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Alo steps up China expansion as US consumer brands tap growth, highlighting market’s strong appeal_我的网站

A |     　　讯 8月11日，重庆市政府新闻办举行“开局起步十五五·建设现代化新重庆”——《重庆市“十五五”现代服务业发展规划（2026—2030年）》解读专场新闻发布会。

B |     

    Photo: VCG
US-based premium activewear and lifestyle brand Alo stepped up its expansion in China on Wednesday, launching an exclusive flagship store on Tmall while preparing brick-and-mortar stores in cities including Beijing and Shanghai, adding to a growing number of US consumer brands entering or expanding in the Chinese market. 
With Chinese actress Zhao Lusi featured on its homepage, Alo's Tmall flagship store marks its first official sales channel in China and its only official e-commerce channel on the Chinese mainland, giving consumers direct access without relying on overseas agents or cross-border purchases.
Sales on its Tmall store topped 10 million yuan ($1.4 million) within one minute after final payments for preorders opened at 12:30 am, setting a new opening-day sales record for a new brand in Tmall's sports and outdoor category, the Securities Daily reported.
Industry observers attributed Alo's growing appeal in China to the rise of yoga and Pilates, as well as its blend of performance wear and everyday fashion, which resonates with younger consumers and lends itself to social-media-driven lifestyle marketing.
Industry data showed that China's yoga apparel market is projected to reach $2.65 billion in 2026, suggesting significant growth potential despite intensifying competition from established players such as Canada's Lululemon.
Alo is not an isolated case. A growing number of US consumer brands are entering China or deepening their presence, from opening their first stores to expanding retail networks and testing new formats, highlighting the enduring appeal of China's vast market, increasingly sophisticated consumers, and diverse consumption scenarios.
US fast-food chain Five Guys has also expanded its footprint in China, recently entering Beijing with two stores opening simultaneously at Chaoyang Joy City and Xidan Joy City. The launches drew long queues, with waits exceeding two hours during the lunch rush and scalpers reportedly charging up to 100 yuan to hold spots in line, according to media reports.
Five Guys is far from cheap, with a regular burger priced at 70 yuan and even a small order of fries at 32 yuan. But its 16 customizable toppings offer novelty and choice, helping attract Chinese consumers despite the premium pricing.
Meanwhile, Walmart, which has operated in China for 30 years, reflects the continued commitment of long-established multinationals to the Chinese market. 
Walmart has recently opened 20 new community stores in Shenzhen, expanding its presence through a format designed to serve everyday needs in neighborhoods. The company told the Global Times that the format is now expanding beyond Shenzhen, with the first stores in Suzhou and Guangzhou set to open in the second half of the year.
At Walmart China's 30th anniversary event on Wednesday, Walmart China President and CEO Zhu Xiaojing said that the retailer has built an integrated omnichannel network spanning hypermarkets, community stores, Sam's Clubs, front warehouses and distribution centers, with online sales accounting for more than half of its China sales last year.
"We remain confident in the Chinese market and will continue to increase our strategic investment in China," Zhu said, adding that Walmart will further expand its omnichannel presence, deepen community engagement and work with suppliers to strengthen differentiated product offerings, according to The Paper.
The latest corporate moves are also reflected in broader investment data. Actual US investment in China rose 24.5 percent year-on-year in the first four months of 2026, according to China's Ministry of Commerce. More than 3,000 foreign-invested companies increased their investment in China during the period. 
Meanwhile, a 2026 survey by the US-China Business Council found that 95 percent of US companies regarded their China operations as important to remaining globally competitive, underscoring China's continued role in their global business strategies. 
Wang Peng, an associate research fellow at the Beijing Academy of Social Sciences, told the Global Times that at a time of sluggish global growth, China offers multinational companies a relatively stable source of revenue, while its mature supply chains, logistics networks and large consumer base allow brands to respond quickly to changing demand.
Wang said that the appeal of the Chinese market has also moved beyond sheer population size. Foreign brands are increasingly drawn to opportunities created by more segmented consumption across different city tiers, age groups and lifestyle categories. China's highly developed digital retail ecosystem, including social-commerce marketing, instant retail and integrated online-offline channels, also gives companies a testing ground for new products and business models.
Despite uncertainties in China-US economic ties, Wang said that companies ultimately make investment decisions based on market demand, growth prospects and competitiveness. For many global consumer brands, pulling back from China would mean giving up a vast customer base and leaving more room for competitors.
。　　重庆市商务委党组成员、副主任李巡府在会上表示，2026年是“十五五”开局之年。重庆紧扣培育建设国际消费中心城市主线，全力推动消费扩容提质。今年上半年，全市社会消费品零售总额达到8491.38亿元，同比增长2.3%，社零规模居全国城市前列。下一步，将从五个方面抓好消费扩容提质工作。

C | 　　优化消费空间布局。将实施商圈转型升级行动，提质建设解放碑、观音桥等具有世界影响力的知名商圈，推动观音桥商圈争创全国示范步行街，加快中環万象城等重点载体建设，提质打造国际消费集聚区，提升城市商圈发展能级，持续做靓“两江四岸”夜间经济带，新培育一批“渝悦消费”新场景，着力构建层次分明、特色鲜明、功能互补的国际消费空间版图，让城市消费既有“国际范”又有“烟火气”。　　集聚优质消费资源。将大力发展首发经济，持续引进国际品牌和国货精品，让重庆消费者在家门口就能“买全球”，尽享全球潮流好物与国货匠心精品。引进国际知名餐饮和国内八大菜系名店，丰富国际美食名城内涵。培育“渝见美品”“巴味渝珍”等本土品牌，推进“渝伴礼”必购必带品牌培育，有效提升重庆消费供给力。

D | 　　创新融合消费业态。将推进商文旅体展农融合发展，持续开展“跟着赛事去旅行”“跟着演出去旅行”等主题活动。实施“AI+”赋能消费行动，推出一批虚拟导购、智能购物等数字场景，推动网络零售持续增长。鼓励“银发+旅游”“宠物+社交”等跨界融合，大力发展情绪消费、悦己消费等新业态。　　提升入境消费便利。将推广口岸团体旅游签证便利化，打造入境消费友好型商圈，完善重点场所多语种标识，大力发展离境退税商店，提升入境支付便利化水平，让境外游客“来得了、花得畅、买得值”。

E | 　　营造舒心消费环境。将持续优化商圈交通组织和停车配套，推进步行友好型城市建设。

F | 鼓励商业外摆和特色市集设置，探索无人机配送等便利化服务。对接国际一流标准，健全消费服务标准和规范，打造“放心消费、安心消费、舒心消费”的良好生态。　　“我们将锚定国际消费中心城市培育建设目标，持续深耕消费扩容提质、场景创新、服务升级，以高品质消费供给赋能城市高质量发展，不断满足人民群众对美好生活的向往。”李巡府说。版权申明：凡注有“”或电头为“”的稿件，均为独家版权所有，未经许可不得转载或镜像；授权转载必须注明来源为“”，并保留“”的电头。    。

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