AliExpress’ AR/VR Glasses Surge During March Promotion, Brand Globalization Initiatives Unveiled

During AliExpress’ recent MARCh anniversary promotion, the AR/VR glassescategory on the platform witnessed remarkable expansion. Prominent brands suchas XREAL and Rokid achiEVEd an astonishing 600% increase in daily salescompared to the prior period. This placed them among outdoor camPing gear andHIFI headphones as emerging growth engines for the platform.

Zhang Longjie, the head of XREAL’s global sales, disclosed that the company’sglobal AR glasses sales approximated 600 million RMB in 2023. OVerseas salesaccounted for nearly 70% of the total, showing a 30% year-on-year growth.Owing to robust market demand, the XREAL One, launched last December, facedshortages in markets like Japan and North America, resulting in a two-monthstockout.

AliExpress introduced the ‘Billions of Subsidies for Brand Going Global’initiative to help more Chinese brands surmount perception hurdles in overseasmarkets. This initiative targets issues such as low brand recognition, highmarketing expenses, and policy compliance difficulties. It intends to offermerchants comprehensive support, from identifying opportunities and conductingmarketing promotions to achieving market breakthroughs.

This year, AliExpress plans to aid 1,000 new brands in reaching US$1 millionin sales. The platform has also announced its top ten opportUnity categoriesfor brand globalization in 2025. Categories featuring high-quality, innovativeproducts like smart robots, energy sTorage batteries, AR glasses, IP toys, andscooters are included, indicating that these will be crucial for overseasmarket growth in the coming years.