速卖通首次发布618中国品牌出海成交榜十大品类谁在领跑？

亿邦动力 2026-07-01 13:07

亿邦动力 2026/07/01 13:07

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本文核心是速卖通首次发布海外618中国品牌出海成交榜，覆盖十大品类，核心干货信息整理如下：

1. 本次大促速卖通品牌成交同比增长90%，品牌成交渗透近40%，已经成为中国品牌出海的核心主场，本次发布榜单也意在建立中国品牌出海的成绩参考坐标系；

2. 十大品类各有领跑品牌，头部品类中手机POCO、小米包揽前二，运动鞋服前三是李宁、特步、361°，电脑办公联想、小米排前二；同时也跑出了不少黑马品牌，比如泳池清洁机器人SEAUTO、迷你主机极摩客GMKtec；

3. 从榜单能看出当前中国品牌出海的整体特征，不再只是头部大牌出海，大量垂直细分、二三线品牌都成功突围，多数品牌已经从代工转向自主品牌出海。

本次速卖通发布的成交榜，对布局出海的品牌来说有诸多参考干货，具体如下：

1. 消费趋势层面，海外消费者需求比国内更广，除了大众主流品类，三防手机、对讲机、闪存盘这类非典型、冷门品类也有市场空间，家庭储能、户外用电、迷你主机、水上运动等细分场景需求正快速增长；

2. 渠道层面，速卖通已经成为品牌出海的全新主场，本次大促品牌成交同比增长90%，品牌可依托平台大促流量实现增长，还可以联合平台开展线下投放，比如FIFINE就通过和速卖通联手投放巴西核心交通线路广告成功突围；

3. 竞争层面，当前出海竞争不只是头部品牌的游戏，二三线品牌依托供应链优势、垂直品牌依托产品力加社区口碑加专业评测，都能找到差异化增长空间，完成从制造出口到品牌输出的转型。

这份成交榜给出海卖家明确了当下的增长机会与可借鉴的经验，核心干货如下：

1. 市场机会层面，多个细分赛道已经验证了增长潜力，比如水上运动、户外露营、3D打印、便携储能、迷你主机、垂直音频等赛道都跑出了本土品牌，冷门、非传统品类也有增长空间，海外需求的覆盖范围比国内更广；

2. 转型机会层面，现在出海已经从早期的铺货卖货转向自主品牌运营，中小卖家依托国内完整的供应链优势，做差异化定位就能成功突围，比如莆田的ONEMIX玩觅就冲进了出海运动鞋服品牌前四；

3. 运营层面，本地备货能有效加速品牌在海外的爆发，垂直品类卖家可通过社媒传播、社区口碑、专业评测建立海外用户认知，也可联合平台投放流量快速起量，这些路径都已经得到验证，值得卖家参考学习。

这份榜单给做出海相关的生产工厂，指明了转型方向与商业机会，干货总结如下：

1. 产品生产与设计方向，当前海外市场需求越来越多元化，除了传统的大品类，大量细分场景的需求正在快速增长，比如家庭储能、户外用电、泳池清洁、迷你主机、水上运动装备等，工厂可结合自身产能调整生产设计方向，贴合这些新需求；

2. 商业转型机会，国内很多工厂已经成功从代工生产转型为自主品牌运营，储能品类的中国品牌依托国内锂电池产业链的先发优势，已经快速占领全球便携储能市场，运动鞋服领域二三线工厂品牌依托供应链优势也找到了差异化增长空间，转型路径已经跑通；

3. 数字化电商转型启示，速卖通这类跨境电商平台已经成为品牌出海的核心主场，工厂可以依托平台的大促流量触达海外消费者，快速实现品牌增长，推进电商转型有现成的平台依托。

从本次速卖通发布的成交榜，能梳理出中国品牌出海的行业新趋势，给服务商带来很多参考干货，总结如下：

1. 行业发展趋势方面，中国品牌出海已经进入新阶段，从早期的头部大厂出海、代工产品出口，转向全层级多品类的自主品牌出海，本次速卖通618品牌成交同比增长90%，充分说明自主品牌出海的增长速度非常快，市场空间很大；

2. 客户痛点层面，不同品牌的需求差异明显，头部品牌需要更大的全球增长空间，中小垂直品牌需要社媒营销、专业渠道推广、本地仓储物流等配套支持，二三线供应链品牌需要品牌运营相关的服务，这些都是服务商的机会；

3. 解决方案方向，服务商可以对接速卖通这类跨境平台的资源，针对不同规模不同品类的出海品牌，推出定制化的服务，比如针对细分品牌的社区营销服务，针对有本地备货需求品牌的仓储物流解决方案，贴合品牌实际需求。

