Zheng Quan Ri Bao·2025-09-23 16:37Core Viewpoint - Alibaba's AliExpress has launched a "Super Brand Going Global Plan" to recruit well-known brands, aiming to provide a more cost-effective and supportive pathway for brands to expand internationally compared to Amazon [1][2] Group 1: Strategic Initiatives - The "Super Brand Going Global Plan" intends to attract top-performing Chinese brands from Amazon, offering them a more affordable operational model [1] - AliExpress will introduce a "Brand+" section on its homepage, providing exclusive branding, traffic support, operational tools, and price guarantees for quality brand products [2] - The platform's "Brand Service Center" will offer near real-time data dashboards, channel conversion analysis, and customer asset accumulation capabilities to assist brands in refined operations [2] Group 2: Market Positioning - AliExpress aims to challenge Amazon in the "going global" space, focusing on mid-to-high-end markets and leveraging its extensive experience in domestic e-commerce [1][4] - The platform's overseas management service has expanded to cover 30 countries, enhancing the last-mile delivery experience through official logistics [2][3] - The growth of products labeled "Local+" indicates a shift towards local inventory, improving delivery speed and shopping experience for consumers [2][3] Group 3: Industry Context - The cross-border e-commerce industry is facing intense price competition, leading to shrinking profit margins, prompting AliExpress to shift focus from low-price strategies to premium brand products [3] - In the first half of the year, the number of brands on AliExpress increased by 70% year-on-year, with over 500 brands doubling their sales and more than 2,000 brands entering new markets [3]