This Is Amazon's Opportunity.

In 2015, almost all of China's big and small businesses were doing Hai Tao.

From the beginning of the year, Liu Qiangdong ran the team in France, France, South Korea and the United States with his team, pulling overseas brands to Jingdong to buy and sell overseas.

You can see that Lu Han, Angelababy and other stars have told you in a solemn way when they run to half a year that they can buy anything overseas on HIGO.

At the time of double 11, Tmall's subway advertisements, from the ground to the ceiling, are displaying Tmall international products. Even the old time Tong Ren Tang, a medical veteran, has launched a website specializing in selling health products from the sea.

The fourth Friday of November is called "black Friday". It is the beginning of the largest shopping season in the United States.

In November 2015, on the 27 day of the year, the habit of calculating completely different from Chinese festivals was also moved in.

Subway, elevator and TV play differently.

Red, purple, black Friday ads, and even tens of seconds before watching the American TV series, they can not avoid the advertisements advertised by the sea.

The ocean terminal, which originally made cross boundary logistics, has booked the subway advertising location in the last ten months of the year in order to promote the biggest promotion in the whole year, even one year ahead of schedule. 11

But whether it's subway, TV or billboards in elevators, you can't see Amazon's Chinese advertising.

In order to promote sales, Kindle, China can pform a whole wall in the subway station of Shanghai to a library in Jingan Temple.

In the United States, Amazon used the Nazi logo to cover the New York subway in order to promote its own TV drama "Gao Bao Qi Ren".

But none of this has anything to do with Amazon's retail business in China.

If any household appliance manufacturer has the advantage of bringing goods from all over the world to China, it should be Amazon.

What is worth buying and observing data shows that there are 50% users who buy things from the US Amazon.

Most of the cross-border e-commerce products are from the United States, Germany and Japan.

Amazon is the largest online retailer in all of these countries.

A few years ago, people had to sell things overseas. It's not as convenient as it is now.

It's not easy to buy things even if you read the foreign websites with the help of plation software.

In order to get cheaper overseas, you have to prepare double currency credit cards, even overseas credit cards, scientific Internet access tools and pfer company accounts.

Most of the orders can only be sent to the forwarding company's address and forwarded to the domestic address by the forwarding company.

After one or two months, the goods arrived in China, and they may still be stuck in customs for several days.

If the final hand is found to be unsatisfactory, or there will be any damage in pit, it can only be considered unlucky: the cost of a replacement is probably more expensive than the commodity itself.

Too complicated the sea scouring process is an opportunity for Amazon.

Amazon did have noticed this for a long time. They tracked early Chinese Internet users visiting us websites, including their open page, favorites and final orders.

"According to the data from the US Amazon, we see more and more Chinese IP visits to the US Amazon."

Zhao Li, senior manager of Amazon's cross border business, told reporters in an earlier interview, "we will periodically check the database to see the most frequently visited products of China's IP address in the past six months, even if he did not buy it at last."

Just like Amazon's "one click order" patent from 1999, it's not difficult for Amazon to get the sea to be hit by one click.

Most of the destinations of Hai Tao users are Amazon's various sites around the world, which are already in Amazon's supplier system.

For Hai Tao, the most difficult part of cross-border distribution is ready-made for Amazon: the US Amazon sends directly to China's Amazon, where users do not have to go through the pfer company.

In November 11th, 2014, Amazon launched a "sea buying" channel, displaying the products of overseas Amazon to Chinese consumers.

Users do not need to jump to Amazon's website, they can search and browse the Amazon products in Chinese.

However, due to the time required for page localization, the classification of the same store in American stores and Chinese stores may be different. When the initial operation is conducted, the choice of Chinese users is extremely limited. Only tens of 8 products from mother and baby, clothing, shoes and outdoors are required to log on overseas Amazon accounts, enter English addresses and pay with foreign currency credit cards when buying.

By August 2015, Amazon's "sea buying" channel opened the accounts of stores in China and the United States. Today, you can directly buy Amazon American products in the applications of z.cn and Amazon China. Payment can also be completed through UnionPay card.

Today, the number of goods purchased overseas has exceeded 900 million, covering all categories of commodities.

"Just as I stand here to lecture, our offshore purchases continue to increase.

It is now an automatic process. "

Niu Yinghua, vice president of Amazon China's international brand strategy, told reporters.

"

We will be different from others, especially in 2016. "

Niu Yinghua said so.

These are the bases that Alibaba, Jingdong and foreign terminals can not expect.

As one of Amazon's 14 websites worldwide, Amazon China must be consistent with Amazon headquarters in most places: from website interface design, operation system to no advertising habit.

The global backstage system will make Amazon China do not need to bear too much pressure on software development, but when China wants to make business adjustment, it also needs to coordinate with headquarters.

"When we talk about the best time to plant trees, the first best time is actually one hundred years ago, and the second best time is today."

It was more than a year ago that Ge Daoyuan, CEO of China, shortly after taking office, was asked why Amazon had entered China for so long before it launched the direct purchase of overseas goods.

Whether the "second best opportunity" refers to whether the competitor proves the business is feasible, or that the US headquarters has finally been persuaded to help Amazon China coordinate the process.

In short, in the 2015 year of the year, Amazon China started to do the sea exploration.