As Chinese manufacturing continues to dominate global markets, a new challenge emerges: how to transition from "product exports" to "brand exports"? The strategic collaboration between Xiaomi and AliExpress represents an innovative breakthrough from traditional models, signaling a new phase of "ecosystem synergy" for Chinese brands going global.
I. Strategic Partnership Overview
On January 5, 2026, Xiaomi International and AliExpress, Alibaba's cross-border e-commerce platform, officially announced a strategic cooperation. Xiaomi joined AliExpress's "Super Brand Global Expansion Program," which provides comprehensive support to brands for international expansion, reduces operational costs, and enhances brand recognition in overseas markets. This collaboration marks Xiaomi's strategic move to leverage AliExpress's platform advantages to expand its global market share, particularly in core product categories like smartphones and televisions.
II. Partnership Background: Long-Term Capital and Business Foundations
The collaboration between Xiaomi and Alibaba didn't happen overnight but was built upon years of capital ties and business synergies.
- Capital Connections: As early as December 2014, when Xiaomi completed its $1.1 billion financing round, Yunfeng Capital—co-founded by Jack Ma and David Yu—was among the investors. During Xiaomi's 2025 IPO, Jack Ma reportedly purchased tens to hundreds of millions of dollars worth of shares personally. These financial connections established a foundation of trust.
- Business Synergies: Beyond capital, Alibaba and Xiaomi had prior business collaborations. In June 2025, when AliExpress piloted car sales in the Middle East, Xiaomi's SU7 smart electric vehicle was among the first offerings. That October, Alibaba, Xiaomi, and Hisense jointly established "Zhejiang Smart Screen Vision Technology Co., Ltd." to develop large-screen OTT services, with Alibaba holding 67% ownership through its TV Taobao operating entity.
III. The "Super Brand Global Expansion Program": AliExpress's Core Strategy
Launched in September 2025, this program offers brands approximately 50% lower operational costs compared to Amazon, along with price protection and full-chain support. It focuses on four key areas: consumer experience, merchant operations, marketing, and localization. Key advantages include:
- Reduced operational costs through optimized processes
- Price protection mechanisms to maintain competitiveness
- End-to-end support covering warehousing, logistics, payments, and marketing
- Localized operations with customized solutions for different markets
IV. Results: Xiaomi's Performance Growth
The program's effectiveness was demonstrated during 2025's Black Friday sales, where over 300 brands on AliExpress achieved daily sales double those on Amazon, with million-dollar brands increasing by 80% year-over-year. Xiaomi's POCO F8 series smartphone topped AliExpress's bestseller list with $2 million in sales, while its TVs became Europe's top-selling television category.
V. Collaborative Model: Product + Ecosystem Synergy
This partnership represents more than platform-brand cooperation—it's a complementary alliance:
- Xiaomi brings globally recognized products and brand reputation
- AliExpress provides mature global infrastructure and localization capabilities
Together, they've created a sustainable, low-cost, high-impact model for Chinese brand globalization.
VI. Industry Impact: Building Competitive Advantages
Xiaomi's participation accelerates AliExpress's development of a premium brand ecosystem. As the only "export dragon" with dedicated brand service teams, this strengthens its differentiation. Xiaomi's presence also enhances AliExpress's credibility in consumer electronics, attracting more brands and creating a virtuous cycle.
VII. Future Trends: Ecosystem Collaboration
The partnership reflects China's brand globalization evolution—from single-product exports to ecosystem collaboration. The "Super Brand Global Expansion Program" exemplifies this shift, offering not just sales channels but comprehensive services including localized marketing, logistics, and brand building.
VIII. Market Potential: AliExpress's European Growth
Marketplace Universe data shows AliExpress's strong European presence:
- France: 33.5 million monthly active users
- Spain: 35.6 million
- Germany: 25.8 million
During 2025's Black Friday, Sensor Tower reported AliExpress's app downloads surpassed Amazon's in Europe.
IX. Conclusion: A New Chapter for Brand Globalization
As more Chinese brands leverage platform ecosystems and platforms enhance brand services, China's cross-border e-commerce—represented by AliExpress—is transitioning from price competition to premium, branded, collaborative globalization. This new chapter, initiated by Jack Ma and Lei Jun's collaboration, is just beginning.