Executive Summary

Alibaba Group launched “The New Chinese Goods Project” on May 10.

• Alibaba set five goals to empower Chinese brands, including helping 700,000 Chinese brands to sell overseas through Tmall Global, Lazada and AliExpress.
• Chinese “traditional” brands, defined as “intangible cultural heritage brands” or “time-honored brands” by Alibaba, are becoming “young” and growing fast in the online channel.
• Chinese brands are attracting younger generations (those born in the 1980s, 1990s and even the 2000s) more than older shoppers.