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速卖通给中国品牌开新路:用在亚马逊一半成本,撬动全球市场
Xin Lang Cai Jing· 2025-09-24 03:56
Group 1 - The core viewpoint of the articles is that Chinese cross-border e-commerce platforms, particularly AliExpress, are challenging global giants like Amazon by offering brands a more cost-effective and supportive platform for international expansion [1][7][8] - AliExpress has launched a "Super Brand Going Global" initiative, inviting top Chinese brands to shift their focus from Amazon to AliExpress, promising to reduce costs by 50% while achieving higher sales in key markets [1][7] - The shift in strategy is driven by changes in the international trade environment and the evolution of Chinese supply chains, moving from a low-cost model to a focus on brand value and quality [2][4] Group 2 - AliExpress is positioning itself uniquely among China's "four dragons" of cross-border e-commerce by establishing a brand service team and targeting the mid-to-high-end market, moving away from the low-price competition [2][3] - The platform has seen significant growth, with a 70% year-on-year increase in the number of brands joining, and over 500 brands doubling their sales [5][6] - AliExpress is enhancing its operational capabilities by providing comprehensive support for brands, including local marketing, logistics, and AI tools to facilitate global expansion [6][5] Group 3 - The platform's growth is reflected in its financial performance, with the international digital commerce group becoming a key growth engine for Alibaba, maintaining double-digit growth even amid tariff impacts [4][5] - AliExpress aims to differentiate itself by offering a more flexible and supportive environment for brands compared to Amazon, which has been perceived as having rigid rules that hinder brand growth [7][8] - The company is committed to becoming a global player in e-commerce, aspiring to create a new market environment that emphasizes value over price, which aligns with the aspirations of emerging Chinese brands [8]