Guan Cha Zhe Wang·2025-11-04 10:50Core Insights - Chinese brands are significantly increasing their inventory on Alibaba's AliExpress platform ahead of the overseas "Double Eleven" and "Black Friday" sales seasons, indicating a strategic shift to diversify sales channels and reduce reliance on Amazon [1][3][9] Group 1: Brand Strategies - Notable Chinese brands such as ROCKBROS, SYMINO, COMHOMA, Alpicool, and ILIFE are enhancing their stock levels on AliExpress, with some brands like ROCKBROS doubling their inventory compared to previous years [1] - ILIFE has adjusted its reserved stock on AliExpress to 80,000 units, more than double last year's figures, citing lower operational costs on the platform as a key factor for this decision [2] - COMHOMA has shifted a significant amount of inventory to AliExpress's "overseas warehousing" model, which has resulted in a fivefold increase in sales on the platform over the past year [2] Group 2: Competitive Landscape - AliExpress launched the "Super Brand Going Global Plan" in September, aiming to help brands achieve higher sales at lower costs compared to Amazon, which is seen as a direct competition for mid-to-high-end brands [3][4] - Following the launch of this plan, several brands have reported that their sales on AliExpress have surpassed those on Amazon, indicating a shift in market dynamics [3] - Amazon is facing significant challenges, including a planned reduction of up to 30,000 corporate jobs, which may impact brand communication and promotional activities on the platform [9] Group 3: Market Trends - By 2025, the top three global e-commerce platforms are projected to be Amazon, Temu, and AliExpress, highlighting the increasing influence of Chinese e-commerce platforms in the global market [9][11] - The upcoming sales period from November 11 to December 3 is expected to be a critical test for AliExpress in attracting mid-to-high-end brands and challenging Amazon's market dominance [11]