Exclusive Interview With Niu Yinghua: Vice President Of Amazon China

Thanks to the rise of Yu Hai, the cross-border electricity supplier is on the top of the draught.

Analysis of the current mainstream market import business platform, including the birth of the platform, business story, the future layout of the company, an interview with Amazon vice president of China

Ma'am.

Reporter: Please sum up the overall situation and the problems faced by China's cross border import electricity supplier in 2014.

Niu Yinghua: for 2014

This is a year of special significance, and cross-border electricity supplier has become the new blue ocean of China's electricity supplier in this year.

Last year can be said to be the first year of cross-border electricity supplier, local e-commerce enterprises have made efforts to force the global market is the symbol of China's electricity supplier industry to become mature.

2014 is also a busy year for Amazon.

From August, we reached a strategic cooperation agreement with the Shanghai free trade area, announced the international brand strategy, launched the six country direct mail at the end of October, launched a new online shopping mall in November, and introduced the "black Friday" overseas shopping festival for the first time by the end of the year.

Reporter: Amazon is a leader in cross-border e-commerce, and for Chinese businessmen, it is more important to play an important role in cross-border exports. Why will it open up branches of import business?

Niu Yinghua: in China, Amazon always adheres to the principle of "customer to stay", and all services originate from consumers and actual needs.

In recent years, demand for Chinese consumers has been increasing. Authoritative statistics show that more than 50% of China's 2014 orders have occurred in Amazon, USA, which shows the recognition and trust of Chinese consumers on Amazon's international products.

For Chinese consumers and sellers, Amazon is determined to become a link between them and the global market.

We hope that wherever Chinese consumers are, they can buy high-quality products from all over the world through Amazon China.

The unique global supply chain network and the first-class cross-border logistics system are the advantaged advantages of Amazon in the field of import business. With these two advantages, Amazon can not only satisfy the needs of the vast majority of consumers, but also solve the industry difficulties faced by the entire cross-border electricity supplier industry, and hope that the industry will continue to develop towards integrity and standardization in the future.

Reporter:

What is the biggest difference between offshore outsourcing and other import e-commerce platforms?

Niu Yinghua: not long ago, Amazon China and AC Nelson made a market research on Hai Tao in seven cities of the country. By analyzing the focus of China's Hai Tao users and their evaluation of the mainstream e-commerce platform, we can see clearly that Amazon's overseas purchase is based on Amazon's unique supplier network and cross border logistics system, taking into account all aspects of services such as quality, category, logistics, price and after-sale. The comprehensive advantages are the true sea Amoy. The unique advantages can be divided into 5 points: pure foreign goods, real-time international price, cross border timely arrival, after-sale guarantee, and Chinese cultural interface.

Reporter: what preparations have been made before Amazon bought overseas online?

Niu Yinghua: at the beginning of the on-line shopping shop, we made a comparative analysis of the existing platform and the original purchasing mode in the market.

The analysis found that the existing platforms and traditional purchasing agents have different deficiencies in different aspects, such as the quality of selected products is not guaranteed, the logistics and distribution are difficult, and the category of selected products is single.

In order to give consumers a full range of "sea shopping" shopping experience, in terms of products and categories, Amazon China based on the search and purchase data of Chinese consumers on Amazon's US website, giving priority to the selection of products and products that are most popular with Chinese consumers into the "offshore shopping" store.

All goods purchased from the "offshore outsourcing" store also come from Amazon's US website and keep the same price in real time with Amazon's US website, so that Chinese consumers can get almost the same shopping experience with Amazon's American users except for page language differences.

In terms of operation, Amazon has a unique global supply chain. We can call it the world department store in the true sense. Amazon also has the guarantee of importing authentic products while ensuring its massive selection.

In addition, Amazon has a total of 96 operations centers worldwide, with genuine cross-border logistics, and can be distributed to 185 countries and regions.

This ensures that our consumers can receive their products on time.

Automated supply chain management and product tracking system can ensure that goods can be traced to consumers, partners and Amazon at any time and anywhere, so that delivery can be more convenient.

Reporter: How did Amazon buy overseas products in the selection of products? What categories are your first choice? What is the basis for reference?

Niu Yinghua: Amazon China is based on the search volume and purchase data of Chinese consumers on Amazon's US website, and continues to introduce the most popular categories of Chinese consumers to "offshore outsourcing" stores.

Through the analysis of Amazon's overseas sales data, we find some consumer characteristics when buying overseas.

For example, data show that the 5 most popular categories of Chinese consumers are footwear, clothing, kitchenware, mother and baby and sports. From the brand perspective, there are many popular brands, such as Clarks, Calvin Klein, Rebecca Minkoff, Skechers, Crocs, Thermos, Tommy Hilfiger, Nautica, Tommy, and so on.

From a geographical point of view, the sea Amoy is concentrated in the second tier cities. Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen, Nanjing, Hangzhou, Tianjin and Wuhan are the gathering places of the Hon chopped hand party.

In addition to data analysis, Amazon China also adopted the principle of being close to local consumer demand when choosing goods. Amazon's American website has many commodities, but so far we have only brought two million kinds of overseas products for Chinese consumers, because it is close to the choice of Chinese consumers.

