Xiaomi International has entered into a strategic partnership with AliExpress, Alibaba's cross-border e-commerce platform, officially joining its “Super Brand Global Expansion Program.” The two parties will collaborate across core product categories such as smartphones and TVs to jointly build localized user operations and strengthen brand presence in key overseas markets.
As the only platform among the so-called “Four Rising Cross-Border Platforms” to establish a dedicated brand services team, AliExpress is accelerating the development of a high-value ecosystem for global brand expansion. Xiaomi's participation is widely regarded as a crucial step for AliExpress in securing a new stronghold for leading global brands going overseas.
Zeng Xuezhong, Senior Vice President of Xiaomi Group and President of its International Business Department, stated that driven by the Super Brand Global Expansion Program, Xiaomi has experienced rapid growth on AliExpress, which has now become Xiaomi’s primary platform for international expansion. He added that Xiaomi will continue to significantly increase its investment on AliExpress in 2026.
Since December, Zeng has repeatedly shared Xiaomi’s latest achievements on AliExpress via social media. During the recent Black Friday sales event, the POCO F8 smartphone series achieved USD 2 million in sales, ranking as the No.1 new product on AliExpress, while Xiaomi TVs claimed the top position in the TV category across the European market on the platform.
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