本次速卖通发布618品牌出海成交榜的动作与成果，给跨境出海平台带来了很多运营、招商方向的参考，干货总结如下：

1. 品牌对平台的需求层面，当下中国不同层级的品牌都有强烈的出海需求，头部品牌需要扩大全球影响力的阵地，中小垂直品牌、代工转型品牌需要能够直接触达海外C端消费者的渠道，对平台的品牌扶持、流量运营支持需求越来越高；

2. 平台运营层面，速卖通通过大促活动拉动品牌成交增长，同时推出官方成交榜建立行业认可的成绩坐标系，既提升了平台的行业影响力，也帮助品牌做传播，这种模式值得参考，同时联合品牌开展线上线下流量投放，能够帮助品牌快速突围，提升品牌对平台的粘性；

3. 招商方向层面，平台可重点挖掘垂直细分品类的品牌、依托国内供应链优势的二三线品牌，这类品牌增长潜力大，是平台未来新增量的主要来源，也符合当前品牌出海的整体趋势。

本次速卖通发布的首份618中国品牌出海成交榜，反映了中国品牌出海的最新产业动向，对相关研究有很高的参考价值，干货总结如下：

1. 产业新动向方面，中国品牌出海已经进入全新阶段，早期出海以头部全球化巨头、代工产品出口为主，当前已经扩展到二三线品牌、垂直细分领域品牌集体出海，行业整体从产品出口、代工生产转向自主品牌价值输出，产业升级趋势明显；

2. 商业模式层面，不同类型品牌探索出了差异化的出海路径：头部品牌靠规模优势领先，垂直品牌靠产品力加社媒口碑加专业评测建立海外认知，二三线品牌依托国内完整供应链优势打差异化，本地备货已经成为加速品牌海外增长的有效模式；

3. 平台角色层面，跨境电商平台已经成为中国品牌出海的全新主场，速卖通本次大促品牌成交同比增长90%，品牌渗透近40%，充分证明平台模式对品牌出海的拉动作用，平台通过发布权威榜单建立行业标准，也推动了行业的规范化发展。

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我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

This article centers on AliExpress’s first 618 Overseas China Brand Global Sales Ranking, which covers 10 major product categories. Key takeaways are as follows:

1. During this year’s shopping festival, AliExpress recorded 90% year-over-year growth in sales from brand merchants, with brands accounting for nearly 40% of total sales. AliExpress has become a core hub for Chinese brands to go global, and the ranking was launched to establish a performance benchmark for Chinese brands expanding overseas.

2. Leading brands top the ranking in each of the 10 categories: in the major category of smartphones, POCO and Xiaomi took the top two spots; in athletic footwear and apparel, Li-Ning, Xtep and 361° ranked first through third; in computer and office products, Lenovo and Lenovo claimed the top two. A number of dark-horse brands also emerged, including pool cleaning robot maker SEAUTO and mini PC brand GMKtec.

3. The ranking demonstrates the current overall landscape of Chinese brands going global: it is no longer just a game for top established brands. A large number of vertical niche brands and second- and third-tier brands have successfully broken through, and most have shifted from original equipment manufacturing to selling self-owned brands overseas.

AliExpress’s newly released sales ranking offers valuable insights for brands planning global expansion, detailed below:

1. On consumer trends: Overseas consumer demand is broader than that in China’s domestic market. Beyond mainstream mass-market categories, there is existing market space for atypical and niche categories such as rugged phones, walkie-talkies and flash drives. Demand for products serving niche scenarios, including home energy storage, outdoor power, mini PCs and water sports, is growing rapidly.

2. On distribution channels: AliExpress has become a new core hub for brands going global, with 90% year-over-year growth in brand sales during this promotion. Brands can leverage the platform’s promotional traffic to drive growth, and partner with the platform for offline advertising. For example, audio brand FIFINE successfully broke through by partnering with AliExpress to run ads on major transit routes in Brazil.

3. On competition: Going global is no longer exclusive to top-tier brands. Second- and third-tier brands can leverage their supply chain advantages, while vertical brands can rely on product strength, community word-of-mouth and professional reviews to carve out differentiated growth spaces and complete the transition from manufacturing exports to brand exports.

This sales ranking clarifies current growth opportunities and actionable insights for cross-border sellers, with key takeaways below:

1. On market opportunities: Growth potential has already been proven in multiple niche tracks. Chinese native brands have emerged in sectors including water sports, outdoor camping, 3D printing, portable energy storage, mini PCs and vertical audio. Niche and non-traditional categories also offer room for growth, as overseas demand covers a far broader range than domestic demand in China.

