On May 26th, AliExpress 2021 “G100 Overseas Plan” brand signing ceremony was held in Shenzhen. At the meeting, AliExpress released a series of measures to help Chinese competitive supply chain brands to go to sea this year. It plans to establish direct and deep supply relations with 100 “super brands”, support 10,000 new brands, and sign a contract with 10 brand merchants on the spot.
Wang Mingqiang, vice president of Alibaba and general manager of AliExpress, said at the conference that the “G100 Overseas Plan” aims to help Chinese enterprises and brands make full use of the advantages of supply chain, seize the major opportunities of the changes in global trade pattern and the development of cross-border e-commerce, build brand mentality in overseas markets and expand new markets and users. Let Chinese products “from behind the scenes to the front” in the world market.
AliExpress, which was founded in 2010, has 18 language websites covering more than 200 countries and regions. In the past year, AliExpress’s sales of home appliances and household products have increased by more than 50%, among which products with intelligent concepts, such as 3C, consumer electronics and smart home products, have performed particularly well.
“The best opportunity for China’s superior supply chain to build brand psyche in overseas markets has come. Brands with technical barriers and independent research and development capabilities that represent the future trend will become the mainstay of cross-border retail exports.” Mr Wang says AliExpress’s brand – and store-oriented business model, as well as the infrastructure capabilities it has built up over time, make it a key player to help Chinese brands seize this opportunity.
Green Union, a well-known 3C consumer electronics brand in China, is one of the “super brands” signed with AliExpress this time. Since 2015, when we cooperated with Aliexpress to explore the way to go overseas, the sales volume of Aliexpress has increased by 50 times in just 6 years. At present, the overseas sales volume of Aliexpress and the domestic sales volume are basically equal.
“When you go into overseas markets, the biggest challenge is not knowing what the demand is. AliExpress connects directly with C-end users, giving us a better understanding of C-end needs and greater predictability and certainty on the production side.” Green Union International Marketing Center General Manager Lei Jie said. With the support of AliExpress ‘data capability, based on its original advantages in charging products, Green Union has independently innovated, researched and designed new products in video and audio categories, data storage and transmission categories, aiming at the demand of overseas markets, which has achieved good response in Brazil, France, Israel and other markets.
For those “super brands” with strong supply chain and considerable popularity, AliExpress will invest marketing resources to help brands find more new markets this year. At the same time, we provide logistics after-sales full custody service and launch the “100% Warehouse Development Plan”, so that merchants can focus on product research and development and marketing. In addition, AliExpress and NetBank, through supply chain financial services, shorten the loan cycle from 60 days to one week, saving the brand capital cost.
And for technical barriers, to independent research and development, quality comparable to international brand, but also has the price advantage of “new brand”, offering little cost, speed sell tong “one-click” open channel cross-border retail electricity new formats, solve the problem of logistics and after-sale, let them make rapid growth and performance, enjoy the dividend premium brand.
“Compared to the OEM era, our brand premium effect is significant, and our gross margin has increased by 20-30%.” “Said Zhu Huanyu, general manager of Yingsi Industry. Founded by a young company born after 1995, the company built Kemorela brand on the back of a supply chain advantage in Chaozhou, Guangdong province, Zhu’s hometown, where the food industry belt is located. From 2019 to 2021, Kemorela’s sales will increase by 200%-300% annually on the back of the rising overseas “residence economy”.