（图源：阿里云栖大会） 作者丨萧哓 出品丨牛刀商业评论 "阿里的改革不是'外科手术'，而是要重塑'生长基因'。" 2025年云栖大会上，吴泳铭站在聚光灯下，这句关于阿里转型的表述，既是对其两年改革的总结，也为 外界解读这家互联网巨头的变革提供了关键钥匙。 时钟拨回到2023年秋，他临危受命执掌阿里时，这家企业正深陷 "增长失速" 与 "组织臃肿" 的双重困 局。 两年后的今天，9963.47亿元营收（同比增 5.9%）、1259.76亿元税后利润（同比增76.6%）的财报数 据，勾勒出转型的初步轮廓。 但正如吴泳铭在云栖大会上坦诚的 "改革深水区没有标准答案"，核心电商增速趋缓、业务协同不足等 问题，仍在考验着他 "拆分革命" 的成色。 在阿里的故事版图里，吴泳铭始终是那个带着独特注脚的人物。 他不仅是马云最早的技术信徒，更以 "阿里技术初代拓荒者" 的身份，在互联网浪潮中留下浓墨重彩的 一笔。 而这段影响深远的传奇，竟缘起于1996年《钱江晚报》角落一则不起眼的招聘广告。 吴泳铭的过人之处在于，他没有试图用"管理优化"修补旧体系，而是直接用"生态化重构"激活组织基 因。 这段始于招聘广告的渊源，不仅奠定了吴 ...

Group 1 - Jihong Co., Ltd. expects a net profit attributable to shareholders of 209-222 million yuan for Q3 2025, representing a year-on-year increase of 55-65% [1] - The company's Q3 net profit is projected to be 91-104 million yuan, reflecting a growth of 47-68% [1] - The strong performance is driven by dual main businesses: cross-border e-commerce and packaging, benefiting from market expansion and brand development [1] Group 2 - The cross-border e-commerce segment leverages AI algorithms for precise customer targeting, creating a "goods find people" model distinct from traditional platforms [1] - The packaging business enhances operational efficiency through long-term partnerships with industry leaders and experiences a surge in demand due to the food-grade packaging needs from the food delivery sector [1] - The company is positioned for high-quality growth through digitalization and globalization strategies in both main business areas [1] Group 3 - The retail sector index reported a decline of 4.32% this week, underperforming the Shanghai Composite Index, which increased by 0.21% [7] - Among retail sub-sectors, the branded cosmetics segment experienced the smallest decline, while the watch and jewelry sector has been leading since the beginning of 2025 [7] - Notable stock performances include Ningbo Zhongbai (+24.7%), Jihong Co., Ltd. (+16.7%), and Xinghui Co., Ltd. (+10.5%) [7]

证券日报网讯华凯易佰（300592）9月26日在互动平台回答投资者提问时表示，公司主要通过亚马逊、 eBay、Temu、速卖通、沃尔玛等第三方平台将中国制造的高性价比商品销往全球，其中速卖通为阿里 巴巴集团的跨境电商平台。 ...

不再卷低价 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。 图片来源：IC photo "他们突破了过去我们对于中国跨境出海的商品的刻板的印象。"衍之表示，比如品类上以轻小件为主，比如强调低价和性价比。 眼下，品牌商家想出海、跨境卖家想做品牌，商家的焦虑传导到平台侧，也在驱动着平台 ...

彭博社援引"知情人士"消息称，速卖通正试图通过降低运费和提供比亚马逊更低的抽成来吸引大型平台，但"目前尚不清楚阿里巴巴为这项计划投入了多少 资金或资源"。速卖通此举，或许意味着中国跨境电商平台出海思路的一个大转变：从商品出海迈向品牌出海，允许品牌商家走向C位，有意让品牌出海当 主角。 相关媒体报道截图 中国制造出海，注定将迈向"中国品牌"的出海。 9月23日，阿里旗下的跨境电商平台速卖通正式启动"超级品牌出海计划"，该计划招募包括天猫品牌、亚马逊大卖在内的知名品牌，用商家在亚马逊一半的 成本，在重点市场实现更高的成交。此举被视为速卖通和亚马逊在全球市场上的"正面一战"，引发各界关注——争夺中高端品牌，而不是瞄准所谓低价。 根据我们的了解，面向品牌商家，速卖通主要提供了两大差异化的服务。 其一是更低的佣金。从品牌电商角度来看，目前行业公认的亚马逊整体佣金水位约在15-25%，而速卖通的佣金锚定亚马逊的一半，整体有望控制在8-10%之 间——本质是将大量利润还给商家。由此可见，速卖通的野心之一，是想团结中国品牌商家，将本属于自己的利润拿回来。 其二是更"置身事内"和陪伴式成长服务。在亚马逊传统的业务结构下，平台是 ...

