XIAOMI(HK:01810) Jin Rong Jie·2026-01-07 09:15Core Insights - AliExpress, a cross-border e-commerce platform under Alibaba, has launched a large-scale recruitment initiative targeting high-quality merchants, focusing on regions like Zhejiang, Guangdong, and Henan, which are key industrial hubs for brands on platforms like Amazon [1][11] Group 1: Strategic Initiatives - AliExpress has initiated a "Super Brand Going Global Plan" aimed at attracting mid-to-high-end brands by offering them the opportunity to enter international markets at half the cost of Amazon [4] - The platform's overseas management service allows merchants to store products in overseas warehouses while AliExpress handles marketing, user operations, and local fulfillment, resulting in a tenfold increase in GMV for overseas management merchants over the past year [6][4] Group 2: Competitive Positioning - During the 2025 Black Friday, AliExpress surpassed Amazon in download numbers in the European market, indicating a significant breakthrough in its competitive positioning [4] - Xiaomi has become one of the first brands to leverage AliExpress's overseas management service, achieving top sales in the European TV category during the 2025 Black Friday [6][10] Group 3: Partnerships and Collaborations - On January 5, 2026, Xiaomi and AliExpress formalized a strategic partnership to enhance localized user operations and brand awareness in key overseas markets, expanding their collaboration beyond smartphones to include major home appliances [10] - AliExpress is recognized as the only platform among the "Four Little Dragons of Going Global" to establish a dedicated brand service team, positioning itself as a new main stage for Chinese brands going international [11]