Recently, 50 well-known domestic and international brands collectively signed partnership agreements with AliExpress, Alibaba Group’s global cross-border retail platform. This move marks a significant step in AliExpress’s strategy to expand its brand ecosystem and enhance platform quality. The newly onboarded brands span multiple categories—including beauty, home appliances, fashion, and consumer electronics—and include rising Chinese brands such as Florasis, Dreame, and Anker, as well as select international names. These brands will leverage AliExpress’s global logistics network, localized operational capabilities, and AI-powered marketing tools to accelerate their international expansion and reach consumers in emerging markets like Europe, Latin America, and the Middle East. AliExpress stated it will continue strengthening support for brand partners through its ‘Brand Go Global’ initiative, offering preferential traffic allocation, dedicated services, and data-driven insights to help Chinese brands achieve global growth. This collective signing not only reinforces AliExpress’s positioning as a premium cross-border shopping destination but also reflects a broader shift in China’s export strategy—from mass-volume listings to brand-centric, locally adapted globalization.
近日，50家国内外知名品牌集体签约阿里巴巴旗下全球跨境零售平台速卖通（AliExpress），标志着速卖通在拓展品牌生态、提升平台品质方面迈出关键一步。此次签约涵盖美妆、家电、服饰、3C数码等多个品类，包括花西子、追觅、Anker等新锐国货品牌，以及部分国际知名品牌。这些品牌将借助速卖通的全球物流网络、本地化运营能力和AI驱动的营销工具，加速出海布局，触达欧洲、拉美、中东等新兴市场消费者。阿里速卖通方面表示，未来将持续加大对品牌商家的扶持力度，通过‘品牌出海计划’提供流量倾斜、专属服务和数据洞察，助力中国品牌实现全球化增长。此举不仅强化了速卖通作为高品质跨境购物平台的定位，也反映出中国品牌出海从‘铺货模式’向‘品牌化、本地化’战略升级的趋势。
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