2. On transformation opportunities: Cross-border e-commerce has shifted from early-stage bulk listing and wholesale to independent brand operation. Small and medium-sized sellers can leverage China’s complete domestic supply chain advantage and succeed with differentiated positioning. For example, Putian-based sneaker brand ONEMIX climbed to fourth place in the ranking for global athletic footwear and apparel brands.

3. On operations: Local inventory storage effectively accelerates a brand’s overseas growth. Sellers of vertical categories can build awareness among overseas consumers through social media outreach, community word-of-mouth and professional reviews, or partner with the platform for targeted advertising to scale quickly. All these paths have been proven successful and are worth reference for sellers.

This ranking points out clear transformation directions and business opportunities for manufacturing factories engaged in global cross-border business, with key insights below:

1. On product design and manufacturing: Overseas market demand is growing increasingly diverse. Beyond traditional large categories, demand for products serving a large number of niche scenarios is growing rapidly, including home energy storage, outdoor power, pool cleaning, mini PCs, and water sports equipment. Factories can adjust their production and design directions based on their existing production capacity to meet these new demands.

2. On business transformation opportunities: Many Chinese factories have successfully transitioned from OEM manufacturing to independent brand operation. Chinese energy storage brands have quickly captured the global portable energy storage market by leveraging the first-mover advantage of China’s domestic lithium battery industry chain. In the athletic footwear and apparel sector, second- and third-tier factory-owned brands have also carved out differentiated growth space through supply chain advantages, proving that this transformation path is viable.

3. Insights on digital e-commerce transformation: Cross-border e-commerce platforms like AliExpress have become a core hub for brands going global. Factories can reach overseas consumers directly via the platform’s promotional traffic, achieve rapid brand growth, and have an established platform to support their e-commerce transformation.

Key industry trends for Chinese brands going global can be derived from AliExpress’s new sales ranking, offering valuable reference for service providers, summarized below:

1. On industry development trends: Chinese brands going global have entered a new stage. The market has shifted from the early era of only large top-tier manufacturers and OEM exports going global to full-tier, multi-category expansion of independent brands. The 90% year-over-year growth in brand sales during AliExpress’s 618 promotion fully demonstrates the rapid growth rate and huge market potential of independent brand global expansion.

2. On customer pain points: Demand varies significantly across different types of brands. Top-tier brands need access to larger global growth spaces; small and medium-sized vertical brands need supporting services including social media marketing, professional channel promotion and local warehousing and logistics; second- and third-tier supply chain brands need support for brand operations. All of these areas represent opportunities for service providers.

3. On solution development: Service providers can partner with resources from cross-border platforms like AliExpress to launch customized services for global brands of different sizes and categories. Examples include community marketing services for niche brands, and warehousing and logistics solutions for brands with local inventory needs, to align with brands’ actual requirements.

AliExpress’s launch of the 618 China Brand Global Sales Ranking and its underlying results offer many valuable references for cross-border platforms in terms of operations and merchant recruitment, summarized below:

1. On brands’ demands for platforms: Currently, Chinese brands across all tiers have strong demand for global expansion. Top-tier brands need a position to expand their global influence; small and medium-sized vertical brands and OEM-transformed brands need channels to reach overseas end consumers directly, and demand for brand support and traffic operation services from platforms is growing rapidly.

2. On platform operations: AliExpress drove brand sales growth through its large promotion, and launched an official sales ranking to establish an industry-recognized performance benchmark. This model not only enhances the platform’s industry influence but also helps brands with marketing exposure, making it worth replicating. In addition, co-branding online and offline advertising campaigns with brands helps brands break out quickly and improves brand loyalty to the platform.

3. On recruitment directions: Platforms can prioritize sourcing brands in vertical niche categories, as well as second- and third-tier brands leveraging China’s domestic supply chain advantages. These brands have strong growth potential, are the main source of new future growth for platforms, and align with the overall current trend of Chinese brand global expansion.

AliExpress’s first 618 China Brand Global Sales Ranking reflects the latest industry developments in Chinese brands going global, and offers high reference value for related research, with key insights below:

1. On new industry developments: Chinese brands going global have entered an entirely new stage. Early global expansion was dominated by top global giants and OEM product exports, but today it has expanded to a collective push overseas by second- and third-tier brands and vertical niche brands. The overall industry has shifted from product exports and OEM manufacturing to independent brand value output, marking a clear industrial upgrading trend.

