AliExpress Benchmarking Amazon: Cross border E-commerce Competition Enters the 'Br Era'

In the past few years, Shein, Temu, TikTok Shop, and Alibaba's overseas e-commerce platforms (AliExpress, Lazada) have often been referred to as the "Four Little Dragons of Going Global". They initially expanded rapidly with a low price strategy, but as global tariffs increased and competition intensified, their low price tactics gradually hit a ceiling.

Nowadays, the four major platforms are adjusting their directions one after another:

AliExpress - benchmarking Amazon and strengthening brand strategy;

Temu - Continue to cultivate the ultimate low price;

Shein - Focusing on the main fashion track;

TikTok Shop - Adhere to content and live streaming drivers.

The "Brand+" Strategy of AliExpress
According to the news, AliExpress has shifted its strategic focus to attracting top global brands. The platform will launch a "Brand+" section, providing exclusive labels, higher traffic exposure, free shipping services, and localized operation tools for over 2000 brands with quality and price competitiveness.
The target market covers the United States, Europe, Latin America, and South Korea, and even in Spain, Poland, and other places. AliExpress plans to help Chinese brands surpass Amazon in transaction volume.

The logic of AliExpress is clear: the low price advantage is unsustainable, and only branding can gain long-term competitiveness in the global market. For example, Chinese brands such as Laresar vacuum cleaners, Magcubic projectors, and Thinkrider smart bicycles have grown rapidly through AliExpress and have taken a leading share in the local market.

Industry Observation: Cross border E-commerce Enters Brand Competition Stage
From an industry perspective, this trend means that cross-border e-commerce is shifting from a "price war" to a "brand war". Platforms require high-quality brands, and brands also need stable platforms and logistics support. In the future, Chinese brands that can establish differentiation and gain pricing power in the international market will have the opportunity to break through in competition.

At the same time, localized services and efficient logistics are becoming the key to whether a brand can land overseas. The delivery time, convenience of returns and exchanges, and customs clearance efficiency directly affect the consumer experience and determine whether the brand can establish a foothold in the new market.

Brand goes global, logistics comes first
Cross border e-commerce has entered the "brand era", but for brands to truly take root overseas, they cannot do without a sound supply chain and logistics system. Whether the warehouse layout is reasonable, whether the order processing is efficient, and whether the system can seamlessly integrate with the platform are all issues that brands must address when going global.