Tmall 618 launched a wave of Chinese sports brands going overseas, Li Ning and Huili led the "five major Chinese sports brands"

During Tmall 618, the three major domestic sports brands, Li Ning, Anta and Warrior, continued to lead the overseas growth, and Nookie and Keep, as new domestic sports brands, were also rising rapidly. Data from June 1-2 showed that the overseas sales of the five major domestic sports brands all exceeded 50% year-on-year, with Warrior's growth rate reaching nearly 100%.

Some analysts believe that the reason why Chinese fashion is going global is that the quality and design of Chinese products have improved, and that the young people of Generation Z, who were born after 1995, have spread their love for Chinese fashion to young Chinese people around the world through social media. In addition, the convenient shopping conditions brought by the development of cross-border e-commerce are also helping to promote the export of Chinese fashion.

Li Ning, Anta and Huili are typical representatives of the national tide. In 2018, Li Ning brought the "Wudao" series to the 2018 New York Fashion Week Fall/Winter show, which completely ignited the concept of the national tide. From then on, the national tide began to represent the unremitting strength of domestic products and gradually became a consumer trend.

Li Ning has always focused on its overseas business and participated in Tmall Taobao's global free shipping plan, which offers free shipping and direct returns abroad, improving the cross-border shopping experience of overseas consumers. Data from Tmall Taobao's overseas platforms show that Li Ning remained the champion of Tmall 618 sportswear overseas sales for two consecutive days after the official launch of Tmall 618. A large number of national fashion clothing marked "China Li Ning" went to Canada, Australia, the United States and other European and American countries.

Huili is a long-established Chinese brand that has been popular among young people in recent years, and has been endorsed by many celebrities, becoming the "national trend of white shoes". After the official launch of Tmall 618, sales increased by nearly 100% for two consecutive days. The classic Huili canvas shoes are popular in Hong Kong, Macau, Taiwan, Europe, the United States and other countries and regions.

In addition to Li Ning, Anta and Huili, emerging domestic sports brands represented by NOK and Keep are also rising rapidly.

Founded in 2010, NOKER focuses on outdoor products and has made breakthroughs in the market dominated by European and American products. During the Tmall 618, NOKER drew on the experience of domestic live broadcasting and started live broadcasting on Tmall and Taobao Overseas, driving the growth of transactions among overseas Chinese groups. Keep started as a sports APP and is building a sports brand and launching a series of sports peripheral clothing. It also joined the global free shipping plan of Tmall and Taobao Overseas, allowing overseas consumers to buy free shipping and return goods directly overseas, improving the shopping experience and driving the growth of overseas transactions.

Ye Tian, ​​general manager of Tmall Taobao Overseas Business Department, introduced that Tmall Taobao Overseas is committed to serving nearly 100 million Chinese in more than 200 countries and regions around the world. Their consumption habits are similar to those in China. In addition to national trend clothing, national trend beauty products, national trend snacks and other series of Chinese brands are becoming very popular among overseas Chinese communities. Tmall Taobao Overseas will also help 100,000 new domestic merchants accelerate their overseas expansion throughout the year.

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