AliExpress, SHEIN, Tiktok Shop and Temu: China’s Four Little Dragons Going Global

According to news on May 18, China’s cross-border e-commerce industry is experiencing a boom, with the emergence of Alibaba, SHEIN, and Tiktok, known as the “Four Little Dragons”. Shop and Temu. These platforms have been successful to varying degrees and each has unique characteristics and development strategies.

Alibaba AliExpress is one of the earliest platforms to enter the cross-border e-commerce field and has the largest user base. Alibaba elevated overseas business to the group's strategic level in 2021, and appointed Jiang Fan to take charge of Alibaba's overseas business in early 2022, setting aggressive goals.

What attracted widespread attention was the Chinese cross-border e-commerce company SHEIN, in a report in 2020. In 2022, SHEIN's valuation reached a peak of more than US$100 billion, becoming China's unicorn company after ByteDance, SpaceX and Ant Group.

In addition, Temu is a dark horse that has just emerged. After just entering the market in September 2022, Temu quickly won the favor of users with its "cost-effectiveness" and unique marketing strategies. It has been the top free download list on Store and Google Play for many months in a row.

Finally, Tiktok Shop has achieved certain results relying on TikTok, a treasure trove of traffic. Although users in overseas markets like to use short video platforms, their responses to live streaming e-commerce are not the same. However, TikTok Shop's performance in regions such as Southeast Asia and the United Kingdom has attracted much attention.

According to ITBEAR Technology Information, the "2023 China's Cross-border E-commerce Platform Going Global White Paper" released by Nielsen pointed out that China's cross-border e-commerce is becoming more and more capable of participating in global competition. Amazon's dominance has been shaken, indicating that China's e-commerce is ushering in new opportunities when going overseas.

Although AliExpress has the highest average monthly visits, there is still a gap compared with Amazon. These platforms have achieved considerable achievements in their respective fields and have promising development prospects.

It is worth noting that the launch of the fully managed model is one of the important factors accelerating the overseas expansion of e-commerce. Merchants can more easily participate in foreign trade through this model. At the same time, the platform can better manage products and costs, and provide customers with better after-sales services.

Looking at the overall situation, China's cross-border e-commerce industry is booming, and the four overseas tigers have also achieved certain achievements with their unique development strategies and characteristics. With the popularization of the comprehensive hosting model and the refined development of e-commerce operations, the industry is expected to usher in more professional and high-quality development.

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