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Shanghai, September3, 2025, according to a report by Sina Technology (新浪科技), AliExpress (速卖通), the cross-border e-commerce platform under Alibaba Group (阿里巴巴), is preparing to launch a “top-tier” global branding initiative ahead of the 2025 Double 11 Shopping Festival. The platform has extended invitations to Fortune Global 500 companies and leading domestic and international brands, with the project expected to officially kick off before this year’s Double 11.
Recently, a screenshot titled “AliExpress Double 11 Brand Strategy” has been circulating among merchants, showing that Xiaomi (小米) and Pop Mart (泡泡玛特) have been included in the “Super Brand Program” and labeled as “deep cooperation” partners. Sources familiar with the project revealed that the growth targets for this initiative are “extremely ambitious”. AliExpress may launch a dedicated brand section within its app, providing traffic boosts and localized operational support for participating brands to accelerate overseas expansion.
An executive from a leading brand that has long collaborated with AliExpress told Sina Technology that this move likely signals AliExpress’ push to capture the rising potential of Chinese brands going global by leveraging the traffic surge during Double 11 and Black Friday. He noted that over the past three years, the cross-border e-commerce industry has faced intense low-price competition, but among the so-called “Four Cross-Border E-commerce Dragons” (Temu, AliExpress, SHEIN, and TikTok Shop), AliExpress has been the first to make significant advances in brand globalization, helping several brands achieve remarkable GMV growth.
The executive added that AliExpress’ earlier “Brand Globalization Plan” has already been validated internally, and the team is expected to secure additional resources in the coming months to accelerate business upgrades, with a strong focus on collaborations with international top brands.
In response to the report, AliExpress confirmed to Sina Technology:“We will soon launch initiatives related to global brand expansion, but the details will be subject to the official announcement.”
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