Firms banking on Black Friday sales

Major cross-border e-commerce players are betting big on Black Friday, the start of the Christmas shopping season in the United States, to boost Chinese online purchases overseas.

They are wooing Chinese consumers with a wide range of authentic and high-quality overseas products and quicker delivery services, as the demands of country's middle class shoppers are becoming increasingly diversified and personalized.

Amazon.com Inc kicked off its biggest-ever Black Friday promotion by gathering deals from Amazon China and four overseas sites including the US, the United Kingdom, Japan and Germany, as well as speeding up logistics and delivery operations.