Interpretation Of Amazon'S "Recognition" Into Tmall'S Back

At present, Amazon China, which lacks loyal users, will lose some of its "aura" after switching to Tmall, but it can get the desired and urgent market flow in the short term. This is also the most favorable choice for managers from the market perspective.

Therefore, taking this step, Amazon China's main push on "imported direct mining" commodities is to expand its brand influence adsorption through Tmall platform, with the help of the global channel advantage of its headquarters Amazon.

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Amazon encourages Tmall

Now, despite the continuing discussion of the industry, why did Amazon China, the most concerned market, change its past development strategy to Tmall at this time, whether Amazon China or Tmall has not yet officially responded.

At present, Niu Yinghua, vice president of Amazon China, has just said, "opening flagship stores in Tmall can provide a wider and diversified channel to enable consumers to enjoy overseas selected products from Amazon China, and feel the quality life brought by Amazon's international products."

Maybe that's exactly what it is.

China has entered Tmall's "bottom line". It is reported that the flagship store owner of Tmall is pushing the "imported direct mining" product page, and the slogan advertised on the Amazon's standard smiley face logo is "imported direct selection".

Reporters found that the Amazon Tmall flagship store, which is currently under trial operation, has four main categories: food, women's shoes, toys, mother and baby and kitchen utensils.

It is worth noting that the "import direct mining" business is not new business, but the waistcoat of Amazon's new offshore outsourcing business in China last year.

And the biggest motivation of Amazon China's move is that some market participants also have pressure on its own platform market share to slump and gradually decline.

Therefore, although stationed in Tmall is believed to be Amazon's "recognition" by some market participants, it can open more sales channels.

According to Analysys report data, China's B2C market share in 2014, Tmall accounted for 54.6%, Jingdong accounted for 17.7%, suning.com accounted for 4.1%, vip.com and Amazon share of China were flat, same as 1.8%.

Although Amazon China has established the logistics network after Jingdong only, its business has been catching up with other electric providers after ten years of development.

The current containment of the development of China's Amazon is that its customer traffic is too low, and it is precisely what it values the most original intention of Tmall platform.

However, Amazon's ten year development strategy has not changed. There are unconfirmed market information that Tmall's decision source is not Amazon.

Instead, Amazon is global.

In 2013, there were media reports that Amazon was exploring the possibility of entering Tmall, which was directly led by the headquarters of Amazon.

The latest reports say the cooperation is pushed by Amazon CEO beos personally.

According to the reporter, there is also the change of Amazon itself in synchronizing with Tmall. In March 3rd, Amazon China's "offshore outsourcing" sector added new international clothing and shoes package products.

As an important support for Amazon's China international brand strategy, Amazon China says it will invest more resources in the construction of "offshore outsourcing" stores.

Drinking poison to quench thirst or lurking ambition?

From the perspective of cooperation,

China has joined hands with Tmall, and the market has given "win-win" evaluation.

In the view of market participants, for Amazon China, its development in the Chinese market has not been improving. It is not surprising to find a breakthrough from Tmall platform.

Joining Tmall can open up a brand-new traffic entrance, and can also play a drainage role for its website.

While for Tmall, although the flow will not bring great gains, Tmall has been trying to get rid of the impact of Taobao C2C platform, trying to create a more high-end brand image.

As Amazon enters, under the influence of its innate genes, it will undoubtedly import many international brands for Tmall to enhance its brand image.

However, Lei CEO, a company of thunder technology, commented that Ali, after listing in the NYSE, has surpassed Amazon to become the world's largest electricity supplier, and the two sides contend for investors in the capital market, respectively, on NASDAQ and NYSE.

"Ali does not hide its global ambitions. Ali's real competitors are no longer Jingdong, but Amazon and EBay.

Ali wants to go out, hoping to achieve the goal that Chinese people can buy overseas products more conveniently and Chinese merchants sell products directly to overseas end users. "

In other words, in the global market, Ali and Amazon will be direct competitors in the future. How far the cooperation between the two sides can go is not optimistic.

Another analyst pointed out that Amazon China's sales account for only 5% of the world's sales, and it is far from Tmall, which occupies more than half of China's B2C market. The two sides do not face competition directly, and cooperation is far better than confrontation.

The source further pointed out that Amazon China is a main selling point of self service, after-sales service and logistics. Taobao is a giant built up on platform, and the weak is self run, and both sides have a good foundation for cooperation.

He thinks that Amazon China's entry into Tmall is similar to the introduction of a "Troy Trojan horse" that both sides are willing to accept. Both sides have some plans.

"Obviously Taobao will want to draw customers from Jingdong to Tmall by using Amazon's brand and services, and from the perspective of Amazon, localization and brand promotion have always been the weakness of Amazon China. Attracting Taobao's popularity and traffic to attract more brand attention is also very cost-effective."

On the other hand, there are also some market participants who worry about the cooperation between Amazon China and Tmall. Although they can open up new traffic channels, they may also guide their original customers to Tmall, which will cause serious diversion to Amazon's own e-commerce platform.

"The diversion of official website is one of the impacts. What is more serious is that the flow control rights that are dominated by themselves should be handed over to others and weaken their brand value."

These people are not optimistic about Amazon China's move.

He also believes that such behavior is to admit that the failure of its competition will seriously blow the confidence of the third party sellers who are in the Amazon.

However, there is no trade-offs between future opportunities and opportunities for Amazon. China's action is to respect market rules or to fight poison and quench thirst.