AliExpress Recruits David Beckham as Brand Ambassador to Take on Temu
AliExpress, the e-commerce platform owned by Chinese giant Alibaba, has recruited former England football team captain David Beckham as its brand ambassador in a bid to compete with Temu from PDD Holdings in selling affordable Chinese-made products worldwide.
Alibaba's Aggressive Expansion
Once discreet in the cross-border market, Alibaba is now investing aggressively to boost its global sales as domestic e-commerce growth slows down. Its international division, which includes AliExpress, is experiencing the fastest growth, with revenues up 45% year-over-year between January and March.
UEFA Euro 2024 Sponsorship
Earlier this year, AliExpress also signed a sponsorship deal for the UEFA Euro 2024 tournament, which kicks off in June. The company will invest millions of dollars in discounts, offers, and engagement initiatives to attract online consumers.
Beckham-Led Advertising Campaign
A advertising campaign featuring Beckham will be launched in parallel with the UEFA tournament, encouraging consumers to "score more with AliExpress," according to the e-commerce platform.
Competing with Temu
This move follows the success of Temu from PDD Holdings, which aired several ads during this year's Super Bowl to encourage American consumers to "shop like a billionaire."
Temu's Super Bowl Success
According to mobile intelligence firm Apptopia, Temu app downloads increased by 34% on Super Bowl day compared to the previous day.
Targeting Price-Sensitive Consumers
Humphrey Ho, US director of digital agency Hylink Digital, commented, "Football fans in Europe and Latin America belong to a similar demographic to American football fans in North America. They generally include many price-sensitive consumers affected by inflation."