3 6 Ke·2025-09-25 03:13Core Insights - AliExpress is shifting its strategic focus to compete with Amazon for top brands globally, inviting leading Chinese brands on Amazon to join its platform [1] - The platform will launch a Brand+ section featuring over 2,000 quality brands, offering enhanced visibility and price protection services in key markets like the US, Germany, and Spain [1] - The strategic shift is driven by external pressures such as rising global tariff barriers and the need for a more sustainable business model beyond low-cost supply chains [1] Financial Performance - Alibaba International Digital Commerce Group (AIDC) reported a 19% year-on-year revenue increase to 34.7 billion yuan for Q1 of FY2026, with adjusted EBITA losses narrowing significantly to 59 million yuan from 3.7 billion yuan [2] - AliExpress has seen a 70% increase in the number of brands joining the platform, with over 500 brands doubling their growth in the first half of the year [2] Market Strategy - AliExpress has defined its target markets, aiming to surpass Amazon in sales for top brands in Spain, Latin America, South Korea, and Poland during key shopping events like Double 11 and Black Friday [2] - Competitor JD.com is also enhancing its global brand strategy, planning to lead 1,000 Chinese brands into international markets with a focus on high-value categories like electronics and home appliances [2] Industry Trends - Shein has launched the "SHEIN Xcelerator" program to support brand globalization, targeting emerging designers and established brands, with initial success in revenue generation [3] - Industry experts suggest that brand development is essential for enhancing global recognition of Chinese quality and improving profitability, marking a shift from scale expansion to high-quality growth [3]