E-commerce Morning Briefing: Xiaohongshu Opens Access to AI Capabilities Covering Agents’ Entire Service Workflow; Bilibili Relaunches International App to Expand Global Footprint

News 1: Xiaohongshu will open access to AI capabilities covering the entire service workflow for agents

On August 26, Mio, General Manager of Xiaohongshu's Commercial Channel Business Group, announced the platform's 2026 channel strategic direction: over the next year, the platform will focus on four priorities — deep industry cultivation, customer operation, ecosystem co-construction, and capability accumulation — to support agents in upgrading to "industry operation partners". The platform will open access to AI capabilities covering agents' entire service workflow, along with additional incentive support. On the product front, Xiaohongshu announced that its commercial products will see capability upgrades, with an AI product system under development.

News 2: Bilibili relaunches international app to expand into global markets

According to foreign media reports, Chinese video platform Bilibili has recently relaunched its previously discontinued international app, and simultaneously disclosed plans to launch an English official website and recruit staff in core markets including the U.S., Europe and Japan.

The revamped Bilibili international app no longer requires identity verification, allowing users to complete registration without providing a passport or ID card, while content on the Chinese and U.S. sites remains consistent. Its promotional materials for creators note that the platform will offer monetization channels for creators, connecting them with a Gen Z user base characterized by strong consumption power and high education levels. A brand collaboration platform for international users is currently under development, and the English site will launch in the near future.

Public recruitment information shows Bilibili is hiring community operation staff in cities including Los Angeles, London, Mexico City, S?o Paulo, Istanbul and Tokyo. Job postings for Singapore indicate the platform is building an AI-driven global content moderation system.

News 3: Lego Group's Niels B. Christiansen: China market remains huge, investment will continue in the future

During a recent Lego Group earnings call, Chief Executive Officer Niels B. Christiansen stated that the Lego Group is highly focused on the long-term growth of the China market, which still boasts enormous growth potential thanks to its large child population and strong consumer enthusiasm for the Lego brand. As such, the Lego Group remains confident in the China market, and will continue investing in brand building, store expansion and market development in the country going forward.

In the first half of 2026, Lego Group's revenue rose 21% year-on-year to 41.9 billion Danish krone, hitting a record half-year high; operating profit increased 22% year-on-year to 10.9 billion Danish krone, while net profit jumped 32% year-on-year to 8.6 billion Danish krone.

News 4: Anta's H1 revenue rises 12.9% to 43.51 billion yuan

On August 26, Anta Group released its financial results for the first half of 2026: revenue reached 43.51 billion yuan, up 12.9% year-on-year; net profit increased 12.9% year-on-year to 7.938 billion yuan; the group's gross margin rose 0.5 percentage points to 63.9%; R&D investment stood at 1.11 billion yuan, accounting for 2.5% of the group's total revenue.

By brand, Anta brand recorded H1 revenue of 17.77 billion yuan, up 4.8% year-on-year; Fila brand revenue reached 15.05 billion yuan, rising 6.1% year-on-year; combined revenue from all other brands including Kolon Sport and Descente hit 10.69 billion yuan, surging 44.2% year-on-year. The earnings report noted that JACK WOLFSKIN, which Anta acquired last year, has established an all-scenario professional hiking positioning and is advancing a comprehensive revitalization plan, with new concept stores and products set to launch in the second half of this year.

News 5: Chinese e-commerce platforms including Temu gain more popularity among Southern European consumers

A spring 2026 consumer survey by the European Central Bank showed that the overall adoption rate of Chinese e-commerce platforms including AliExpress, Temu, Shein and Banggood in the euro area reached 52%. However, there are stark regional differences: Greece, Portugal and Spain lead Southern Europe with penetration rates of 79%, 77% and 69% respectively, while France and Germany have adoption rates of 43% and 40% respectively, below the overall average. Low price advantages and extensive product assortments are key factors attracting European consumers, and geopolitical factors have not yet significantly impacted users' shopping decisions. Meanwhile, the scale growth of Chinese e-commerce platforms is facing pressure from regulatory policies and rising logistics costs.

News 6: TikTok Shop U.S. cross-border POP GMV doubles in H1

At the "TikTok Shop U.S. Cross-Border POP Black Friday Conference" held yesterday, Ryan, General Manager of TikTok Shop U.S. Cross-Border POP Operations, announced the platform's operating results for the first half of this year and released core Black Friday strategies. Ryan stated that in the first half of the year, the overall GMV of TikTok Shop U.S. cross-border POP nearly doubled year-on-year. While leading merchants continued to expand their business scale, emerging merchants also accelerated their growth, contributing nearly 40% of the overall market increment.

News 7: J&T Express posts 39.5% H1 2026 revenue growth, Southeast Asia becomes core growth driver

Hong Kong-listed logistics firm J&T Global Express released its first half 2026 performance report. During the reporting period, the company generated revenue of US$7.67 billion, up 39.5% year-on-year, of which express delivery business revenue reached US$7.46 billion, rising 39.6% year-on-year. Adjusted net profit doubled year-on-year to US$350.6 million, and adjusted EBIT surged 121.7% year-on-year to US$433.6 million. In June 2026, J&T was officially included in the Hang Seng Index.

In the first half of the year, J&T handled 17.5 billion parcels globally, up 25.1% year-on-year. The Chinese market remains its largest source of parcel volume, contributing 11.62 billion parcels, accounting for two-thirds of total volume, with a year-on-year growth rate of 9.6%. During the period, J&T's market share in China edged up 0.5 percentage points to 11.6%. Parcel volume in the Southeast Asian market rose 71.2% year-on-year to 5.52 billion pieces, while parcel volume in other markets including Latin America and the Middle East jumped 119.9% year-on-year to 365 million pieces. J&T has held the largest share in the Southeast Asian express delivery market for six consecutive years.

That's all for today's morning briefing. For more e-commerce insights, please stay tuned to Ebrun Audio.

This article was first published on the official website of Ebrun.