2. On business models: Different types of brands have developed differentiated paths to global expansion: Top-tier brands lead via scale advantages; vertical brands build overseas awareness through product strength, social media word-of-mouth and professional reviews; second- and third-tier brands pursue differentiation based on China’s complete domestic supply chain advantage. Local inventory storage has become a proven effective model to accelerate a brand’s overseas growth.

3. On the role of platforms: Cross-border e-commerce platforms have become the new core hub for Chinese brands going global. AliExpress’s 90% year-over-year growth in brand sales during this promotion, with brands accounting for nearly 40% of total sales, fully proves the pulling effect of the platform model on brand global expansion. In addition, platforms推动了行业的规范化发展。By releasing authoritative rankings to establish industry standards, platforms also drive standardized development of the industry.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

日前，阿里旗下跨境电商平台速卖通公布了今年海外618中国品牌出海成交榜，覆盖手机、汽摩配、数码影音、电脑办公、运动鞋服、户外骑行等10大品类。其中，手机由POCO、小米包揽冠亚军；家电品类中，泳池清洁机器人SEAUTO以黑马之姿跻身第四；李宁、特步、361°稳居中国出海运动鞋服品牌前三。

据悉，今年618大促，速卖通品牌成交同比增长90%，品牌成交渗透近40%，进一步巩固品牌出海全新主场地位。此次以平台成交数据为基础发布品类排名，某种程度上也是希望建立一个被广泛认可的中国品牌出海的成绩坐标系。

（速卖通发布2026海外618品牌成交榜）

具体来看，手机品类，POCO（小米子品牌）拿下第一，小米排名第二，荣耀、realme、一加、OPPO、VIVO紧随其后。DOOGEE（三防手机，第8名）和宝锋（对讲机，第9名）两个非典型品牌也杀入前十。这显示了海外消费者对移动通讯设备的需求似乎比国内更宽广。

家电品类，本地备货趋势加速品牌在海外爆发。泳池清洁机器人品牌SEAUTO以黑马之姿排名第四，近期因欧洲高温大火的美的、科沃斯旗下添可和波兰国民级扫地机ILIFE也在榜。

户外骑行品类覆盖了多个细分场景，从水上运动到骑行装备，再到电动通勤，中国品牌正在垂直赛道上靠产品力和专业评测建立海外认知。本次618成交榜上，水上运动品牌FUNWATER登顶，碳纤维轮组品牌ELITWHEELS和电动滑板车ISCOOTER紧随其后，挪客NATUREHIKE以露营装备切入户外赛道。

电脑办公品类，联想和小米分列前二，第四名极摩客GMKtec凭借小体积高性能的迷你主机定位吸引海外极客用户，成为跨境电商新增长品类。另外，闪存盘这个“冷门”品类也有朗科上榜。这也在一定程度上说明，电脑办公品类的品牌出海已从联想这样的全球化巨头，扩展到更多垂直硬件品牌。

储能电池品类，三美瑞SUMRY居首，ECO-WORTHY、EASUN POWER、OUKITEL、ZENDURE、ECOFLOW等品牌集体上榜。可以看到，家庭储能、户外用电场景需求快速增长，中国品牌凭借锂电池产业链先发优势，迅速占领全球便携储能市场，从代工生产向自主品牌运营转型。

运动鞋服品类，传统体育品牌李宁、特步、361°稳居出海鞋服品牌前三，第四名ONEMIX玩觅来自中国运动鞋的核心产区莆田。这意味着出海竞争不只集中在头部大牌之间，二三线品牌凭借供应链优势正在海外找到差异化增长空间，从制造出口向品牌价值输出转变。

数码影音品类，便携投影仪品牌MAGCUBIC拿下第一，其创新炮筒机在海外社媒上的开箱热度颇高；KZ和漫步者EDIFIER两家深圳音频品牌同时上榜；另一家广东品牌FIFINE在此次618中和速卖通联手霸屏巴西圣保罗地铁、巴士核心线路，也杀出重围。整体来看，该品类的竞争已从传统大厂（小米、华为、联想）扩展到垂直音频品牌，后者的出海路径更依赖社区口碑和专业评测渠道。

3D打印品类，纵维立方ANYCUBIC拔得头筹，智能派ELEGOO、创想三维Creality、拓竹Bambu Lab等悉数上榜。

汽摩配品类，前三为HillMilES、70mai和元征LAUNCH，AUTEL则拿下第四名。

游戏摄影品类，掌机AYN、手柄GameSir、掌机ANBERNIC、手柄八位堂拿下前四席。

文章来源：亿邦动力