本地化加速，速卖通巴西迎来收获期

Core Viewpoint - The shift towards "localization" has become a crucial strategy for cross-border e-commerce platforms, with overseas warehouses emerging as a key focus for competition [2][4]. Group 1: Overseas Warehouse Strategy - AliExpress, one of the "four small dragons" of overseas expansion, has seen significant sales growth in its Brazilian overseas warehouse during the recent overseas 618 shopping festival, achieving a 4.3 times increase in daily sales compared to previous periods [2]. - The top three categories driving this growth were consumer electronics, computer office supplies, and outdoor sports [2]. - AliExpress is investing heavily in local shipping in Latin American markets to enhance delivery efficiency and improve consumer purchasing experiences [2][4]. Group 2: Support Policies for Merchants - Since June, AliExpress has intensified support for merchants in its Brazilian overseas warehouse, aiming to attract more sellers [2]. - Specific measures include substantial subsidies for brands, resource allocation for in-platform promotion, and dedicated support from local influencers [2]. - A recent live-streaming event for a consumer electronics brand on AliExpress in Brazil resulted in a GMV increase of over 10 times compared to regular sales, with significant viewer engagement [3]. Group 3: Shift Towards High-Value Strategies - The global trade landscape is shifting from aggressive growth to a focus on profitability, with cross-border e-commerce moving from low-cost exports to high-value branding strategies [4]. - During the overseas 618 period, several high-value Chinese brands experienced explosive growth in Brazil, with products like gaming controllers and high-end cycling equipment selling out rapidly [4]. - AliExpress has expanded its localization efforts beyond Brazil, partnering with over ten leading overseas warehouse service providers in various markets, including the U.S. and Europe [5][6]. Group 4: Operational Strategies - AliExpress has adopted a dual-track strategy of "self-operation + management" to enhance its overseas business, supporting various operational models for merchants [7]. - The platform's multi-modal operation and localization strategy position it well for competition in the evolving cross-border e-commerce landscape [8].