Localized lineups capturing Chinese consumers' hearts

Overseas companies partnering with nation's online platforms to benefit from data treasure troves

Chili chocolate bars, rose blossom flavor mouthwash, and red and yellow luxury car models - global labels are busy rolling out China-tailored lineups online to win over the country's thriving yet ever-changing consumer market.

Gone are the days when e-commerce was simply a space for bargain hunters seeking budget items. Today, international brands are making a splash in China with customized products and categories, banking on data-backed consumer insights.