E-Commerce Morning Brief: Over 500 FMCG Brands Surpass RMB 100 Million in GMV on Tmall in H1; SHEIN Officially Lists with Market Cap Exceeding HKD 180 Billion

News 1: Over 500 FMCG Brands Top RMB 100 Million in GMV on Tmall in H1 This Year

The Tmall Golden Beauty Awards were held in Shanghai. A set of half-year data was released at the event: Over the past six months, the number of FMCG brands with annual GMV exceeding RMB 100 million on Tmall has risen to 500, among which the number of brands posting double-digit growth saw a 45% year-on-year increase.

From January to July this year, leading beauty groups maintained strong growth momentum on Tmall, with L'Oréal Group, Estée Lauder Group and Shiseido Group all recording double-digit growth. Among the top 20 brands by transaction volume, 15 posted double-digit GMV growth, while Estée Lauder, SkinCeuticals, Helena Rubinstein, Clarins and Guerlain saw their GMV rise by more than 50% year-on-year.

News 2: Fliggy Releases 2026 Summer Travel Report: Inbound Travel Air Ticket Orders Surge 197%

Fliggy's 2026 Summer Travel Report shows that the platform's summer travel order volume hit a record high. Domestic hotel room nights increased by 66% year-on-year, and domestic ticket sales rose by nearly 30% year-on-year. Shanghai, Beijing, Hangzhou, Chengdu and Guangzhou ranked among the most popular domestic travel destinations, while South Korea, Thailand, Malaysia, Singapore and Vietnam were the top outbound travel destinations. Inbound travel also remained robust, with a growing number of foreign tourists choosing to spend their summer holidays in China. Fliggy data shows that inbound travel air ticket orders jumped 197% year-on-year. Shanghai, Guangzhou, Chengdu, Beijing and Shenzhen are the most popular cities among inbound tourists, while Wuhan, Zhangjiajie and Dali have emerged as new viral travel hotspots.

News 3: 2026 Kuaishou Light and Creators Conference Unveils Quality Content Standards: Community Relevance, Professional Excellence, Industrial Value

The 2026 Kuaishou Light and Creators Conference revealed that over the past year, more than 270 million users have expressed themselves by posting works on the platform. The number of creators who have been publishing content consistently for more than 10 years exceeds 17 million. The content ecosystem is also diversifying across regions, vertical communities and niche categories. To date, 632 interest communities and 4,112 granular interest tags have emerged on the platform. More precise, higher-stickiness community relationships are translating into monetization value for creators: On Kuaishou, creators focused on vertical fields earn 2.2 times the average monthly income of creators relying on general traffic.

Cheng Yixiao, founder, chairman and CEO of Kuaishou Technology, stated at the conference that no matter how Kuaishou's products and community forms evolve, content — especially distinctive content — will always be the most solid foundation of the Kuaishou community. "We hope that every type of interest can find its dedicated audience, exclusive community and unique business opportunities on Kuaishou. The biggest creation dividend for Kuaishou in the future will come from the deep cultivation of a diverse and distinctive ecosystem." The conference also unveiled the standards for quality content, namely community relevance, professional excellence and industrial value.

News 4: SHEIN Officially Lists! Market Cap Exceeds HKD 180 Billion

On September 1, Shein International Holdings Co., Ltd. officially listed on the Hong Kong Stock Exchange, with an offering price of HKD 48.56 per share, giving it a market capitalization of approximately HKD 206.2 billion at listing. Its latest market capitalization stands at HKD 189.6 billion, with total fundraising exceeding HKD 13.5 billion.

Founded in 2008, SHEIN has evolved over 14 years from a cross-border seller focused on wedding dresses to the world's third-largest fashion retailer by market share. Known as the "world's largest online fashion destination," SHEIN served approximately 273 million active customers across 160 markets as of 2025. The company offers more than 2 million apparel SKUs, adding an average of around 4,700 new styles per day.

News 5: Temu Plans to Enter the Middle East Market, Global Site Count Expands to 27

Temu, the cross-border e-commerce platform under Pinduoduo, is planning to launch a Middle East site, though the specific launch date has not been announced yet. The move marks another key milestone in Temu's globalization strategy following its entry into the Japanese and South Korean markets, and the platform will further expand into emerging markets such as Latin America and Southeast Asia in the future. To date, Temu has launched 27 overseas sites worldwide, covering regions including Europe and the US, Asia-Pacific, and Latin America. In May this year, the platform's monthly sales in North America and Australia reached $870 million, with global average daily sales exceeding $50 million.

News 6: TikTok Shop Japan Records Approximately JPY 50 Billion in GMV in First Year, Social Commerce Model Initial Validated

TikTok Shop's Japan site has been in operation for a full year, and its social commerce model has initially taken shape. According to data from the Japan Digital Commerce Research Institute, its GMV from June 2025 to June 2026 reached approximately JPY 50 billion. As of the end of 2025, around 50,000 merchants and 200,000 content creators were active on the site, with roughly 70% of GMV coming from livestreams and short videos, making influencer distribution the core transaction driver. Among local benchmark cases, after Yodobashi Camera joined the platform in November 2025, a dedicated team hosting frequent livestreams drove sales growth for its electronics category. About three months after MOS FOOD SERVICES entered the site, TikTok Shop sales accounted for roughly 20% of its total e-commerce revenue, 80% of which came from influencer marketing. The food category has become one of the fastest-growing segments, as it can intuitively convey taste experiences to consumers.

News 7: Amazon Expands Pan-European FBA Listing Requirements, Products Must Be Available on Dutch and Belgian Sites

Amazon announced that starting September 3, sellers continuing to use Pan-European FBA must list all relevant products for sale on Amazon's Netherlands site. Approximately six months later, similar requirements will be introduced for the Belgium site. Pan-European FBA is a logistics service Amazon provides to third-party sellers, allowing them to outsource order fulfillment to Amazon. Currently, an existing requirement for using the service is that sellers must offer their products on Amazon's sites in Germany, France, Italy and Spain.

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

This article was first published on the official Ebrun website.