Opening up a new cross-border blue ocean! AliExpress enters the furniture and home decoration category

The enthusiasm for going overseas has spread to the furniture and home decoration industry. Recently, the investment information of AliExpress's "First Home Decoration Festival" was leaked. The information shows that AliExpress has officially entered the track of large-scale categories such as home furnishings and home decoration, and many well-known domestic home furnishing brands have settled in. It is reported that AliExpress is conducting targeted investment promotion in the furniture category for Amazon, Tmall and the source factories of the industrial belt.

For a long time, the products on China's cross-border e-commerce platforms are mainly "small commodities" and "light packages", and the overseas market for furniture and home furnishings is still a blue ocean. Since last year, there have been news that AliExpress and Cainiao have opened a "large-item" logistics line to lay the foundation for the overseas expansion of furniture and home furnishings.

This dedicated logistics line can carry out the transportation of oversized goods weighing up to 67kg. In this way, large items such as furniture and home furnishings can also be included in semi-management and full-management, and enjoy AliExpress Choice traffic. At the same time, the complex cross-border logistics links are undertaken by the platform, making it easier to go overseas.

(AliExpress Home Improvement Festival brand list leaked online)

On May 13, AliExpress will also hold its first home decoration festival, focusing on three major scenes: home decoration hard decoration, home decoration soft decoration, and outdoor gardening. The sales categories include furniture and home textiles, bathroom facilities, instruments and meters, mechanical equipment, etc. In the circulated product list, well-known home furnishing brands such as Gujia are listed. It is reported that these large-scale merchants can also enjoy AliExpress's 10 billion yuan subsidy for brand overseas expansion.

Since the opening of the large-scale logistics line, some merchants have joined in the experience. Gao Yan, general manager of Yijiujunze Network Technology Co., Ltd., told reporters that their main categories are large furniture such as sofas, coffee tables, TV cabinets, and coat racks. They have been deeply involved in this field since last year and have maintained a good growth momentum. "Because furniture is a large piece, the initial procurement cost is high, and the logistics are complicated, many people do not do it. It is still a blue ocean industry." Gao Yan introduced.

At the beginning of this year, AliExpress upgraded its large-ticket item service and opened a managed entry channel. Gao Yan was one of the first internal test merchants. As the platform pays more and more attention to large-ticket items, the industry's second-hand merchants began to connect intensively. Gao Yan said that she suddenly felt "at home". She said that the platform is constantly improving its large-ticket item capabilities and optimizing related rules. She believes that with the strong support of the platform, it will reap more growth.

In the past year, AliExpress has fully upgraded to a business model based on hosting, lowering the threshold for merchants to go overseas and improving the consumer experience. Starting in 2024, semi-hosting will become a new outlet, and more merchants will enjoy the platform's logistics capabilities in a flexible manner. AliExpress has also successively launched large-scale clothing investment promotion, 10 billion subsidies for brands to go overseas, and entered the furniture and home improvement categories. Analysts say that AliExpress is upgrading its supply structure to attract high-quality users and increase the platform's growth ceiling.

AliExpress

Furniture and home decoration category

Home Improvement Festival