In-depth Analysis of the Strategic Cooperation Between Xiaomi and AliExpress in the 'Super Brand Globalization Program'

According to the latest market information [1][2], Xiaomi International and AliExpress (a subsidiary of Alibaba) have officially reached a strategic cooperation and joined the ‘Super Brand Globalization Program’. The core content of this cooperation includes:

• Core Categories
  : Focus on Xiaomi’s core product lines such as mobile phones and TVs
• Target Markets
  : Localized user operations in key overseas markets
• Strategic Focus
  : Brand mindset building and localized operations

Xiaomi Group Senior Vice President and International Department President Zeng Xuezhong clearly stated: “Driven by AliExpress’ Super Brand Globalization Program, Xiaomi has achieved rapid growth. AliExpress has become the primary platform for Xiaomi’s globalization. In 2026, Xiaomi will continue to increase its investment in AliExpress.” [1]

According to publicly disclosed data, the cooperation between Xiaomi and AliExpress has achieved substantial breakthroughs:

Product/Market	Performance Indicator	Result
POCO F8 Series Phones	Black Friday Sales	$2 million, becoming the TOP1 new product on AliExpress [1]
Xiaomi TV	European Market Ranking	Ranked first in the TV category on AliExpress in the European market [1]

Since the official launch of AliExpress’ ‘Super Brand Globalization Program’ in September 2025, it has performed brilliantly:

• Performance During Major Promotions
  : During the 2025 Overseas Double 11 and Black Friday periods, more than 300 brands achieved daily sales on AliExpress that were
  more than twice
  those on Amazon [1][2]
• Brand Growth
  : The number of million-dollar brands increased by
  80% year-on-year
  [1]
• Industry Status
  : AliExpress is the
  only e-commerce platform on the list
  of Kantar BrandZ Top 50 Chinese Globalized Brands [2]

Based on the disclosed cooperation results, we can conduct a quantitative analysis:

• Mobile Phone Business
  : The POCO F8 series single product achieved $2 million in sales during Black Friday. If this trend continues, the annual mobile phone business through the AliExpress platform is expected to contribute tens of millions of dollars in incremental revenue
• TV Business
  : The first-place position in the European market category will bring a stable and continuous revenue stream for the TV business

AliExpress’ platform advantages help Xiaomi:

• Reduce the entry barrier to overseas markets
• Quickly cover multiple key overseas markets
• Use AliExpress’ localized operation capabilities to reduce trial-and-error costs

Through the ‘Super Brand Globalization Program’, Xiaomi can:

• Transform from a “cost-effective brand” to a “mid-to-high-end brand”
• Use AliExpress’ brand premium strategy to enhance product pricing power
• Establish differentiated competitive advantages with platforms like Amazon

AliExpress claims that it “

” [3], which will significantly enhance Xiaomi’s price competitiveness and profit margin.

According to Xiaomi’s 2025 fiscal year performance data [0]:

Financial Indicator	Value	Industry Comparison
ROE (Return on Equity)	18.65%	Better than the industry average of about 15%
Net Profit Margin	9.84%	Healthy level
Operating Profit Margin	9.31%	Steady improvement
Quarterly Revenue Growth	Continuous growth from Q1 to Q3	Reached $135.08B in Q3

• Xiaomi’s domestic market has become saturated, and overseas markets have become key growth engines
• Cooperation with AliExpress provides a
  large-scale, low-cost, and high-efficiency
  channel for overseas expansion
• Helps to increase the overall revenue scale and market valuation

As a global cross-border e-commerce platform, AliExpress covers more than 200 countries and regions, providing Xiaomi with:

• Global exposure opportunities
• Localized brand communication strategies
• Multilingual and multicultural brand story telling

According to Xiaomi’s stock price performance [0]:

• 241.22% increase in 3 years
  , indicating long-term market optimism
• Although there have been recent adjustments (28.65% decrease in 3 months, 31.76% decrease in 6 months), this is mainly affected by the overall market environment
• Overseas business expansion will become a key factor supporting long-term valuation

• Compared with Huawei, which is restricted by sanctions, Xiaomi has more freedom in international markets
• Compared with OV (OPPO, vivo), which rely more on offline channels, Xiaomi has established
  online channel advantages
  through cooperation with AliExpress
• Compared with international brands like Samsung, Xiaomi has
  cost advantages from China’s supply chain

Implementation of Xiaomi’s “Mobile × AIoT” strategy in overseas markets:

• Through the AliExpress platform, it can promote the entire product line including mobile phones, TVs, and smart home devices
• Form an ecosystem of
  hardware + software + services
• Enhance user stickiness and lifetime value

As shown in the figure, Xiaomi showed strong financial performance in the 2025 fiscal year:

• Revenue increased from $118.76B to $135.08B from Q1 to Q3, with a sequential quarterly growth of about 13.7%
• Shows healthy growth momentum

• EPS exceeded analysts’ expectations by 10%-26% for three consecutive quarters
• Q3 EPS reached $0.51, exceeding expectations by 26.26%
• Proves that the company’s profit quality and operational efficiency continue to improve

• POCO F8 series single product achieved $2 million in sales
• First place in the European TV market category
• 80% increase in the number of million-dollar brands

• Over-reliance on a single platform may bring channel risks
• It is recommended to maintain a multi-channel strategy to diversify risks

• Regulatory scrutiny of Chinese brands in European and American markets is tightening
• Need to establish localized compliance teams

• Emerging cross-border e-commerce platforms like Temu and SHEIN are rising
• Traditional platforms like Amazon are also actively adjusting their strategies

• It is expected that the proportion of overseas revenue will increase significantly
• The AliExpress channel is expected to contribute 10-15% of overseas revenue
• Brand premium capacity will increase, and profit margins are expected to improve

• Establish a mature overseas localized operation system
• Form omni-channel capabilities integrating online and offline
• Overseas markets become the main growth engine

• Become a truly global technology brand
• Establish an independent and controllable global supply chain
• Achieve the transformation from “Made in China” to “Chinese Brand”

Based on the above analysis, the cooperation between Xiaomi and AliExpress has a

on the company’s overseas business growth and brand competitiveness:

• Strong revenue growth momentum, continuous quarterly growth [0]
• Profitability exceeds expectations, EPS has exceeded analysts’ expectations by 10%-26% for consecutive quarters [0]
• Healthy finances, ROE reaches 18.65%, better than the industry average [0]
• Clear path for overseas market expansion, and significant results from cooperation with AliExpress [1][2]
• Clear long-term valuation support, 241.22% increase in 3 years [0]

[0] Jinling API Data - Xiaomi Group (1810.HK) Company Profile, Financial Data, Stock Price Performance
[1] Sina Finance - “Xiaomi International and Alibaba’s AliExpress Reach Strategic Cooperation for Brand Globalization” (2026-01-05) - https://finance.sina.com.cn/tech/shenji/2026-01-05/doc-inhffmxv8181378.shtml
[2] Hugo Cross-border - “AliExpress 2025 Milestones: Brand Globalization + Overseas Hosting = 2025 Globalization Ace Combination” (2025-12-30) - https://m.cifnews.com/article/182134
[3] Sina Finance - “After 2025, Has Cross-border E-commerce Completely Changed?!” (2026-01-04) - https://finance.sina.com.cn/tech/roll/2026-01-04/doc-inhfctqm0240328.shtml