E-commerce Morning Brief for November 4: Chicecream Resumes Sales; Amazon Europe Scraps Monthly Billing

Story 1: Proya Defies Trend with Strong 11.11 Performance, Wins Fourth Straight Tmall Crown.

This 11.11, Proya maintained its strong performance on Tmall. During the kickoff period, its Ruby Cream 4.0 sold over 450,000 units and 1 million bottles, equivalent to an average of 69 bottles sold per second. Within four hours of Tmall 11.11 sales going live, Proya claimed top positions on Tmall beauty-related rankings and achieved its fourth consecutive Tmall 11.11 championship. Amid weakening industry traffic dividends and intensifying competition, Proya achieved counter-trend growth through its hero-product strategy and brand mindshare.

Story 2: Meituan Launches 'Safe Consumption Commitment' Badge for Food Delivery Merchants.

Meituan launched a 'Safe Consumption Commitment' badge for food delivery merchants starting November 3, continuing its 'Safe Food Delivery' initiative. In April this year, Meituan released ten major measures for 'Safe Food Delivery,' advancing food safety across merchant admission, transparent operations, and multi-party governance. On September 22, it further introduced seven food safety actions, upgrading its 'Food Safety Edition' delivery app, supporting merchants in publicly displaying their kitchens, and strengthening offline food safety supervision.

Story 3: Kuaishou Holds 2027 Pinju Marketing Presentation, Brand Content Averaging 17 Billion Daily Impressions.

Kuaishou recently held its 2027 Pinju Marketing Presentation under the theme 'Good Content Plants Seeds.' The company disclosed that since the start of this year, average daily brand content impressions on the platform have reached 17 billion, cumulative brand audience assets have hit 970 million, including 290 million R3 deep-seeding users, and average daily brand searches have reached 90 million. Kuaishou proposed three key traits of good content: community feel, professional excellence, and niche cultivation, with over 4,000 interest tags currently segmented.

Story 4: Alibaba's Qwen Open-Sources Over 470 Models, Cumulative Downloads Exceed 4 Billion.

At the 2026 World Internet Conference Wuzhen Summit, which opened on November 3, Alibaba co-founder and board chairman Joseph Tsai said that Alibaba's Qwen has open-sourced more than 470 models, with global cumulative downloads exceeding 4 billion and over 330,000 derivative models, making it the world's leading open-source model family. He reiterated that 'only open source can achieve ubiquity,' and that open source can effectively lower R&D costs for small and medium-sized enterprises.

Story 5: Chicecream Resumes Sales, Launches JD Self-Operated Flagship Store.

Chicecream recently resumed sales with the launch of the 'Chicecream JD Self-Operated Flagship Store.' The products now listed are mainly multi-pack combinations of four and eight pieces, including classic flavors such as Light Milk, Velvet Cocoa, and Half-Half Chocolate. Chicecream stated that apart from JD, no other e-commerce platform currently has an officially certified store; the brand is in talks with other sales channels, and relevant stores will gradually open and resume sales.

Story 6: JD Logistics Partners with Vocational Education Center to Advance Intelligent Logistics Talent Training.

An information session for a new intelligent logistics equipment application industry-education integration project was recently held at JD Group's global headquarters. The project is jointly advanced by the Vocational Education Development Center of the Ministry of Education and JD Logistics, marking the first intelligent logistics talent training project the center has undertaken in partnership with a logistics company. It is expected to cover more than 100 institutions and benefit tens of thousands of students within three years, serving the intelligent upgrading of the logistics industry.

Story 7: AliExpress Overseas 11.11 Day One Brand GMV Surges Over 200%.

Overseas 11.11 officially kicked off on November 1. Data from AliExpress, Alibaba's cross-border e-commerce platform, shows that on the first day of sales, Brand GMV surged over 200% compared with November 1 last year, penetration rate exceeded 50%, and a batch of new million-dollar brands emerged. Amid tax reforms and regulatory changes, AliExpress continues to grow against the trend, becoming a new main stage for brands going global.

Story 8: Lazada Unveils Southeast Asia 11.11 Playbook to Support Chinese Brands Going Global.

To welcome the Southeast Asian 11.11 year-end shopping season, Lazada is increasing local traffic and marketing investment this year, helping Chinese brands secure local orders through influencer promotion, livestream selling, platform subsidies, and flash sales. The platform also provides AI tools to assist with product selection and ad placement, and lowers the threshold for Chinese brands going global through upfront traffic support and subsidies, aiming to capture a share of the Southeast Asian year-end shopping festival.

Story 9: Amazon Europe Scraps Monthly Billing, Shifts to 14-Day Payment Terms per Order.

Amazon has stopped the existing monthly consolidated settlement function on its European sites, switching to separate invoices per order with independently calculated payment deadlines; the payment term per order has been adjusted to 14 days. Previously, buyers settled all orders for the month in one lump sum on the 15th of the following month, allowing them to hold payment for up to about six weeks. The new rule will shorten sellers' cash flow cycles and place higher demands on cash flow management for third-party sellers on European sites.

Story 10: Tencent's TenPay Global and Mastercard Sign Cross-Border Payment Cooperation Memorandum.

During the 2026 Hong Kong FinTech Week, TenPay Global, Tencent's cross-border payment platform, signed a cooperation memorandum with Mastercard. The two parties plan to integrate payment processing, currency exchange, risk management, and fraud prevention capabilities to help merchants better serve overseas customers, and to jointly expand cross-border QR code payment coverage with digital wallet service providers, financial institutions, and payment institutions. The cooperation will also extend to cross-border remittances and agentic payments.

Story 11: Thailand Raises Excise Tax on Imported Complete Electric Vehicles to 35%, Effective 2027.

Thailand's cabinet approved on November 3 an increase in excise tax on imported complete electric vehicles: battery electric vehicles from 10% to 35%, and extended-range electric vehicles from 15% to 35%. The new rates take effect on January 1, 2027, with the policy goal of retaining local automotive production capacity. For Chinese automakers mainly exporting complete vehicles to Thailand, from 2027 they will need to recalculate landed costs and end pricing; brands that have already built factories in Thailand can seek lower tax tiers based on their degree of localization.

Story 12: Mercari Global App Registered Users Top 1 Million, Cross-Border GMV Reaches 112.2 Billion Yen.

Japanese secondhand trading platform Mercari announced that cumulative registered users of its globally available app 'Mercari Global App' have exceeded 1 million, for the statistical period from July 2024 to August 2026. For the fiscal year ended June 2026, Mercari's cross-border business total transaction value reached 112.2 billion yen, expanding about 19-fold over the past four years. The app was launched for Taiwan, China and Hong Kong, China in September 2025, and expanded to the United States in June 2026.

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