Riding the wave of overseas expansion, building brand strength! Mr. Yang Yi, founder of BMAX, attended the Brand Overseas Expansion Summit in Guangzhou, discussing new paths for cross-border growth

Recently, the highly anticipated Brand Overseas Expansion Summit in Guangzhou successfully concluded, bringing together numerous cross-border industry leaders, elites, and brands expanding overseas to explore new trends, opportunities, and paths for cross-border expansion in 2026. Mr. Yang Yi, founder of BMAX, was invited to attend the summit. As a representative of a benchmark brand in consumer electronics overseas expansion, he shared BMAX's practical experience in cultivating the European market and achieving explosive growth through overseas hosting, providing valuable insights for cross-border merchants to break through overseas barriers and showcasing the core strength of Chinese consumer electronics brands going global.

With the continuous escalation of the cross-border expansion wave, brand overseas expansion combined with overseas hosting has become a golden opportunity for cross-border merchants to enter the market and achieve explosive growth in 2026. BMAX is a pioneer and beneficiary of this trend. Since joining AliExpress in 2019, BMAX has focused its efforts on the European market. Its main products, such as mini PCs and tablets, leverage their high performance and portability to perfectly meet the core needs of European users for home entertainment and mobile outdoor work, rapidly establishing a foothold in the European market. 70% of the brand's orders on AliExpress originate from Europe, making it a highly recognizable Chinese brand in the European consumer electronics market.

At this summit, Mr. Yang Yi, founder of BMAX, shared insights on key topics such as the brand's European market strategy and the transformation of its overseas hosting model, revealing BMAX's practical experience in overseas expansion. Regarding the secrets to the brand's growth in the European market, Mr. Yang stated that localization is the core strategy for overseas expansion. BMAX established overseas warehouses in key European countries such as Spain, France, Germany, and Poland early on, solidifying the local experience from the logistics perspective and laying a solid foundation for future business growth. The in-depth cooperation with AliExpress's overseas hosting service in 2024 became a key turning point for the brand's growth. Coinciding with BMAX's strategic plan to increase overseas inventory, AliExpress's overseas hosting model was a perfect fit. After the comprehensive transformation, BMAX's orders tripled. Even amidst the industry challenges of European tax reforms, orders continued to rise against the trend, demonstrating the strong vitality of the overseas hosting model.

Mr. Yang Yi also shared his unique insights on brand pricing and growth logic. Compared to other platforms that pass on marketing and traffic costs to consumers, resulting in higher prices, BMAX leveraged the high-quality resources of AliExpress's Brand+ and other brand channels to optimize marketing costs and precisely target traffic. This allowed BMAX to continuously provide overseas users with high-quality, cost-effective consumer electronics products, benefiting both consumers and the brand, resulting in steady order growth. Furthermore, this process continuously enhanced the brand's overseas awareness and influence, completing the transition from "product export" to "brand export."

As a benchmark brand deeply rooted in the global consumer electronics market, BMAX's overseas journey serves as a prime example of how Chinese brands can accurately grasp overseas market demands and achieve efficient growth by keeping pace with platform trends. Attending the Brand Globalization Summit in Guangzhou was not only an opportunity for BMAX to share its globalization experience but also a chance for in-depth exchange and brainstorming among Chinese brands expanding overseas. Mr. Yang Yi stated at the summit that the cross-border globalization trend remains strong, and the combination of brand globalization and overseas hosting will become increasingly apparent in 2026. BMAX will continue to deepen its presence in the European market, continuously optimize its overseas warehouse and hosting network, and provide global users with higher-quality products and a more comprehensive local experience. BMAX also hopes to collaborate with more cross-border partners to explore new paths for global expansion, enabling more Chinese consumer electronics brands to reach the world stage.

This summit allowed more industry partners to see BMAX's globalization practices and also helped the brand accumulate more possibilities for cross-border cooperation. In the future, BMAX will continue to ride the wave of brand globalization, with technology as its core, brand as its sail, and localization as its paddle, to forge ahead in the blue ocean of cross-border e-commerce and write new chapters for Chinese consumer electronics brands going global!