E-commerce Morning Brief for Nov 6: Xiaohongshu Launches RMB 66 E-commerce Membership Card; Dong Yuhui's Private-Label Products Surpass RMB 700 Million in Cumulative Sales

Item 1: Taobao Tmall Launches "Sichuan Good Products Pavilion" with First Batch of 537 Sichuan Products

Taobao Tmall recently launched the "Sichuan Good Products Pavilion" online exhibition and sales zone, with an opening ceremony held recently. The first batch of curated products entering the pavilion totals 537 items, gathering five major categories of premium Sichuan products, including "Tianfu Famous Products" authorized cultivation products, "Gift of Sichuan" specialty souvenirs, Sichuan geographical indication products, green and organic products, and selected quality goods from "famous, special, excellent, and new" individual businesses across the province. At the opening ceremony, representatives of 10 merchants in the pavilion jointly read a commitment letter on honest business practices. The zone aims to leverage platform traffic and digital capabilities to centrally promote Sichuan's distinctive consumer goods and help regional brands reach consumers nationwide.

Item 2: Xiaohongshu E-commerce Membership "Xiaohong Card" Opens Double 11 Merchant Recruitment with RMB 66 Annual Fee

Xiaohongshu recently launched Double 11 merchant recruitment for the "Xiaohong Card," opening this membership system's exclusive cooperation channel to merchants. Unlike the previous RMB 168 offline card for local life services, this Xiaohong Card targets online e-commerce scenarios with an annual fee reduced to RMB 66. The Xiaohong Card has not yet been opened to all users. Cardholder benefits include: past consumption points convertible to offset the annual fee at card opening, exclusive coupons, return shipping coverage, and subsequent member-exclusive prices at participating merchants, similar to Taobao 88VIP and JD PLUS membership. This marks Xiaohongshu's further investment in its e-commerce membership system.

Item 3: Alibaba and Hisense Group Reach AI Strategic Cooperation to Jointly Advance Full-Stack Capability Building

Hisense Group and Alibaba recently reached a strategic cooperation. With AI as the core focus, the two parties will promote the integration of artificial intelligence and the real economy in areas including full-stack capability building, marketing intelligence upgrades, overseas collaborative expansion, and deepened technical cooperation. In AI full-stack cooperation, the two parties will focus on three major goals—"a new-generation AI interaction system, an autonomous and controllable foundation, and an AI-native organization"—and deepen cooperation across a five-layer architecture of infrastructure, computing power, model services, agents, and business and ecosystem. The cooperation also covers overseas collaborative expansion, aiming to leverage Alibaba's overseas ecosystem to amplify Hisense's global market layout.

Item 4: Dong Yuhui Launches Private Label "He Yu Chun Shi" with Cumulative Single-Product Sales Exceeding RMB 700 Million

Yu Hui Tong Xing officially launched its private label "He Yu Chun Shi," with the first product, a mille-crepe cake series, recently going online. The "He Yu Chun Shi Flagship Store" account on Douyin shows that the account has released four videos officially announcing the new brand and currently has more than 600,000 followers. Founder Dong Yuhui said in a video that the team has been deeply involved in this field for about three years, with cumulative single-product sales exceeding RMB 700 million. Team research found that some consumer demands face insufficient and unstable market supply, so the team decided to intervene independently and take control of production, extending from livestream selling to its own-brand supply chain.

Item 5: Luckin Coffee Q3 Net Profit Up 45.4% YoY, Delivery Costs Saved by RMB 1.1 Billion

Luckin Coffee's third-quarter total net revenue reached RMB 17.9 billion, up 17.0% year-over-year; net profit rose 45.4% year-over-year, while delivery costs saved RMB 1.1 billion year-over-year. Quarterly average monthly transacting customers reached 123 million, up 9.6% year-over-year and a record high; as of the end of Q3, cumulative transacting customers reached 527 million, and total global stores stood at 38,909, up 7.2% quarter-over-quarter. Amid the coexistence of price wars and store expansion, Luckin drove significant profit recovery by improving self-operated efficiency and optimizing fulfillment costs, further highlighting the divergence in profitability quality between the new tea beverage and coffee tracks.

