promote global store opening, Amazon China strategy focuses on c-ESG跨境

(picture source: panoramic vision)

Economic Observer reporter Hong Yuhan in 2004, Amazon entered the Chinese market by acquiring the domestic e-commerce website excellence. Four years later, Amazon quickly increased the Chinese market share to 15.4% with its experience in e-commerce. However, in the next 10 years, Amazon's market share fell rapidly to less than 1% under the attack of local e-commerce giants such as Alibaba and jd.com.

e-commerce is unfavorable, but Amazon has found another way in China. In August 2017, Zhang Wenyi, then president of Amazon China and vice president of Amazon worldwide, said in an interview that after years of efforts, Amazon has gradually found China's"law of survival". Amazon is a bridge that allows Chinese consumers to easily buy a large number of international authentic products around the world, and allows Chinese companies to easily expand overseas and commercial procurement markets

on June 28, "Amazon global seller direct purchase conference" was held in Hangzhou Baimahu International Convention and Exhibition Center. Amazon has invited overseas sellers from the United States, Europe, Southeast Asia and other places to connect with Chinese manufacturers. While providing rich quality choices for global sellers, Amazon has explored a new mode of linkage between made in China and global cross-border e-commerce exports, and accelerated the expansion of cross-border exports of the "next generation trade chain"

under the attack of jd.com and Alibaba, focusing on cross-border trade has become Amazon's key survival strategy in China

e-commerce is disadvantageous

Amazon China was formerly known as excellence. Com and later called Excellence Amazon. On August 19, 2004, Amazon acquired excellence for us $75 million. This makes the website the seventh largest localization website of Amazon, second only to the United States, Canada, France, Germany, Japan and the United Kingdom. On June 5, 2007, its domain name was Joyo Com to amazon.com Cn, and change the name of excellence network to Excellence Amazon. On October 27, 2011, Excellence Amazon was changed to Amazon China

like Amazon's global strategy, in the decade of rapid growth of China's e-commerce, Amazon did not participate in various wars or even advertise, but continued the strategy of the headquarters and invested in infrastructure. "We should not be afraid of our competitors, but our customers, because customers have money and competitors will never give us money," Bezos said

however, in the highly competitive Chinese e-commerce market, the alternative Amazon is still gradually marginalized. Ranked 46th in the Top100 e-commerce app ranking released by Analysys in December 2017

focus on cross-border trade

although Amazon did not succeed in the competition for market share of e-commerce, Amazon's development in China has never stopped. In 2014, Amazon's overseas shopping store was launched to promote cross-border e-commerce, which is Amazon's first localized global store. At the same time, the shopping Carnival of foreign Black Friday is introduced into China in an attempt to create a festival unique to Amazon that competes with the "double 11"

in 2015, Amazon upgraded its overseas shopping experience, unified account, unified shopping cart and realized RMB payment. In 2016, Amazon China launched the first prime member service in Amazon's global history to provide unlimited free distribution of cross-border orders throughout the year

Amazon has established a cooperative relationship with Shanghai Free Trade Zone, opened six Amazon overseas sites including Germany, Spain, the United States, France, the United Kingdom and Italy, collected 80 million kinds of international products, carried out direct mail business in China, and opened a new model of "buying all six countries on one net". This is Amazon's first global store covering multiple sites in the world, integrating the Chinese market into the global system and gradually approaching Amazon in the United States. Amazon's new cross-border communication platform directly guides Chinese consumers to the Amazon website of the United States, displays commodity information in Chinese and marks commodity prices in RMB

global store opening

in addition, Amazon launched the "global store opening" service in China in 2012 to help many Chinese businesses go global. At present, it has helped tens of thousands of Chinese sellers successfully launch the Amazon global site, directly reaching more than 300 million active consumers and more than one million enterprise and institutional buyers. The top 10 overseas sites, including Amazon, the United States, Canada, Germany, the United Kingdom, France, Italy, Spain, Japan, Mexico and Australia, have been fully opened to Chinese sellers. More than 140 operation centers around the world help Chinese sellers sell their products to 185 countries and regions around the world. Amazon's 2017 letter to shareholders mentioned the active performance of its global store business. The letter pointed out that the global performance of the global store business increased by more than 50% in 2017; The cross-border e-commerce sales of small and medium-sized enterprises account for more than 25% of the total sales of Amazon's third-party business

<span bdsfSong Xiaojun, head of China's investment promotion for Amazon global stores and vice president of Amazon China, talked to the reporter of economic observer.

Song Xiaojun told the reporter that this" direct purchase conference "is the first new model of direct connection between manufacturers and sellers in China, which can not only help sellers improve product quality, optimize supply chain The continuous expansion of product categories also brings new opportunities for the transformation of business model of manufacturing enterprises and the expansion of international market. The direct mining conference will help Hangzhou and its surrounding local manufacturers accelerate the transformation of cross-border e-commerce, help multi-party cooperation, jointly expand overseas markets and build international brands. Thanks to the strong support of the Hangzhou government for the cross-border e-commerce industry, Hangzhou has always been at the forefront of the development of China's cross-border e-commerce industry. The conference will also inject new vitality into Hangzhou's promotion of cross-border e-commerce export development, which is another important innovative practice after Amazon's global store opened and signed a memorandum of strategic cooperation with Hangzhou comprehensive test zone and established China's first cross-border e-commerce Industrial Park in Hangzhou

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