November 9 E-commerce Morning Brief: TikTok Launches Standalone Shopping App in Four Southeast Asian Countries; Amazon Brazil Doubles Down on Influencer Commerce

Item 1: Hui Tong Xing Self-Owned Brand 'He Yu Chun Shi' Sells Over 100,000 Units in 10 Minutes on Launch.

Hui Tong Xing officially launched its self-owned brand 'He Yu Chun Shi', with the first product—a mille-crepe cake series—debuting in the livestream room, with Dong Yuhui anchoring. Just 10 minutes after sales opened, product sales exceeded 100,000 units; by 8:26 PM that evening, the first batch had sold out. Dong Yuhui revealed that the brand began preparations at the end of 2025 and took nearly a year to develop. In the future, additional product categories will be launched, extending from livestream commerce toward a self-owned brand supply chain.

Item 2: Taobao Flash Sale Launches 'Wait at Lights Without Timer' in Shenzhen, Now Live in 13 Cities.

Taobao Flash Sale recently launched a 'Wait at Lights Without Timer' pilot in Shenzhen's Futian, Nanshan, and Luohu districts. The new feature will be rolled out in batches starting today and will cover all city riders in the pilot areas within a week. With the feature in place, riders' time spent waiting at red lights will be accumulated and automatically added to delivery time by the system—however long an order waits, that time is compensated. When delivering multiple orders, waiting time is compensated for each order. The feature is currently live in 13 cities nationwide.

Item 3: Douyin Life Services Duck Tongue Group-Buy Orders Up 1,443% Week-over-Week.

On November 5, Douyin Life Services released data showing that, driven by the variety show 'Meet You Later', within the week from October 28 to November 3, platform group-buy orders related to duck tongue increased 1,443% week-over-week, and group-buy GMV rose 981% year-over-year. Searches for duck tongue with purchase intent increased 554% week-over-week and 1,049% year-over-year; as of November 3, related topics had accumulated 34 million impressions.

Item 4: Xiaohongshu Launches Personal Agent 'Mi Shu', Positioned as an AI Life Companion.

Xiaohongshu technology account REDtech recently published an article officially announcing the launch of the Personal Agent 'Mi Shu', positioned as an 'AI life companion.' Rokid also confirmed at a recent new product launch that users can use Mi Shu through Rokid AI glasses to find stores and choose products. REDtech listed four daily scenarios: finding local-favorite small shops in an unfamiliar city, discussing how to order while looking at a menu, comparing the real user experience of two products, and finding weekend exhibitions and markets based on recent notes.

Item 5: Meituan Medicine Joins Pharma Companies and Chains to Launch 'Little Yellow Light 2.0' Plan.

On the first day of the 9th China International Import Expo, Meituan Medicine, together with more than 30 global pharmaceutical companies including Kenvue, Haleon, Roche Pharmaceuticals, and Viatris, as well as leading pharmacy chains such as Yifeng, Dashenlin, Shuyu, Deshengtang, and Haoyaoshi, jointly launched the 'Little Yellow Light 2.0' plan. The parties will prioritize lighting up 21 blank cities and 824 blank districts and counties, implement front-loaded nighttime demand supply guarantees during holidays, and at the same time accelerate the rollout of 24-hour medical device lightning warehouses to enable all-day delivery of more than 400 health categories, including nursing pads, blood pressure monitors, and rehabilitation braces.

Item 6: McDonald's Doubles Down on Meituan Pinhaofan, Launches Breakfast at Over 3,700 Stores Nationwide.

McDonald's recently launched new breakfast combos on Meituan Pinhaofan, with more than 3,700 stores nationwide participating. After launching on Meituan Pinhaofan across national stores on August 24, McDonald's this launch is based on existing menu items and, for the first time, adds a breakfast scenario, designing combo offerings specifically for Pinhaofan users' consumption habits. Previously, international restaurant brands such as KFC, Burger King, Pizza Hut, and Popeyes also doubled down on food delivery operations by joining Pinhaofan. Food delivery is becoming an important channel for major restaurant brands to expand their customer base and seek incremental growth.

