Does Amazon Have To Rely On Logistics To Pull Back A City?

91 billion 200 million yuan! This is the amazing record of Tmall on 2015 double eleven.

However, Amazon and foreign docks still can secretly pleased, Tmall did not announce Tmall international data.

This also means that when the double eleven passes seven years later, it still leaves enough room for the more competitive overseas competitors.

So black Friday followed.

According to Amazon's plan, the second "black Friday" overseas shopping festival began in November 18th and lasted until December 5th. It will dock 4 million products from Amazon and 27 categories.

China's cross-border electricity supplier foreign terminal also aimed at black five attack, advertising offensive.

However, for Amazon China, the ocean terminal is not the same level player. The second "black five" drunken Weng should be a direct response to the global competition of Ali.

After Alibaba's listing in the US, the US financial website QZ pointed out that Amazon and Alibaba infiltrate each other's stronghold is just around the corner.

Amazon's share price also felt pressure from Chinese peers.

As early as more than 10 years ago, Amazon entered the Chinese e-commerce market, but unfortunately, Amazon, which once dominated the market, did not win the battle.

Now, Amazon, which has long been considered "slow in action", has quickened its pace.

Amazon is not without a chance.

In the past two years, cross-border e-commerce, which is regarded as the last blue ocean of China's electricity supplier industry, is advancing rapidly.

According to the "2015 (last year) China e-commerce market data monitoring report" released by the China Electronic Commerce Research Center, the paction volume of China's cross-border e-commerce market reached 2 trillion yuan in the first half of 2015, an increase of 42.8% over the same period last year.

From the 2015 Global Conference on cross-border e-commerce, China's cross-border e-commerce import and export volume will increase to 6 trillion and 500 billion yuan in 2016, with an annual growth rate of over 30%.

Although everyone is aware of the importance of each other's overseas markets, so far, no one has really set up their own barriers.

Thus, before the arrival of double eleven in 2015, Amazon unexpectedly produced a brand of Logistics: Amazon launched the "Amazon logistics +" service in China, providing Amazon's warehousing and logistics solutions to Chinese enterprises, and non Amazon Chinese customers can also engage in cross-border e-commerce by Mason's logistics.

This step is familiar. A few years ago, in order to ease the increasingly serious logistics pressure of the double eleven e-commerce market, Alibaba set up the rookie network technology limited company. In the future, rookie has become a pivotal force in China's logistics circle.

The Jingdong mall started the process of self built logistics earlier.

Will Amazon become a third party logistics company?

ChannelAdvisor CEO Scott Scot (Scot Wingo), a multi-channel cloud technology provider in the US, points out that Amazon is seriously considering the challenge to the traditional logistics field controlled by the third party logistics enterprises based on a series of actions of Amazon.

In China, this means that besides goods, at the service level, Amazon also has a challenging capital with ALI, that is, a more globalized logistics system that can be opened to China, so as to attract more businesses.

Over the past 20 years, Amazon has built a huge global logistics network, such as 109 overseas warehouses worldwide, which can be distributed to 185 countries and regions in Asia, the Americas, Europe and Oceania.

In China, with the help of 13 domestic operation centers and more than 300 trunk pportation networks, Amazon can realize the nationwide allocation of inventory and send it to all parts of the country.

Consumers in more than 1400 cities and counties can enjoy the service on the same day or the next day.

In addition, Amazon also took the lead in the use of big data, artificial intelligence, cloud computing and other warehousing logistics.

And make it one of its main businesses.

Even domestic rivals admit that no intelligent domestic company can match Amazon's intelligence management.

Amazon, Alibaba and Jingdong have invested most of their money in this area in the past few years.

Xue Xiaolin said that since 2010, Amazon's warehousing and logistics system has begun to provide services for the seller of Amazon's China platform. This time, Amazon's logistics + service has been launched, and Amazon China has expanded and extended its original base.

According to the plan of Amazon China, through this plan, Amazon China can help different scale Chinese enterprises to solve the above logistics problems.

In the industry view, in addition to the impact of Chinese enterprises, this is also an effective way to help Amazon China improve its performance and increase profits.

