(Yicai) Oct. 23 -- Chinese cross-border e-commerce merchants are boosting inventories ahead of major year-end shopping events despite mounting trade uncertainties and longer shipping times.

Inventory stocked in overseas warehouses by merchants on Alibaba Group Holding's AliExpress platform has surged 146 percent from a year earlier ahead of Double 11, China's biggest annual online shopping event that culminates on Nov. 11, and Christmas, according to data provided by the platform.

AliExpress operates overseas warehouses in six countries: Spain, France, Poland, Germany, the United States, and South Korea. Despite trade uncertainties, merchants are stocking up earlier to meet holiday demand, reflecting confidence in overseas markets.

Stocking Earlier to Capture Overseas Demand

Some exporters see greater risks in running out of stock than in holding excess inventory.

Maintaining sufficient inventories is even more important amid growing trade uncertainties, as having products readily available creates more opportunities to expand overseas, Huang Zhijin, head of e-commerce at Bear Electric Appliance's overseas business unit, told Yicai. Foshan-based Bear makes kitchen appliances and baby care products.

Despite frequent changes in trade policies, Bear has achieved significant sales growth in its main overseas market, the US, this year, although the pace has been slightly slower than expected, Huang said. Sales in some other countries have exceeded expectations.

The company's overall overseas sales are expected to grow by double digits this year, reinforcing Huang's belief that “as long as there is stock, there are many possibilities.”

Longer shipping times are also forcing merchants to plan further ahead. Rockbros, a Chinese cycling gear brand, began stocking up in April for year-end overseas shopping promotions because of longer sea freight transit times, founder David Zhang told Yicai.

Zhang said the company now stocks up at least three months in advance, compared with two months previously, to ensure shipments reach overseas warehouses before sales promotions begin.

Overseas markets are Rockbros' main business focus this year, Zhang said. In addition to selling products through cross-border e-commerce platforms, the company is developing a network of physical specialty stores in its target markets.

Rockbros expects its overall overseas business to grow more than 20 percent this year, while sales on AliExpress during Double 11 are projected to surge by more than half, Zhang added.

GameSir, a Chinese gaming equipment brand, has taken an even more aggressive approach to inventory planning.

The developer of game controllers and software has stocked at least USD5 million worth of products for overseas markets this year, exceeding its USD4 million sales target, Partner Lian You told Yicai.

GameSir has also extended its inventory preparation period to nearly four months from the previous one to two months to ensure sufficient supplies in overseas warehouses if demand surges.

Lian said demand for the company's products remains strong despite trade policy uncertainties, making sufficient inventories essential to meeting overseas customer needs.

Localization and Compliance Support Expansion

Chinese exporters are also tailoring their operations to local markets.

Bear's Huang said consumers worldwide share a demand for high-quality products, but purchasing habits and product preferences vary significantly across countries.

For example, Chinese consumers are generally willing to wait seven to nine minutes for an electric kettle to boil water, while British consumers expect the process to take just three minutes, Huang noted. Kettles sold in the United Kingdom therefore need higher power output.

To advance its localization strategy, Bear established an office in the US this year and is developing production capacity in several emerging markets, Huang said.

Compliance is the home appliance company's top priority when expanding overseas and must be addressed well in advance, he added.

Editors: Tang Shihua, Emmi Laine