Overview of the “Internet Celebrity” Model in AliExpress and Global E-commerce Operations
AliExpress’s internet celebrity economic model
In the AliExpress APP, the “Internet celebrity” economic model has been fully reflected. There is a “Fan Zone” column for “Internet celebrities” on the homepage, and there is also a “Community” column related to “Internet celebrities” in the middle. Users can enter “FanZone” and find direct access to AliExpress’s live broadcast “ALIEXPRESS LIVE” and its blog “STAR BLOGGER”. In addition, AliExpress also set up a competition for the most influential “Internet celebrities” in 2017.
The “Internet celebrities” on AliExpress are mainly responsible for “bringing goods” and attracting traffic. In essence, they play a marketing role rather than the purpose of building a brand. In addition to AliExpress, other platforms such as Tobox in Russia and Shopee in Southeast Asia are also paying attention to the “Internet celebrity” economic model, which has become a new opportunity in the field of cross-border e-commerce.
AliExpress’s operating model
As a B2B and B2C online cross-border trading platform, AliExpress is open to all compliant residents. Consumers can register as members for free through Alipay and identity authentication. Most of the suppliers are foreign trade companies and small and medium-sized production enterprises. AliExpress has a wide range of products on its platform, and international buyers can directly purchase products made in China at relatively low prices while enjoying a safe and convenient transaction process.
AliExpress’s target customers include online retailers and small and medium-sized retailers in physical stores. Active buyers mainly come from more than 220 countries and regions, including Russia, the United States, and Brazil. Sellers on the platform are mainly Chinese supplier members of the existing Alibaba platform, including small foreign trade companies and SOHO self-employed individuals.
Information flow operation mode
On AliExpress, a B2C cross-border e-commerce platform, the efficiency of information flow is crucial to smooth transactions between buyers and sellers. Buyers can obtain information about hot-selling products and stores through the platform, while sellers can understand industry trends and competition. AliExpress expands overseas markets through various methods such as search engines, email marketing and social media. In addition, AliExpress also focuses on promotional activities and provides merchants with various marketing tools to effectively increase store traffic. For example, AliExpress launched a series of creative promotional activities during the 2013 Western Online Shopping Carnival, attracting a large number of international consumers.
AliExpress’s logistics operation model
AliExpress’s logistics operations are closely related to order volume. Sellers usually have 3 to 10 days to prepare goods after confirming the order. Due to the high cost of cross-border logistics, sellers often choose third-party logistics companies to solve distribution problems. AliExpress cooperates with logistics service providers including UPS, EMS, DHL, etc. Sellers can choose the appropriate logistics solution according to their needs. In order to reduce logistics costs, AliExpress also provides joint shipping and warehousing services to help sellers increase profit margins.
Through the above review of AliExpress’s “Internet celebrity” model and its e-commerce operations, we can see its diversified development strategies and efficient information flow and logistics operations in the global market, providing global buyers and sellers with Provides a convenient trading environment and good user experience.