The global sales of over 10 brands with a million-dollar revenue on AliExpress have surpassed Amazon

Author | Huang Yu

Editor | Wang Xiaojuan

AliExpress's "Super Brand Going Global Plan" is quietly changing the landscape of the cross-border e-commerce brand market.

According to Wall Street Insights, since the launch of the "Super Brand Going Global Plan" in September, a number of Amazon merchants have been gradually shifting their inventory to AliExpress.

Since October, at least 10 brands with annual sales exceeding one million dollars have seen their global sales on AliExpress surpass those on Amazon, including hard drive brand Kingspec, musical instrument brand Hotone, and office supplies brand Kingroon.

A 3D printing brand merchant from Shenzhen exclusively told Wall Street Insights that since October, their average daily sales on AliExpress have exceeded those on Amazon by 30%. At the recent Double 11 launch meeting, AliExpress also listed surpassing Amazon as an important goal for this year's Double 11, which has filled brand merchants with confidence.

"Currently, our company's inventory is prioritized for AliExpress, including bestsellers and new products. We have prepared goods worth 30 million for the AliExpress Double 11 in our overseas warehouse," the merchant stated.

From cost advantages to platform support, and clear growth signals, AliExpress is attracting more and more brand merchants to tilt the balance in its favor with a combination of strategies. The brand competition in cross-border e-commerce is entering a new phase.

AliExpress's efforts to support brands going global can be traced back to April last year when it launched the "Billion Subsidy Brand Going Global" initiative, viewing it as a key project for 2024. Last year's overseas Double 11 promotion also saw AliExpress's billion subsidy participate for the first time.

On September 23, AliExpress announced the launch of the "Super Brand Going Global Plan," clearly targeting Tmall brands and top Amazon sellers for recruitment, and proclaimed the slogan "Let merchants achieve higher transactions in key markets at half the cost of Amazon."

This move is seen as a direct challenge to Amazon, competing for mid-to-high-end brands.

As the only platform among the "Four Little Dragons Going Global" to establish a brand service team, AliExpress saw a 70% year-on-year increase in the number of new brands in the first half of this year, with over 500 brands achieving doubled sales and more than 2,000 brands expanding into new overseas markets through AliExpress.

At the brand going global strategy upgrade meeting in September, the head of brand going global at AliExpress, Yan Zhi, revealed that the transaction of brand goods and high unit price products on the platform has gradually surpassed that of some mid-to-low unit price products. "Today, viewing brands as a product category, brand attribute products have become a growth engine for AliExpress."

AliExpress provides a systematic brand going global strategy, transforming from brand adaptation to platform operational requirements, relying on promotions for explosive growth, to a bottom-up brand upgrade by the platform. At the same time, AliExpress has also launched a "Brand Service Center," offering hourly updated advertising performance data, channel conversion analysis, and brand audience accumulation capabilities, enabling brands to achieve refined operations Targeting consumers, AliExpress has launched the exclusive "Brand+" channel, which strengthens brand awareness and trust through genuine product certification, free shipping, and price protection mechanisms.

Now, with over 10 brands achieving global sales exceeding one million dollars, it indicates that AliExpress's "Super Brand Going Global Plan" has begun to show results, undoubtedly providing a boost to brand merchants who are either observing or have already entered the market.

The competition in global cross-border e-commerce is shifting from the past reckless growth at all costs to a new phase focused on profitability and brand value, characterized by "thick profits + strong brands." An industry consensus is that going global is transitioning from a purely "selling goods era" to a "brand era."

In the future, as more brand merchants vote with their feet, the landscape of global cross-border e-commerce platforms may undergo more profound changes