AliExpress' AR/VR glasses category experienced explosive growth during its recent March anniversary promotion. Leading brands like XREAL and Rokid saw a staggering 600% day-over-day increase in sales compared to the previous period, joining outdoor camping gear and HIFI headphones as new growth drivers for the platform.
Zhang Longjie, head of global sales at XREAL, revealed that the company's global AR glasses sales reached approximately 600 million RMB in 2023, with overseas sales accounting for nearly 70% and experiencing a 30% year-over-year growth. Due to strong market demand, the XREAL One, launched last December, was in short supply in Japan, North America, and other markets, leading to a two-month stockout.
To help more Chinese brands overcome overseas market perception barriers, AliExpress launched its "Billions of Subsidies for Brand Going Global" initiative, addressing pain points such as low brand awareness, high marketing costs, and policy compliance challenges. This initiative aims to provide merchants with full-chain support, from opportunity discovery and marketing promotion to achieving market breakthroughs.
AliExpress plans to help 1,000 new brands achieve US$1 million in sales this year and has released its top ten opportunity categories for brand globalization in 2025. High-quality, novel and unique categories such as smart robots, energy storage batteries, AR glasses, IP toys, and scooters are included, suggesting that these innovative products will be key drivers of overseas market growth in the coming years.
