Guangdong's garment industry is nationally renowned. With the advantages of Guangdong's supply chain and industry chain, cross-border e-commerce platforms are embracing the industrial belt, bringing new opportunities to businesses in Guangdong.

This week, one of China's four leaders in e-commerce going overseas, AliExpress, has once again upped its game in the apparel sector by launching a global live stream influencer competition in collaboration with fashion media Vogue Business and supermodel Olivia Attwood. This initiative offers an innovative cross-border live stream sales model for apparel merchants, injecting new momentum. This move follows AliExpress' creation of a new women's clothing channel and subsidies for new product launches, representing another major initiative aimed at the apparel category.

The first stop of the AliExpress global influencer livestream contest is set in the UK, extending to other English-speaking countries such as the United States and Australia, with plans to expand further into important markets in Europe and America. The initial event will invite a hundred internet influencers to join AliExpress, where they will style outfits live and interact instantly with consumers, bridging the gap with female users.

AliExpress will select over 20,000 pieces of women's clothing and accessories for influencers to choose from, matching their style for live streaming, and exclusive discounts will be offered in the live streams to maximize the impact. Additionally, AliExpress will partner with the global high-end fashion magazine Vogue Business to amplify its influence overseas.

Since February 2024, AliExpress has actively ventured into the apparel sector, launching the new women's clothing platform Viva and holding multiple investment fairs in areas in cities with a strong garment industry presence such as Guangzhou and Shenzhen. The target merchants are high-quality apparel supply chains and original factories, in what is claimed to be the largest investment and determination in apparel supply restructuring in history.

Cainiao, Alibaba's logistics arm, also plays a crucial role in accelerating AliExpress' orders. Due to the seasonal nature and high frequency of clothing purchases, there is a higher demand for fulfillment timeliness. Currently, the "five-day global delivery" service co-created by AliExpress and Cainiao has expanded to over 10 countries and regions, adding markets like Germany, France, Portugal, Saudi Arabia, the United States, and Mexico to the original ones including UK, Republic of Korea, Spain, Belgium, and the Netherlands, ensuring speedy fulfillment for more orders.

Source:Yangcheng Evening News

广东女装走进海外明星直播间

广东服装产业全国闻名，基于供应链与产业链优势，跨境电商平台纷纷拥抱产业带，为粤商带来更多新机遇。

本周，中国电商“出海四小龙”之一的速卖通AliExpress再次加码服饰赛道，开启全球红人直播大赛，合作时尚媒体《Vogue Business》以及超模奥利维亚-阿特伍德（Olivia Attwood），为服饰商家提供创新的跨境直播带货模式，引入新动能。这是速卖通继新设女装频道、新款上新补贴后，针对服装品类放出的又一大招。

据悉，速卖通全球红人直播大赛首站落地英国，辐射美国、澳洲等核心英语区国家，未来将进一步拓展欧美等重要国家市场。首站将邀请百位网络红人入驻速卖通，通过直播购物的形式，现场搭配服饰并与消费者即时互动，拉近与女性用户的距离。

速卖通将精选2万多件女装和配饰，供红人自行挑选符合自己风格的商品进行直播，并在直播间提供独家折扣，以确保直播效果最大化。此外，速卖通还将与全球高端时尚杂志《Vogue Business》合作发声，扩大速卖通在海外的影响力。

今年2月以来，速卖通积极进军服饰赛道，新增女装频道Viva，并面向广州、深圳等服装优势产业带密集召开多场招商会，目标商家锁定优质服饰供应链大卖及源头工厂，据称是“史上最大投入、最大决心”的服饰供给重构。

“出海搭子”菜鸟在物流侧的助力也是速卖通的订单加速器。服装因为具有应季性、高频消费等特点，对履约时效的要求更高。目前，速卖通和菜鸟联手打造的“全球5日达”产品已经扩展到10+国家和地区，在原先英国、韩国、西班牙、比利时、荷兰的规模上，新增德国、法国、葡萄牙、沙特、美国和墨西哥等核心市场，保障更多订单可以享受极速履约。

文｜记者 沈钊
翻译 | 郑圣浩