So far the most successful localization of foreign companies may only be a Chinese Amazon. On Jan. 10, Amazon Global Vice President and President of Amazon China Zhang Wenyi said, "2016 is the Amazon international brand strategy continues to deepen, continue to force the year we launched in China for local consumer demand innovation, including the release of Amazon The first in the world to provide cross-border free distribution of the Prime member services, Amazon overseas stores to increase the UK site products, to achieve overseas stores from a single site to a multi-site forward.

Zhang Wenyi combing the Chinese consumer cross-border free distribution of the Prime member services, overseas purchase to increase the British site by the industry as Amazon is China's ongoing localization of the important initiatives. With the world's most developed logistics system and a solid global layout of the Amazon, is the most suitable for the Chinese consumer demand for the way to improve the service, big step forward.

Cross-border online shopping trend report released

Based on the in-depth analysis of the Amazon overseas purchase data and consumer behavior survey, Amazon China on January 10 released 2016 cross-border online shopping trend report, summed up China's cross-border online shopping consumption of the four characteristics and trends, that cross-border online shopping more Universal and normalized, cross-border online shopping crowd younger, cross-border online shopping more quality and free cross-border distribution of the release of consumer potential.

Popularization of normalization, the Amazon Chinese consumer research results show that with less than two years of cross-border online shopping experience accounted for more than 50% of consumers, we can see the launch of the Amazon overseas purchase attracted a large number of new cross-border online shopping crowd. At the same time, Amazon Black Friday shopping carnival concept enjoys popular support. During the black five years in 2016, Amazon China's success, black five days of sales over the same period in 2015 doubled, but also "double 11" the same day sales of 6 times; Amazon Hong Kong / bonded warehouse sales are also unusually hot, black five days of sales Is the 2015 sales of black five times as much as 12 times.

People younger, nearly Bacheng Amazon China's cross-border consumer age concentrated in the 35 years of age. More than Jiucheng Amazon consumers have a college degree or above, monthly income of more than 5,000 yuan accounted for the proportion of consumers from 53% in 2015 increased to 62%, an increase of nearly 10 percentage points.

Quality, the report shows that the quality and price for the first time as China's consumer cross-border online shopping the two most concerned about the elements of the pursuit of consumer product quality continues to rise.

In terms of consumption potential, the data show that the average transaction volume of Amazon Prime members is much higher than that of non-Prime members. Amazon Prime member service greatly frees up consumption.

On-line cross-border free distribution of the Prime member service

Once upon a time, the Chinese consumers free delivery, the next day and other high standards of logistics experience to make electricity business feel uneasy, after several rounds of competition, domestic online shopping to meet the consumer shopping experience has become standard. However, after the rise of cross-border online shopping, the high freight costs, long logistics waiting time to become cross-border electric business insurmountable gap. With the world's most advanced and perfect logistics system of Amazon as an opportunity to launch in the Chinese market, the world's first to provide cross-border free distribution of the Prime member services.

It is reported that on October 28 last year, the Amazon Prime member service landed in China. Chinese users to become Amazon Prime members, the purchase of Amazon China's member of the goods, you can enjoy the domestic order of the year zero threshold unlimited number of free delivery service; purchase Amazon purchase orders more than 200 yuan, can enjoy the whole year Unlimited number of cross-border orders free delivery service. Amazon China users can enjoy 30 days of free trial.

Amazon Prime members priced at 388 yuan a year, the current introduction of limited time members to experience the first, the user can pay 188 yuan a year Prime member service, the event deadline for February 28, 2017.

"China's Amazon Prime member service is not a simple copy of the global Prime model, but a tailor-made Prime for Chinese consumers," said Zhang. "China's Amazon Prime member service provides a solution to the solution to consumers' The Zhang Wenyi revealed that from the introduction to the present few months, the number of Amazon Prime members of the rapid growth of Prime registered members of the order covers the 31 provinces and autonomous regions nationwide more than 380 cities and regions. More than 90% of consumers after the trial of the Prime member service that will be around the friends or family recommended the use of Amazon Prime member services.

Amazon China platform

Continue to increase the quality of low-cost high-quality goods

In addition to the unique Prime member service, the Amazon overseas store also increased the UK site products, to achieve overseas stores from a single site to the multi-site forward. In the context of increasingly diversified consumerization, personalization, consumer demand in China, the global market has a strong team with a solid layout of the Amazon advantage.

On November 4 last year, Amazon China announced the Amazon overseas purchase of the Amazon UK site to achieve a formal docking, over a million from the Amazon UK site of high quality pure foreign goods landing Amazon overseas stores. Amazon United Kingdom President Ge Daoyuan said that the success of the Amazon UK and overseas docking to further demonstrate the Amazon to meet the needs of Chinese consumers and make unremitting efforts. In the future, the Amazon UK team will continue to work closely with the Chinese team to bring more quality Chinese brands and options from the UK and Europe to Chinese consumers.

It is reported that, after the United States Amazon has been with the Amazon China overseas purchase to achieve docking, domestic consumers through an account, a unified shopping cart and local payment to the US-Asia platform to buy massive quality goods. And Zhang Wenyi also mentioned that 2017 overseas purchase will expand more countries, it seems that we have long been looking forward to Japan, Germany and Asia docking not far away.

Amazon China Localization

China as the most rapid development of electricity business countries, with the world's most "picky" consumers, the local electricity business is not the ultimate service is still difficult to survive, once considered outsiders of Amazon is trying to become the most localized characteristics of the electricity business platform.

Zhang Wenyi said that in China, "wine is also afraid of alley deep." To this end, in the past year, Amazon China tried a rich, diversified marketing campaign: released the first Amazon overseas brand advertising; black five eve, Amazon overseas purchase the first offline experience museum debut Beijing Sanlitun, to attract A lot of consumers in a more intuitive way to understand the Amazon overseas products and services. "We are also pleased to see that these new products and services are well received by Chinese consumers, and positive feedback from consumers is not only the highest praise for Amazon's tireless efforts, but the driving force behind our continued innovation."

Looking back at all this, why did Amazon China make these breakthroughs and how to get these breakthroughs? Zhang Wenyi said that because Amazon China, with the help of Amazon's global advantage, based on the needs of Chinese consumers, to achieve the localization of innovation. Amazon's overseas store has played a huge advantage of Amazon's US and UK websites overseas; China's Amazon Prime is making full use of Amazon's leading global warehousing and logistics distribution system. "We connect them with the needs and pains of Chinese consumers, and in an innovative way to truly meet the needs of consumers and solve the pain of consumers, which gives us the favor and recognition of consumers."

For Amazon China, 2017 will be a new year. "We will be able to better explore how to bring Amazon's global resources to China, combined with the development of the Chinese market, the best demand for local consumers," said Zhang Wenyi. "We will move forward steadily and steadily in the established direction. , To achieve 'global vision' of the 'localization', which will be our way of development in China "