Cross-border e-commerce has a hot start in the new year, and AliExpress merchants "stay open during the Spring Festival" and sell tens of thousands of orders a day

“Foreigners are still shopping even during the holidays!”

During the Spring Festival of the Year of the Snake, some cross-border merchants posted their "sweet burden" on social platforms. The reporter learned from AliExpress, one of the "Four Little Dragons Going Global", that during the Spring Festival of 2025, AliExpress launched a "Spring Festival Non-Closing" promotion, and a large number of merchants achieved daily sales of thousands or even tens of thousands of orders, achieving a "good start" in the new year.

(Cross-border merchants said that AliExpress was selling like crazy during the New Year period )

In order to help cross-border merchants seize the traffic during the Spring Festival, AliExpress released a series of favorable measures before the festival, such as 1-2 yuan per order shipping incentives for on-time delivery during the event. In addition, in the second half of last year, AliExpress clarified the cross-border "dual-track drive" strategy, which greatly improved the status of POP merchants and continued to increase traffic. Staying open during the Spring Festival is another good opportunity for explosive sales after Double 11.

Ajin runs a men's clothing store on AliExpress. He has been operating in the POP mode since 2023 and has built his own brand. During the Spring Festival event, Ajin and his team actively combined self-stocking and warehousing, took all orders and shipped them on time, and the promotion was booming, with the number of orders increasing by more than 400% year-on-year.

"The activity was effective and traffic grew quite well", "Conversions increased significantly and there were significantly more buyers placing orders!" This is the consensus of many POP merchants. After AliExpress's dual-track driving strategy, the platform returned to the merchant operation and gave the merchants more autonomy. POP merchants have gained confidence and are looking forward to a full-scale outbreak in 2025.

A Guangzhou-based key chain accessories merchant entered the AliExpress POP model in 2020. Relying on the company's rich IP resources and design capabilities, and in line with the industry's product specifications, they maintained a high frequency of new products. During the Spring Festival, they actively responded to registration activities and prepared for warehousing, with an average of more than 1,000 orders per day, and sales increased by 356% year-on-year.

Someone else sold 10,000 watch accessories on New Year's Eve. After entering the full-hosting model of AliExpress in 2023, Leon worked closely with the watch category clerk to quickly ship products according to the category investment portrait, and actively entered the warehouse to participate in marketing activities such as NN and SD to optimize its own product selection and supply chain capabilities. During the Spring Festival, Leon arranged for operations and warehouse colleagues to be on duty around the clock to ship goods to ensure timely fulfillment of JIT orders.

"Opportunities are reserved for those who are prepared. If you don't have a forward-looking vision, at least you have to work hard enough in the present." A merchant who didn't want to take a holiday during the Spring Festival sighed. In 2023, the "Four Little Dragons" of China's e-commerce have risen, and the cross-border industry has rapidly undergone earth-shaking changes. The timeliness of fulfillment and consumer experience have been raised to an extremely important position. The era of no source of goods and barbaric growth is gone forever. The cross-border dividends are gradually dissipating, and it is difficult for merchants to "earn money lying down".

"Ready stock", "stocking", "product strength" and "fine operation" have gradually become the new codes for cross-border traffic, and cross-border merchants who have adjusted their business strategies in a timely manner in line with industry trends have also quickly tasted the sweetness. On the AliExpress platform, daily sales of thousands or tens of thousands of orders have become the norm for many merchants.

The 2025 Spring Festival is the second time that Yiwu maternal and child products merchant Edwin has participated in AliExpress's "Spring Festival Open". They did not hesitate to prepare 1.5 times the average monthly inventory for warehousing, and achieved a good result of 5,000 orders per day. All the goods have been sold out. "I must continue to participate next year!" said Edwin .

In addition, AliExpress also launched "overseas hosting" and "10 billion subsidies" in 2024 to encourage high-order, high-quality brand merchants to stock overseas local warehouses, improve fulfillment efficiency, and ensure price power through platform subsidies.

A pet supplies merchant in Chengdu joined AliExpress's overseas hosting in June 2024, and the number of orders began to explode in October. Before the Spring Festival, they replenished 200 smart cat litter boxes in time, and combined with the 10 billion yuan subsidy and the Spring Festival non-closing event, they are now sold out. "AliExpress subsidies are in place, and 95% of our inventory is here." The boss said.

After the first year of full hosting in 2023, major cross-border e-commerce platforms have gradually realized that relying solely on "low prices" is not a long-term solution. AliExpress has made it clear that the status of POP will continue to improve, and Temu is also rumored to launch a POP model, while the proportion of local stocking models is also increasing.

Some industry insiders predict that cross-border merchants will face more diversified choices in 2025, and merchants will need to find profit certainty under different business models based on their main categories and supply chain capabilities.

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