Black Friday Boosts China’s Cross-Border E-Commerce Sales

Executive Summary

Black Friday boosted China’s cross-border e-commerce sales this year. This day is increasingly identified by Chinese consumers as another important occasion in the year to buy imported goods.

• JD Worldwide and Kaola achieved strong year-over-year sales growth this Black Friday. Selected brands saw sales even higher than Singles’ Day, according to data from Azoya, an e-commerce services provider.
• E-commerce platforms adopted different discounting strategies. Alibaba’s Tmall Global offered 50% off in general for the second product purchased within the same category such as cosmetics, mom and baby, nutrition and food.
• Drone manufacturer DJI offered steep Black Friday discounts.
• US nutrition retailer Swanson upped its game in the Chinese nutrition market by opening its Chinese e-commerce website ahead of Black Friday.