Imported goods to steal limelight in Tmall gala

Tmall Global, the portal for imported products under Alibaba Group Holding Ltd, is looking to help 2,000 in-demand overseas brands break the 1 million yuan ($146,286) sales threshold during this year's Nov 11 shopping campaign, as cross-border e-commerce takes center stage at a time when international travel is effectively restricted by the COVID-19 pandemic.

The platform will attract 2,600 new brands to debut in this year's Nov 11 session, said Liu Peng, president of Tmall Import and Export. Some 22,000 overseas brands from 78 markets attended the annual 24-hour shopping gala last year.

"Due to the COVID-19 travel restrictions, there is significant growing demand for imported goods among Chinese consumers," Liu told an event kicking off the Double 11 campaign for foreign merchants. "International brands need a trusted channel for reaching Chinese consumers, while domestic shoppers are looking for ways to buy more quality products from abroad."