Can German "Explosion Fund" Bring Multiple Chips To Amazon China?

Every year, on the eve of "double 11" and "black Friday",

There will always be new moves in China.

According to the world clothing shoes and hats net, in October 16th, Amazon China announced that Amazon Germany landed on the sea, and on the first day of its opening, it had intervened in 17 categories and more than 6800.

More than 40 million items.

Deya is the fourth direct mail site opened by Amazon after China's access to Asia, Asia, Asia and Japan.

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Deya's sales are the only place in Amazon after the US.

Can the introduction of German "explosions" bring multiple chips to Amazon China in the coming year?

The number of Prime members increased by 8 times

Zhang Wenyi, President of Amazon's global vice president and Amazon China, believes that overseas purchases and Prime membership are the two most important parts of Amazon's local innovation.

After completing the comprehensive docking with Amazon's US products in March 2016, since the beginning of November last year, three sites have been opened in the UK, Japan and Germany.

And introducing the Prime membership program to China, Zhang Wenyi said that the total number of Prime members increased by 8 times over the first month.

However, the total number of Prime members has not been officially announced either in China or around the world.

According to the calculations of different institutions, the total number of members of Amazon's global Prime is about 65 million to 80 million as of the first quarter of this year.

Before last year's "black five", Amazon China launched Prime members and British sub sites. On the day of black five, the average single order pactions of members were nearly 50% higher than those of non members.

This year, Deya scramble to go online in October. It is also a counterweight for Amazon China to prepare for "black five" and "double 11".

Amazon's global vice president and Amazon Ralf Kleber personal rate team came to China to participate in this Deya online release.

Ralf Kleber said that Amazon sold more than 13 billion euros last year, the second only to the US.

In Germany, half of users are shopping through Amazon website when buying online.

Ralf Kleber introduces that Chinese consumers' favorite German products include mother and baby products, personal small appliances, household appliances and kitchenware.

Overseas purchase strategy evolution

According to the report released by Analysys, in the first quarter of 2017, the scale of China's cross-border import retail e-commerce market was 93 billion 820 million yuan, up 17.6%.

In the comprehensive cross-border electricity supplier, Amazon accounted for 10.8% of overseas share, ranking after Tmall international, Jingdong global purchase and only product international.

In the vertical cross-border e-commerce platform, the market share of NetEase koala expanded to 60%, and Xiaohong book and Fung Hai Tao ranked second, third.

Although Amazon is already a hegemon in many overseas markets, it has to face all kinds of competitors' pressure in the Chinese market.

"Amazon hopes to become the first choice for Chinese consumers to shop overseas."

Zhang Wenyi said.

In November 2014, Amazon China formally launched its overseas purchase business.

In the first quarter of this year, the sales volume of offshore outsourcing stores was 11 times that of the same period two years ago.

At the same time, cross-border electricity providers have introduced more than 80 thousand international brands, and the total number of overseas purchases has exceeded 16 million. The selection of products has increased 200 times since the early 2014.

Compare the data of Tmall and Jingdong.

On the Tmall side, according to the data released in the past three years, the number of overseas brands imported is about 20 thousand.

As of April this year, the total number of Jingdong brands is also nearly 20 thousand.

By contrast, the number of brands introduced by Amazon China is higher than that of the latter two, but there is no corresponding situation in several market share ranking.

In addition to Analysys data, data from AI showed that as of 2016, Amazon's share of China's B2C electricity supplier market was less than 1%.

Cross border electricity providers have brought another opportunity to see the trend of China's cross-border electricity supplier development. Amazon has launched various overseas businesses such as offshore outsourcing, Hongkong / bonded warehouses and Prime member services in recent years, and has introduced black five shopping festival and Prime member day to China.

Two months ago, Amazon China revealed its four core business priorities, including cross-border e-commerce based on Amazon's overseas purchase and Amazon's "global startup", covering Amazon's reading of paper books, Kindle e-book readers and e-books, Amazon logistics operations, and Amazon's cloud computing service (AWS).

Pressure from vertical electricity providers

The NetEase koala, Xiaohong book mentioned in the above report, as well as darling and ocean terminal, are all the vertical websites of cross-border e-commerce in recent years.

These websites are catching some users with their own specialties.

But it is worth warning that the comprehensive platforms such as Amazon and Tmall international are expanding the user volume and scope of the vertical website.

Qu Fang, co-founder of the book "Xiao Fu Hong", who was founded by "Bai Fu Mei", said in his recent "GGV2017 lifestyle change conference" that Xiaohong book now serves 60 million users, and the user group is expanding from Bai Fu Mei to other classes.

What little red book is doing is importing small and medium-sized brands abroad.

"To do business in the United States, we must consider the Amazon, how to do different points with Amazon. If we only do the electricity business forever, it is very difficult to compete with Amazon."

The founder of Yami network in the US believes that content and lifestyle are different competitive paths between Amazon and Amazon.

This judgment applies equally to China.

All kinds of vertical cross-border e-commerce sites are cutting into content and community fields to varying degrees. Not only is graphics and text, but video has become a popular way to drive sales of goods by social means.

These social genes do not seem to belong to Amazon and Alibaba.

Another report by Analysys said that content driven sales guidance is arousing users' consumption desire by its proximity and novelty.

For Amazon, this means that on the one hand, it needs to face the market squeezing of the large platform. On the one hand, it also faces the challenge of vertical website in the pformation of marketing mode.

Whether we can reverse the situation in the Chinese market through overseas purchase is still unknown.

However, the more optimistic part is that for all cross-border electricity providers, the policy still leaves enough room for them.

The executive meeting of the State Council in September decided to extend the pitional period of cross-border electricity retail import regulation for another year.

During this period, the regulation mode of retail import of cross border electricity providers will remain stable, and the retail import commodities of cross border electricity providers will be temporarily supervised by personal belongings.

For cross-border electricity providers, the "qualitative" of goods is crucial to the industry, which means that the customs policy can be opened up.

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