In the past 6 short months, relying on Amazon's unique global supplier resources and first-class self built cross border logistics system, the "offshore outsourcing" store has achieved a breakthrough growth in the number and category of selected products. It is expected that by the end of June this year, the "offshore outsourcing" store will cover all 25 categories of Amazon's us direct mail to China, and complete the strategic layout.

Reporter: why does Amazon buy overseas multiple products?

Niu Yinghua: as the leader of the global comprehensive e-commerce platform, Amazon has a unique global supply chain, has a solid strategic cooperative relationship with many well-known international brands, and provides consumers with a large number of overseas products, including clothing, shoes, mothers, babies, cosmetics, toys, health care, outdoor and sports, kitchenware and consumer electronics, covering the quality of life.

Amazon will not only bring more choices to consumers, but also maintain the same quality with the US Amazon and provide quality assurance.

The main single category e-commerce platform may be more affordable, but due to the excessively simple product category, the quality of goods can not be traced back to the source, plus the lack of a self built logistics system.

Reporter: can you tell me what kinds of channels are available and analyze the pros and cons? Why did Amazon choose this way?

Niu Yinghua: Amazon has been enriching international products through overseas direct purchase, overseas direct mining, and free trade zone cooperation mode. Now it involves 32 categories, 25 million products, nearly 6000 international brands from 38 countries, and nearly two million of international products.

This is based on the diversified demand of consumers, which not only brings rich products to consumers, but also makes Amazon very robust in cross-border electricity suppliers, and flexibly meets various challenges.

Reporter: how do you view the business opportunities brought by the FTA?

Niu Yinghua: cooperation with the free trade area has become an important part of Amazon's international brand strategy.

The government's support for the FTA and the introduction of a series of supporting policies undoubtedly played a stimulating role in the cross-border electricity business, and also greatly enhanced the speed of the Amazon's global premium goods entering the Chinese market.

In May 5th of this year, Amazon China announced a memorandum of understanding with the people's Government of Xiamen and Tongan District People's government.

The three sides are committed to promoting cross-border e-commerce development, bringing high-quality products to Taiwan consumers and Southeast Asian countries and regions, and promoting the export business of domestic enterprises.

As the first achievement of this cooperation, Amazon's "China Taiwan Pavilion" was formally launched on the same day, pushing out about 5000 high-quality selection products from about 500 Taiwan featured brands, allowing consumers to enjoy "Taiwan flavor" fine life.

In addition, the cooperation between Amazon and Shanghai free trade area is also progressing well.

Since last August 20th, Amazon China has signed a memorandum of understanding with the China (Shanghai) free trade pilot area and the Shanghai information investment Limited by Share Ltd.

Data from Shanghai Customs show that Amazon's cross-border e-commerce direct purchase import orders have accounted for more than 90% of the total business volume in Shanghai customs area.

Reporter: what do you think will be the new development highlights of cross-border electricity suppliers in 2015?

Niu Yinghua: in the first quarter of this year, Amason commissioned AC Nelson to conduct an in-depth investigation of the existing users of Hai Tao in nearly 10 cities nationwide. The results show that consumers are most concerned about two things about cross-border shopping, one is the quality of products, especially whether they are imported genuine goods, and the other is cross-border logistics experience.

After the rapid development of e-commerce in China over the years, consumers are becoming increasingly mature and clearly aware of what they need, from paying more attention to prices to becoming more concerned about quality. Consumers are eager to know whether businesses get goods from regular channels, what the source of goods is, and how businesses can ensure the authenticity of goods.

All of this, in Amazon's view, the competition of cross-border electricity providers will eventually return to the essence of business -- rich selection, reliable quality, pparent price, stable and convenient pnational distribution experience, these are the battlegrounds for the final competition of cross-border e-commerce, and these are the resources and advantages accumulated by yamazson in the past 20 years.

Reporter: in your opinion, what are the urgent needs of cross-border import electricity suppliers?

Niu Yinghua: Based on authoritative research data, we know that in the process of sea fishing, Chinese consumers are most concerned about not price, but quality and logistics.

From consumers' evaluation and feedback, we can easily find that they have different concerns about different platforms, such as difficult source traceability, too simple category, difficult logistics tracking, and no return.

By comparison, we can see clearly the unique advantages of Amazon sea outsourcing. With our unique supplier network and cross border logistics system, we can take into account all aspects of quality, category, logistics, price and after-sale services, especially Amazon's real-time parity with the US and Asia.

From this we can see that the difficulty of the industry is exactly the advantage of Amazon. Only Amazon's "offshore outsourcing" store can really provide consumers with a high quality sea search service.

Reporter: what are the new initiatives, plans or layout of Amazon's overseas purchase in 2015?

Niu Yinghua: in the future, Amazon's "offshore outsourcing" store will optimize and upgrade services from 3 aspects:

Expand the selection coverage: at present, Amazon China has basically completed the strategic layout of the US Asia direct mail category. Rich experience and solid foundation enable us to expand the selection of products to more countries, especially in some non English speaking countries, including Germany, Italy, France, Spain, Japan and so on.

Through the shopping experience of Chinese culture that we provide, we can make Chinese consumers truly "stay indoors and buy the whole world".

Deep tillage mobile sea Tao: conform to the trend of mobile Internet era, in the future, we will continue to invest in overseas related APP application development.

Optimize the purchase experience: in addition to focusing on the development of mobile terminals, we will also vigorously promote the improvement of user purchase experience, including user account, payment and shopping cart optimization.