Open live broadcasts in the countryside, and each shows its ability to expand sales.

  Overseas brands reach the Chinese market with one click (online China)

  Imported red wine sellers in the Import Commodity City of Qingtian County, Lishui City, Zhejiang Province recorded videos to prepare for promotion on the online sales platform.

Photo by Xinhua News Agency reporter Xu Yu

  During the "Double 11" online shopping festival, the transaction scale of more than 700 billion yuan on China's major e-commerce platforms surprised the world.

The strong resilience demonstrated by the Chinese economy and the strong shopping demand of Chinese consumers have injected strong confidence into the global economy that has been affected by the epidemic, actively deployed in the Chinese online market, and become an important export for overseas brands to recover losses and seek growth.

  Domestic demand is booming, overseas brands are turning back

  Korean cosmetics, French backpacks, British boots... Within a few days after "Double 11", Ms. Han from Beijing City received imported goods purchased online one after another, and her living room was full of hers.

"This time, "Double 11" imported goods are indeed very strong, and I can't help but buy more." Like Ms. Han, hundreds of millions of Chinese consumers are happy to "chop their hands" at the "Double 11" online shopping carnival.

  This year, affected by the epidemic, South Korean cosmetics companies have suffered a lot. Targeting the Chinese market on "Double 11" has become an excellent opportunity for their performance to rebound.

A brand of South Korean beauty giant Amorepacific exceeded 100 million yuan in sales in just 3 minutes after the pre-sale event.

Japanese brands also benefited from the "Double 11" event.

Japanese media said that the staff of some Japanese beauty equipment manufacturers were unable to travel to China due to the epidemic, but brands such as Yameng, Kao, and Shiseido maintained smooth sales channels through the Internet.

According to industry insiders, China has a population of 1.4 billion and a middle-income group of more than 400 million. It is the world's most promising large market. It is estimated that the cumulative import volume of goods in the next 10 years is expected to exceed 22 trillion US dollars. Overseas brands settle in China.

  The luxury goods industry, which has been significantly affected by the epidemic, is also paying more attention to its online market layout in China.

It is understood that during the "Double 11" period, on the Tmall platform, 10 luxury brands brought new product debuts. Brands such as Cartier and Vacheron Constantin participated for the first time. Exclusive world premiere.

  Since the beginning of this year, China has become one of the main areas of business growth for many overseas brands, and the online shopping enthusiasm of Chinese consumers has brought explosive growth to overseas brands.

It is reported that this year, Tmall platform alone has 25,000 overseas merchants, more than 2,600 new overseas brands, and 1.2 million imported new products to participate in "Double 11" for the first time.

Data shows that from November 1st to 11th at noon, the turnover of Tmall international imported goods increased by 47.3% year-on-year. Among them, 180 overseas brands had a turnover of over 10 million and 816 overseas brands had a turnover of over one million.

Deploying a huge online market has become the preferred way for overseas brands to expand their influence in the Chinese market and attract new customers.

  With new faces, diplomats live broadcast "carrying goods"

  There are a dazzling array of overseas products on the e-commerce platform. How can consumers better and faster understand their products?

Overseas brands understand the preferences of Chinese consumers and are fully prepared.

While the goods are on the e-commerce "shelf", corporate executives and celebrities from all walks of life have entered the live broadcast room: executives of the Japanese beauty brand Shiseido have adopted the method of live broadcast to bring the goods to seek sales growth; recently launched in the United States on Tmall Uncle Bud's, a skincare brand, invited retired NBA star Johnson as a brand ambassador to interact with Chinese consumers across the screen; as well as Sri Lanka black tea, Malaysian bird’s nest, Norwegian fish oil... the live broadcast of "foreign anchors" made people more informed about the products Intuitive feelings can also stimulate consumers' desire to shop.

  According to data from the Ministry of Commerce, in the first half of this year, there were more than 10 million live e-commerce live broadcasts nationwide, with more than 50 billion viewers and more than 20 million products on the shelves.

Some experts predict that the overall scale of live e-commerce will reach RMB 1,050 billion this year. This rapidly developing new economic format will enter the trillion-dollar era. Overseas brands that are committed to expanding the influence of the Chinese market are naturally unwilling to miss this opportunity.

  "Chinese consumers embrace new technologies faster than Westerners." Uncle Bard co-founder Skiawi said, "I really like this kind of instant feedback. We can interact more with consumers."

  "This kind of grape comes from the high mountains of South Korea. It is organic and has a strong fragrance. You can eat it with the skin!" Zheng Nianzhu, head of the China Headquarters of Korea Agriculture and Fisheries Food Distribution Corporation, introduced in fluent Mandarin; Chilean Commercial Consul in Shanghai Wu De learned The tone of the Chinese Internet celebrity anchor shouted "Buy it! Buy it!" to introduce avocado and cherries to the audience.

In the booming online market, the live broadcast of the "national team" is quite eye-catching, Peru blueberry, New Zealand red kiwi, Belgian chocolate... During the "Double 11" period, diplomats from 20 countries brought goods to their respective countries in the live broadcast room. Get a good record.

  Industry insiders believe that the innovative model of "diplomat + live broadcast of goods" can allow consumers to experience the sales scene more realistically, so that consumers can quickly build trust and boldly "buy, buy and buy".

  Excellent experience, multi-party boosting "global shopping"

  Want to buy a watch that has just been put on the shelves abroad?

Want to experience the new portable suitcase with global consumers?

E-commerce platforms such as Tmall,, and Suning have come up with practical measures to help overseas brands reach Chinese consumers more conveniently.

  On November 15, JD International teamed up with Japan’s largest e-commerce platform Lotte’s overseas official flagship store and more than a dozen overseas famous stores to launch the “Global Direct Purchase” project, and joined hands with well-known department stores and online official websites from South Korea, Germany and other countries , To bring consumers the latest and trendiest products overseas.

  Behind the online shopping spree is the close cooperation of merchants, logistics systems and e-commerce platforms.

For example, in the first half of this year, Poland’s exports of dairy products to China increased by 70% year-on-year. During the “Double 11” period, Polish pure milk and milk powder arrived in China on the China-Europe Express train, providing ample and stable supply for the shopping festival.

  It cannot be ignored that the reason why overseas brands gain more consumers' favor in the Chinese market is due to the continuously optimized development environment of cross-border e-commerce.

On September 1, 2020, the General Administration of Customs added 12 directly affiliated customs in Shanghai, Fuzhou, Qingdao, Jinan, Wuhan, Changsha, Gongbei, Zhanjiang, Nanning, Chongqing, Chengdu, and Xi’an to carry out cross-border e-commerce B2B export supervision pilots. Cross-border e-commerce B2B exports have added special supervision methods and supporting customs clearance facilitation measures, which will help promote the healthy and rapid development of new foreign trade formats and help cross-border e-commerce export enterprises alleviate difficulties.

  Experts pointed out that the dividends of cross-border e-commerce policies and the support of major platforms can help more overseas brands enter China, and at the same time make cross-border e-commerce development into the fast lane.

Correspondent Kang Pu