China News Service, Beijing, November 11 (Reporter Xu Wenxin) Recently, the "Double Eleven" shopping festival and the upcoming "Black Friday" promotions have kicked off the overseas consumption season, and many Chinese businessmen are ushering in the busy period at the end of the year. Many Chinese businessmen engaged in cross-border e-commerce and overseas warehouse business said in interviews with reporters from China News Service that the influence of "Double Eleven" has spilled out, and the cross-border e-commerce model continues to be localized. When Chinese brands go overseas, they are saying goodbye to low-price competition and turning to understanding local consumption habits, strictly adhering to compliance bottom lines, and improving contract performance capabilities.
Zheng Chaohui, executive chairman of the Korean General Chamber of Commerce, is deeply involved in cross-border e-commerce. He introduced that Korean consumers are price-sensitive, and delivery timeliness, reviews and after-sales also affect repurchase. Before and after "Double Eleven", many Chinese students studying in South Korea shop online to satisfy their craving for domestic snacks, while local Korean consumers prefer Chinese small household appliances and daily accessories.
Zheng Chaohui said that the compliance of Korean e-commerce platforms has become stricter, and the certification threshold for maternal and infant and children's products has increased. The market is divided into two paths. One is focused on the volume of daily necessities, focusing on supply chain and logistics, with fierce price competition; the other is on the branding route, where merchants rely on local platforms and social content to attract users and build their own brands. Chinese merchants going overseas can gradually shift from cross-border direct mail to local stocking and platform supply chain cooperation to match their own product advantages.
Yao Jianhao, executive vice president of Spain-China Economic, Trade and Cultural Promotion Association, has been operating overseas warehouses for a long time and has experienced many rounds of year-end sales. He said that European consumers' awareness of "Double Eleven" is increasing year by year, and combined with the "Black Friday" and Christmas consumption peak seasons, the industry generally starts stocking up two months in advance.
Yao Jianhao said that the challenge of overseas warehouses is no longer just the surge in orders, but also the simultaneous increase in volume through multiple channels, which puts forward higher requirements for inventory, manpower, and last-mile delivery. Local warehouses can achieve short-time delivery and convenient returns and exchanges, and the focus of competition has shifted from warehousing scale to inventory turnover, performance stability and comprehensive supply chain costs. The category structure of overseas warehouses is also being adjusted, with the proportion of large-ticket hot-selling products declining, and demand for lightweight repurchase products such as consumer electronic accessories, home storage, pet supplies, and beauty products in China increasing.
Li Hua, chairman of the Fujian Chinese Federation of America, pointed out that "Double Eleven" has become a testing ground for cross-border business. As links to overseas markets continue to open up, operating costs for Chinese businesses have been reduced, information gaps have narrowed, and the focus of competition has shifted to local demand analysis and compliance capability building. Overseas consumption trends are also changing. Buyers no longer only value low prices, but also value features, quality and differentiated products.
Li Hua said that during the peak season, rising logistics costs have compressed profits and the profit margins of the traditional distribution model have narrowed. He uses "Double Eleven" to observe category preferences and return data, rationally plan stockings, and evaluate the feasibility of new product launches.
Pu Qiang, honorary president of the Sichuan-Chongqing General Chamber of Commerce in Cambodia, has cross-border business covering dozens of countries and regions. He said that Southeast Asia’s consumption habits are close to China’s and are more receptive to “Double Eleven”, making it a key market.
Pu Qiang's main business is signage, neon lighting, and holiday customization. The demand varies significantly among regions. The United States prefers festival signs, Germany has a strong demand for customized signs, and the Middle East focuses on commercial display signs. He said that relying on China's supply chain to undertake customized orders, combined with opportunities such as store renovation in Europe and the United States, urbanization in Southeast Asia, and short videos to reach small shop owners, there is still considerable room for growth in the logo category overseas.