Item 7: SHEIN to Invest EUR 500 Million to Expand Poland Logistics Center, Cumulative Investment to Reach EUR 1 Billion.

According to foreign media reports, SHEIN announced it will invest EUR 500 million (about USD 563 million) in Poland in 2026 to expand its European logistics center near Wroclaw; after completion, cumulative investment in Poland since 2022 will reach EUR 1 billion. The expansion will add about 2,000 jobs, with headcount expected to exceed 10,000 by the end of 2026, and will be equipped with more than 6,500 autonomous robots; consumers in some European markets may receive goods within 48 hours. More than 500 local Polish brands and sellers have already joined its third-party platform.

Item 8: TikTok Launches Standalone E-commerce App TikTok Shop in Four Southeast Asian Countries.

TikTok has launched the standalone app TikTok Shop in four Southeast Asian countries, further expanding its e-commerce business. The app offers personalized product recommendations, livestream and short-video shopping features, in-app exclusive offers, in-app checkout, order tracking, and customer support. It is now live on iOS and Android in Singapore, Malaysia, Thailand, and the Philippines. The move means TikTok is spinning off its e-commerce business from the main app into a standalone product to deepen its presence in Southeast Asia through more focused localized operations.

Item 9: Cainiao Partners with Embodied Intelligence Industry, Launches 'Tech Going Global in Three Days'.

Cainiao recently held an AI and embodied intelligence industry cooperation launch event at Hong Kong Smart Port, announcing that it will open its global warehouse network to industry partners to build the world's largest real-world logistics training cluster for AI and embodied intelligence, supporting technology training, real-world validation, and industrial deployment; at the same time, it launched the 'Tech Going Global in Three Days' service, upgrading outbound infrastructure for AI computing power and robotics companies and providing full-chain supply chain services from prototype testing and scaled delivery to overseas operations. At the event, Cainiao reached first-batch cooperation agreements with several leading companies in the AI and embodied intelligence field.

Item 10: Amazon Brazil Doubles Down on Influencer Commerce, Creator Economy Investment to Double.

On Amazon Brazil, mobile phones, beauty, computers, home appliances, books, and gaming categories are selling well through influencer recommendations. In 2026, the platform will add tools allowing creators to share recommendations and tag products on Facebook, Pinterest, and YouTube; their videos will also be used in Instagram and Pinterest ads, and creators can earn additional commissions. Since 2020, Amazon Brazil has invested more than BRL 1 billion and plans to more than double its annual creator economy investment by 2027 compared with 2025. Statista shows that 48% of Brazilian consumers shop based on influencer recommendations, the highest among surveyed countries.

Item 11: Tmall Global 'Global Origin Discovery Program' Attracts Over 50 Global Brands.

At the 9th China International Import Expo, Tmall Global disclosed progress on its 'Global Origin Discovery Program.' So far, more than 50 global brands have joined the program. The platform has worked with more than 300 overseas creators to conduct on-site origin verification for brands in 13 countries and regions, visually presenting the true source of goods and overseas circulation information to provide consumers with a credible basis for purchasing imported products. During the same period, more than 100 global new products made their debut at the Tmall Global booth and were simultaneously launched for Tmall Double 11.

Item 12: Meta Expands Overseas Experience Centers to Guangzhou and Shenzhen, Network Grows to Three Locations.

Meta, together with Guangdong Advertising Group and Titan Engine, officially opened two new overseas experience centers in Guangzhou and Shenzhen. In March this year, Meta launched China's first overseas experience center in Hangzhou; with this expansion, its overseas experience center network now covers three locations. The three centers rely on the global reach of platforms including Facebook, Instagram, Messenger, and WhatsApp to provide expert training and advertising strategy support, and to connect outbound service resources such as independent websites, payments, and logistics; the Guangzhou and Shenzhen centers also launched a 90-day 'Going Global Growth Program.'

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This article was first published on the Ebrun official website.