Amazon Settled In Tmall To Get What They Need And Plan For Layout

This is a cooperative communication lasting 1-2 years.

As early as June 2013, Sina Technology learned that Amazon's global BD leader is promoting the close communication between heads of China and Tmall executives.

When Alibaba IPO was held in September 2014, Ma Yun, the head of Alibaba, did not rule out cooperation with Amazon.

According to people who have long participated in the project, Amazon CEO Bezos is very concerned about the Chinese market. When Tmall and Amazon China are making great efforts to seize cross-border electricity providers, he personally promotes cooperation between Amazon and Tmall in this business.

In 2014, during the "double 11" period, Amazon officially launched the official flagship store of Tmall at Kindle.

In March 5, 2015, the "Amazon official flagship store" was quietly launched on Tmall, the flagship "direct import business".

Amazon has been developing in China for nearly 10 years, but its market share has always been unsatisfactory, which is closely related to strategic conservatism and the common problems of multinational companies.

In the Amazon China interview, the word "long term" is often used to emphasize the development strategy, but in the fierce competition of e-commerce, we need to break through.

So over the past two years, Amazon China has begun to change, such as active participation in sales promotion, price war, and so on, and has begun to increase its strength in marketing and marketing.

Kindle's official entry into China and its great success also add to the Amazon's China.

The sudden cross-border electricity supplier is a trump card that Amazon must take.

The reason is very simple. As a multinational retail giant, Amazon has a perfect supply chain and procurement system in the world. Once China can get the cross-border process through, Amazon will have a turning around in China.

Last year, Amazonian China also made a brilliant move in its cross-border business. At present, its cross-border business has direct mail, offshore outsourcing, direct imports and international boutiques.

Direct mail services aim at the higher level users, who can skillfully direct shopping on Amazon's overseas websites and pshipped from Amazon to China.

The overseas purchase is Amazon China's choice of Amazon American products, which will culture and localize the page and purchase process for Chinese users.

Develop

One of the advantages of international suppliers is also "

"Business.

In some products that can be purchased in large quantities directly, such as food, toys, shoes and other standard products, Amazon has been stocked up to China in advance through data analysis. Due to the reduction of overseas distribution links, it can bring lower prices to users.

This time, the "import direct mining" business will be located in Tmall, and it can also be seen that Amazon's attention to the Chinese market means that Amazon will continue to vigorously develop its business in China and adhere to the promotion of the international brand strategy.

According to industry analysts, Tmall mall has a huge market share. According to the data monitored by the China Electronic Commerce Research Center, as of June 2014, Tmall mall accounted for 57.4% of China's B2C network retail market, while Amazon China accounted for only 1.5%.

Amazon's presence in Tmall is a normal choice to develop itself with the help of its traffic.

Judging from the paction records of the existing commodities, the first one was sold in February 13, 2015, and there were 5 commodity evaluations.

That is to say, the official flagship store of Amazom has quietly entered Tmall platform for some time, but it is not in the low season since the new year's Eve.

Actually settled in

It's not the Amazon China family.

As early as 2012, Dangdang entered 800 thousand categories of books and about 300000 kinds of department stores, and entered Tmall at the same time.

Li Guoqing once said on micro-blog: "regardless of Tmall and Tencent, the other side of the service, promotion has a bunch of different ideas and standards with us. For this reason, the negotiation cycle will be lengthened, and what is the difference, I did not ask, but I gave clear guidelines:

Who let people flow large? "

In 2013, Gome online and Tmall formally reached strategic cooperation. Gome online introduced the core appliances category resources to Tmall in the form of official flagship store.

Gome online hopes to explore more user value with Tmall's data advantage to realize the C2B reverse customization mode which represents the future mass customization economy.

Data show that since the implementation of the open strategy, 87 independent B2C websites have been placed in Tmall.

According to the insiders, as the independent B2C has joined the big platform, the whole ecological chain of electric business will undergo linkage changes. Once the price war has won the attention of the electricity supplier industry, it will gradually turn to the essence of consumers acquiring multi-channel goods and personalized services.

Since last year, cross-border electricity supplier has become an important strategy for Tmall, and has set up Tmall international cross-border e-commerce platform.

According to the data, Costco Wholesale Corp, which was settled in Tmall international last year, sold more than 40 million yuan in its first month of operation.

Similarly, since the website was launched, it has attracted 90 million independent visitors, and 90% of them have realized pactions.