Pre-sales for China’s Nov. 11 Singles Day shopping festival began this morning, marking the kickoff of the country’s biggest e-commerce season. As a dizzying array of activities—including steep sales and weeks-long promotional games—push product, Chinese brands will rack up the year’s biggest sales figures.

An increasing number of Chinese brands are finding success in overseas markets, and more are going around third-party platforms to sell directly to shoppers hailing from North America to Southeast Asia. The trends sees export brands attempting to circumvent the global sourcing soup which has ensnared conventional selling channels during a year in which they have been walloped by the Covid-19 pandemic and hobbled by geopolitics. 

E-commerce in China is dominated by a few massive platforms, which offer sellers an array of infrastructure and services from payment to marketing. When Chinese brands have looked for overseas markets, they’ve tended to rely on Amazon as the global equivalent. 

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

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.