Amazon Plans to Incubate 2,000 New Chinese Billion-Yuan Brands Over Three Years
Amazon Launches “Global One-Test Access” Compliance Service for Chinese Sellers
SHEIN Could Launch Hong Kong IPO as Early as August, Target Valuation Falls to $50 Billion
TikTok Shop US Beauty GMV Reaches $980 Million in Q2, Korean Beauty Brands Dominate Top Rankings
TikTok Becomes the Preferred Social Commerce Platform in the UK, France, Germany, Italy and Other Markets
TikTok Tests Seller Managed Service in the US Market
Temu Expands Brand IP Monitoring to 15,000 Brands, Rejects 40% of New Sellers and Shuts Down 16,000 Infringing Stores
SHEIN and Temu Cut European Advertising Spending Due to EU Tariff Changes
Huakai Yibai Expects First-Half Net Profit to Grow More Than Threefold as Premium Product Business Turns Profitable
Shenzhen Veteran Cross-border Company Qicai Guohong Announces Closure
xTool’s Full-Material Printer xTool O1 Generates Over RMB 100 Million in Sales on Launch Day
Amazon Plans to Incubate 2,000 New Chinese Billion-Yuan Brands Over Three Years
Amazon has launched the “Benchmark New Seller Incubation Program” for Chinese cross-border e-commerce sellers. The program aims to help 2,000 newly onboarded brands achieve more than RMB 100 million in sales within three years by 2029. Designed to support manufacturers, brand owners, and emerging brands in their transformation and global expansion efforts, the program will provide customized overseas growth solutions covering markets including North America, Europe, and Japan. (Amazon)
Amazon Launches “Global One-Test Access” Compliance Service for Chinese Sellers
As part of its “Global Selling from Day One” strategy, Amazon has officially launched the “Global Test Once (GTO)” product compliance service for Chinese sellers. The service relies on qualified third-party laboratories and unified cross-market testing standards to enable “one test, multiple marketplaces.” It supports compliance requirements across 16 major Amazon marketplaces, including the US, Germany, Italy, Spain, France, Poland, the Netherlands, Sweden, Belgium, the UK, Canada, Japan, Australia, Mexico, Saudi Arabia, and the UAE. The initial coverage focuses on toys, while electronics and baby products are planned for future expansion. (Amazon)
SHEIN Could Launch Hong Kong IPO as Early as August, Target Valuation Falls to $50 Billion
According to sources familiar with the matter, SHEIN has received approval from the Hong Kong Stock Exchange’s Listing Committee to proceed with its initial public offering (IPO). The company plans to publish its first public listing document during the week of July 27 and could begin the IPO process as early as late August, although the timeline and offering details have not yet been finalized and may change depending on market conditions. However, SHEIN’s target valuation has dropped significantly from its peak valuation of $100 billion in 2022, with the current target range estimated at $40 billion to $50 billion, about 60% lower than its peak. Previous IPO plans in New York and London were reportedly hindered by regulatory and political challenges. (Dianshangpai)
TikTok Shop US Beauty GMV Reaches $980 Million in Q2, Korean Beauty Brands Dominate Top Rankings
In Q2 2026, TikTok Shop US beauty category GMV reached $980 million, up 82% year over year, equivalent to nearly one-third of Ulta Beauty’s quarterly sales. Beauty sales in June alone reached $330 million, while total platform sales exceeded $2 billion, up 85%. Korean beauty brands dominated the market, with Medicube returning to the top spot with $62.8 million in sales, followed by Dr. Melaxin with $38.8 million. Skincare remained the largest category, generating $844 million over the past 12 months, with bundles and products containing ingredients such as PDRN and collagen performing strongly. (ENN)
TikTok Becomes the Preferred Social Commerce Platform in the UK, France, Germany, Italy and Other Markets
A new report released by DHL shows that TikTok has surpassed Facebook and Instagram in social commerce penetration across markets including Malaysia, Thailand, Saudi Arabia, the UK, Germany, Italy, France, and Spain, becoming the strongest-performing social shopping platform in these regions. TikTok penetration reaches 95% in Malaysia and 93% in Thailand, while reaching 77% in Saudi Arabia and 72% in the UK, significantly higher than Facebook and Instagram. (Jiupai News)
TikTok Tests Seller Managed Service in the US Market
