Core Insights - AliExpress's anniversary sale in the UK has led to significant sales growth for brand merchants, particularly for Chinese brands like Li Ning, which saw a daily sales increase of over 300% in the footwear category [1] - The "Brand+" initiative by AliExpress has enabled brands to achieve substantial sales growth, with several brands experiencing triple-digit percentage increases in sales [2] Group 1: Sales Performance - Li Ning emerged as a standout performer during the anniversary sale, ranking first in the footwear category with a daily sales increase exceeding 300% [1] - Other categories also saw remarkable growth, such as Lubluelu, a Chinese smart cleaning appliance brand, which experienced a 41-fold increase in sales, and Pop Mart, which saw a 13-fold increase in blind box sales [1] - High-tech Chinese brands like Sunster, Poco, Potensic, and Xiaomi's kitchen appliances have also joined the million-dollar sales club, benefiting from supply chain advantages and platform support [2] Group 2: Market Trends - A survey by Censuswide indicated that over one-third of UK respondents prefer shopping on AliExpress over Amazon due to comparable product quality at lower prices [2] - The "Brand+" program allows brand merchants to achieve new sales growth at half the cost of Amazon, with notable brands like Xiaomi, Honor, and Pop Mart participating [2] - During major shopping events like "Double Eleven" and "Black Friday," AliExpress's brand sales and app downloads in key European markets surpassed those of Amazon [2] Group 3: Marketing Strategies - To enhance online sales, AliExpress collaborated with brands like BYD, Haidilao, and Li Ning for a three-day promotional event in London, featuring BYD electric vehicles in high-traffic areas [3] - This combination of online promotions and offline exposure has significantly increased the visibility of Chinese brands in the UK [3] - AliExpress has improved logistics, achieving next-day delivery for local orders in the UK and a maximum of five days for cross-border orders, positioning itself in a competitive market focused on quality products, good prices, and fast delivery [3]