"Global 3-Day Delivery" Kicks Off: Cainiao to Win Customers with Half-Price International Express

Author | Huang Yu

On August 5, Cainiao officially launched its "Global 3-Day Delivery" cross-border logistics service product. This is undoubtedly a significant signal of Cainiao's further push towards "globalization."

As early as 2013, when Cainiao was just established, it proposed the vision of "Guaranteed Global Delivery within 72 Hours."

The launch of this product means that following "Global 10-Day Delivery" and "Global 5-Day Delivery," Cainiao has officially kicked off the era of "Global 72-Hour Delivery," moving closer to its original vision.

It is reported that Cainiao has currently achieved door-to-door delivery within three calendar days after consumers place orders on 15 core cross-border routes, including from Hong Kong, China to Europe, between pan-European countries, and among Middle Eastern countries.

Meanwhile, to attract more cross-border sellers to use this service, Cainiao has also offered a competitive pricing scheme. Taking a 0.5 kg small parcel to Europe as an example, the international express price is approximately 145 yuan, while Cainiao's "3-Day Delivery" product costs about 62 yuan, roughly half of the former.

How can Cainiao keep prices so low?

Li Shuo, Head of Cainiao Group's Cross-Border Logistics in Europe, stated that this is mainly achieved through close cooperation between Cainiao's self-operated business and its ecosystem partners. The scale effect brings down costs, while AI and digitalization continue to reduce operational expenses.

Over the past decade, the rapid development of China's cross-border e-commerce has largely relied on supply chain efficiency and cost advantages to sell a large volume of goods to global markets.

However, as the industry enters a mature stage, consumer demands are shifting from "being able to buy" to "receiving faster and enjoying a better experience."

According to third-party industry research, approximately 46% of global cross-border online shoppers have abandoned orders due to "excessively long delivery times."

Xiong Wei, Senior Vice President of Cainiao Group, also noted that cross-border e-commerce is transitioning from a phase where "having stock means sales" to one where "experience determines success." Logistics timeliness is no longer just a fulfillment parameter but has become a key variable influencing consumer choices, merchant operational efficiency, and the competitive landscape of the industry.

Of course, improving cross-border logistics efficiency is not an easy task, and Cainiao has undergone a long process of capability building.

Starting in 2018, Cainiao began constructing its global logistics network. In 2020, Cainiao launched the "Global 10-Day Delivery" service; in 2023, the "Global 5-Day Delivery" product was officially implemented.

At the 2023 Global Smart Logistics Summit, Alibaba Group emphasized that one of the important directions for Cainiao's future development is to "focus on the global market and build a globalized logistics network."

Since then, Cainiao has entered the 3.0 era, placing greater emphasis on globalization, technology, and market orientation.

From the perspective of industry competition, the launch of "Global 3-Day Delivery" also reflects that cross-border e-commerce infrastructure is entering a new stage of competition.

In the past, cross-border e-commerce platforms and logistics companies competed mainly around product prices and supply chain costs. Today, as consumers raise their requirements for shopping experiences, logistics speed is becoming a crucial capability for platforms to attract users and merchants.

In the future, as more countries and regions join the 72-hour fulfillment network, cross-border e-commerce competition will gradually shift from "low-price expansion" to "experience-based competition." Those who can provide faster, more stable, and more cost-effective global logistics capabilities will hold a greater advantage in the next stage of cross-border market competition.