AliExpress doubled its investment in Double 11 this year, and cross-border merchants ushered in the biggest business growth opportunity

The biggest growth opportunity of the year for cross-border merchants is coming! On September 26, AliExpress held a Double 11 merchant launch meeting, officially announcing the rhythm and gameplay of the 2024 overseas Double 11 and Black Friday promotions; at the same time, the platform direction was re-clarified, namely, cross-border cargo trays: "merchant self-operation + full trusteeship" dual-track drive mode, local cargo trays: "overseas trusteeship" mode, and 10 billion subsidies for brands to go overseas.

According to the information at the launch meeting, this year's AliExpress Double 11 will have a 3-day preheating period from November 8th to November 10th, and will be officially on sale for 8 days from November 11th to November 18th; Black Friday will have a 3-day preheating period from November 19th to November 21st, and will be officially on sale for 12 days from November 22nd to December 3rd (all based on the local time zones of key countries).

(AliExpress announces the 2024 Double 11 rhythm, overseas investment will double)

For merchants on AliExpress, this will be the most certain Double 11 in the past two years. AliExpress provides merchants of different categories with clear operation directions: the status of merchants operating their own business (POP) has been greatly improved, focusing on new products and rich categories; full trusteeship focuses on small and light items and standard products, with marketing channels such as "N yuan N items" and "Super Outbreak Day" to strengthen price power; encourage large and high-value goods stored overseas to operate in the "overseas trusteeship" mode, and achieve high-quality overseas expansion of Chinese brands through "10 billion subsidies".

In addition to clearer product category solutions, AliExpress's operating direction in different national markets will also be clearer. According to the needs of consumers in different countries, AliExpress has set up country-specific pallets and has opened three major distribution warehouses in Europe, North America, Japan and South Korea, so that parcels sent to the same region can be gathered in the same warehouse, reducing the transfer process and improving the consumer experience.

In key national markets, AliExpress's user growth and marketing investment for Double 11 this year will double.

In Europe, AliExpress will continue to enhance brand awareness through spokesperson Beckham; in South Korea, AliExpress is already the second largest e-commerce platform, and can provide a local e-commerce logistics experience of 3-5 days delivery; in Latin America, Brazil's tax reform allows high-priced packages above US$50 to enjoy tariff reductions, and AliExpress will join hands with local retail giant Magalu to exchange sales resources; in the Middle East, national star spokespersons will support Made in China throughout the Double 11 cycle.

Last week, an important signal leaked from within AliExpress that it would comprehensively upgrade the platform’s category solutions before Double 11 to provide clear operational directions for different categories of goods. In the following week, more than 30 Double 11 investment promotion meetings were quickly and intensively held across the country, covering core industrial belts such as Shenzhen, Guangzhou, Yiwu, Hangzhou, and Quanzhou where cross-border merchants gather. Several cross-border merchants who have been operating on AliExpress for many years said that such a clear statement and such a large investment promotion meeting are rare, and they "felt the determination of AliExpress."

In the past two years, AliExpress's global average delivery time has been shortened by 50%, and the delivery time in key countries has been increased to 5-7 days. According to Alibaba's latest financial report, AliExpress's Choice orders account for 70%.

"It's a good time to clarify the positioning of different categories before Double 11," said a senior seller who has been deeply involved in the cross-border field for 10 years. "It can be seen that AliExpress has mainly been building warehouse networks and fulfillment capabilities in the past two years to improve consumer experience. With this foundation, the platform has the confidence to improve the status of POP and use warehouse delivery to provide products with certain traffic."

AliExpress

Double 11

Seller