Core Insights - AliExpress has launched the "Super Brand Going Global Plan," aiming to challenge Amazon by offering merchants the opportunity to achieve higher sales at half the cost in key markets [1][7] - The shift from low-price competition to brand-focused strategies is a response to the changing international trade environment and increased competition in the cross-border e-commerce sector [2][3] Industry Trends - The cross-border e-commerce landscape has transitioned from a "blue ocean" to a "red ocean," with intensified competition and product homogenization leading to lower profit margins for sellers [3][4] - The urgency for transformation is heightened by external pressures, such as increased tariffs and changing trade policies, particularly affecting the U.S. market [3][4] Company Strategy - AliExpress has seen a 70% year-on-year increase in the number of brands on its platform, with over 500 brands doubling their sales and more than 2,000 brands successfully entering new markets [5] - The platform is focusing on high-ticket and high-tech products, with brand sales gradually surpassing those of lower-ticket items [2][5] Competitive Positioning - AliExpress aims to differentiate itself from other platforms in the "going global" space by providing a more tailored and supportive operational framework for brands, addressing challenges that sellers face on platforms like Amazon [8][9] - The average commission rate for AliExpress is between 8-10%, significantly lower than Amazon's 15-25%, which is part of its strategy to attract more brands [8][9] Long-term Vision - The company is prepared for long-term investments in cross-border globalization, with a focus on brand and multi-dimensional supply strategies rather than solely competing on price [9][10] - Other Alibaba platforms, such as Taobao and Lazada, are also shifting towards brand-focused strategies to escape the low-price competition trap [9][10]

Group 1 - The core viewpoint of the news is that Alibaba's AliExpress is launching a "Super Brand Going Global Plan" to challenge Amazon by allowing merchants to operate at half the cost on Amazon while achieving higher sales in key markets [1] - AliExpress aims to leverage its domestic e-commerce experience to enhance brand marketing and logistics capabilities, thereby reducing the cost of going global for brands [1][5] - The platform will offer lower commission costs, logistics solutions, commercial advertising, and customer service, establishing a dedicated team to support over 2,000 brands with systematic consulting [1][5] Group 2 - The rapid changes in the cross-border e-commerce market are prompting platforms to increase strategic investments, with AliExpress facing pressure from the rapid expansion of competitors like TEMU and SHEIN [5] - In the first half of this year, AliExpress saw a 70% year-on-year increase in the number of new brands, with over 500 brands doubling their sales and more than 2,000 brands entering new overseas markets [5] - AliExpress is differentiating itself from Amazon by offering unique operational scenarios such as purchase limits and promotional offers, which are difficult to implement on Amazon [5][6] Group 3 - The operational and service capabilities of Chinese cross-border e-commerce platforms may become a competitive advantage as they target the mid-to-high-end brand market [6] - Alibaba is prepared for a prolonged competitive battle against Amazon, viewing cross-border globalization as a long-term investment strategy with lower expectations for unit economics compared to Amazon [6]