Core Insights - The e-commerce industry is gearing up for the "Double 11" shopping festival, with Taobao's cross-border business planning to invest 1 billion yuan in marketing subsidies to help 100,000 merchants double their overseas sales [1][3] - This year's "Double 11" will launch simultaneously in 20 countries and regions, featuring five different language versions to cater to global consumers [1][6] - Taobao's cross-border strategy has evolved significantly over the years, transitioning from a small team catering to overseas Chinese shoppers to a comprehensive international growth plan [2][3] Marketing and Logistics Strategy - Taobao will focus on marketing and logistics during the "Double 11" period, with 1 billion yuan allocated for marketing efforts [3] - New users in 16 countries can participate in a "1 yuan purchase" promotion, and multilingual advertisements will be placed in key locations [3][6] - The logistics network will support cross-border free shipping and returns in 12 overseas sites, with specific regions like Hong Kong and Macau offering zero-threshold free shipping [3][4] Business Model and Market Position - Taobao's cross-border model emphasizes a "0 return and refund, 0 operational cost" approach, allowing merchants to easily sell overseas without additional costs [2] - Since the launch of the "Taobao Tmall Overseas Growth Plan" in 2024, over 1 million merchants have joined the initiative [3] - Taobao's target markets primarily include Southeast Asia and Hong Kong, while AliExpress focuses on Europe, indicating a strategic differentiation between the two platforms [6][8] Competitive Landscape - The cross-border e-commerce sector is highly competitive, with various platforms like SHEIN and Temu adopting different business models [8][9] - Taobao's approach is characterized as a platform model, allowing existing Taobao merchants to sell directly on the overseas Taobao app [8] - The global market presents significant opportunities for growth, with Alibaba aiming to break through domestic growth bottlenecks while actively pursuing international expansion [9]

Core Insights - The rapid growth of pool cleaning robots on AliExpress highlights the increasing demand for affordable and efficient cleaning solutions in Europe, with 70% of orders coming from this platform [2] - The launch of AliExpress's "Super Brand Going Global Plan" signifies a strategic move to attract well-known brands and compete directly with Amazon in the mid-to-high-end market [3][4] - AliExpress aims to reduce the cost of brand expansion by over 50% compared to Amazon, with lower commission rates and enhanced support for brands [5] Group 1: Market Trends - Pool cleaning robots have become a necessity for European middle-class households, with a market growth rate of 14.7% annually [2] - The demand for high-tech products that can command brand premiums is rising, as seen with the success of brands like LARESAR in Poland, which saw an 18-fold increase in market growth [2] Group 2: Strategic Initiatives - AliExpress is enhancing its infrastructure to support brands, including launching a "Brand+" channel and a "Brand Service Center" for better operational efficiency [5][6] - The platform is leveraging local marketing capabilities and has expanded its overseas management services to nearly 30 countries, improving logistics and customer experience [7][8] Group 3: Success Stories - Brands like Seauto and Comhoma are successfully utilizing AliExpress's overseas management services to achieve significant sales growth, with Seauto capturing 70% of its European orders through the platform [8][10] - The introduction of AI tools for brands has led to substantial sales increases, with some brands experiencing sales growth of up to 300% [6] Group 4: Future Outlook - The upcoming "Global Double 11" event by Taobao aims to further enhance international sales, with a budget of over 1 billion allocated for marketing and promotional activities [9] - The combination of overseas management and brand expansion strategies positions Chinese brands as leaders in the global consumer market, redefining the value of "Made in China" [10]

