Amazon Takes The Two Items Of "Offshore Outsourcing" Store And "Global Shop" As The Core To Cover Imports And Exports.

Niu Yinghua, vice president of Amazon China

It's global.

The company was founded in 1995 and has been in existence for more than 20 years.

Amazon has 14 big sites and 123 operations centers all over the world, covering 185 countries and regions.

Such a foundation enables Amazon to have certain advantages in the process of global business flat. Amazon is not only in China, but also in Amazon.

Multi-channel layout

In Amazon China, since 2014, there have been some adjustments in the whole strategy. What is the adjustment? Cross border.

We will focus on imports and exports as the core of the two projects: "offshore outsourcing" and "global stores".

The "offshore outsourcing" store has introduced the world's Amazon products to China at a minimum cost; "global shop" has used 14 websites worldwide to make Chinese enterprises and China's

Recommend to the whole world.

In 2014, we decided that this strategy began and we spared no effort to move forward.

Amazon's overseas purchase was set up in November of 2014. This project localizes all product information to Chinese websites digitally, and the vast majority of goods are still stored in operation centers all over the world.

After digitalizing localization, information localization will provide the best Chinese information for Chinese consumers. Two is RMB payment method; three is the best return; four is Chinese based and multi lingual customer service.

The most worrying thing for Chinese consumers is the subsequent exchange, including the inconsistency of the information in the middle. We have solved this problem well with overseas stores.

Are the 29 categories, tens of millions of commodities, all done in the simplest form of direct mail and direct mail? No, we have been insisting on multi-channel layout and insisting on the mode of mail delivery and cross-border e-commerce.

A considerable portion of our products are stored in bonded warehouses and free trade zones, which are delivered to consumers at the fastest speed.

More importantly, we have been insisting on the mode of big trade and the import of general trade.

Buy the best goods directly into China and put it in the third party operation center of China.

From the recent policy perspective, when the whole policy is fluctuating, this multi channel and diversification strategy is well suited to this direction.

From the experience of Amazon, including our data, China's consumption upgrading is irresistible, and the whole category and large selection products are the trend of the times.

When we first launched online shopping in 2014, there were about 20 thousand commodities and 80 thousand goods in the same industry. But at that time, we sold more health care products and milk powder.

After nearly two years of development, the latest data tell us that this is really a business that is surging, and all kinds of products are constantly upgrading.

(1) kitchen utensils are growing rapidly.

Now many consumers are not only concerned about eating and drinking, but also want to see all kinds of strange things in their lives, beautiful, exquisite kitchen utensils, new coffee machines, etc.

(2) data show that in the cosmetics industry, we are concerned not only with the growth of the cosmetics business, but also with the growth of the tool category, such as how to thin face, how to reduce fat, and various small appliances and very interesting things to grow very fast.

(3) the development of outdoor sports and other products is faster than we think.

From the point of view of category, it is not only for the familiar milk powder, diaper and so on, but for the development of the whole category.

From commodities, we see a full range of life needs, such as "crazy animal city" staged, rabbit doll sales are very good.

Therefore, the full range of commodities brings about consumers' preferences and needs for quality of life.

First, the standard is not marked.

We prefer personalization in standard products. Everyone wants something different from others. On my website, I think the most interesting thing about all big data is the pot. The best pot that Amazon sells now is turquoise, the second pot is red, and more standard products have changed in color.

Pursue design sense and show taste.

Do you know the simplest bottle opener? The best bottle opener on Amazon's website is a small stainless steel, which is made of stainless steel and opened with its mouth.

We will wonder if more and more products like personalized design and make a little change on the standard products, which will become products that consumers like.

Second, the mainstream is not.

More and more tide cards come in. When Amazon and many mainstream brands talk about it, almost all of them are faced with a decline in market share. We find that the long tail of the past is a big "head" driving thin "tail". Today's shrinking "head" is driving a very large "tail".

Amazon has 60 thousand brands on the platform, and more and more consumers like personalized brands.

The "IVANKATRUMP" brand has the highest search rate, and trump campaigned for president in the United States.

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Amazon launched a new column last year called Amazon inventor, which is the most innovative product in the world. These products are very interesting. For example, there are Bluetooth positioning on the trunk, so you are not afraid of the box being lost.

For example, automation can help weigh, in addition to the suspension of speakers, as well as the piano, the piano is an intelligent piano, which directly teaches you how to play the piano.

I was very worried when these products were online, because I thought it was a gimmick, but after that, I found it was not the case. More and more consumers liked new and strange things. They flocked to such products and needed such products.

We did a consumer survey, which is very consistent with our big data.

Among the top 5 most concerned about cross-border import, 4 are related to commodities, and two things are summed up in the first place: first, quality is good, fidelity and security are good; two, more choices, more personalized choices.

This is exactly the same conclusion from our data analysis.

Therefore, I say that the world is becoming more and more individualized. In cross border market, more and more products are in the whole category.

For Amazon, we have a huge supplier of resources, a global commodity system, and good logistics. We will stick to the cross-border road. We are very confident.

If you are an expert in a particular category or the leader of a particular category, do as deep and complete as possible in this category. If you are a supplier, when choosing goods, don't forget that choosing some interesting and interesting products with mainstream design will bring unexpected results.

Over the past 2-3 months, you have seen many changes. How do I view past policy changes and future trends?

I am full of confidence in this. "The road is long, and I will go up and down."

Why?

First, the global flat commerce mode is irresistible, because Amazon has global information. Under such circumstances, China must be a "pioneer".

Second, behind the merchandise is the demand for consumption. The demand for consumption is very strong. Everyone's pursuit of good commodities and good life is here, so your market is here, and the market is left with methodological problems.

Third, for all the cross border people here, if our game is not a little more complicated, how can we highlight the intelligence of cross border people?

To sum up, we all join hands in this industry to make the industry bigger and win the market.