On March 25, 2021, Tmall International announced its 5 new strategies: continuously incubating new categories, introducing new brands, launching new products, importing “new shops” and “new industrial belts.”

In the past year, outbound travel has been blocked due to the global epidemic, and import consumption has accelerated. China, which was the first to recover from the epidemic, has become the main position for overseas brands to actively seek growth. According to data, the number of new products imported by Tmall International in 2020 will increase by 130% year-on-year, and the number of overseas new brands will increase by 125% year-on-year.

In order to help more small and medium-sized brands seize the opportunity of China’s import market, “new small shops” came into being. Merchants only need to supply directly, and they can operate at low cost under the “custodial service”.

At the same time, to further reduce costs and improve performance for overseas brands to meet the new demands of the domestic market, Tmall International will launch “New Industrial Belt” projects in China’s Hangzhou, Haikou and other six comprehensive bonded zones across the country.

In the past year, the growth rate of overseas brands entering Tmall International was close to 200%, 40 new brands with sales exceeding 100 million yuan were added, the number of new products increased by more than 100% year-on-year, and more than 10,000 new products were launched in a year.

It is worth noting that new imported consumer groups are emerging. According to data from Tmall International, in the past year, the number of consumers of imported goods in the new generation has increased by nearly 70% year-on-year, and the growth rate is the fastest. Post-90s and post-95s consumers accounted for nearly 50%.