赶在年度大促"双11"来临之前，阿里旗下跨境电商平台速卖通日前启动"超级品牌出海计划"，招募包括 天猫品牌、亚马逊大卖在内的知名品牌，声称用商家在亚马逊一半的成本，在重点市场实现更高成交。 速卖通品牌出海负责人衍之在接受《中国经营报》等媒体记者采访时透露了上述计划，"接下来我们在 佣金上要比其（亚马逊）低一半，速卖通的平均成本是8～10个点，对方大概是15～25个点；在一些商 业化投放上面，速卖通也会和商家一起做联合投资，同时提供系统性咨询方案。"衍之给出了与亚马逊 竞争的具体方案。 作为"出海四小龙"之一，速卖通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。 品牌出海"转折时刻" 全球贸易面对更多不确定性，中国品牌借道跨境电商出海的热潮并没有放缓。 以泡泡玛特为代表的一批中国品牌，正通过速卖通进军更多海外市场。随之而来的是出海趋势变迁，中 国商品出海正从单纯的卖货时代进入品牌时代。 "IFA 2025（德国柏林国际电子消费品展览会）上，以Rokid、像石头、添可等一系列家电类技术新品 牌，开始在当地打出自己的品牌广告，在国外进行品牌力布局。"衍之观察发现，中国品牌开始进入"自 己想出海"的阶段。 ...

Core Viewpoint - Alibaba's AliExpress has launched a "Super Brand Going Global Plan" to recruit well-known brands, aiming to provide a more cost-effective and supportive pathway for brands to expand internationally compared to Amazon [1][2] Group 1: Strategic Initiatives - The "Super Brand Going Global Plan" intends to attract top-performing Chinese brands from Amazon, offering them a more affordable operational model [1] - AliExpress will introduce a "Brand+" section on its homepage, providing exclusive branding, traffic support, operational tools, and price guarantees for quality brand products [2] - The platform's "Brand Service Center" will offer near real-time data dashboards, channel conversion analysis, and customer asset accumulation capabilities to assist brands in refined operations [2] Group 2: Market Positioning - AliExpress aims to challenge Amazon in the "going global" space, focusing on mid-to-high-end markets and leveraging its extensive experience in domestic e-commerce [1][4] - The platform's overseas management service has expanded to cover 30 countries, enhancing the last-mile delivery experience through official logistics [2][3] - The growth of products labeled "Local+" indicates a shift towards local inventory, improving delivery speed and shopping experience for consumers [2][3] Group 3: Industry Context - The cross-border e-commerce industry is facing intense price competition, leading to shrinking profit margins, prompting AliExpress to shift focus from low-price strategies to premium brand products [3] - In the first half of the 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 entering new markets [3]

Core Viewpoint - The e-commerce industry is gearing up for the "Double 11" shopping festival, with significant investments and strategic initiatives aimed at expanding overseas markets and enhancing user experience [1][2][3]. Group 1: Marketing and Investment - Taobao's cross-border business "Taobao Outbound" will invest 1 billion yuan in marketing subsidies for this year's "Double 11," aiming to help 100,000 merchants double their overseas sales [2][6]. - The "Double 11" event will launch simultaneously in 20 countries and regions, featuring five different language versions to cater to global consumers [3][7]. - New users in 16 countries will have the opportunity to participate in a "1 yuan purchase" promotion during the "Double 11" period [6]. Group 2: Logistics and User Experience - Taobao Outbound will support cross-border free shipping and returns in 12 overseas sites during "Double 11," with specific regions like Hong Kong and Macau offering zero-threshold free shipping [6][4]. - The logistics network is diverse, with Taobao Outbound integrating its logistics capabilities to enhance service experience across more countries [6][4]. Group 3: Strategic Positioning and Market Differentiation - Taobao Outbound aims to differentiate itself from other Alibaba platforms like AliExpress by focusing on Southeast Asia and Hong Kong, Macau, and Taiwan markets, while AliExpress targets Europe [7][9]. - The platform's strategy is to maintain the "universal Taobao" consumer perception overseas, rather than following a traditional premium brand route [7][9]. - Over 1 million merchants are expected to participate in the overseas sales during "Double 11," with 400 million products available for cross-border free shipping [7][8]. Group 4: Competitive Landscape - The cross-border e-commerce sector is characterized by diverse business models, with competitors like SHEIN focusing on private labels and Temu adopting a full and semi-managed model [9][10]. - The global market presents greater uncertainties and opportunities compared to the domestic market, prompting Alibaba to seek growth both domestically and internationally [10].