与亚马逊面对面 速卖通打响品牌争夺战

Core Insights - Alibaba's AliExpress has launched the "Super Brand Going Global Plan" to recruit well-known brands, claiming to achieve higher sales in key markets at half the cost of Amazon [1][3] - The plan includes lower commission rates, joint investments in marketing, and systematic consulting solutions for brands [1][3] - AliExpress aims to challenge Amazon directly in the mid-to-high-end brand market, as the trend of Chinese brands going global shifts from merely selling products to building brand identity [2][3] Group 1: Brand Strategy and Market Positioning - AliExpress has seen a 70% year-on-year increase in the number of brands on its platform, with over 500 brands doubling their sales and more than 2,000 brands entering new markets [3] - The platform is focusing on high-ticket items and brand-driven sales, which are becoming a new growth engine for AliExpress [2][3] - Brands like Pop Mart are leveraging AliExpress for personalized marketing strategies in mature markets, which is challenging for them on Amazon [3][4] Group 2: Operational Enhancements and Support - AliExpress is enhancing its operational capabilities by launching a "Brand+" dedicated channel and providing AI tools for brands to optimize their marketing and sales strategies [5][6] - The platform is expanding its overseas warehousing services to nearly 30 countries, improving logistics efficiency and delivery times by 50% for local products [7] - AliExpress is also offering a zero-cost consignment model for brands, allowing them to focus on product supply while the platform handles marketing and user engagement [6][7] Group 3: Competitive Landscape - Amazon is responding to the competitive pressure by expanding its multi-channel fulfillment services to include platforms like Walmart and Shopify, allowing sellers to use a single inventory pool [8][9] - Amazon is also planning to establish services in major manufacturing locations to create an end-to-end supply chain ecosystem for sellers [9]