(Yicai Global) April 13 -- Foreign brands, including Italian yacht maker Ferretti Group and American electric vehicle giant Tesla, are showcasing their products at the third China International Consumer Products Expo while Tmall Global opens doors to even smaller brands to enter the Asian country.

Alibaba Group Holding's platform for imported goods displays 500 new products of overseas brands, covering healthcare, beauty, personal care, pets, home decor, and other major categories of consumer goods, in its 500-square-meter exhibition area, Yicai Global learned at the expo in Haikou that continues till April 15.

Chinese consumers do not know most of these brands, and the brand owners cannot afford large marketing campaigns in China so the integrated Tmall Global booth helps them attract Chinese buyers, an expo worker said to Yicai Global.

Bringing some competitive non-mainstream products that represent new lifestyles to China to meet or even arouse fresh consumer demand is a way for Tmall Global to find new incremental consumer demand, and a driving force for the company’s sustainable business development, according to Yu Huanhuan, general manager of the marketing department of Tmall Global.

Young people are keen on trends such as outdoor sports including cycling, skiing, and camping, as well as niche perfumes, wine from 100 famous estates, and clean beauty, Yu said, adding that all of the above can be experienced at the event. Many new imported products are making their China debuts during the expo and can be accessed via the online shopping platform across China, Yu added.

Besides trade exhibitions, another important way for Tmall Global to promote foreign brands to Chinese consumers is live streaming. For example, shoppers in China are most likely to know Farmacy Beauty, an American eco-conscious beauty brand, through the endorsement of influencer Li Jiaqi, also known as the "Lipstick King." Many first-tier live-streamers like Li are Tmall Global’s partners, Yu revealed.

Tmall Global offers products from nearly 40,000 overseas brands from more than 90 countries and regions to Chinese shoppers, according to the platform.

Editors: Tang Shihua, Emmi Laine, Xiao Yi