Aliexpress Is Becoming The First Battlefield For More Amazon Merchants

Aliexpress is becoming the first battlefield for more Amazon merchants

 

 

Aliexpress's "Super Brand Overseas Expansion Plan" is quietly changing the brand market landscape of cross-border e-commerce.

 

Wall Street Journal has learned that since AliExpress launched its "Super Brand Overseas Expansion Program" in September, a number of Amazon merchants have been gradually transferring their inventories to AliExpress.

 

Since October, at least ten brands with annual sales of over one million US dollars have surpassed Amazon's global sales on AliExpress, including the hard drive brand Kingspec, the musical instrument brand Hotone, and the office supplies brand Kingroon.

 

A 3D printing brand owner from Shenzhen exclusively told Wall Street Journal that since October, its average daily sales on AliExpress have surpassed those of Amazon, being 30% higher. At the recent Double 11 kick-off meeting held by AliExpress, AliExpress also listed surpassing Amazon as an important goal for this Double 11, which has filled brand merchants with confidence.

 

At present, the company's inventory is prioritized towards AliExpress, including bestsellers and new products. We have already stocked up 30 million worth of goods in overseas warehouses to prepare for the AliExpress Double 11." The merchant said.

 

From cost advantages to platform support and clear growth signals, AliExpress is attracting more and more brand merchants to tip the balance in its favor with a series of measures. The brand competition in cross-border e-commerce is also entering a brand-new stage.

 

Aliexpress's efforts to support brands' overseas expansion can be traced back to April last year. At that time, AliExpress launched the "Hundred-Billion Subsidy for Brand Overseas Expansion" and regarded it as the top priority project of 2024. Last year's overseas Double Eleven promotion also saw AliExpress's Hundred-billion subsidy participate for the first time.

 

On September 23rd this year, AliExpress announced the launch of the "Super Brand Overseas Expansion Plan", clearly targeting Tmall brands and Amazon bestsellers as recruitment targets, and put forward the slogan of "enabling merchants to achieve higher transactions in key markets at half the cost on Amazon".

 

This move is regarded as a direct challenge to Amazon in the competition 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 added in the first half of this year. Over 500 brands achieved a doubling of sales, and more than 2,000 brands opened up new overseas markets through AliExpress.

 

At the brand overseas expansion strategy upgrade meeting in September, Yan Zhi, the person in charge of brand overseas expansion on AliExpress, disclosed that the transaction volume of brand inventory and high-priced items on the AliExpress platform has gradually surpassed that of some medium and low-priced items. "Today, when we look at a brand as a inventory, the inventory with brand attributes has become a growth engine for AliExpress." "

 

Aliexpress offers a systematic brand overseas expansion strategy for brands, shifting from brands adapting to platform operation requirements and relying on major promotions to achieve explosive growth to platforms upgrading their brands from the bottom up. At the same time, AliExpress has launched a "Brand Service Center", providing hourly updated data on advertising effectiveness, channel conversion analysis, and the ability to accumulate brand users, enabling brands to achieve refined operation.

 

For consumers, AliExpress has launched a dedicated "Brand+" channel, which strengthens brand awareness and trust through genuine product certification, free shipping and price protection mechanisms.

 

Nowadays, the global sales of over 10 million-dollar brands have surpassed those of Amazon, which indicates that AliExpress's "Super Brand Overseas Expansion Plan" has begun to bear fruit. This undoubtedly injects a strong dose of confidence into 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 wild growth at all costs to a new stage of "thick profits + strong brands" that focuses on profits and brand value. A consensus in the industry is that going global is moving from the simple "era of selling goods" to the "era of brands".

 

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