Tmall Double 11 import consumption trends: niche hobbies begin to break out of the circle, and "entering the pit" overseas shopping is popular

The extremely easy-to-use "land surfboard", Japanese lure fishing rods, motorcycle helmets, and retro ceremonial vinyl record players... During this year's Tmall Double 11, more and more consumers "fell into" niche hobbies and paid for their interests.

In the first four hours of Tmall Double 11 sales, Tmall International’s land-based surfboard sales increased by 3,000% year-on-year, sales of imported vinyl record players increased by more than 530% year-on-year, sales of imported cycling equipment increased by more than 500% year-on-year, sales of lure fishing equipment increased by more than 220% year-on-year, and sales of motorcycle accessories increased by more than 110% year-on-year.

A new discovery made during Tmall’s Double 11 shopping festival is that these niche hobbies that have become popular abroad are gradually breaking out of their circle and attracting domestic overseas shopping consumers to “shop globally”.

The most prominent cool sports are represented by land surfing, lure fishing and cycling. This year, "land surfing" has become a new trendy sport that has gone viral, and young people have become addicted to it. Carver, the pioneering brand of land surfboards, and Santa Cruz, a veteran American skateboard brand, entered Tmall International before Double 11, and saw sales growth after the Double 11 sales.

The "cycling craze" has driven related equipment, motorcycle helmets, etc. to become new toys for young people. This year's Double 11, a large number of consumers bought Japanese track-level motorcycle helmets on Tmall International. In addition, lure equipment, professional skis, and ski boots that are essential for novices in sea fishing are also popular.

(This year, "land surfing" has become a new trendy sport)

"Personalized lifestyles and consumer demands represented by niche cool sports are on the rise due to their strong experience and social attributes, and are even moving from professional circles to the general public." A relevant person in charge of Tmall International said that many niche hobbies have emerged abroad, representing global lifestyles and attracting consumers to explore good things in cross-border e-commerce.

As overseas shopping becomes increasingly personalized, Tmall Global continues to introduce more and more abundant products to meet people's needs to explore and discover new and unique products from overseas.

It is reported that during this year's Tmall Double 11, consumers can buy more than 39,000 overseas brand products from more than 90 countries and regions on Tmall Global. Among them, more than 1,600 new overseas brands participated in Double 11 for the first time, bringing thousands of global first-run and limited new products.

Tmall

Double 11

Niche Hobbies