Amazon'S Cross Border Business In China Will Become A Breakthrough In Expanding Broader Market Space.

According to the world clothing and shoe net, although no explicit expansion plan has been released,

China has begun to recruit talents to prepare for a new round of market breakout.

It is reported that Amazon recruits hundreds of employees to fill network software engineers and Alexa in China.

And other posts.

But in the recent post, the position of cross-border business has become the main direction for Amazon.

In the proportion of B2C retail market in China, Amazon China has always been living in the market.

Jingdong, vip.com and other domestic localization of electricity providers.

However, some analysts have pointed out that Amazon China's continuous efforts in cross-border business in recent years may become a breakthrough for the company to expand its broader market space.

Accelerating the expansion of troops in China

Reporters saw on Amazon's recruitment website that up to now, Amazon has released more than 300 job vacancies in China this year. According to statistics from the global workplace social networking platform, Amazon's recruitment information in China has reached 930, and its recruitment information has exceeded 620 in the past 3 months.

According to the world clothing and shoe net, recruitment information published on Amazon recruitment website in the past 1 months shows that work areas include Beijing, Shenzhen, Shanghai and other places.

From the point of view, apart from network software engineers and Alexa designers, there are also supply chain operations managers, global commodity purchasing managers, enterprise service managers, etc. positions involving cross-border businesses have become the main direction of Amazon recruitment in China recently.

Actually, Amazon's recruitment information published in China is not an exaggeration. According to media reports, Amazon announced in July that there were more than 50 thousand vacancies in the US logistics network.

New York Times reported earlier that the report of Progressive Policy Institute published by the US think-tank this year showed that Amazon has become the US listed company in the international market that has reached the "300 thousand global employees" fastest, and the number of employees is over 382 thousand.

According to Amazon's two Quarterly Bulletin released as of June 30th, the total payment for employees in the Amazon period was $382 billion 400 million, an increase of 42% over the previous year. In the past 5 quarters, the payment of wages by Amazon increased by 49%, 47%, 38%, 48% and 43% respectively.

Although the number of employees in Amazon China is not explicitly given, the recruitment news from frequent releases also shows that the growth rate of Amazon staff in China has kept pace with the growth rate of staff in the Amazon global market.

For nearly two months, whether China intends to attract more talents in China, Amazon China says it will not make official response.

Want to fight?

Some analysts believe that this may be Amazon China in the field of electricity providers continue to be suppressed by other local electricity providers, ready to open a new round of breakthrough.

Data show that in the two quarter of this year, China's online retail B2C market share, Tmall, Jingdong, vip.com three major platforms accounted for more than 85% of the market share, Amazon China's market share was only 0.9%, ranking ten in the top eighth e-commerce platform.

CEO Lu Zhenwang, an e-commerce industry expert and Shanghai Wan Qing Business Consulting Co. Ltd., believes that Amazon has failed to achieve "overtaking" in its market share. The main reason is that Amazon has been fighting price wars with ALI, Jingdong and other platforms at the beginning of the market expansion, which is actually not Amazon's advantage.

Because Ali and Jingdong are localized operations, Amazon China is equivalent to a site that needs to cooperate with headquarters resources, which is slightly lagging behind in the strategy and operation of e-commerce.

Lu Zhenwang said that Amazon in 2014 began to truly understand the use of global resources through the Chinese brand and made in China, the global business.

In the direction of business development, we have found a suitable mode to achieve stable growth of cross-border business.

Zhao Zhenying, vice president of the Institute of information technology research in Beijing and researcher of the National Engineering Laboratory of electronic commerce paction technology, seems that the enterprises with better profits are doing business rather than operating commodities, and Ali can occupy a larger share in the market share. The key point is that they do not have to be responsible for the sale of commodities, but Amazon is mainly engaged in the operation of commodities in the early days of Amazon.

In addition, from the environment of China and the international electricity supplier market, there are fewer competitors in the overseas electricity supplier market, but the development level of China's electricity providers can be said to be five years ahead of that of the United States. This is also one of the reasons why Amazon occupies different positions in different markets.

Force cross border business

Because of its poor performance in the Chinese market for a long time, Amazon China has won a "no comment".

Amazon China has been trying to break this situation.

Amazon China's "Innovation Day" held in August this year, Amazon China introduced the four core businesses of the future development.

It is understood that Amazon China has been promoting the international brand strategy since 2014, and on-line "Amazon sea outsourcing".

According to media reports, the number of active users in Amazon China has increased 23 times over the past two years after the launch of overseas business.

In addition, from the recent initiatives of Amazon to absorb business talents such as supply chain operation, global commodity procurement and enterprise services, we can see that export business will be the focus of Amazon's efforts in China for a period of time.

It is reported that by the end of 2016, Amazon launched a "Amazon Business seller recruitment program" for Chinese sellers.

According to Amazon China's previous introduction, nine overseas websites including Amazon, USA, Canada, Germany, the United Kingdom, France, Italy, Spain, Japan and Mexico have been fully opened to Chinese sellers, and tens of thousands of Chinese sellers have joined the project.

Need localization innovation

"China is a very special and important market for Amazon." this is a sentence frequently quoted by Niu Yinghua, vice president of Amazon China and director of overseas purchasing business. She once said that Amazon headquarters had a strong curiosity about the Chinese market, and some market behaviors, even different from previous operations, would strive to understand and innovate.

If Amazon wants to break through the market, it will eventually find the advantage of differentiation in competition with ALI, Jingdong and vip.com.

Amazon vice president and Zhang Wenyi, President of Amazon China, has said that Amazon has confidence in the Chinese market and will further promote the rapid development of China's business.

For the interpretation of China's strategy, Zhang Wenyi said that with the help of the global resources advantage, localization innovation can be achieved according to the needs of Chinese consumers.

Zhao Zhenying believes that Amazon's overseas layout has unique advantages.

To guide Chinese businesses to open stores around the world, Amazon has more advantages.

In addition, Jingdong and Alibaba are developing very fast. Amazon needs to intensify its efforts in cloud computing, so as to realize the strategic pformation of enterprises.

After all, in the retail field, Amazon has already started a comprehensive competition with ALI and Jingdong, and in the field of cloud computing, Amazon has gradually entered the harvest period of user assets through its initial investment and layout.

Tang Xingtong, an expert member of China Electronic Commerce Association, said that the most promising business of Amazon still lies in the layout of the import market.

After all, with the help of international resources, the control of goods sources in the US, Britain and Japan will show more advantages than Ali and Jingdong, and Chinese consumers' demand for imported goods is becoming stronger and stronger.

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