Long gone are the days when Chinese online shoppers have to go through the troubles of shopping platform Haitao—where customers buy imported products from overseas e-commerce platforms or through shopping agents. For Chinese mainlanders, overseas products are now just a few clicks away through maturing cross-border e-commerce sites in China.

For most Chinese consumers, the whole idea of Haitao is buying high-quality products since their improving economic conditions allow them a better lifestyle. This changing consumption sentiment pioneered by China’s rising middle class has caused a revolution in the country’s manufacturing industry. “Made in China” no longer inherently means cheap, inferior, and unfashionable. Respectable Chinese brands have emerged and Chinese e-commerce platforms are well positioned to present Chinese brands to the world.

Chinese e-commerce titan Alibaba is among the first to foster the cross-border e-commerce trend through Tmall Global, a marketplace for overseas goods to be sold online in China. For the upcoming Single’s Day shopping festival, the company is turning the other way around in an attempt to bring Chinese quality brands internationally. A total of 100 Chinese brands from varied industries were included in the program, including Haier, Midea, Gree, HLA, Peacebird, Joyoung, Jahwa, and more.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.