TikTok is testing a new seller managed service in the United States, with a pilot program expected to launch in August. The service targets invited merchants and allows TikTok to take over key operations including marketing promotion, advertising campaigns through GMV Max, product detail page optimization, creator recruitment, and AI-generated video production. The initiative aims to improve seller operational efficiency and conversion performance. Currently, participation is limited to selected merchants, and TikTok has not officially commented on the program. (ENN)
Temu Expands Brand IP Monitoring to 15,000 Brands, Rejects 40% of New Sellers and Shuts Down 16,000 Infringing Stores
Temu announced that its intellectual property monitoring system now covers 15,000 brands, three times the number covered during the same period last year. According to its “2026 Intellectual Property Protection Report,” more than 40% of new seller applications were rejected last year due to failed identity verification, while more than 16,000 stores were closed for repeated infringement violations. The move comes as the European Union investigates Temu under the Digital Services Act, with potential penalties of up to 6% of annual global revenue. (Growth Workshop)
SHEIN and Temu Cut European Advertising Spending Due to EU Tariff Changes
Following the EU’s implementation of new low-value parcel tariffs on July 1, Temu and SHEIN have continued reducing their Google Shopping advertising spending in Europe since March. Temu has cut the number of advertising accounts participating in bidding by nearly half, while SHEIN’s advertising share had almost fallen to zero by the end of June, effectively exiting the channel. The adjustment was driven by the EU’s removal of duty exemptions for packages valued below €150 and the introduction of a fixed €3 fee per shipment. (Ebrun)
Huakai Yibai Expects First-Half Net Profit to Grow More Than Threefold as Premium Product Business Turns Profitable
Cross-border e-commerce seller Huakai Yibai released its 2026 first-half earnings forecast, expecting revenue of RMB 3.9 billion–4 billion and attributable net profit of RMB 155 million–180 million, representing year-over-year growth of 321.88%–389.92%. Non-GAAP net profit is expected to reach RMB 153 million–177 million, up 528.56%–627.86%. Profitability has improved significantly across its core business. In Q2 alone, revenue is expected to reach RMB 1.976 billion–2.076 billion, up 2.7%–7.9% quarter over quarter, while net profit attributable to shareholders is expected to increase 16.65%–51.60% quarter over quarter. (Seller Home)
Shenzhen Veteran Cross-border Company Qicai Guohong Announces Closure
Shenzhen Qicai Guohong Technology Co., Ltd. announced that it has officially entered the liquidation and closure process. Founded in 2013, the company was once a well-known consumer electronics manufacturer in Shenzhen, specializing in products such as wireless chargers and TWS earbuds. It operated an 8,000-square-meter factory, held more than 70 patents and over 100 international certifications, and provided supply chain services for multiple brands. The company attributed its closure to intensified competition, price wars that squeezed margins, and increased financial pressure from investment in new facilities. The company said it would handle employee wages, social security payments, and creditor obligations in accordance with the law. The closure highlights the growing challenges facing consumer electronics manufacturers, with cross-border factories under pressure from declining profits and tighter cash flow. (Kuajing Biz)
xTool’s Full-Material Printer xTool O1 Generates Over RMB 100 Million in Sales on Launch Day
Global personal creative tool leader xTool announced that its full-material printer xTool O1 generated more than RMB 100 million in sales on its first day of launch, marking the fastest billion-yuan sales milestone for a new product in the company’s history and setting a new industry record for first-day sales. Headquartered in Shenzhen, xTool has remained the global leader in the consumer laser engraving market for several consecutive years since launching its first diode laser engraver in 2021. According to CIC data, xTool is the world’s leading personal creative tool brand in the laser category. Based on GMV during the first three quarters of 2025, it holds a 47% market share in laser engravers and cutters, six times that of the second-largest brand. In 2025, xTool entered the printing sector with its first DTF printer, and according to industry data, it became the global leader in DTF printer market share in the first half of 2026. (Nanjixiong 3D Printing)