“黑五”小胜后 速卖通疑似对亚马逊下“战书” 1月7日杭州见

Aliexpress is challenging Amazon with a brand globalization conference in Hangzhou on January 7, 2026, focusing on its overseas managed service. The event targets large sellers stocking goods overseas, aligning with the platform's strategy. Under the managed service, sellers stock products in overseas warehouses while certified or third-party partners handle logistics. Items are marked "Local+" for easy identification and priority purchase. Data shows over 50% of large-item sales (e.g., furniture, appliances) come from this service. During Black Friday 2025, Aliexpress’s app downloads in Europe surpassed Amazon’s, highlighting its growing competitiveness.

Aliexpress offers brands a new channel for global expansion via its overseas managed service, optimizing marketing and channel strategies. Products with the "Local+" label enhance brand visibility and consumer trust. The platform’s "Super Brand Program" and "Brand+" channel attract top Amazon sellers with lower costs and new sales opportunities. High sales of large items like furniture under the service reflect consumer preference for localized delivery, guiding brands to focus on durable goods. Consumer prioritization of managed items indicates demand for fast fulfillment, informing strategic adjustments.

Aliexpress’s conference clarifies brand globalization policies and growth opportunities through its managed service. Sellers stock overseas warehouses while the platform handles logistics and promotion, simplifying expansion. Europe’s potential is evident from Aliexpress’s higher app downloads than Amazon during Black Friday 2025. Shifting to Aliexpress reduces costs, with managed items gaining priority visibility. However, competition with Amazon requires risk assessment. Sellers can learn from the model—focusing on inventory while partnering with third-party service providers—and leverage platform support for logistics.

Strong demand for large items like furniture and appliances on Aliexpress presents opportunities for factories. Over 50% of sales in these categories come from the managed service, indicating robust market needs. Factories can prioritize such products and stock directly in overseas warehouses via Aliexpress, reducing intermediaries and boosting profits. The model—where factories focus on production while the platform manages logistics and operations—encourages digital transformation and e-commerce adoption.

The trend toward brand globalization, exemplified by Aliexpress’s challenge to Amazon, creates demand for service providers. Sellers face pain points like logistics and promotion, requiring localized support. In the managed service model, certified or third-party providers handle warehousing and fulfillment, while the platform drives marketing. With over 50% of large-item sales generated through this solution, service providers can offer efficient storage or operational support to tap into growth.

Aliexpress’s overseas managed service offers insights for platform operators on merchant recruitment and operations. The platform handles promotion and adds "Local+" labels to enhance user experience. Its brand globalization conference targets large sellers stocking overseas, aligning with the managed strategy. Efficient logistics and marketing boost performance, but competition with Amazon necessitates risk management, such as data-driven decisions. Operators can learn from this approach to optimize their own platforms.

Aliexpress’s overt challenge to Amazon, marked by its January 7, 2026 conference, signals a shift in global e-commerce dynamics and the rise of local platforms. Key research questions include balancing competition between "globalization pioneers" like Aliexpress and Amazon, with policy implications like supporting localized services and reducing expansion costs. The innovative managed service model—where sellers stock overseas warehouses and the platform drives operations—achieved over 50% sales share for large items, warranting study of its data-driven efficiency and broader industry impact.