11 de October de 2024 - zeumat
The biggest e-commerce event of the year, “双十一” (shuāng shí yī), known as “Singles’ Day,” which falls on November 11 in China, began as a college holiday but quickly transformed into the largest online consumer event globally, led by Alibaba.
Global brands are accelerating their presence on e-commerce platforms in China. According to the latest data, in the third quarter of 2024, the number of new stores on Tmall grew by 70% year-on-year , with an increase of 239% in September compared to August.
In particular, more than 1,700 foreign brands have launched their first online store on Tmall Global , China’s cross-border e-commerce platform , with beauty, personal care and fragrance brands standing out. Among them are British luxury brand Jimmy Choo , which launched its perfume store in July, and CHANTECAILLE , the French cosmetics brand, which opened its official store in August. And on the same day, the British Museum opened its flagship fragrance store, aligning with the celebration of “Singles’ Day” .
The fashion, sports and home sector has also seen strong growth. Famous Japanese designer brand Yohji Yamamoto opened its first flagship store in September. Meanwhile, Italian luxury lighting brand Artemide has also joined the platform. With the rise of outdoor sports, specialist brands such as Korean brand Xexymix , fitness equipment expert Triggerpoint , and cycling-focused upstart PMT have also embraced e-commerce in China.
Among the most popular categories for these new stores are fashion, beauty, home, jewelry and health. At an international level, the United States, Australia, Japan, New Zealand and South Korea are leading the expansion of foreign brands on Tmall, consolidating their presence in the Chinese market.
The 2023 campaign saw a 2.08% growth in sales, reaching 11.386 billion yuan. E-commerce platforms such as Tmall and JD.com led the sales with the best-selling categories being home, fashion and beauty.
This boom in e-commerce reflects not only the dynamism of the Chinese market, but also the ability of brands to adapt to new consumer trends in a highly competitive environment.
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Written by Wenyang Zhong
Source: sina
