21世纪经济报道记者 董静怡 杭州报道 速卖通不再"卷低价"了。 9月23日，阿里旗下跨境电商平台速卖通启动"超级品牌出海计划"，表示用商家在亚马逊一半的成本， 在重点市场实现更高的成交，直接向天猫品牌和亚马逊大卖们抛出了橄榄枝。此举被业内视为对亚马逊 发起正面挑战，争夺中高端品牌市场。 直接对标亚马逊，速卖通的野心不小。 之所以盯上品牌，是整个出海环境在发生变化。行业已从蓝海变为红海，不确定的国际贸易环境带来更 多风险，低价带来的增量已然触及天花板。无论是商家还是平台，都开始挖掘"品牌化"的机遇。 速卖通较早开启了转型。过去一年，速卖通已经在持续发力品牌出海，有95%的合作品牌实现了年销百 万美元。速卖通品牌出海负责人衍之透露，速卖通的品牌货盘和高客单价商品的成交额正逐步超越中低 客单价商品。 行业分析认为，速卖通发力品牌赛道，有望进一步拉开与"出海四小龙"其他平台的差异性。对于品牌商 家来说，也许也是一个新的增长机遇。 不再卷低价 2024年4月，速卖通推出"百亿补贴"，针对于中国品牌、尤其是新品牌的出海，将资源向高客单价、高 科技含量的品类倾斜。 本次，速卖通又启动"超级品牌出海计划"，招募包括天猫品牌 ...

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]