Amazon Has Yet To Break The Curse Of Localization.

Ten years after entering the Chinese market, Amazon has yet to break the curse of localization.

According to the data released by the research firm AI, in the second quarter of this year, Tmall's market share accounted for 55.7%, while Jingdong accounted for 25.2%, while Amazon accounted for only eighth, accounting for only 1% of the B2C e-commerce industry in China.

The appointment of Ge Daoyuan (DougGurr) is regarded as a self salvation of Amazon China.

Since being pferred to China's president in July last year, Ge Daoyuan has begun to pform Amazon China's market positioning and shift its focus to cross-border e-commerce business.

In August 13th this year, Amazon's annual strategic conference was held in Guangzhou. In the hot summer day, Ge Tao Yuan still dressed in neat suits to show Amazon China's "offshore buying and flash buying" business from all over the country, thus opening up the overall upgrading of the cross-border strategy.

For cross-border electricity providers, procurement and

It is the biggest pain point of user experience, especially the latter. The logistics system is the most complex, and the pportation distance is long. It needs many logistics companies to connect, and the customs clearance system takes a long time. In the past, through the small company phipment, not only the logistics time is long, but also the goods are easily dropped, and the real goods become fake.

These two aspects are the unique advantages of Amazon.

Amazon China told the times weekly that the products of Amazon China are all negotiated by American companies, suppliers, producers or branding parties, and the plation work is done one by one according to category, so that the products can be purchased into the "direct mail" outside Amazon sea, and the product's massive and genuine guarantee is also taken into account.

In addition, Amazon has a total of 109 operations centers worldwide, covering 185 countries and regions. Automated supply chain management and product tracking system can ensure that goods can be traced anywhere, anytime, by consumers, partners and Amazon themselves, making delivery more convenient.

According to the data provided by Amazon, from last year's "black Friday" to now, the amount of orders purchased by Amazon China Sea exceeds 5 million, from the first quarter of this year to the two quarter, the growth rate is more than 3 times.

The sale of international brand goods, including direct and exclusive products, increased by 13 times over the same period last month, and orders grew by nearly 30 times within 48 hours of the overseas shopping festival.

"We have been very clear about Amazon's business focus in the Chinese market, that is, cross border strategy."

Amazon told the times weekly reporters that Amazon should become a Chinese consumer.

The first choice.

At present, Amazon China has completed the docking of all 27 direct mail products in the Amazon. Next, it will further expand the coverage of its direct mail products, and introduce other preferred products from other overseas sites, especially Amazon's major European websites and Japanese sites.

Amazon China may not become the largest electricity supplier in the Chinese market, but we are building our own unique competitive edge.

We hope to become the best shopping platform for Chinese consumers to buy high-quality international brands.

Ge Daoyuan knows the situation of Amazon China more than anyone else, so he is trying to get the Amazon China to enter Tmall at headquarters, and at the same time, let the 150 thousand international products and Amazon share the same price, the Chinese language interface and the direct mail service. He knows that overseas is the last straw for Amazon China.

In fact, from last year's "double eleven",

Cross border business has been emphasized and internationalization is one of the platform strategies.

According to the data disclosed by Tmall international, this year's "double eleven" overall forecast will be close to 100 million yuan mark. Many overseas brands have already exceeded the "double eleven" overall turnover in the pre-sale stage this year.

The data provided by Alipay said that on the first day of "black Friday", Alipay's turnover increased by 26 times compared with that of the previous year, and the number of pactions increased by 33 times.

Ali believes that although the "double eleven", "black Friday" and "double 12" interval is relatively short, but Tmall's strategy for these three shopping festivals is different, for the platform is a different marketing gameplay.

"For example," double eleven ", consumers may be able to buy everything from their families' needs." black Friday "is the main brand of seafood, and consumers are more concerned about clothes and bags.

Without accident, Ali and Amazon will compete for the trillion yuan market and are expected to be the top two.

But in front of Amazon far more than Alibaba or Jingdong rivals, how to really let Amazon landing China is the key factor.

Like Ge Daoyuan's Chinese name, Amazon China has a long way to go.

Although it has two advantages in procurement and logistics, Amazon's cross-border business is by no means a smooth road. The local electricity supplier, led by Ali, also aims at cross-border electricity providers, and rushing into the new blue ocean.

Hu Yanhui, Alibaba's fast selling operation expert, said that by 2018, the number of cross-border electricity providers in China will account for half of the world's total, with great prospects.

At present, Amazon China's biggest competitor is undoubtedly Tmall international, and there is also a big difference in their operation mode.

Unlike Amazon's procurement system, Ali told times weekly reporter that Tmall international does not have a "procurement" link, because it is the B2C mode of building platforms, and overseas brands are directly settled, and businesses run their own stores.

"If Tmall international double 11 is pushing the explosive products, this time" black Friday "is the main promotion of Tmall international brand overseas flagship store, the main" shop "dimension, and other cross-border e-commerce platform" purchasing mode "to form a difference.

Ali told the times weekly reporter that Tmall international has entered many new brands this year, such as Messi stores, BCBGMaxazria, RUNWAYchannel (Japanese apparel comprehensive website), Australia chemistwarehouse, South Korea Olive Young and so on. Among them, Messi department store is the exclusive entry to control the best overseas products and channels.