Core Viewpoint - The article discusses the competitive landscape of the "Four Little Dragons" of overseas e-commerce, namely Shein, Temu, TikTok Shop, and Alibaba's AliExpress, highlighting their strategic shifts and focus on brand differentiation in response to market challenges [4][6]. Group 1: Strategic Shifts - The "Four Little Dragons" have refocused on their core strengths: AliExpress aims to learn from Amazon and enhance brand offerings, Temu emphasizes low prices, Shein focuses on deep fashion, and TikTok Shop continues to leverage short video and live streaming content [4]. - AliExpress plans to launch a Brand+ section featuring over 2,000 competitively priced quality brands, providing increased exposure and price protection services in key markets like the US, Germany, and France [5][6]. Group 2: Market Positioning - AliExpress's initial goal is to surpass Amazon in transaction volume for top brands in specific markets, although no clear timeline has been set for this objective [5]. - Temu has set a GMV growth target of over 30% by 2025, focusing on expanding into European markets and resuming marketing efforts in the US [6][8]. Group 3: Competitive Challenges - The global tariff increases have prompted a reevaluation of low-price strategies, with AliExpress recognizing the need for differentiation to avoid price wars [6][7]. - Shein is concentrating on more profitable fashion categories, while both AliExpress and Shein are adopting localized strategies to collaborate with local businesses [7]. Group 4: Brand Development - AliExpress is targeting top Chinese brands on Amazon, inviting them to shift their focus to its platform, with a strategy to offer lower operational costs and better service experiences compared to Amazon [7][8]. - The platform has seen significant growth in brand partnerships, with a reported 70% increase in brand entries by mid-2025, indicating a strong focus on brand development [8][9]. Group 5: Success Stories - Several Chinese brands on AliExpress have shown impressive sales growth, such as Laresar vacuum cleaners with 250,000 units sold, and Magcubic projectors with over 2 million units shipped annually [9].