Experience valued

According to the import consumption report led by Deloitte, those born after the 1990s constitute 45.2 percent of Chinese consumers who buy imported items online.

Unlike those who are older, the younger generation values experience over price and is likely to pursue niche products and brands, said Zhang Tianbing, Deloitte Asia Pacific consumer products and retail industry leader.

This requires brands to constantly evolve with changing customer preferences, and win over their hearts and wallets, Zhang said.

Joost Vlaanderen, president of Mondelez China, the company behind Oreo cookies, said Nov 11 has become a test bed for its "supply chain system, new products and even new ideas".

Mondelez is among some 80 international brands that have begun to customize offerings and launch product co-creations tailored to the Chinese market.

Powering these efforts are data analytics and consumer insights offered by Tmall's Innovation Center, which can help brands devise new strategies and channels.

For example, confectionery maker Mars teamed up with Alibaba to create a chili-infused Snickers bar aimed at satisfying Chinese demand for a tongue-tingling treat.

The decision to cash in on the growing popularity of mala, the Chinese term for numbing and spicy, was based on consumer research by both companies to find a new flavor to bring to the market.

Wallace Du, head of both digital commerce at Mars and the company's China Digital Innovation Center, said, "Leveraging the insights we got from the collaboration, we connected a flavor with our chocolate that is loved by 41 percent of Chinese consumers."

From its online launch in August last year to mid-March, sales of spicy Snickers bars surpassed 9 million yuan, with 92 percent of consumers giving them positive reviews. The company said the bars had reached the yearly sales target within six months.

Jacques Penhirin, partner and head of the Greater China office at Oliver Wyman, said Chinese consumers are now more selective compared with a year ago and are keeping their spending in check as they search for more unique events or offerings.

"The days of breakneck growth seen by tapping new audiences in China cannot continue. Increasing per-head spending will become increasingly vital," Penhirin said.

According to Wang Xiaofeng, senior analyst at US market research company Forrester, gross merchandise volume generated on Nov 11, although hitting another record high this year, will no longer be the focus as the event evolves from a purely discount one to a testing ground for new commerce initiatives and emerging technologies.

Such diversification is providing plenty of opportunities for emerging brands such as Ocean King, an Australian manufacturer of nutrients, skincare and honey products, to capture the huge consumption potential in smaller Chinese cities.

"Major international brands already have a strong presence in key cities like Beijing and Shanghai, making it difficult for us to penetrate, said Ocean King director William Ma.

On the other hand, less established brands might be better received by consumers in lower-tier cities and townships who are curious to embrace new products, and where operating and marketing costs tend to be lower.

Jason Yu, China general manager of shopper behavior specialist Kantar Worldpanel, said, "The vast population base and the unleashed consumption power from smaller cities, townships and rural areas are magnets for international brands."

Fan Feifei in Beijing contributed to this story.