As winter winds sweep across Russia, a warm current from the East is surging through the e-commerce platform Ozon. This phenomenon is driven by the remarkable performance of Chinese goods during the platform's 2025 Black Friday promotion. The latest sales report reveals unprecedented growth figures, signaling both a collective triumph for Chinese sellers and the dawn of a new golden era in Sino-Russian trade cooperation.
Orders and GMV Soar as Chinese Products Gain Popularity
Data shows that during this year's Black Friday event, orders for Chinese goods on Ozon increased more than fivefold year-over-year, while the consumer base purchasing these products expanded by nearly 3.5 times. More significantly, the Gross Merchandise Value (GMV) contributed by Chinese sellers more than doubled compared to the previous year. These figures demonstrate the strong appeal of Chinese products among Russian consumers, with market penetration expanding at an unprecedented rate.
The peak moment arrived on November 28, the final day of the promotion. Purchases of Chinese goods saw buyer numbers surge sixfold, while GMV from Chinese sellers quadrupled. The influx of new customers drove sales volume up by 7.5 times, with order volume reaching nearly seven times that of the same period last year.
Geographic Expansion: Chinese Goods Reach New Regions
The demand for Chinese products is showing nationwide expansion across Russia. While traditional consumption hubs like Moscow, Moscow Oblast, and St. Petersburg remain primary markets, regional centers are demonstrating vigorous growth. Krasnodar Krai and Rostov Oblast have particularly stood out, ranking among the top five regions for Chinese product orders. This shift clearly indicates that Chinese goods are breaking through traditional urban strongholds and penetrating broader regional markets.
Diverse Product Categories with Value-for-Money Appeal
Chinese products achieved remarkable growth across multiple categories, with practical, cost-effective items maintaining broad appeal. The fastest-growing segments by sales volume include:
• New Year decorations and accessories (up 11.3x)
• Home furnishings and decor (up 9.4x)
• Women's basic apparel (up 8.4x)
• Kitchenware and tableware (up 8.1x)
• Fashion accessories and watches (up 7.8x)
These categories' strong performance reflects Russian consumers' recognition of Chinese products' quality, pricing, and practicality.
Opportunities and Challenges for Chinese Sellers
While Ozon's Black Friday report paints a promising picture for Chinese sellers, challenges remain in the increasingly competitive market. To maintain their advantage, Chinese businesses must focus on product quality improvement, supply chain optimization, brand building, and deeper understanding of Russian consumer preferences.
Embracing digital transformation through platform tools and services will be crucial for operational efficiency and marketing effectiveness. Strategic partnerships with local Russian businesses could also prove valuable for mutual market expansion.
The outstanding performance during this sales event serves as compelling evidence of Chinese products' success in the Russian market. As this historical opportunity unfolds, Chinese sellers are well-positioned to write new chapters of achievement in Russia's commercial landscape.