Recently, AliExpress launched the “Ten Billion Subsidy Program for Brands Going Global,” Cainiao announced opening a dedicated cross-border logistics channel to support this initiative. This program and its accompanying measures aim to benefit enterprises looking to expand overseas.
Let’s explore what this initiative involves and how it benefits businesses going global.
What is the “Ten Billion Subsidy Program for Brands Going Global”?
Referred to as AliExpress’s leading project for 2024, the “Ten Billion Subsidy Program for Brands Going Global” targets a wide range of merchants, including cross-border top sellers and Tmall brand merchants. With a single registration, businesses can sell across multiple Alibaba International platforms such as Lazada, Miravia, Daraz, and Trendyol, covering vital global markets in Southeast Asia, South Asia, Europe, and the Middle East. The initial phase will open 1,000 slots, offering fully or semi-managed POP models.
Merchants participating in the program will enjoy benefits like specialized support from the ten billion subsidy, exclusive channel traffic, brand-specific identification across all links, store dark label brand certification, priority brand display in searches and promotions, traffic subsidies, and new product launch support.
The program is still in its merchant recruitment phase, expected to last at least a month, with the earliest launch set for May. Notably, renowned brands such as Huawei, Lenovo, Xiaomi, DJI, and Tineco have joined, along with others like Midea, Hisense, and TCL, in discussions.
Cainiao’s Dedicated Logistics Channel
As the logistics partner of AliExpress for going global, Cainiao will offer a particular logistics path for brands that choose the fully managed or semi-managed POP options.
Specifically, to meet the diverse shipping needs of brand merchants, Cainiao’s premium warehouses will leverage supply chain management and order routing systems to support one-click shipping of warehouse goods to different e-commerce platforms under Alibaba International, including AliExpress, Lazada, Daraz, Miravia, and Trendyol. This approach enables shared inventory, cargo coordination, and unified shipping.
Additionally, to address the refund needs of cross-border top-selling brands, Cainiao will collaborate with customs to establish “brand zones” within comprehensive bonded areas in Weihai, Shenzhen, etc., using the bonded warehouse’s “domestic but outside customs” feature to facilitate immediate tax refund upon warehousing, aiding merchants in convenient tax refunds.
According to Cainiao’s financial report, in the fiscal year 2023, Cainiao handled over 1.5 billion cross-border packages, serving 133 million cross-border consumers and supporting over 100,000 merchants and brands. In the third quarter of the 2024 fiscal year, Cainiao, in collaboration with AliExpress, achieved triple-digit growth in orders for the “Global 5-Day Delivery” service, with an average fulfillment rate exceeding 90% in four European countries. The “Global 5-Day Delivery” service currently covers more than ten core countries across Asia, Europe, and America.
Cainiao’s launch of a dedicated logistics channel significantly accelerates the international logistics efficiency of brand merchants, providing solid logistical support for the “Ten Billion Subsidy Program for Brands Going Global.” This enables products to reach international consumers more quickly, enhances the shopping experience, and strengthens the international image of the brands.
Conclusion
Cainiao Network’s opening of a dedicated cross-border logistics channel injects a powerful logistic force into AliExpress’s “Ten Billion Subsidy Program for Brands Going Global,” extensively promoting the global expansion of Chinese brands. By offering multi-platform shipping, bonded warehouse tax reporting, and other international courier services, Cainiao not only meets the comprehensive shipping needs of brand merchants but also reduces business operating costs and improves logistics efficiency through innovative services like immediate tax refund upon warehousing.
This initiative not only enhances the capacity to handle cross-border packages and the shopping experience for consumers but also symbolically boosts the speed and quality of cross-border logistics, pushing the international competitiveness of Chinese brands to new heights.