Amazon Puts Down Tmall's Official Website

Amazon official Tmall store, which owns the amazon.tmall.com domain name, quietly began its trial operation last Friday and will be launched in April. The cooperation between the world's first B2C electricity supplier and the largest electronic business platform in the world stunned many small partners.

Shortly after its launch, the Amazon official flagship store sells Amazon China's overseas direct merchandise, of which about 1/4 is Amazon's exclusive product. According to Amazon, at present Amazon The number of goods purchased offshore has exceeded 100 million. However, the Beijing Commercial Daily reporter registered Tmall "Amazon official flagship store" found that the shop has only 500 kinds of merchandise. Amazon said that the current Tmall store was the first to import imported goods directly, and was selected again in Amazon's existing products.

It is understood that most of the current sales in Tmall stores are directly imported from Amazon, but more abundant products are still sold on Amazon's official website. Amazon said in an interview with the Beijing business daily, "opening flagship stores in Tmall has provided a wider and diversified channel to enable consumers to enjoy the authentic overseas selected products from Amazon China". This also means that after Amazon's entry into Tmall, it hopes to conduct a diversion through the Alibaba's localized large flow platform for the official network.

According to AI's consultation, the market share of China's B2C shopping website transaction scale released in 2014, Tmall ranked first in 61.4%, while Amazon ranked 1.3% in eighth place. There is a view that Amazon settled in Tmall is "to traffic down", but in the view of the North Business Research Institute, from the investment fresh electric business "delicious 77" to Tmall, Amazon's business ideas in China have changed.

North Business Research Institute analysis, as " Global B2C boss "Amazon has not been willing to take part in China's electricity supplier competition in the ten years since its entry into China. But after entering Tmall, Amazon chose to integrate the traffic resources of the localization platform into the Chinese electricity supplier ecosystem instead of fighting alone and fighting alone.

Amazon believes that the establishment of "Amazon official flagship store" has provided consumers with more channels to purchase Amazon's imported direct commodities. Distribution channel Form a supplement. Amazon's top management also said, "this is a good example of Chinese team's continuous innovation and customer first". People close to Tmall even revealed that the cooperation was finalized by Amazon CEO Bezos personally. Ma Yun, chairman of the board of Alibaba group, also publicly stated that he did not rule out cooperation with Amazon.

In this cooperation, Amazon has become a leading actor in an endless manner. Tmall has also benefited a lot as a platform. According to Tmall's plan last year, fashion and internationalization are the most important strategic points. After introducing Burberry, apple, Estee Lauder, Marsha and other international brands, Amazon's brand resources will benefit Tmall's international front. This is what Tmall is most eager for. Data show that Amazon's international selection area covers nearly 6000 international brands from 38 countries.

Niu Yinghua, vice president of Amazon China, said in an interview with the Beijing Commercial Daily reporter that Amazon has a strong global sourcing advantage. "We will be very clear about what is the best seller in this country and have good cooperation with a large number of suppliers worldwide."

An insider close to Amazon said frankly that he wanted to enter China's overseas brands, and on the one hand he established a cooperative relationship with Amazon in other countries and regions. He hoped Amazon would be the preferred platform for entering China. On the other hand, he knew that Tmall was China's largest e-commerce platform with strong traffic advantages. In the future, more brands will choose to enter Amazon and its flagship store in Tmall.