On April 8th, Alibaba's global marketplace, AliExpress, announced that it will kick off the "Billion Subsidy for Brand Overseas Expansion" initiative to facilitate the entry of more brand merchants and products into international markets.
According to media reports, this project is deemed as the "top priority project" for AliExpress in 2024. Currently, renowned brands such as Huawei, Lenovo, Xiaomi, DJI, and Teclast have already signed up, while negotiations are underway with others like Midea, Hisense, and TCL.
As per the official announcement, merchants participating in this initiative can join in either a fully managed or semi-managed POP (Point of Presence) mode. The initial phase will offer openings for 1,000 merchants, targeting cross-border e-commerce giants and Tmall brand merchants, among others.
Merchants can now seamlessly join AliExpress with just one click, extending their reach to multiple e-commerce channels under the Alibaba International umbrella, including Lazada, Miravia, Daraz, and Trendyol. This expansion covers key global markets in Southeast Asia, South Asia, Europe, the Middle East, and beyond.
Participating merchants not only benefit from the "Billion Subsidy" program and exclusive channel traffic support, but also gain access to a range of perks such as brand-exclusive identification throughout the entire sales chain, shop black-label brand certification, priority display for branded products in searches and recommendations, traffic subsidies, and subsidies for breaking into new markets with new products.
Analysts suggest that AliExpress's move to launch this brand globalization initiative aims to tap into greater growth opportunities by catering to higher-priced offerings.
