At IFA, Alibaba's AliExpress featured 9 new Chinese technology brands, becoming the first Chinese e-commerce companies to participate in an international top-level exhibition and achieving success as one of the “Four Little Dragons” in the global e-commerce industry. Unlike traditional “product-selling” models, AliExpress acts as a “partner for brand expansion,” setting up exhibition stands for brands, deeply engaging in brand building, and helping them move from simply selling products to becoming remembered.

On September 8, 2026, AliExpress, a subsidiary of Alibaba, joined the Berlin International Consumer Electronics Show (IFA) with 9 new Chinese technology brands and 31 exhibitors. This participation marked AliExpress as the first Chinese e-commerce platform to exhibit at this top-level show in the context of the “Four Small Countries Going Global”. Unlike traditional sales models, AliExpress adopted the “Brand Going Global Partner” strategy, deeply participating in brand building and setting up exhibition stands to help Chinese brands transition from “selling goods” to “being remembered”. The products exhibited included technology products such as ILIFE and ENGWE, which have their own brands and AI technologies. This shift was driven by the EU’s tightening of tariffs on low-value packages, which led to a differentiation in the roles of cross-border e-commerce platforms. AliExpress’s Brand+ program aims to reduce costs for going global by integrating local traffic, warehousing, and AI tools. After the tax reform, its sales in Europe increased by 97%.