小米押注阿里速卖通背后

新消费日报01-06

文/徐赐豪中国品牌出海正转向品牌价值争夺战。小米国际与阿里旗下跨境电商平台速卖通AliExpress正式达成战略合作，小米全面加入速卖通“超级品牌出海计划”。据悉双方将聚焦手机、电视等核心品类，在欧洲等重点市场共建本地化用户运营与品牌心智体系。小米集团高级副总裁、国际部总裁曾学忠表示“速卖通已成为小米出海首要阵地，2026年将持续加大投入。”对于全球前三的智能硬件厂商小米而言，此次速卖通达成战略...

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Alibaba","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"XIACY":1.95,"HXXD.SI":0.6,"01810":1.95,"09988":0.9,"MIUmain":0.6},"content_text":"文/徐赐豪中国品牌出海正转向品牌价值争夺战。小米国际与阿里旗下跨境电商平台速卖通AliExpress正式达成战略合作，小米全面加入速卖通“超级品牌出海计划”。据悉双方将聚焦手机、电视等核心品类，在欧洲等重点市场共建本地化用户运营与品牌心智体系。小米集团高级副总裁、国际部总裁曾学忠表示“速卖通已成为小米出海首要阵地，2026年将持续加大投入。”对于全球前三的智能硬件厂商小米而言，此次速卖通达成战略合作，核心诉求已从“卖出去”升级为“立得住”。数据显示，2025年二季度小米手机在欧洲市场以23%的份额跻身第二，超越苹果成为前三中唯一保持增长的品牌，全年欧洲市占率稳定在20.9%的高位。但光鲜的市占率背后，小米高端机型仍面临品牌认知天花板，如何在海外市场摆脱“性价比”标签、树立高端品牌形象，成为其国际化进程的关键命题。速卖通的系统化解决方案成为破局关键。相较于其他平台，速卖通为小米量身打造了专属“Brand+”频道，搭配本地语言内容创作、联合营销活动等定制化服务，再加上覆盖欧洲主要国家的仓配网络以及阿里系沉淀的品牌信任基因，让小米得以在海外复刻国内成熟的“品牌体验闭环”。小米的选择并非孤例，一场头部品牌的集体迁移正在跨境电商领域上演。2025年，一批长期盘踞亚马逊类目前列的头部卖家加速转向速卖通，骑行品牌洛克兄弟、扫地机器人品牌ILIFE、功能沙发品牌COMHOMA等均将其设为主战场。一位来自深圳的3D打印品牌商对《科创板日报》记者表示，2025年10月以来其在速卖通的日均销售额实现了对亚马逊的反超，要高出30%。海外双11期间，ILIFE在速卖通的生意同比增长130%，首次超越亚马逊平台；COMHOMA电动沙发销量同比翻5倍，多次出现售罄补货。“达成同样销量，成本只有一半。”ILIFE总经理缪群毅接受《科创板日报》记者表示，道出了众多品牌迁移的核心动因。《科创板日报》记者从速卖通方面获悉，2025年海外双11期间，超300个品牌在速卖通的单日销售额达到亚马逊的两倍以上，百万美元级品牌数量同比增长80%。品牌的迁移潮，也反应出亚马逊的战略盲区。当Temu以低价策略冲击其基本盘时，亚马逊将战略重心一味放在防御价格战上，却忽视了中高端品牌商家的流失风险。当前亚马逊普遍15%-20%的高佣金、持续内卷的广告竞价，再加上弱品牌识别机制，不断压缩商家利润空间。有数据显示，2025年亚马逊Prime Day期间，广告竞价涨幅超30%，不少卖家每单利润较2024年缩水52%，众多品牌净利润率已从30%滑至10%以内。与此同时，中国电商平台正从两端重构全球电商格局。Visual Capitalist统计显示，2025年全球访问量前三的电商平台依次为亚马逊、Temu、速卖通，三大平台合计占据65%的市场份额。其中，Temu主打极致效率，以低价策略抢占下沉市场；速卖通则锚定品牌价值，成为中高端品牌出海的新选择。出海湃创始人周范才接受《科创板日报》记者表示，在全球经济格局深度调整的背景下，速卖通与小米的战略合作，或许将成为中国品牌出海模式升级的重要注脚，未来更多具备核心竞争力的中国品牌，有望通过精准的平台选择与精细化运营，在全球市场树立中国品牌的高端形象。在他看来，随着中国品牌出海进入高质量发展阶段，平台的品牌服务能力、成本控制能力与本地化运营能力，将成为吸引头部品牌的核心竞争力。“从小米的战略押注到全行业的品牌迁移，中国品牌出海正告别流量依赖的旧时代，迈入品牌价值竞争的新阶段。”","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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