Beside a vast open space in Wuqing District of Tianjin, a large white warehouse with a height of 12 meters and a layout of "Tian" is standing. The area is about 96 thousand square meters, which is equivalent to 13 standard football fields.

Driving from Beijing to the Amazon's largest operation center in China is only half an hour.

With the advantages of geographical location and large capacity, it has become Amazon's logistics hub linking Beijing, Hebei, Shanxi, Inner Mongolia and other North China regions.

More importantly, the Amazon Tianjin operations center is a gateway to its global logistics system and plays an important role in "offshore outsourcing". A steady stream of overseas goods has been shipped here and pferred to other operation centers in Amazon China.

According to Amazon's logistics open plan announced just before the double eleven in 2015, Tianjin warehouse will obviously play a more important role in the future.

Coincidentally, there is also a figure of Tmall.

The rookie North China logistics center, located in Wuqing's Beijing Bin Industrial Park, is the first landing project for rookie China intelligent backbone network.

The first phase of the warehouse is 17 thousand square meters, which mainly serves Tmall supermarket.

Now open the page of Tmall supermarket, the first category is "imported goods".

The port of Tianjin carries 80% of the container in northern China's economic belt.

It is not surprising that the two big domestic and international electricity giants are living next door to each other.

Cross border electricity providers are becoming a new battleground for electricity supplier competition.

Since last year's "double eleven" online shopping overseas, Amazon's orders have increased month by month, and the volume of goods has increased from the original 80 thousand to about 3500000.

Similarly, last year's double eleven, Alibaba launched Tmall international, Taobao overseas, easy to buy three major initiatives to promote cross-border electricity providers, claiming that consumers can buy 30 thousand products in 220 countries, and defined 2014 as the first year of globalization.

However, the essence of Tmall's mode is the online shopping center mode. The richness and quality of its products ultimately depend on the quantity and quality of the merchants.

Therefore, when launching the cross border logistics + services, Xue Xiaolin, vice president of Amazon global and President of Global Logistics China, emphasized that even if there were no customers on the Amazon platform, Amazon's logistics service could also be used.

Obviously, Amazon wants to use logistics as a bargaining chip to attract more businesses to enter.

Amazon itself has been exploring for a while before realizing the attraction of logistics to sellers.

Last August, 10th anniversary days after its entry into China, Amazon China announced that it was stationed in the Shanghai free trade area. The operation center and bonded warehouse were set up in the region, and China's direct mail service was opened.

Two months later, the "offshore outsourcing" business was quietly launched in Amazon China. The attraction is that the quality and price of goods in the "offshore purchase" are consistent with the US Amazon website.

At this point, Amazon's focus is still on how to attract consumers, not sellers.

Soon after Amazon China discovered that it wanted to further expand its cross-border e-commerce layout, the major domestic e-commerce enterprises also began to try to seize the outlet of cross-border e-commerce, and actively layout.

Naturally, it will not sit idly by. It has clearly defined globalization strategy as one of the most important strategies for the future development of the group.

In addition to serving consumers, Alibaba launched a cross-border e-commerce export platform such as "fast selling" and "Taobao overseas" last year to help domestic SMEs to "go to sea".

Compared with Amazon, Alibaba has little influence on foreign retailers and brands, but since its launch in September last year, Alibaba has attracted many attention from foreign retailers who are ready to expand and expand their business in China.

Before this year's "double eleven", Tmall international has introduced more than 5400 international brands.

You know, strong international category channels and rich international products have always been the core strengths of Amazon in China's cross border electricity market competition, but under the impact of Chinese e-commerce enterprises, Amazon's dominance in the category will decline.

On the other hand, Amazon's cross border logistics system, which is proud of the US market, is facing challenges.

In order to cope with the internationalization strategy of Alibaba, Alibaba's rookie logistics has built up a cross border logistics network of cargo through the world, and has built positions overseas to enhance the efficiency of cross-border business distribution.

More importantly, Tmall international and customs cooperate to achieve the "three single in one" customs clearance mode, that is, Tmall international orders, Alipay payment sheet and rookie logistics sheet to get through each other, so that goods can be cleared quickly.

For example, in the early morning of eleven last year, the world's first cross-border package users were produced in Hangzhou, which only spent 2 hours from the payment order to the receipt of the goods.