Amazon global store opening: China's export cross-border e-comme-ESG跨境

on August 12, Amazon global store opening China released the report from new business form to new normal - 2020 China's export cross-border e-commerce trend report (hereinafter referred to as the report) on "digital vitality, coming for u - 2020 Amazon global store opening cloud forum and direct purchase conference". This report, jointly produced by Amazon global Store China and Caixin think tank, a domestic authority, combs the development trend of China's export cross-border e-commerce industry and sellers in the past five years

Evolution of five trends Chinese sellers have changed from" savage growth"to" intensive cultivation "

Cindy Tai, global vice president of Amazon and head of Amazon's global store opening Asia Pacific region, said: "Over the past five years, China's seller community has grown continuously and has become one of the important forces to provide global consumers with high-quality products. China's export cross-border e-commerce industry and sellers have experienced the evolution from 'barbaric growth' to 'intensive cultivation'. Export cross-border e-commerce is becoming an important supporting force for China's foreign trade and is becoming a 'new normal' of foreign trade from a 'new business form' of foreign trade. We look forward to the trend of cross-border e-commerce through export to China The interpretation of the trend provides inspiration and reference for the industry, strengthens the confidence in digital transformation and development, and helps more enterprises grasp development opportunities. "

the report shows that global cross-border e-commerce has developed rapidly in the past five years. The epidemic has promoted the global consumption trend from offline to online, and the development opportunities and challenges of cross-border e-commerce industry coexist. Based on the relevant data of Amazon and the survey of Chinese sellers, the report summarizes and shares the five significant trends of Chinese sellers in the past five years

trend 1: more diversified regions and types of sellers sellers are increasingly geographically distributed, extending inland from the Pearl River Delta and Yangtze River Delta, and the scale of sellers in Haixi Economic Zone, central and northern regions is growing rapidly. Among them, the Yangtze River Delta, as the gathering place of China's traditional manufacturing industry, has the fastest growth rate of sellers in the past five years, and the scale of sellers has increased by 9 times; The scale of sellers in the Pearl River Delta has increased six times. The region has concentrated industries, rich human resources and mature foreign trade foundation, giving birth to the largest seller group in China at present; The sellers in Haixi Economic Zone, represented by Fujian, have become increasingly active. The scale of sellers has increased five times, showing obvious advantages in the competition of clothing, shoes and boots, luggage, furniture and home decoration, outdoor lighting and other categories; Sellers in North and central China are gradually rising. Taking Beijing as an example, many scientific and technological innovation enterprises and traditional well-known brands are emerging in the world

at the same time, the types of sellers are more diverse. In the past five years, not only many well-known native Internet brands have emerged, such as go out and ask, Anke, etc., but also traditional manufacturing enterprises, traditional foreign traders and traditional well-known brands have continued to join the export cross-border e-commerce industry and explore new business growth opportunities, such as covos

trend 2: acceleration of global layout sellers accelerate the pace of international expansion and continue to seek diversified business opportunities. According to the survey of Chinese sellers of Amazon's global stores, nearly 60% of sellers have operated more than two Amazon overseas sites at the same time, and 82% of sellers plan to expand new sites on the existing basis. In the process of accelerating the global layout, sellers not only consider mature sites such as the United States and Europe, but also actively layout emerging sites such as the Middle East, Australia and Singapore. In addition, with the development of Amazon business, sellers are actively trying a new model of commercial procurement. According to the survey, nearly 50% of sellers are facing consumers and corporate and institutional buyers at the same time. It is worth noting that the wider global layout and more diversified business models not only open new growth opportunities for sellers, but also effectively improve the anti risk ability of enterprises

trend 3: enhanced brand awareness as the export cross-border e-commerce industry gradually turns to "intensive cultivation", sellers pay more attention to the long-term development of business and continue to invest in product development, brand registration and construction, brand protection and so on. In terms of product development, with the help of the first-hand feedback of consumers on Amazon's overseas sites, sellers effectively improve product design, improve product quality, and guide the research and development of new products. Many products loved by European and American consumers have emerged, such as orolay's popular down jacket. In terms of brand registration and construction, sellers use the lightweight method provided by cross-border e-commerce to build international brands, pay attention to brand registration and create their own brand stories, such as Zebao. According to Amazon data, the number of Chinese sellers who completed brand registry on Amazon increased as much as 10 times from 2017 to 2019. Amazon helps sellers protect their brands through a number of practical tools and services such as brand registration, transparency plan and project zero. Amazon data shows that more than 200000 brands worldwide have participated in brand registration

