- Cross-border platform recruits creators across 14 countries to promote Chinese brands
- Campaign reflects broader shift from discount-driven sales to overseas brand building
AliExpress, Alibaba Group’s cross-border e-commerce platform, kicked off its 2026 “618” shopping festival on June 1 with a strategy centered on overseas influencers rather than discounts.
This move comes as the Alibaba-owned platform seeks to help Chinese brands build recognition in international markets.
The campaign, which runs through June 10, brings together more than 100 influencers across 14 countries to host over 100 livestreams featuring more than 60 Chinese brands.
The first livestreams were hosted by creators from Spain and Japan at Alibaba’s Hangzhou headquarters, where they introduced brands participating in AliExpress’ Brand+ overseas expansion program.
Featured companies included Xiaomi, Honor, UGreen, GameSir, DDPAI, RayNeo, Anycubic and Anthbot.
Awarenesss and consumer trust
Ying Peng, head of country business at AliExpress, said many Chinese brands still struggle with awareness and consumer trust overseas.
“Chinese brands’ core challenge overseas is a lack of recognition and trust,” he said. “We are elevating influencer livestreaming to a strategic priority and using local creators to connect Chinese suppliers with overseas consumers.”
The company is also promoting what it describes as “reverse-origin” livestreams, bringing overseas influencers into China’s manufacturing hubs to showcase supply chains and production processes to foreign audiences.
A tested approach
AliExpress said it tested the approach during last year’s 618 campaign, when a US influencer with more than 10 million followers visited Pop Mart City Park in Beijing.
The livestream attracted about 240,000 viewers globally, with products tied to the Labubu intellectual property selling out shortly afterward.
Among the brands participating this year is dashboard camera maker DDPAI, which AliExpress said has maintained annual growth of more than 100% on the platform for two consecutive years.
DDPAI now ranks first in dashcam sales across Middle Eastern markets, AliExpress said.
The company plans to conduct 10 livestreaming events during the campaign across Italy, the United States and Saudi Arabia.
Beyond livestreams
Beyond livestreaming, AliExpress is expanding marketing programs such as Super Brand Day and Super New Product Day into markets including the Americas and South Korea.
The platform said it has helped more than 20 brands, including Xiaomi, RayNeo and Anycubic, launch new products overseas over the past six months.
AliExpress also plans to introduce a global livestreaming calendar, expand creator development programs and explore technologies including virtual hosts and AI-assisted product presentations.
According to company data, brand-related gross merchandise volume on AliExpress rose 40% in 2025, while branded buyers accounted for more than 30% of customers.
The platform’s goal for 2026 is to help 2,000 Chinese brands double their overseas business.
