135Sales surged 200%! On AliExpress Double 11, another batch of million-dollar brands emerged
Domestic 'Double 11' has entered the promotional period, and overseas markets have also ushered in the year-end shopping season. On November 1, AliExpress, Alibaba's cross-border e-commerce platform, officially kicked off its overseas Double 11, and delivered a solid scorecard on the first day.
According to platform disclosures, compared with the same period last year, on the first day of this year's Double 11, Brand+ brand transaction volume grew by more than 200%, and brand transaction penetration exceeded 50%. This means brand business has become an important part of platform transactions.
Specifically for brands, mobile phone brands such as Xiaomi, POCO, and HONOR, as well as brands such as Oukitel, Zendure, and Laresar, all exceeded US$1 million in first-day transaction volume.
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1. From selling products to building brands, the platform continues to improve overseas services
For Chinese brands, entering overseas markets is not just about listing products. How to build brand awareness, reach local consumers, and solve logistics and after-sales problems are all issues that need to be faced in long-term operations.
In September 2025, AliExpress launched the Brand+ Super Brand Overseas Program, providing support for overseas merchants around brand marketing, operations, and fulfillment.
In terms of logistics, AliExpress is also continuously expanding its overseas managed business. According to Alibaba's 2026 annual report, the platform's overseas managed model using local inventory has expanded to more than 30 countries, further helping merchants improve overseas fulfillment experience.
Image source: Internet
In addition to basic services, the platform is also strengthening local marketing resources. In April this year, AliExpress announced the Brand+ upgrade plan, proposing the goal of helping 2,000 Chinese brands double their overseas scale by 2026.
By overseas 618, the platform organized more than 100 overseas influencers into a livestreaming matrix to promote more than 60 Brand+ brands in 14 countries. Through local creators' content and livestreams, brands can showcase products in a way closer to consumers and expand market reach.
Image source: Internet
2. Multiple rounds of major promotions continue to unleash brand growth
Judging from performance so far this year, Double 11 is not the first time Brand+ has delivered outstanding results.
According to the 2026 overseas 618 report released by AliExpress, platform brand transactions grew 90% year on year, and brand transaction penetration was close to 40%. More than ten brands participating in Brand+ Super Brand Day all ranked first in transaction volume or growth in their respective subcategories, with 6 brands entering the million-dollar lineup.
By the August promotion, Brand+ brands' transaction volume in the EU market grew 97% year on year, and the penetration rate of active brand buyers exceeded 30%.
In October this year, AliExpress and Tmall jointly released the 'China Brand Global Growth Plan', providing different operational support and further connecting domestic and overseas businesses.
From dedicated channels and data operations to overseas marketing, logistics fulfillment, and coordination with Tmall, AliExpress is gradually improving its brand overseas service system. The platform hopes to use these resources to help merchants reduce some obstacles in cross-border operations and focus more energy on brand building and market expansion.
Image source: Information Times
3. Brand globalization: growth still depends on the long term
Back to this year's Double 11, first-day transaction growth of more than 200% and multiple brands exceeding US$1 million in transaction volume reflect that Chinese brands still have considerable growth space in overseas markets.
However, major promotion results are only one stage of brand operations. Traffic and promotional resources during the event can bring order growth, but to truly gain a foothold in overseas markets, product competitiveness, user reputation, repurchase performance, and daily operational efficiency must all provide support.
For AliExpress, how to convert traffic accumulated during major promotions into long-term users is also a challenge that Brand+ will need to continue addressing.
Chinese brands going global are gradually shifting from pure product sales to more systematic brand management. The marketing, logistics, and operational resources provided by platforms can lower some barriers to going global, but how far a brand can ultimately go still depends on its own long-term operating capabilities.
The strong start of Double 11 is a positive signal, and the sustained growth after the promotion is even more worth looking forward to.
