Amazon Three Axes: Direct Mail, Direct Purchase, Flash Purchase

Since last year, "international strategy" and "offshore purchase" have become the theme words of Amazon China. Amazon, which has never been a price war, has been promoting sales in recent years, which is also closely related to the status of Amazon in the Chinese market.

Amazon China announced in Guangzhou that it has formally launched offshore purchase and flash buying mode, which is also the beginning of Amazon's cross-border e-commerce strategy in China from the 1 era into the 2 era.

The 1 era began in 2014, and in November last year, Amazon launched China's offshore outsourcing and entered the cross-border electricity supplier. Subsequently, on the basis of offshore purchase, the company also launched an imported direct mining mode.

In the emerging cross-border electricity supplier, can Amazon win the battle in China?

It is reported that Amazon China's offshore outsourcing includes three modes, one is the direct mail import, that is, when consumers place orders on the website, the products are shipped directly from abroad and delivered to consumers through international logistics. Amazon's offshore direct mail service can be accelerated to 6-8 working days, the average level of the industry is about 30 days, and the second is direct import. In this mode, the origin and origin of the goods are directly purchased from the brand and imported by the brand, and then they are stocked in the operation center of the Amazon China. The customers can deliver the goods directly from the mainland after the order is placed. The third is the latest online purchase and flash purchase project. Specifically, Amazon China selects the best seller from abroad, pre stocking it to the bonded warehouse or Hongkong warehouse, and shipping it directly through the domestic logistics, which can reach the buyer in an average of 3 days.

　　 Flash purchase The mode, on the one hand, can filter commodities, and on the other hand, it can be optimized. logistics The process. The first batch of nearly 70 products to be bought in Amazon China is mainly purchased in two categories, namely, overseas original personal nutrition and infant formula.

Niu Yinghua, vice president of Amazon China, said that all products purchased by flash were selected through big data, that is, to pick out the commodities that Chinese consumers are most interested in. Secondly, the flash purchase is based on the proprietary mode, endorsed by Amazon. In addition, the model has been localized. Shopping experience It includes a unified account login, a localized payment method, and a domestic customer service staff to solve the after-sales service problem.

Supply and logistics have always been the pain points of cross-border electricity providers. Niu Yinghua said that in terms of sources of supply, Amazon China team worked closely with Amazon global supplier management team and was directly purchased from the brand side or overseas authorized distributors by Amazon's professional international buyer team, from overseas direct sending to China, and before the shelves, all goods were registered at sea customs and commodity inspection. In terms of logistics, Amazon has 13 major operation centers in China, and it can arrive on the same day and reach the following day in more than 1400 cities and districts.