Xin Jing Bao·2025-09-04 13:17Core Insights - AliExpress is preparing a high-profile brand expansion project, with invitations sent to Fortune 500 and leading brands, expected to launch before Double 11 [1] - The shift from low-price competition to brand collaboration is seen as a potential solution to the profit decline faced by nearly half of cross-border e-commerce sellers in 2024 [2] - The brand expansion initiative aims to enhance the platform's brand positioning and has already shown success with previous brand plans, where 95% of participating brands achieved annual sales of over $1 million [2] Company Developments - AliExpress has previously launched a "Brand Going Global Plan," with a goal to support 1,000 new brands to achieve annual sales exceeding $1 million by 2025 [2] - The platform has seen significant sales growth from brands like Pop Mart, with a 300% year-on-year increase in the collectible toy category driven by the Labubu IP [3] - The introduction of "hourly delivery" services in the UK and the expansion of "overseas hosting" in multiple markets are part of AliExpress's strategy to enhance its supply chain and logistics capabilities [4] Financial Performance - Alibaba Group reported a 19% year-on-year revenue growth for its International Digital Commerce Group, reaching approximately 34.741 billion yuan (about $4.850 billion), with cross-border business being a key growth driver [5] - The CFO indicated that the core business revenue growth supports strategic investments, with a focus on optimizing resource allocation and increasing investments in instant retail and AI technology [6] - The competitive landscape in cross-border e-commerce is intensifying, with major players like Amazon and Shein enhancing their brand support initiatives, which poses challenges for AliExpress's new project [6]