AliExpress is becoming the primary battleground for more Amazon sellers.
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Author | Huang Yu
Editor | Wang Xiaojuan
AliExpress's "Super Brand Global Expansion Plan" is quietly reshaping the brand landscape in the cross-border e-commerce market.
According to WallstreetCN, since AliExpress launched its "Super Brand Global Expansion Plan" in September, a batch of Amazon sellers have been gradually shifting their inventory to AliExpress.
Since October, at least 10 brands with annual sales over one million US dollars have had higher global sales on AliExpress than on Amazon, including hard drive brand Kingspec, musical instrument brand Hotone, and office supplies brand Kingroon, among others.
A 3D printing brand merchant from Shenzhen exclusively told WallstreetCN that since October, their daily average sales on AliExpress have surpassed those on Amazon by 30%. At AliExpress's recently held Double 11 Kick-off conference, the platform stated that brands surpassing Amazon was an important target for this Double 11, boosting sellers’ confidence.
“Currently, our inventory is prioritized for AliExpress, including best-selling and new products. We have already stocked 30 million RMB worth of goods in overseas warehouses to prepare for AliExpress Double 11,” said the seller.
From cost advantages to platform support and clear growth signals, AliExpress is attracting more and more brand sellers to shift their focus toward itself with a suite of strategic initiatives. Brand competition in cross-border e-commerce is entering a brand-new stage.
AliExpress’s efforts to support brands going global can be traced back to April last year, when the "Billion-Yuan Subsidy Brand Global Expansion" campaign was launched and designated as its No.1 project for 2024. Last year’s overseas Double 11 sale saw the debut of this subsidy initiative in global promotions.
On September 23 this year, AliExpress announced the launch of the "Super Brand Global Expansion Plan," explicitly targeting Tmall brands and major Amazon sellers for recruitment, and declared: “Let merchants achieve higher sales in key markets at half the cost of Amazon.”
This move is seen as a direct challenge to Amazon, aiming for mid-to-high-end brands.
As the only platform among the "Four Little Dragons Going Global" to establish a brand service team, the number of new brands on AliExpress grew by 70% year-on-year in the first half of this year. More than 500 brands doubled their sales, and over 2,000 brands explored new overseas markets through AliExpress.
At the brand globalization strategy upgrade conference in September, Yan Zhi, head of AliExpress global brand expansion, revealed that the brand inventory and high-value product transactions on the platform are gradually surpassing some mid- and low-value goods. “Today, if we view brand as a product category, branded products have become a growth engine for AliExpress.”
AliExpress provides a systematic brand globalization strategy, shifting from brands simply adapting to platform operations and leveraging promotional events for bursts, to the platform leading bottom-up brand upgrades. AliExpress also introduced a "Brand Service Center," offering hourly data updates on advertising effectiveness, channel conversion analytics, and consumer group analysis capabilities, enabling fine-tuned brand operations.
For consumers, AliExpress has launched a dedicated “Brand+” channel, strengthening brand recognition and trust through authentic product certification, free shipping, and price protection mechanisms.
Now that more than 10 million-dollar brands’ global sales have surpassed Amazon, it means that AliExpress’s "Super Brand Global Expansion Plan" is showing initial results. This is undoubtedly a real boost of confidence for those brands either sitting on the sidelines or already engaged.
Global cross-border e-commerce competition is shifting from the previous reckless growth at all costs, to the new phase focused on profitability and brand value—“fat profits plus strong brands.” An industry consensus is that global expansion is transforming from the simple "selling goods era" to the "brand era."
In the future, as more brand merchants vote with their feet, the structure of global cross-border e-commerce platforms may undergo even deeper changes.
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