and baby brand freiol, Thai skincare brand SMOOTH E...... this year, the enthusiasm of new brands to come to China is unceasing, and the type of more rich and diversified.

　　Overseas brands are accelerating their entry into the Chinese market. In the first half of last year, more than 2,000 overseas brands chose Tmall Global to open their first stores in China as a starting point for entering the Chinese market.

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　　Among them, the top five source countries with the largest number of first stores are: the United States, Japan, South Korea, France and Australia. At the same time, there is no lack of new faces from Bulgaria, UAE, Liechtenstein, San Marino, Cyprus and other countries. The top 3 industries for overseas brand ventures are healthcare, beauty and personal care, accounting for 32%, 20% and 10% respectively; meanwhile, age-appropriate nutritional products, pure beauty and men's care have become popular new trend categories for overseas brand layout.

　　As imported consumption picks up, these new brands entering China for the first time are performing brightly. For example, Unilever's professional hair care brand Nutrafol entered the Chinese market through Tmall Global in May last year, stationed in three months, the monthly turnover has broken one million dollars. European professional eye care brand brieye, stores throughout the European countries, opened more than six months in Tmall Global, the brand's growth rate reached 8 times the local market, the cumulative turnover exceeded 30 million yuan.

　　In the past, one of the major concerns of overseas brands entering the Chinese market was the lack of certainty about achieving growth in such a highly developed and competitive consumer market as China's e-commerce. As an important position for overseas brands to enter China, platforms such as Tmall Global have continued to improve the construction of import ecological infrastructure such as logistics, warehousing, supply chain, and so on, helping overseas brands to conveniently and efficiently explore the Chinese market.

　　For example, Tmall Global in North America, Europe, Asia-Pacific, Southeast Asia, Australia and New Zealand and other regions to set up six major investment procurement centers, the global door-to-door investment, and to overseas brands to provide business “running services”, joint overseas red live organizations to form a global live alliance, to help overseas brands to do store visits, live, short video seeding, to help them in the Chinese market to open awareness. Open popularity.

　　“Last year, our orders from Chinese consumers suddenly increased, and we decided to test the Chinese market after Tmall Global's invitation.” Ryota Mihara, CEO of Japanese trendy headphone brand ambie, said that the brand's growth rate in China reached 200 percent, surpassing that of Japan itself.

　　Currently, Tmall Global has a total of more than 46,000 brands from more than 90 countries and regions around the world, bringing trendy, diversified and personalized global supplies to Chinese consumers. It is understood that Tmall Global is successively organizing 56 door-to-door investment meetings of different forms in 16 countries and regions around the world, and is expected to help 10,000 new brands land in China in the coming year.