Xin Lang Ke Ji·2025-09-03 00:21Core Insights - Alibaba's AliExpress is preparing a high-profile brand overseas expansion project, inviting Fortune 500 and leading domestic and international brands to participate, with an expected launch before Double Eleven [1] - A leaked screenshot indicates that brands like Xiaomi and Pop Mart are included in the "Super Brand Plan" and marked for "deep cooperation" [1] - The growth targets set for this collaboration are described as "very aggressive," with plans to establish a new brand section on the app to provide traffic support and local operational assistance for selected brands [1] Industry Context - The cross-border e-commerce sector has faced intense price competition over the past three years, prompting AliExpress to take the lead in brand overseas expansion among the "four dragons" of cross-border e-commerce [1] - Several brands have already achieved significant breakthroughs in Gross Merchandise Volume (GMV) [1] - The internal validation of the "Brand Overseas Plan" suggests that the responsible team has likely secured more resources to promote this business upgrade, focusing on collaboration with major brands [1]