GoodsFox Daily Insights – December 8, 2025: Global E-commerce Trends 2025: Chinese Brands Accelerate Overseas Expansion
- Ozon.by Sees Black Friday Surge as Belarusian Demand Quadruples
- Wildberries Highlights Holiday Trends: Seasonal Decor Up 18x in Russia
- 78% of Chinese Manufacturers Are Building Their Own Global Brands
- Southeast Asia Embraces ‘Showrooming’: 73% Test Products Offline but Buy Online
- Chinese Apparel Brands Go Global: Outdoor Jacket Hits $594K Monthly Sales
1. Ozon.by Sees Black Friday Surge as Belarusian Demand Quadruples
Ozon.by reported its most active shopping period of the year during Black Friday. Consumer activity in Belarus grew nearly four times from November 14–28. Local sellers set new sales records.
Orders on the first day were 3.5 times higher than last year. On November 28, unit sales tripled year-over-year and GMV doubled. The platform saw a peak of 200,000 orders per hour between 21:00–22:00. Only 2% of buyers were first-time participants.
Fashion led the growth. Women’s apparel and footwear grew 7x and 6x. Home improvement tools and small appliances rose 3x. Consumption spread beyond major cities like Minsk. Smaller cities such as Babruysk and Soligorsk delivered strong demand.
Ozon.by expanded its logistics network to support this surge. It now operates a Minsk fulfillment center and three sorting hubs. Pickup points doubled year-over-year in Q3, driving faster delivery performance.
2. Wildberries Highlights Holiday Trends: Seasonal Decor Up 18x in Russia
Wildberries released its latest holiday shopping insights. Seasonal decor sales in Russia surged, with snowflake ornaments up 18x, tinsel garlands up 14x, and artificial Christmas trees up 6x.
Consumer trends vary across markets:
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Armenia: strong demand for apparel and lighting, both up 8x.
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Kyrgyzstan: top sellers include massage devices and confectionery.
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Kazakhstan: high demand for pajamas, home robes, and serums.
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Belarus: strong interest in skincare gift sets and building toys.
Wildberries encourages sellers to localize inventory strategies for upcoming holiday peaks.
3. 78% of Chinese Manufacturers Are Building Their Own Global Brands
The 2025 China Manufacturing Brand Globalization Report shows that 78.26% of Chinese manufacturers now run their own branded export businesses. Over 20% have moved into a “scaling and expansion” stage. Only 21.74% still focus primarily on OEM production.
Most brands invest first in cross-cultural marketing, digital operations, and after-sales support. Over 60% prefer developing these capabilities in-house.
Target markets remain centered on North America (77.54%) and Western Europe (64.13%), with Southeast Asia and the Middle East forming the next tier.
Despite strong global ambitions, many businesses still prioritize short-term gains over long-term brand building.
4. Southeast Asia Embraces ‘Showrooming’: 73% Test Products Offline but Buy Online
Cube Asia reports a rapid rise of “showrooming” in Southeast Asia. 73% of online shoppers tried products in-store before buying online within the past three months.
The trend is strongest in price-sensitive markets such as the Philippines and Indonesia, with penetration rates of 77%. Singapore is the lowest at 63%.
Beauty, electronics, home goods, and mother-and-baby categories show the highest need for offline testing. Shoppers check texture, functionality, and safety in person.
Online purchase drivers include better pricing, promotions, cashback, and broader inventory. For new customers, authenticity assurance and clear product information are critical for conversion.
5. Chinese Apparel Brands Go Global: Outdoor Jacket Hits $594K Monthly Sales
Camel Crown, founded by former doctor-turned-entrepreneur Wan Jingang, has become a standout global outdoor brand. The company shifted from OEM to brand operation and quickly scaled overseas.
On Amazon US, over 200 ASINs exceed $14.34 million in monthly sales. Its women’s outdoor jacket reached a monthly peak of $594K, ranking in the top ten of its niche.
On TikTok Shop Southeast Asia, Camel Crown’s five core stores generated $8.768 million in GMV, with strong growth in the Philippines and Thailand.
The brand now serves over 300 million global users and operates more than 4,000 offline stores, making it a benchmark for lightweight outdoor brands expanding globally.
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