October 2026

General retail Top 10

Scores are normalized within the category and are not directly comparable with the industry ranking. MINISO leads with 85.2, 3.4 points ahead of Temu; this category's exposure is concentrated on Instagram.

Data through Oct 31Brands in category 9Next update Nov 30

General retail Top 10

Arrows vs. previous issue · all page data is public

1
MINISOGeneral retail85.2
Followers
11M
Follower growth rate
0.57%
Exposure
10.7M
Engagement
3.69%
Posts
89
Viral share
29.21%
2
TemuGeneral retail81.8
Followers
31.2M
Follower growth rate
0.26%
Exposure
22.3M
Engagement
3.20%
Posts
264
Viral share
16.02%
3
SHEINGeneral retail81.3
Followers
99.6M
Follower growth rate
0.06%
Exposure
59.3M
Engagement
3.72%
Posts
433
Viral share
35.46%
4
AliExpressGeneral retail71.8
Followers
52.7M
Follower growth rate
0.08%
Exposure
917.4K
Engagement
1.21%
Posts
271
Viral share
16.97%
5
DHgateGeneral retail63.0
Followers
7.2M
Follower growth rate
0.28%
Exposure
33.6K
Engagement
2.83%
Posts
49
Viral share
2.13%
6
BanggoodGeneral retail52.3
Followers
5.1M
Follower growth rate
-0.00%
Exposure
34.8K
Engagement
3.55%
Posts
66
Viral share
12.12%
7
KKVGeneral retail50.6
Followers
50.8K
Follower growth rate
0.09%
Exposure
195.8K
Engagement
3.72%
Posts
31
Viral share
19.35%
8
XIMIVOGUEGeneral retail38.1
Followers
337.2K
Follower growth rate
-0.21%
Exposure
5.6K
Engagement
3.06%
Posts
27
Viral share
0.00%
9
LightInTheBoxGeneral retail27.3
Followers
9M
Follower growth rate
0.00%
Exposure
0
Engagement
0.00%
Posts
0
Viral share
0.00%

General retail Top 10
Rank	Brand	Score	Followers	Follower growth rate	Exposure	Engagement	Posts	Viral share
1	MINISOGeneral retail	85.2	11M	0.57%	10.7M	3.69%	89	29.21%
2	TemuGeneral retail	81.8	31.2M	0.26%	22.3M	3.20%	264	16.02%
3	SHEINGeneral retail	81.3	99.6M	0.06%	59.3M	3.72%	433	35.46%
4	AliExpressGeneral retail	71.8	52.7M	0.08%	917.4K	1.21%	271	16.97%
5	DHgateGeneral retail	63.0	7.2M	0.28%	33.6K	2.83%	49	2.13%
6	BanggoodGeneral retail	52.3	5.1M	-0.00%	34.8K	3.55%	66	12.12%
7	KKVGeneral retail	50.6	50.8K	0.09%	195.8K	3.72%	31	19.35%
8	XIMIVOGUEGeneral retail	38.1	337.2K	-0.21%	5.6K	3.06%	27	0.00%
9	LightInTheBoxGeneral retail	27.3	9M	0.00%	0	0.00%	0	0.00%

Home and living Outdoor sports Apparel and footwear Baby and pet Toys and cultural products Bags and accessories General retail Beauty and personal care Tea and coffee Food and beverages

Brand × platform heatmap

Darker cells mean more posts by this brand on that platform this period; a grey 0 means no posts

YouTube

TikTok

Instagram

Facebook

Threads

SHEIN

185

188

164

LowHigh

Exposure share within the category

SHEIN carries 63.43% of exposure

Share of 31-day exposure across category brands

SHEIN 63.43%Temu 23.83%MINISO 11.47%AliExpress 0.98%KKV 0.21%Banggood 0.04%DHgate 0.04%XIMIVOGUE 0.01%

Engagement rate by brand

Median engagement 3.20%; 4 brands above it

Interactions / exposure, 31 days

Full ranking data

Every New Retail Overseas Brand Rankings brand this issue (beyond the Top 20), 19 metrics, weekly series and viral post lists, delivered as Excel.

Category rankings

How the score works

Audience strength

Audience size: 15%
Follower growth: 20%

Content reach

Content activity: 10%
Content distribution: 25%
Viral potential: 10%

Engagement strength

Engagement performance: 20%

The SocialEcho overseas social media influence score is calculated out of 100 using public data from a brand's main official overseas social media accounts over the past 30 days. Data for the same brand across platforms is aggregated and compared with similar 3C brands. Account coverage is limited to the brand's main global official account (Global/Official) on each included platform, with at most one main account per platform. Regional, country, product-line, dealer and other affiliated accounts are excluded. If a brand has no unified main global account, its main international official account is selected using the brand's website, public platform identifiers and other verifiable information. The score comprises six dimensions: audience size (15%) reflects the brand's existing audience base; follower growth (20%) combines the growth rate and net follower gains to measure audience expansion; content activity (10%) combines publishing volume and consistency to reflect content investment; content distribution (25%) combines total views and median views per post to reflect overall reach and consistent distribution; engagement performance (20%) uses like, comment and share rates to reflect audience approval, discussion and active sharing; viral potential (10%) uses the proportion of viral posts to reflect the brand's ability to consistently produce widely distributed content. Dimension scores are combined using these weights to produce the brand's final overseas social media influence score.

Methodology →

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General retail Top 10

General retail Top 10

Brand × platform heatmap

Exposure share within the category

Engagement rate by brand