How Long Will the Rise of International Supplements in China Continue? The Chinese consumer health market has transformed dramatically over the past fifteen years. What began as informal cross-border trade has evolved into a sophisticated, bln EUR e-commerce ecosystem. Through China’s Cross-Border E-Commerce (CBEC) model, international brands still capture the larger and more profitable share, with the United States, Germany, and Australia as the dominant import origins. On Tmall for example one of the largest Chinese e-commerce platforms, international brands command 57% of revenue whilst representing only 43% of sales volume over the past three months, demonstrating superior pricing power …