Item 6: Dewu App First Batch to Integrate with China-Market Apple AI Visual Intelligence for Image Search of Same Items

Apple's China-market AI version recently officially began Beta testing, with features such as visual intelligence simultaneously opened. Dewu App became one of the first e-commerce platforms in the China market to integrate Apple AI visual intelligence. Users can photograph products with an iPhone camera and directly search for the same item on Dewu, then further view product details, historical price trends, AI interpretations, and real user reviews to inform purchasing decisions. This integration brings Apple's on-device visual capabilities into e-commerce price comparison and authenticity verification scenarios, and also reflects the first implementation path of China-market Apple AI in vertical e-commerce categories.

Item 7: SHEIN Expands Polish Logistics Hub to 1 Million Square Meters with EUR 500 Million Investment

SHEIN announced on November 4 that it will expand its European logistics hub near Wroclaw, Poland, with a planned investment of EUR 500 million (about PLN 2.2 billion) within 2026. After expansion, warehouse area will approach 1 million square meters, a 25% increase from current levels, equipped with more than 6,500 autonomous robots mainly responsible for inventory replenishment, product sorting, and order processing; headcount is expected to exceed 10,000 by the end of 2026. Consumers in some European markets purchasing items stocked in the warehouse center may see delivery times shortened to 48 hours.

Item 8: Coupang Q3 Revenue USD 9.96 Billion, Up 7% YoY

Coupang reported results for the third quarter of fiscal 2026, with total net revenue of USD 9.962 billion, up 7% year-over-year; excluding the impact of the Incheon logistics center fire, net loss was USD 321 million. Among this, e-commerce net revenue was USD 8.374 billion, up 5% year-over-year; e-commerce active customers reached 25.2 million, up 2% year-over-year; net revenue per e-commerce active customer was USD 332, up 3% year-over-year. The quarterly report shows that Coupang's core domestic e-commerce base in South Korea remains solid, but one-off factors such as the logistics center fire still weighed on overall profitability.

Item 9: Walmart Adds Six Features to AI Shopping Assistant Sparky

Walmart announced six new features for its AI shopping assistant Sparky, covering image recognition, list-based shopping, in-store product finding, recipe recommendations, health product filtering, and multilingual communication. Consumers can take photos or upload screenshots to let Sparky identify needs and recommend products, with delivery in as fast as 30 minutes; uploading a shopping list can automatically find products and recommend substitutes when items are out of stock; integrating the "Shop to Light" in-store product-finding feature, shelf LED lights can be illuminated when customers arrive at the store; it can also generate recipes and ingredient lists based on budget and dietary preferences, and supports recognition and replies in Spanish and French.

Item 10: Meta Launches Two Overseas Expansion Experience Centers in Guangzhou and Shenzhen, Network Expands to Three Cities

Meta recently officially launched two new overseas expansion experience centers in Guangzhou and Shenzhen. Following its first Hangzhou location in March this year, its overseas expansion experience center network has expanded to Hangzhou, Guangzhou, and Shenzhen, covering China's major foreign trade export hubs. The three centers rely on the global reach of platforms including Facebook, Instagram, Messenger, and WhatsApp to build an integrated support system around "platform capabilities + local services + ecosystem resources," and launched a 90-day "Overseas Growth Plan" open to brands and enterprises seeking to expand into overseas markets.

Item 11: Amazon Mexico Launches Premium Brand Zone Premium Hub

Amazon Mexico recently launched the premium brand zone Premium Hub, centrally showcasing premium brands across multiple categories including beauty, fashion, electronics, home appliances, sports, cameras, technology, and alcohol, expanding from the previously focused beauty category to multiple categories. The zone aims to improve exposure and conversion for high-ticket brands in the Mexican market and provide a dedicated traffic entry point for cross-border sellers' premium product lines. As the Black Friday peak season approaches, Amazon's localized operations in the Latin American market are further accelerating.

Item 12: 178 U.S. Section 301 Tariff Exemptions on Chinese Goods to Expire on November 9, with Rates Restoring to as High as 25%

The United States' exemptions for 178 Section 301 tariff products on Chinese goods will expire at 23:59 on November 9 (U.S. Eastern Time). As of early November, the Office of the United States Trade Representative has neither issued an extension announcement nor initiated a public comment process, meaning tariff rates on the relevant products will be restored to as high as 25%. The exemption list involved covers multiple categories of Chinese export goods and will directly affect cross-border sellers' shipping costs and quotation rhythms to the United States. The industry is closely watching the stocking and customs clearance window before expiration.

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This article was first published on the Ebrun official website.