Alibaba's Southeast Asian e-commerce platform Lazada announced that it will reduce investment in low-quality goods and instead allocate more resources to brand merchants and quality consumers to strengthen its brand e-commerce strategy. This move aims to improve profitability and address the increasingly stratified consumption and structural upgrade potential in the Southeast Asian e-commerce market. Lazada Group President and Singapore CEO, James Dong, pointed out that as of the first half of 2026, nearly 10,000 Tmall merchants have joined its "one-click easy overseas expansion" model, with a single-month transaction volume exceeding 400 million RMB in June this year.