Guan Cha Zhe Wang·2025-09-24 15:48Core Viewpoint - The launch of Ali Baba's cross-border e-commerce platform AliExpress's "Super Brand Going Global Plan" signifies a strategic shift from product export to brand export, aiming to compete directly with Amazon in the global market [1][3]. Group 1: Competitive Landscape - AliExpress is positioning itself to compete with Amazon not just on price but on brand and quality, indicating a shift in focus from low-cost goods to high-end brands [1][3]. - The competition is evolving from consumer-focused to brand and merchant-focused, with AliExpress aiming to attract major brands by offering lower costs and better service [3][5]. Group 2: Strategic Initiatives - AliExpress plans to offer lower commission rates, targeting 8-10% compared to Amazon's 15-25%, to retain more profits for merchants [5][6]. - The platform intends to provide a more integrated and supportive service model, including co-investment in marketing and a dedicated "Brand Growth Consultant" team to assist over 2000 brand merchants [5][6]. Group 3: Market Focus - The strategy emphasizes key markets such as Europe and Latin America, where AliExpress aims to help brands achieve better sales outcomes at lower costs [3][5]. - The initiative is designed to create a second growth curve for Chinese brands, with a long-term investment approach that prioritizes merchant profitability [6].