Xiaomi’s international division has entered a strategic partnership with Alibaba’s cross-border e-commerce platform AliExpress, joining the platform’s “Super Brand Going Global” initiative.

The collaboration will focus on smartphones, televisions, and other key categories, aiming to strengthen localized user engagement and brand positioning in major overseas markets.

The move is seen as a critical step in AliExpress’s push to attract top-tier brands for international expansion.

Launched in September 2025, the program offers brands new growth opportunities at roughly half the cost of Amazon, and during Black Friday 2025, AliExpress briefly surpassed Amazon in app downloads in Europe, signaling its push into Amazon’s core markets.