AliExpress participated in Double 11 for the first time with a 10 billion yuan subsidy, and Xiaomi, Anker, Honor and other big brands have joined

This year's Double 11 may be the busiest year for brand merchants. They are busy shipping domestically and preparing for overseas markets. After the cross-border e-commerce platform AliExpress launched the "10 billion subsidy" project, the enthusiasm of domestic well-known brand merchants such as Xiaomi, Lenovo, Honor, and Tineco to go overseas reached a peak during this Double 11.

According to the news from the cross-border merchant group, AliExpress has launched the "10 billion subsidy" brand overseas promotion for Double 11. This is the first time that AliExpress has participated in Double 11 with 10 billion subsidies. Brand merchants will have exclusive venues and deterministic overseas solutions. This year's AliExpress Double 11 will be preheated for 3 days from November 8th to November 10th, and officially sold for 8 days from November 11th to November 18th (all based on the local time zone of key countries).

As the preferred platform for brands to go global, AliExpress regards the "10 billion subsidies for brands going global" as the No. 1 project in 2024. According to investment materials, this year's Double 11 AliExpress will provide precise support and concentrated investment to brand merchants based on the "10 billion subsidies", so that more abundant and diverse high-quality Chinese supplies can go global easily and seize the biggest growth opportunity of the year.

It is reported that Xiaomi has increased its stocking efforts for AliExpress's overseas Double 11 this year, with a stocking volume of over hundreds of thousands of units. Combined with the platform's 10 billion yuan subsidy, the maximum discount can reach 30%. Its new product Poco C75 will also be launched overseas through AliExpress on Double 11 this year. AliExpress's 10 billion yuan subsidy will create an exclusive "Xiaomi Brand Day" for Xiaomi on Double 11, focusing on exposure resources, and both parties will work together to promote high-quality, low-priced and good products to overseas markets.

According to the AliExpress investment manager, among the consumers who received AliExpress' 10 billion yuan subsidy, more than 60% are middle-aged people aged 35 to 55, and male users account for nearly 80%. Most of them are high-quality middle-class people with stable income and strong purchasing power. Compared with the pure low-price drive, this type of high-value consumers has more pursuit of brand and quality.

During Double 11, AliExpress’ 10 billion yuan in subsidies will precisely reach this group of people.

In order to achieve maximum explosive growth, AliExpress will select 5,000 top-selling products based on seasonal trends and country-specific needs, fully subsidize to ensure price power, launch limited-time flash sales, customize exclusive labels for the entire chain, strengthen the promotion atmosphere, and encourage consumers to place orders.

Merchants selling seasonal trend products, such as winter warm clothing, heating /humidification appliances, new energy home furnishings, skiing, outdoor sports equipment such as jackets, and holiday gifts can be paid special attention.

In terms of establishing brand awareness, AliExpress launched the "Super Brand Plan", opening 50 limited seats with additional subsidies of up to 10%. Through concentrated support such as exclusive brand takeover pages, startup screen slots, and traffic investment, it helps Chinese brands penetrate high-value overseas users.

In the "Super Brand Plan" of AliExpress , Xiaomi, Tineco, Realme, Anker, Honor and other big brands are already on the list. It is reported that well-known Chinese brands, cross-border sellers, and Tmall brand merchants are all the targets of the 10 billion yuan subsidy.

Since the launch of the "10 billion subsidies for brands going global" program in April this year, it has quickly verified the feasibility of selling high-quality and expensive goods on Chinese cross-border e-commerce platforms. A large number of mobile phone digital, consumer electronics and small appliance brands have received a surge in orders through the "10 billion subsidies" program on AliExpress. The official co-branded controller of "Black Myth: Wukong" was sold out in 10 seconds after its exclusive cross-border launch, and the first store with a GMV of over 1 million euros in a single day was born.

Before this year's Double 11, AliExpress fully upgraded its category solutions to provide clear operational directions for different categories of goods. The cross-border cargo trays are driven by the dual tracks of "merchant self-operation + full trusteeship", and the status of POP merchants is improved; local cargo trays focus on the "overseas trusteeship" model, and 10 billion subsidies are provided to support brands going overseas. Many merchants mentioned in interviews that this is the most certain Double 11 for AliExpress.

AliExpress

Double 11