Exclusive: AliExpress increases investment in the Middle East market, has signed a star spokesperson

[Ebrun Exclusive] On March 5th, Ebrun has exclusively learned that AliExpress is increasing its investment in the Middle East market and has signed two Saudi Arabian stars, Salem Al-Dawsari and Feras Al Brikan, as the Middle East spokespersons for AliExpress. As of the time of writing, the total number of likes on related social media messages has exceeded 20,000. This is AliExpress's another endorsement after signing South Korean actor Ma Dong-Seok.

It is reported that Salem Al-Dawsari was named the 2022 Asian Footballer of the Year, and Feras Al Brikan is a promising new star in the football world. The combined fan base of the two on social media has reached 2.4 million. They are extremely popular in Saudi Arabia and the Middle East in general.

Salem stated: "Representing a global brand like AliExpress is not only an honor for me personally, but also an opportunity to showcase Saudi sports on the world stage. I’m looking forward to offering exclusive offers and a customized shopping experience for everyone."

Currently, during the Middle Eastern Ramadan, a partnership prospectus obtained by Ebrun shows that AliExpress will hold four major promotions throughout the month of Ramadan, including: February 27th-29th, Ramadan payday; March 1st-5th, Ramadan Choice Day; March 6th-14th, Ramadan new moon activities; March 15th-27th, Ramadan AE anniversary celebration.

During this Ramadan promotion, AliExpress offers a $4 discount on orders over $25 and a maximum savings of $16. Additionally, large codes are being offered to attract more consumers to place orders. Moreover, Saudi consumers have the chance to win a signed jersey from Salem or Feras by accumulating daily spending over $200 or 700 Saudi riyals on the event page, with 30 jerseys given away daily. It is reported that the platform’s in-event subsidies for this promotion are the largest ever offered.

In terms of offline promotion, AliExpress will collaborate with star spokespersons through TVC channels in offline shopping malls and work with top internet celebrities for live streaming sales. Also, they will enhance local bank cooperation benefits.

In March of this year, AliExpress launched its Choice service based on a consignment model globally for a year. Choice, with its commitment to free shipping, free returns, and fast delivery, has significantly improved the cross-border shopping experience and boosted AliExpress orders. The latest financial report shows that Choice orders represent 50% of the platform’s total order volume. Last year, AliExpress, in collaboration with Cainiao International Express, comprehensively upgraded its Middle East logistics services, and launched Arabic-language local customer service to help businesses expand into the Middle East market. After a month, the order volume in the Middle East region of AliExpress increased by 40% compared to the previous month.

Over the past year, dash cams, water flossers, robotic vacuum cleaners, headphones, smartwatches, and tablets have become hot-selling products in the Middle East. Relevant data shows that during the Ramadan period in March, there will be an increase in family gatherings, home entertainment, hosting parties, and celebratory outings. This will lead to high growth in product categories for businesses involved in wedding dresses, jewelry accessories, juicers, coffee machines, vacuum cleaners, festive atmosphere lights, and party decorations.