Hua Er Jie Jian Wen·2025-10-16 03:20Core Insights - AliExpress's "Super Brand Going Global Plan" is reshaping the landscape of the cross-border e-commerce brand market [2][5] - Since the launch of the plan in September, several Amazon sellers have begun shifting their inventory to AliExpress, with at least 10 brands achieving higher global sales on AliExpress than on Amazon [2][5] - The plan aims to attract brands by offering lower costs and strong platform support, marking a new phase in brand competition within cross-border e-commerce [2][4] Group 1: Brand Performance - At least 10 brands with annual sales exceeding $1 million have surpassed Amazon in global sales on AliExpress since October [2] - A Shenzhen-based 3D printing brand reported a 30% increase in daily sales on AliExpress compared to Amazon since October [2] - The number of new brands on AliExpress increased by 70% year-on-year in the first half of the year, with over 500 brands doubling their sales [4] Group 2: Strategic Initiatives - The "Super Brand Going Global Plan" was launched on September 23, 2023, targeting Tmall brands and large Amazon sellers [3][4] - AliExpress aims to allow merchants to achieve higher sales in key markets at half the cost compared to Amazon [4] - The platform has introduced a "Brand Service Center" to provide real-time data and analysis for brands, facilitating refined operations [4] Group 3: Market Trends - The global cross-border e-commerce competition is shifting from aggressive growth to a focus on profitability and brand value [5] - The emergence of over 10 brands surpassing Amazon in sales indicates the initial success of the "Super Brand Going Global Plan" [5] - The industry consensus is that cross-border e-commerce is transitioning from a "selling goods era" to a "brand era" [5]