Core Insights - AliExpress is preparing a high-profile brand expansion project, with invitations sent to Fortune 500 and leading brands, expected to launch before Double 11 [1] - The shift from low-price competition to brand collaboration is seen as a potential solution to the profit decline faced by nearly half of cross-border e-commerce sellers in 2024 [2] - The brand expansion initiative aims to enhance the platform's brand positioning and has already shown success with previous brand plans, where 95% of participating brands achieved annual sales of over $1 million [2] Company Developments - AliExpress has previously launched a "Brand Going Global Plan," with a goal to support 1,000 new brands to achieve annual sales exceeding $1 million by 2025 [2] - The platform has seen significant sales growth from brands like Pop Mart, with a 300% year-on-year increase in the collectible toy category driven by the Labubu IP [3] - The introduction of "hourly delivery" services in the UK and the expansion of "overseas hosting" in multiple markets are part of AliExpress's strategy to enhance its supply chain and logistics capabilities [4] Financial Performance - Alibaba Group reported a 19% year-on-year revenue growth for its International Digital Commerce Group, reaching approximately 34.741 billion yuan (about $4.850 billion), with cross-border business being a key growth driver [5] - The CFO indicated that the core business revenue growth supports strategic investments, with a focus on optimizing resource allocation and increasing investments in instant retail and AI technology [6] - The competitive landscape in cross-border e-commerce is intensifying, with major players like Amazon and Shein enhancing their brand support initiatives, which poses challenges for AliExpress's new project [6]

Core Viewpoint - The Chinese consumption industry is at a turning point, with a need for suppliers to adopt more sincere enthusiasm, higher efficiency, and updated products to establish a "buyer solution" in response to changing consumer demands [1] Group 1: New Consumption Trends - New consumption represents a deepening evolution of consumption upgrade trends and an upgrade in business philosophy within the large consumption industry [2] - The "new" in new consumption is characterized by new categories, new scenarios, scarcity, and popularity, driven by technology and innovation [2] - The rise of new media has transformed consumer recognition, with flow economy catalyzing the emergence of popular brands and products through scene-based marketing [2] Group 2: Consumer Experience and Quality Pursuit - Consumers are increasingly valuing emotional needs alongside material needs, reflecting a shift towards emotional consumption [4] - Practical value remains the primary reason for purchases, but the desire for emotional satisfaction is rising, indicating a dual focus on functionality and emotional fulfillment [4] - Consumers are unwilling to accept "unjustified premiums" or "low-quality low prices," emphasizing the importance of value for money [4] Group 3: Cultural Awakening and National Confidence - Economic development has led to a cultural awakening, with rising national confidence contributing to the growth of domestic product consumption [5] - The Z generation shows a higher acceptance of domestic brands, indicating a trend towards national products becoming a major consumption trend in China [5] Group 4: Diverse Consumer Groups and Market Opportunities - Different consumer groups in China exhibit distinct consumption confidence and spending patterns, creating structural opportunities in the market [6] - The Z generation and Alpha generation, totaling approximately 4.8 billion, are increasingly contributing to consumption, with a focus on personalized experiences [6] - The aging population is also driving diverse demands, leading to innovations in smart home products and elder tourism [6] Group 5: Consumption Behavior of Young and Middle-aged Consumers - Young and middle-aged consumers are increasingly cautious in essential spending while still seeking high-quality experiences in discretionary spending [7] - There is a trend towards "consumption grading," with a focus on finding quality products at competitive prices [7] - Companies must accurately understand the consumption psychology of different age groups and innovate products and services to capture market share [7]

Group 1 - The core viewpoint of the article highlights the global craze for the Chinese toy Labubu, which has led to long queues at stores worldwide and a significant increase in the stock price of Bubble Mart, surpassing a market capitalization of 300 billion HKD [1] - Labubu is being compared to Hello Kitty by institutions like JPMorgan, indicating its rapid rise as a new generation super IP and providing a new narrative for Chinese culture going global [1] - The success of Labubu reflects a shift in China's cultural export strategy, moving from mere representation of Eastern elements to creating culturally resonant products that appeal to global consumers [2] Group 2 - Labubu's popularity demonstrates the effectiveness of localized creation in breaking cultural barriers, with designs tailored to different regional aesthetics, thus enhancing emotional connections with local cultures [2] - The rise of Labubu signifies a transformation from "Made in China" to "Created in China," showcasing improved design capabilities and establishing a presence for Chinese brands in the global toy market [3] - The success of Labubu serves as a model for the potential of Chinese IPs to combine manufacturing and creative capabilities, capturing global consumer emotional needs and gaining international recognition [4]