Sleeping water, freeze-dried cat food, second-hand bags... How wild are young people's spending on this Black Friday?

How wild are the young people's consumption this generation ? You can find some answers in the Tmall International Overseas Shopping Cart.

This year, more than 20,000 overseas brands and nearly 100 overseas retail stores offered discounts on Tmall Global and overseas simultaneously on Black Friday , ushering in a new wave of import consumption. Young people who shop around the world are leading new consumption trends: sleeping water, second-hand bags, bath oil, freeze-dried cat food, and ingredient skin care products have become representative categories.

In addition to the "morning C and evening A" that are essential for modern workers , the "fourth meal of health" has gradually become a standard. A cup of coffee in the morning refreshes you, alcohol in the evening relaxes you , and in between and before bedtime, you can take some dietary supplements, customized vitamins, and "sleep water" to help you sleep . On Tmall International, customized vitamins and new dosage forms of health products are popular with the new generation.

The circular economy is gaining popularity, and "second-hand bags" have become the new favorite of fashion trendsetters. Since last year, Japanese second-hand stores have begun to collectively enter Tmall International. Second-hand luxury goods have been popular from Double 11 to Black Friday . It has become a trend to "visit" online and offline second-hand luxury stores such as Daikokuya, RECLO , BRAND OFF , and Brandear without leaving the country.

The bathroom of this generation of young people is comparable to their kitchen. Following sea salt scrub, "bath oil" has become a new product for young people pursuing a sense of ritual in life . Major overseas brands have launched new products on the "oil-based skin care" trend on Tmall International .

This year, the "freeze-dried food" that is the center of the snack industry has also been noticed by cat owners, and "freeze-dried cat food" has been arranged early. On Black Friday this year, the sales of cat snacks such as cakes, beer, and freeze-dried food increased by 177 % year-on-year . At the same time, smart cat toilets and pet grooming are also popular.

The cosmetic ingredient fans are like "folk scientists". They ignore the appearance and marketing of the product and go straight to the ingredient list, enthusiastically studying the formula and efficacy. Functional skin care products, known as " gentle and powerful medicine ", have become a new track for overseas shopping. Tmall International found that retinol, retinol, hyaluronic acid, ceramide and other ingredients are the most popular.

This year's "Black Friday", domestic cross-border e-commerce has become an important battlefield for overseas retail stores and imported brands. The epidemic and the impact on the physical retail industry have accelerated the overseas retail industry's embrace of Chinese e-commerce; at the same time, with the accelerated improvement of domestic cross-border e-commerce in recent years, overseas shopping has gone from a complex experience that requires tutorials to a popular experience.

The " 2021 China Cross-border Shopping Consumption Industry White Paper" released by iResearch Consulting shows that more than 80% of users shop overseas at least once a month, among which those born after 1995 and 2000 are the fastest growing import consumer groups. Tmall Global has also become a young people gathering and the preferred import consumption platform for 100 million consumers.

Tmall Global, Black Friday