BABA(US:BABA) Mei Ri Jing Ji Xin Wen·2025-09-23 14:08Core Viewpoint - The e-commerce industry is gearing up for the "Double 11" shopping festival, with significant investments and strategic initiatives aimed at expanding overseas markets and enhancing user experience [1][2][3]. Group 1: Marketing and Investment - Taobao's cross-border business "Taobao Outbound" will invest 1 billion yuan in marketing subsidies for this year's "Double 11," aiming to help 100,000 merchants double their overseas sales [2][6]. - The "Double 11" event will launch simultaneously in 20 countries and regions, featuring five different language versions to cater to global consumers [3][7]. - New users in 16 countries will have the opportunity to participate in a "1 yuan purchase" promotion during the "Double 11" period [6]. Group 2: Logistics and User Experience - Taobao Outbound will support cross-border free shipping and returns in 12 overseas sites during "Double 11," with specific regions like Hong Kong and Macau offering zero-threshold free shipping [6][4]. - The logistics network is diverse, with Taobao Outbound integrating its logistics capabilities to enhance service experience across more countries [6][4]. Group 3: Strategic Positioning and Market Differentiation - Taobao Outbound aims to differentiate itself from other Alibaba platforms like AliExpress by focusing on Southeast Asia and Hong Kong, Macau, and Taiwan markets, while AliExpress targets Europe [7][9]. - The platform's strategy is to maintain the "universal Taobao" consumer perception overseas, rather than following a traditional premium brand route [7][9]. - Over 1 million merchants are expected to participate in the overseas sales during "Double 11," with 400 million products available for cross-border free shipping [7][8]. Group 4: Competitive Landscape - The cross-border e-commerce sector is characterized by diverse business models, with competitors like SHEIN focusing on private labels and Temu adopting a full and semi-managed model [9][10]. - The global market presents greater uncertainties and opportunities compared to the domestic market, prompting Alibaba to seek growth both domestically and internationally [10].