值得注意的是，上述四国均为全球电商成熟度高、竞争激烈的市场。速卖通能在这些地区同步实现两位数以上的用户增长，是速卖通自2024年起全面转 向"品牌化+本地化"布局的结果。 过去几年，跨境电商一度陷入"低价内卷"困局，但2025年的市场反馈表明，单纯依靠价格战难以维持可持续增长。相反，那些能在目标市场提供稳定物流、 清晰售后规则、品牌力强的平台，更能收获消费者的长期青睐。 速卖通在品牌赛道的大力投入，甚至已经开始悄然蚕食亚马逊的中高端商家护城河。 2025年，速卖通推出"超级品牌出海计划"，帮品牌用亚马逊一半成本实现更高成交。目前该计划已经吸引包括小米、荣耀、倍思等50多家超级头部品牌签 约。 1月28日消息，互联网数据分析机构Similarweb发布2026年度Digital 100报告。 阿里旗下跨境电商平台速卖通AliExpress在美国、英国、德国、澳洲等多个发达国家市场均跻身综合平台增速前10。差异化的品牌策略和坚定的本地化投 入，成为其在高竞争、高门槛市场持续增长的关键优势。 在美国，速卖通2025全年网站访问量同比增长18.7%，成为美国增速最快的十大平台之一，被评为"2025年美国大赢家"。美国 ...

Core Insights - The report by Similarweb highlights AliExpress as one of the fastest-growing e-commerce platforms in developed markets, including the US, UK, Germany, and Australia, for the year 2025 [1][4]. Group 1: Performance Metrics - In the US, AliExpress experienced a website traffic increase of 18.7% year-on-year, making it one of the top ten fastest-growing platforms and earning the title of "2025 US Big Winner" [1][4]. - In Australia, AliExpress saw a remarkable growth of 45.5% in website visits, ranking as the fastest-growing e-commerce platform and second overall in the comprehensive ranking, just behind chatGPT [4]. - In the UK, the app downloads for AliExpress increased by 38.5%, placing it third in the comprehensive app ranking [4]. - In Germany, website traffic for AliExpress grew by 34.5%, securing the fifth position in the overall ranking, surpassing Temu [4]. Group 2: Strategic Initiatives - The user growth of AliExpress is attributed to its shift towards a "branding + localization" strategy starting in 2024, moving away from a reliance on price competition [4]. - The company launched the "Super Brand Going Global Plan" in 2025, aimed at helping brands achieve higher sales at half the cost of Amazon, attracting several leading brands such as Xiaomi, Honor, Baseus, and Nubia [4]. - In 2026, AliExpress plans to introduce a combination of "overseas hosting + brand going global," focusing on core cross-border industrial belts in Zhejiang, Guangdong, and Henan, while continuing to recruit Chinese brand merchants [5]. Group 3: Market Positioning - The report indicates that platforms providing stable logistics, clear after-sales rules, and strong brand power are more likely to gain long-term consumer loyalty, contrasting with the previous low-price competition model [4]. - On Black Friday 2025, AliExpress's download numbers in Europe surpassed those of Amazon, marking a significant entry into Amazon's core market [4]. - A survey by AMZ123 revealed that 87% of Amazon sellers plan to use AliExpress as a secondary growth channel for brand expansion [4].

Core Insights - China's goods trade has shown steady growth in the first eight months of the year, with exports reaching 17.61 trillion yuan, an increase of 6.9% [1] - Yiwu's brand collective store has opened its first overseas location in Nairobi, Kenya, showcasing over 100 products from more than 20 quality Yiwu brands [1][3] - The store adopts a "branding + localization" model, selecting products based on local consumer demand [5] Group 1 - The Yiwu brand collective store is part of a broader strategy to enhance global presence, with plans to open additional stores in Italy, Ecuador, and Chile by the end of the year [9] - Over 200 Yiwu enterprises with registered brands and R&D capabilities have been invited to join the overseas project [5] - The store's opening has attracted significant interest from local businesses, with over 20 potential partners consulting about collaboration within two weeks [11] Group 2 - The Yiwu brand collective store has signed agreements with partners in 10 countries, with stores in Chile, Mexico, Italy, and South Africa currently in the design phase [13] - An online store is also being prepared to complement the physical locations, allowing for a "offline experience + online selection" model [13] - New stores in Ecuador and Papua New Guinea are in the final design stages, with the Ecuador store expected to open in early October [14]