Core Insights - Alibaba's cross-border e-commerce platform AliExpress has launched a "Super Brand Going Global Plan" to recruit well-known brands, offering a cost-effective alternative to Amazon for entering key markets [1][2] - The initiative represents a fundamental change in AliExpress's approach, shifting from relying on promotional bursts to a systematic brand-building strategy [1] - AliExpress aims to become a second growth curve for brands looking to expand internationally, providing a new option for brands considering going global [1] Group 1 - The platform will introduce a "Brand+" dedicated channel to enhance brand recognition and trust through genuine product certification, free shipping, and price protection mechanisms [1] - A "Brand Service Center" will be launched to offer real-time advertising performance data, channel conversion analysis, and customer demographic insights for refined brand operations [1] - AliExpress is leveraging its local marketing capabilities, exemplified by a partnership with Pop Mart to host a music festival in Spain, enhancing brand engagement with local consumers [1] Group 2 - The platform's overseas management services have expanded to nearly 30 countries, strengthening its local service capabilities [1] - A comprehensive suite of brand-specific AI tools has been implemented, including features for selecting trending products, predicting consumer trends, and automating store design and advertising [2] - In the first half of this year, the number of brands on AliExpress increased by 70% year-on-year, with over 500 brands doubling their sales and more than 2,000 brands successfully entering new markets [2]