AliExpress: 64% Increase in Brands with Annual Sales Exceeding $10M, Aims to Double Growth for 2000 Brands

[Ebrun Original] On April 15, Alibaba's cross-border e-commerce platform AliExpress held a closed-door meeting for top brands going global in Shenzhen. At the event, Jing Shi, General Manager of AliExpress, announced the latest progress of its "Brand" plan: Over the past year, AliExpress' brand GMV increased by 40% year-on-year, with over 300 brands achieving growth rates of 200%; the number of brands with annual sales exceeding $10 million grew by 64%.

By 2026, the AliExpress Brand plan will rely on the dual drivers of "Marketing and Distribution" to build a comprehensive, end-to-end growth solution.

In marketing, AliExpress primarily focuses on enhancing brand awareness to drive rapid growth. Currently, AliExpress has established new commercial channels and a brand marketing IP matrix within its platform, offering 200 annual events to support brands throughout their entire lifecycle, including product launch and peak sales periods. Jing Shi noted that over the past year, the platform's 7-day and 30-day sales conversion rates for brand products have tripled.

Externally, AliExpress has built a network of over 10,000 influencers covering key markets such as Europe, the Americas, and South Korea, along with 500,000 affiliate partners, securing advertising spaces in core landmarks across more than 100 major cities. Jing Shi also stated that for this year's 618 shopping festival, AliExpress aims to collaborate with 30 Chinese brands to host a live-streaming event featuring global influencers, targeting single-day sales exceeding $10 million.

On the distribution side, leveraging precise forecasting and reliable warehousing and delivery, AliExpress aims to achieve maximum cost reduction and efficiency gains. The platform will expand warehouse coverage to 27 key countries, offering next-day delivery in major cities across four countries (including Spain, France, and Germany), reducing merchants' warehousing and delivery costs by 10%.

AliExpress will also introduce a new brand strategy, categorizing core brands into four types: international giants, mature cross-border brands, Tmall brands, and high-quality factories.

For international giants and new Tmall brands, AliExpress will launch a "Global Battle Map," providing differentiated entry solutions and deep fulfillment support in core markets; in potential markets, the platform will offer AI-managed solutions. Platform data shows that during the March promotion this year, brands like Dreame and Li Ning saw single-day sales in core markets increase by over 300% compared to daily averages.

For high-quality factories, AliExpress plans to evolve its Choice offering from an internal service to a product brand, aggregating 10,000 high-quality factories to promote the Choice brand.

Additionally, from a country-market perspective, AliExpress will adopt different strategies: in markets like Europe, the US, and South Korea, it will deepen localization efforts, aiming to achieve over 50% business localization within six months; in markets where cross-border models are highly competitive, such as the UK, Mexico, and Brazil, the focus will remain on cross-border operations; for potential markets like Australia and some European countries, AliExpress will implement an AI-managed solution with one operator per country.

By 2026, AliExpress aims to achieve 100% platform warehousing and delivery coverage in 27 countries and help over 2000 brands double their sales on the platform.