GoodsFox Daily News (July 30, 2025):POP MART Outsells iPhone in Russia, TikTok Fragrances Hit $25M, and Africa’s eCommerce Rises
- POP MART Overtakes iPhone Sales in Russia, Chinese Trendy Toys Gain Momentum
- TikTok Fragrance Brand Hits $25M Annual Sales, Gen Z Embraces Niche Perfumes
- Poland Heatwave Doubles Sales of Chinese Cooling Products
- UK Ad Market Shifts: Google Drops, TikTok Shop Rises Sharply
- Africa’s eCommerce Blue Ocean Emerges as Jumia Leads Key Categories
1. POP MART Overtakes iPhone Sales in Russia, Chinese Trendy Toys Gain Momentum
CDEK.Shopping reports that POP MART surpassed Apple iPhone in Q2 2025. As a result, the Chinese trendy toy brand entered the top five cross-border brands in Russia. From May to June, POP MART generated ₽15.6 million (~¥1.41 million) in sales. This performance set a record for Chinese collectible toys in the Russian market. Meanwhile, iPhone dropped out of the platform’s quarterly top-seller list for the first time. This shift highlights Russian consumers moving from tech products to trendy lifestyle toys.
2. TikTok Fragrance Brand Hits $25M Annual Sales, Gen Z Embraces Niche Perfumes
Fragrance brand Oudware saw explosive growth through TikTok, surpassing $25 million (~¥179 million) in annual sales within one year, with $18 million in 2024 alone. The brand leveraged a “top influencer endorsement + mid-tier KOL matrix” strategy, combining luxury-inspired packaging with affordable pricing. It successfully captured Gen Z’s habits, as 73% use perfumes three or more times a week and 66% report TikTok impacts their purchase decisions. In July, its U.S. livestream topped the category charts, proving that social-driven marketing drives high conversions in discretionary products.
3. Poland Heatwave Doubles Sales of Chinese Cooling Products
Poland’s summer heat has fueled demand for portable fans, cooling neck wraps, and breathable sun-protective clothing. Data shows that in June 2025, portable fan sales on AliExpress Poland doubled compared with May, consistently topping the hot-seller charts. AliExpress Poland’s head noted that Asian cooling products are increasingly popular in Europe’s hottest regions, with portable fans especially favored for their compact, mobile design. Manufacturers in Yiwu and Shenzhen report surging orders from Europe and Southeast Asia, and handheld fan sales doubled month-over-month. As temperatures rise, cooling products are becoming summer essentials, driving continuous market demand.
4. UK Ad Market Shifts: Google Drops, TikTok Shop Rises Sharply
The UK’s digital ad market is undergoing structural change in 2025. Google’s share fell below one-third for the first time, while TikTok Shop grew 21.2% YoY, establishing itself as a social commerce powerhouse. Meanwhile, Amazon captured 71.5% of retail ad spending. Data shows that 34% of UK users watch YouTube via TV screens, boosting demand for “big-screen + long-form” content. Analysts recommend brands prioritize TikTok search ads and shoppable short videos, leverage Amazon’s browse-to-buy journey to shorten decision cycles, and create 15+ minute deep content for TV audiences.
5. Africa’s eCommerce Blue Ocean Emerges as Jumia Leads Key Categories
Africa’s eCommerce market is growing at a CAGR of 8.46% and is projected to surpass $40.49 billion in 2025. Leading platform Jumia serves 1.1 billion people with over 70,000 active sellers and has built in-house payments and logistics to solve local cash and delivery challenges. Its six hot-selling categories include apparel and accessories, health and beauty, and consumer electronics. Frequently searched products include chest bags, smartphones, and fashion dresses. On August 20, Jumia will host its first seller conference in Fujian, releasing incentives and resources to help cross-border merchants capture this emerging market.
For more marketing insights and tools, visit GoodsFox.
LinkedIn: https://www.linkedin.com/in/goodsfox-helper-365450282/