trend 4: accelerating product innovation as the global consumer demand becomes more diversified and detailed, Chinese sellers continue to enrich their choices and gradually shift from standardized products to higher value, more yuan and more personalized products. Among them, the sales volume of kitchen, home, clothing and other categories increased significantly; The selection of outdoor, sports, home decoration and other categories is constantly enriched; Consumer electronics, household products and other categories closely follow the trend, integrate more "smart" elements, and launch products such as smart bracelets, smart speakers and smart sweeping robots. Many sellers have innovatively developed smart products combined with Amazon Alexa technology

trend 5: upgrading of response capability in the past five years, sellers' rapid response ability to changes in overseas environment and consumer demand has been continuously upgraded. They can quickly identify the trend of global consumption and flexibly adjust the selection strategy, showing the advantages of flexible supply chain. During the epidemic period, Chinese sellers timely provided global consumers with high-quality epidemic prevention materials and daily necessities. Driven by new scenes such as home life and remote office, they provided overseas consumers with high demand products such as home, kitchen supplies, personal health care, indoor sports, pets and gardening

innovate the cloud model and explore the way to break through the "post epidemic" era

the direct purchase conference is one of the annual flagship activities of Amazon's global store opening. It has been jointly hosted with China (Hangzhou) cross-border e-commerce comprehensive pilot zone for three times, In the past two years, it has also been supported by the people's Government of Jianggan District of Hangzhou, aiming to help sellers better connect with manufacturing enterprises. Affected by the epidemic this year, the direct Mining Conference built an online direct docking bridge through an innovative cloud model for the first time to help high-quality manufacturing enterprises and sellers seize the opportunities of digital transformation and development

the direct Mining Conference lasts for three days, inviting more than 100 high-quality manufacturers to participate in the exhibition, directly connecting with tens of thousands of high-quality Chinese sellers, and bringing together Amazon "experts", big sellers and industry heavyweights to share online. Through the three core sectors of cloud forum, online direct purchase and online consultation, comprehensively analyze the digital opportunities of industry, product selection and transformation, answer the hot demand most concerned by sellers, and provide all-round practical guidance from product selection, logistics, warehousing, taxation and marketing to help sellers break the situation and develop

join hands with the government and the industry to continuously innovate and inject new digital impetus into the development of foreign trade

in the past five years, Amazon has opened stores around the world and cooperated with local governments and industry institutions in industrial belt development, industrial cluster construction, brand going out to sea Remarkable achievements have been made in talent training and other aspects to help Chinese sellers in different regions transform and develop and expand their global business. Hangzhou cross border e-commerce park has been put into use in Qiantang smart city, Jianggan District for one year, which has effectively promoted the development of export cross-border e-commerce industry in Hangzhou and its surrounding areas. In July this year, Amazon global opened a store and signed a memorandum of cooperation with the Department of Commerce of Zhejiang Province to launch the "new foreign trade support plan" to promote the transformation and upgrading of traditional foreign trade enterprises in 10 cities and more than 50 industrial belts in Zhejiang Province

during the epidemic period, in order to help sellers return to work and solve talent problems, Amazon global opened stores, cooperated with universities and governments in Hangzhou, Ningbo, Xiamen and other places, and launched the 2020 cloud recruitment fair and internship training of "Amazon global store 101 ・ time youth plan", so as to promote the efficient docking of cross-border e-commerce professionals between schools and enterprises

in the future, Amazon will continue to invest in innovation, deepen local services from the aspects of business model and talent cultivation, and help sellers continuously improve their core competitiveness in the international market from the aspects of brand building, operation ability and product compliance, so as to join hands with sellers to achieve business development

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