AliExpress and Tmall have launched the China Brand Global Growth Plan, targeting top-tier brands, AI hardware startups, and high-quality factory brands. The initiative aims to support 500 leading brands with new growth opportunities, while providing specialized operational services for brand protection, digital advertising, and consumer asset management.
A key focus of the program is direct investment in AI hardware startups. AliExpress plans to provide angel funding to promising AI hardware brands, with a goal of supporting over 100 companies. This follows a 100% year-over-year growth in AI hardware sales on the platform between January and July 2026.
For factory brands, the platform offers a one-stop managed service designed to help over 1,000 factories double their growth. AliExpress has set a three-year target of 50% annual growth in both the number of brands and total GMV, supported by investments in global fulfillment, AI capabilities, and expansion into 66 new markets across Latin America, Southeast Asia, and Africa.
The Brand+ initiative, launched in September 2025, aims to double the scale of 2,000 Chinese brands in 2026. As of August 2026, Brand+ achieved over 50% sales penetration in 11 countries, including Germany, France, and Poland. The platform is also preparing for the upcoming overseas Singles' Day sale, running from November 1 to 18, followed by Black Friday through December 3.
