October 29 E-commerce Morning Brief: EU Mandates Product Identification Codes from November 1; Fliggy Double 11 Staycation Single Hotel Breaks 10 Million Yuan

Item 1: Amazon Extends Holiday Return Window to January 31, 2027, to Be Fixed Annually Going Forward.

Amazon announced its 2026 holiday extended return policy: items purchased between November 1 and December 31 will have their return deadline extended to January 31, 2027, with Apple-branded products having a January 15 deadline. The policy automatically applies to seller-fulfilled and FBA orders, and it is clarified that it will be fixed annually going forward, providing more flexible return and exchange protection for peak-season shopping.

Item 2: Yuchen's First Three Quarters Net Profit 231 Million Yuan, Up 120.92% YoY.

Yuchen disclosed its 2026 Q3 report: first three quarters revenue 3.519 billion yuan, up 64.58% YoY; net profit attributable to shareholders of the listed company 231 million yuan, up 120.92% YoY; Q3 revenue 1.234 billion yuan, up 50.56% YoY, net profit 64 million yuan, up 96.90% YoY. Driven by both agency operation and proprietary brands, performance continues to grow rapidly.

Item 3: Pop Mart Discloses Q3 Results, Overall Revenue Down Nearly Half YoY.

Pop Mart disclosed unaudited Q3 data: overall revenue for the period fell 45% to 50% YoY, with revenue declining across all regions and channels globally. By region, China revenue fell 25% to 30%, Asia-Pacific fell 65% to 70%, Americas fell 70% to 75%, and Europe and others fell 50% to 55%. Impacted by the high base from last year's single-quarter peak, the company warned it is likely difficult to achieve its full-year 20% growth target; ADRs fell 9.87% in a single day, and Hong Kong shares have fallen 28.64% year-to-date.

Item 4: TikTok Shop Lowers Shipping Fees for US-Mexico Route, Splits Cross-border and Local Segments for Pricing.

Effective 19:00 Mexico local time on October 21, TikTok Shop adjusted shipping policies for China-Mexico cross-border direct mail stores and US-Mexico cross-border direct mail stores, splitting the shipping fee structure into cross-border and local segments priced separately, and lowering shipping fees and the upper limit of SFP service fees. The new mechanism aims to reduce fulfillment costs for cross-border sellers and improve delivery efficiency in the Mexican and US markets.

Item 5: Laobaixing Pharmacy First Three Quarters Revenue 16.65 Billion Yuan, Single-Quarter Non-GAAP Net Profit Up 48%.

Laobaixing Pharmacy disclosed its 2026 Q3 report: first three quarters revenue 16.650 billion yuan, up 3.61% YoY; Q3 non-GAAP net profit up 48% YoY, benefiting from high-margin core businesses in retail and traditional Chinese medicine and supply chain optimization. During the reporting period, the company completed six store acquisitions, bringing total stores to 15,222, with channel expansion and gross margin structure improvement advancing simultaneously.

Item 6: Shopee Brazil Invests 48 Million Reais in Year-End Coupons, Free Shipping Across Double Promotions.

Shopee is investing 48 million reais in coupons for Brazil's year-end shopping season, offering free shipping for both the 11.11 and Black Friday major promotions. The year-end series of events starts gradually from October 28, stimulating consumption through a combination of subsidies and free shipping. Brazil is a key incremental market for Shopee outside Southeast Asia, and the year-end promotions are seen as a critical node for hitting full-year GMV targets.

Item 7: Genki Forest's 7th Factory in Xuchang Under Construction, Total Investment Over 1 Billion Yuan.

Genki Forest's 7th self-built factory in Xuchang, with total investment over 1 billion yuan and covering 223 mu, broke ground in June this year and will fill the capacity gap in Central China; the Xianning factory shipped 3,536 cases of sparkling beverages by rail container to Chengdu for the first time, opening a new logistics channel. Behind the continued heavy-asset layout is the rigid demand for capacity and fulfillment efficiency from main categories such as sparkling water and Alien.

Item 8: Mercado Libre China Fulfillment Center Relocates to New Dongguan Warehouse, Opens November 3.

Mercado Libre announced that its China fulfillment center will relocate and upgrade starting November 3. The new warehouse CNGD02 is located in Weilong Park, Shatian Town, Dongguan, Guangdong, with larger scale and better facilities, applicable to all managed sellers at no additional cost. The new warehouse will improve stocking and fulfillment timeliness for Chinese cross-border sellers, supporting their shipments during the Latin American e-commerce peak season.

Item 9: Rokid Launches Three New AI Glasses, Starting at 1,699 Yuan.

At the Rokid Jungle 2026 launch event on October 27, Rokid introduced three new products: Rokid Glasses 2, full-color AI glasses Rokid Color, and interactive ring Rokid Ring. Among them, Rokid Color black 2G 64GB version sells for 4,999 yuan, tortoiseshell 4GB 64GB version for 5,499 yuan, and Rokid Ring for 1,699 yuan, advancing AI glasses from information prompts to personal interaction terminals.

Item 10: EU Mandates Product Identification Code Declaration from November 1; eBay and DHgate Implement in Sync.

The EU stipulates that from November 1, 2026, B2C goods sent from outside the 27 EU countries to local consumers valued at no more than 150 euros must declare a product identification code item by item. eBay's logistics service SpeedPAK will implement in sync, and platforms such as DHgate are also following compliance requirements. The new rule raises the declaration threshold for cross-border small parcels, and sellers need to improve product data in advance to avoid customs clearance delays during peak season.

Item 11: Fliggy Double 11 Staycation Hotel Single-Store Package Breaks 10 Million; Zhongwei Store Exceeds 60 Million.

Fliggy data shows that during this year's Double 11, big-brand nationwide redeemable room vouchers remain the mainstream for hotel stocking, and "staycation" standalone hotels and boutique homestays located in deserts, snow mountains, and lakesides have hit new highs in popularity, with a batch of single-store package products exceeding 10 million yuan in transaction value. Among them, the Zhongwei Desert Saxaul Resort hotel package accumulated transaction value exceeding 60 million yuan, making scenic vacations a new consumption hotspot for Double 11.

Item 12: Etsy Strengthens AI Image Rules, Multiple Categories Must Include Unretouched Original Photos.

Etsy updated its product image rules, requiring most products to provide at least one unmodified original real-life photo, and the actual product must be photographed in a real background; the platform allows sellers to use AI-assisted photo editing, but not to change the product's appearance, quality, or material. The new rules come with identification tools and a reporting portal; violating sellers must bear refund and delisting responsibilities for item-not-as-described, further defining the boundaries of AI use for platform content.

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This article was first published on the Ebrun official website.