3 6 Ke·2025-11-05 04:46Core Insights - The core viewpoint of the articles is that cross-border e-commerce in China is experiencing significant growth, with a projected import and export value of approximately 2.71 trillion yuan in 2024, representing a 14% year-on-year increase, which is 9 percentage points higher than the overall growth rate of China's goods trade [1][2]. Group 1: Market Trends - Cross-border e-commerce is still a hot sector, but the competitive landscape is changing, raising questions about the sustainability of low-price strategies [1][2]. - The shift towards brand differentiation is becoming crucial as platforms and merchants face increasing regulatory pressures and market challenges [1][8]. Group 2: Strategic Initiatives - AliExpress is actively promoting brand development, aiming to support 1,000 new brands to achieve annual sales exceeding 1 million USD, with a 70% year-on-year increase in brand entries in the first half of the year [1][3]. - The "Super Brand Plan" includes measures such as creating brand-specific zones, enhancing local marketing resources, and providing AI tools for brand management [4][5][6]. Group 3: Competitive Landscape - Amazon is responding to the competitive pressure from platforms like Temu and SHEIN by launching low-price initiatives and enhancing its operational capabilities [11][14]. - Other platforms, including SHEIN and JD.com, are also focusing on brand support and market expansion, but AliExpress appears to have a deeper commitment to brand development [15][16]. Group 4: Regulatory Environment - The cross-border e-commerce sector is facing stricter regulatory scrutiny, with recent incidents involving tariffs and compliance issues impacting platforms like AliExpress and TikTok Shop [9][10]. - Changes in global tax policies and local regulations, such as Vietnam's removal of tax exemptions for low-cost imports, are creating additional challenges for cross-border e-commerce [8][10]. Group 5: Future Outlook - The industry is at a critical juncture where platforms must either adapt to a brand-focused model or continue to compete on price, with the latter becoming increasingly difficult due to rising operational costs and regulatory constraints [10][18]. - The long-term viability of low-price strategies remains uncertain, as achieving low prices now requires overcoming higher barriers [17][18].