AliExpress Releases First Overseas 618 China Brand Export Performance Ranking: Which Categories Are Leading?

Recently, AliExpress, the cross-border e-commerce platform under Alibaba, released its 2024 Overseas 618 China Brand Export Performance Ranking, covering 10 major categories including mobile phones, automotive & motorcycle parts, digital audio & video, computers & office equipment, sportswear & footwear, and outdoor & cycling gear. In the mobile phone category, POCO and Xiaomi took the top two spots. In the home appliance category, the pool cleaning robot brand SEAUTO emerged as a dark horse, ranking fourth. Li-Ning, Xtep, and 361° secured the top three positions among Chinese sportswear and footwear brands going global.

It is reported that during this year's 618 promotion, brand GMV on AliExpress increased by 90% year-on-year, with brand penetration reaching nearly 40%, further solidifying its position as a new primary arena for brand globalization. By releasing category rankings based on platform transaction data, AliExpress aims, to some extent, to establish a widely recognized benchmark for measuring the success of Chinese brands in the global market.

(AliExpress Releases 2024 Overseas 618 Brand Performance Ranking)

A closer look reveals that in the mobile phone category, POCO (a sub-brand of Xiaomi) took first place, followed by Xiaomi in second. Honor, realme, OnePlus, OPPO, and VIVO followed closely. Two atypical brands, DOOGEE (a rugged phone brand, 8th) and Baofeng (a two-way radio brand, 9th), also broke into the top ten. This indicates that overseas consumer demand for mobile communication devices may be broader than in the domestic market.

In the home appliance category, the trend of local stockpiling is accelerating brand breakthroughs overseas. The pool cleaning robot brand SEAUTO ranked fourth as a dark horse. Midea, which has recently gained popularity in Europe due to heatwaves, Tineco (under Ecovacs), and the Polish national favorite vacuum cleaner brand ILIFE also made the list.

The outdoor & cycling category covers multiple niche scenarios, from water sports to cycling gear and electric commuting. Chinese brands are building overseas recognition in vertical segments through product strength and professional reviews. On this 618 ranking, the water sports brand FUNWATER topped the list, followed by the carbon fiber wheel brand ELITWHEELS and the electric scooter brand ISCOOTER. Naturehike entered the outdoor arena through camping equipment.

In the computers & office category, Lenovo and Xiaomi ranked first and second, respectively. The fourth-place brand, GMKtec, attracted overseas tech enthusiasts with its small-form-factor, high-performance mini PCs, becoming a new growth category in cross-border e-commerce. Additionally, the 'niche' category of USB flash drives saw Netac make the list. This also indicates, to some extent, that brand globalization in the computers & office category has expanded from global giants like Lenovo to more vertical hardware brands.

In the energy storage battery category, SUMRY took the lead, with brands like ECO-WORTHY, EASUN POWER, OUKITEL, ZENDURE, and ECOFLOW collectively making the list. It is evident that demand for home energy storage and outdoor power scenarios is growing rapidly. Leveraging their first-mover advantage in the lithium battery industry chain, Chinese brands are quickly capturing the global portable power station market, transitioning from OEM production to independent brand operations.

In the sportswear & footwear category, traditional sports brands Li-Ning, Xtep, and 361° firmly held the top three spots for Chinese brands going global. The fourth-place brand, ONEMIX, hails from Putian, a core production hub for Chinese sports shoes. This means the competition for going global is not only concentrated among top-tier brands; second and third-tier brands are finding differentiated growth opportunities overseas based on their supply chain advantages, shifting from manufacturing exports to exporting brand value.

In the digital audio & video category, the portable projector brand MAGCUBIC took first place, with its innovative cylindrical projector generating significant unboxing buzz on overseas social media. Two Shenzhen-based audio brands, KZ and Edifier, also made the list. Another Guangdong brand, FIFINE, partnered with AliExpress during this 618 to dominate advertising on core subway and bus lines in S?o Paulo, Brazil, successfully breaking through. Overall, competition in this category has expanded from traditional giants (Xiaomi, Huawei, Lenovo) to vertical audio brands, with the latter relying more on community word-of-mouth and professional review channels for their global expansion.

In the 3D printing category, ANYCUBIC took the top spot, with brands like ELEGOO, Creality, and Bambu Lab all making the list.

In the automotive & motorcycle parts category, the top three were HillMilES, 70mai, and LAUNCH, with AUTEL securing fourth place.

In the gaming & photography category, handheld console brands AYN and ANBERNIC, along with controller brands GameSir and 8BitDo, took the top four positions.