wholetwo thousand and fifteenThe year marks the influx and lockdown period of cross-border e-commerce, and everyone needs to cut in and occupy a hole.two thousand and sixteenThe year will be a major battle and siege for cross-border e-commerce, with some winning and others being killed on the beach.
According to data from the Ministry of Commerce, the average annual growth rate of cross-border e-commerce in China is close to40%.threeYears agotwo thousand and thirteenIn, China's cross-border import e-commerce transaction volume was onlytwo thousand nine hundred and ninety-sevenOne hundred million yuan, and here it istwo thousand and sixteenIn the year, China's cross-border e-commerce import and export trade volume will reachsix point fiveTrillion yuan.
Being at the forefront of cross-border e-commerce, especially for Amazon China, has a special meaning. Because of cross-border e-commerce, the competition between Alibaba and Amazon in the Chinese market has truly begun. This time window starts fromtwo thousand and fifteenYear, but the most critical stage will be the followingtwo thousand and sixteenYear.
In the opinion of the editor, choosing cross-border e-commerce may be Amazon China's preferred path to break through with its global resource advantages, and it is also its best path to form a encirclement against others after a certain amount of sedimentation. In the current delicate and adhesive moment, this is practical and feasible. It not only helps to promote the overall cross-border e-commerce industry, but also adds some vitality to the e-commerce industry.
Futuretwo thousand and sixteenHow will Amazon's cross-border e-commerce breakthrough and encirclement battle unfold in?
Breakthrough: An undeniable preparation
In the past year, Amazon's cross-border e-commerce in China has implemented a parallel strategy of "overseas purchase" and "global store opening", with two legs of "one import and one export". On the one hand, it has shipped overseas goods to China for sale, and on the other hand, it has pushed Chinese sellers to overseas markets. Among them, the import part not only continues to expand overseas shopping categories and selections, but also contributes to the second "Black Friday" Overseas Shopping Festival, and significantly reduces the postage for direct mail to China on Amazon's European website.
two thousand and sixteenyearonemonthtwelveOn the same day, Amazon China announced that its total selection volume on cross-border e-commerce has increased tonine hundredMore than ten thousand yuan. You know, a month ago, this data was stillfour hundredOver ten thousand yuan, the number of selected products has doubled in just one month. The significant increase in the number of selected products means that consumers have more cross-border products to choose from, which is a critical stage from quantitative to qualitative change.
According to data released by Amazon China,two thousand and fifteenThe number of users for Amazon's "overseas purchases" increased more than tenfold intwo thousand and fifteenyeartwelveThe monthly sales revenue is from last yeareightAt the beginning of the monthly launcheightTimes; Year-on-year growth in sales of imported direct procurement150%.
These become chips for Amazon China to break through.
Previously, Amazon was a bit uncomfortable in China, so Amazon China did not make much progress in competing with Tmall, JD.com, and even more vertical e-commerce players. But now it finds its position in the Chinese market and fully leverages its cross-border advantages, everything will change accordingly. More importantly, at this point, cross-border e-commerce is something that competitors are not good at.
Coupled with the easterly trend of policy. Nowadays, people all like the so-called "air vent theory". To some extent, the national tariff policy is the biggest air vent for cross-border e-commerce. At this point, the entire environment and situation will flip over, and the chances of successfully breaking through the encirclement are very high.
Encirclement: Logistics and Freight
Like two sides of a coin, cross-border e-commerce can not only enable Amazon to break through in China, but also enable Amazon to form a siege on Tmall, JD, and other platforms in another dimension.
wholetwo thousand and fifteenThe year marks the influx and lockdown period of cross-border e-commerce, and everyone needs to cut in and occupy a hole.two thousand and sixteenThe year will be a major battle and siege for cross-border e-commerce, with some winning and others being killed on the beach. No way, the competition in the mall has always been like this.
Just recently, as the Chinese Lunar New Year approaches, Amazon China has launchedtwo thousand and sixteenA global collection of New Year goods. fromonemonthtwelveStarting from the day and continuing untilonemonththirty-oneOn the th, with the theme of "Global Celebration of the Year of China", the "Global National Pavilion" was launched, gathering people from around the worldfortyHigh quality products from countries including imported direct procurement and numerous self operated international brands have joined this annual merchandise collection.
In fact, domestic Alibaba and Suning have already taken the lead in focusing on the Lunar New Year products, while this time Amazon China mainly focuses on foreign trendy and cutting-edge products, focusing on foreign flavors. In addition, Amazon China has also collaborated with Box Youxi Media to create a limited edition customized Spring Festival "Nian Beast Battle" express box, starting from the "last mile" of the express to create brand articles.
After all, with the rise of the Chinese middle class, there is a huge potential demand for well-known foreign goods. This can also be said to be Amazon'stwo thousand and sixteenThe first shot of cross-border e-commerce launched in the year.
At the same time, Amazon has also added WeChat mobile payment function and launched“ZThe "Big Brand" column helps consumers quickly understand the current trends among a large selection of productsInPopular brands.
But these are all specific tactics. As for the strategic aspect,two thousand and sixteenHow did Amazon China form a siege in the cross-border e-commerce field in the year. Niu Yinghua, Vice President of Amazon China, gave two keywords: logistics and shipping costs, and personalized and scenario oriented consumption will be the main trend.
The development of cross-border e-commerce has always been constrained by the support of international logistics networks. In the global logistics system, there is no local e-commerce enterprise or logistics company in China that can surpass Amazon. And Amazon'sITThe system's intelligent management services for warehousing and logistics through big data processing, artificial intelligence, cloud computing, etc. are also unparalleled by other companies.
In the end, these will also be reflected in the level of shipping costs that consumers can feel. Nowadays, the supply of goods from Europe and America, after Amazon's intelligent management service, has led to an overall reduction in shipping costs, with a maximum reduction of up to50%This is undoubtedly a great temptation for users.
Moreover, in addition to being used for its own cross-border e-commerce business, Amazon has also opened up logistics, allowing Chinese enterprises of different sizes to use Amazon's logistics in cross-border e-commerce. From then on, Amazon can quickly scale up from the logistics platform, forming a siege situation.
Anyway,two thousand and sixteenIn the year, cross-border e-commerce remains the focus of competition, which is a new carnival for consumers and a time for cross-border e-commerce players to compete and operate with each other. But no matter what, they will work together with billions of netizens to create new excitement.
(Editor: Yi En) Jingxian）
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