Amazon's global store opening in China released the strategic focus in 2022, and the three major business priorities helped the brand to go out to sea.

Amazon Global Online Cross-border Summit was held today. Many industry leaders, business representatives and tens of thousands of China sellers gathered in the cloud to focus on the global market and discuss the opportunities and challenges under the new pattern of going to sea. The cross-border summit lasts for three days, including the main strategy conference, parallel sub-venues for novice and experienced sellers, and special training camps in the official lecture hall. At the summit, China, Amazon's global store, announced the brand upgrade and put forward a new idea to help export cross-border e-commerce enterprises build global brands-* * * to create a new global brand pattern and share strategic priorities in 2022, including: supporting sellers to lay out global businesses and realizing diversified expansion; Improve localization services and empower sellers to digitally transform; Promote sellers to build global brands and create long-term value. This series of measures aims at pushing China sellers to a higher position in the global value chain through the two engines of global innovation and local empowerment, creating a global brand with long-term value and opening a new era for China brands to go to sea. At the same time, Amazon's global store opening also shared the business performance of China sellers on Amazon's global site in the past year, among which the number of new sellers in China continued to maintain double-digit growth.

Announced a whole new idea

Five years ago, Amazon opened stores around the world and proposed to lay out the next generation trade chain with the help of cross-border e-commerce. At that time, cross-border electronic commerce as a new format of foreign trade export has not been widely recognized. Nowadays, after several years of rapid development, cross-border e-commerce has changed from a new foreign trade format to a new normal and has become an important force in foreign trade exports. As more and more enterprises pay more attention to brands, the export of cross-border e-commerce will gradually move towards a new stage. This is also the reason why Amazon opened a global store at this summit to launch a new brand proposition-* * * to create a new global brand pattern. Based on this new idea, Amazon's global store opening will focus on business strategic priorities and authorize sellers to establish global brands.

CindyTai, vice president of Amazon Global and executive director of Amazon Global Opening Asia Pacific, said: Amazon's global opening witnessed the rapid development of China's export cross-border e-commerce from' barbaric growth' to' intensive cultivation'. Next, the industry will move towards a new stage of "intensive cultivation, long-term success" and open a new era of cross-border e-commerce brands going out to sea. We believe that cross-border e-commerce exports are still in the rising channel of rapid development, and brands will be the strongest force to lead the industry forward. Amazon's global store opening will continue to give full play to the advantages of global resources, deepen local services and adhere to the long-term concept. Together with China sellers, it will seize the great opportunity of the brand's golden decade and promote more high-quality and innovative China brands to shine on the global stage.

Three business priorities to help enterprises create a global brand era:

Support sellers to deploy global business and achieve diversified expansion.

Amazon has always been committed to giving full play to the advantages of global resources and helping sellers build global business. At present, Amazon has opened its 17 overseas site to sellers in China. In addition to the mature sites in North China, Europe and Japan, the Singapore site in Southeast Asia, the Indian site in South Asia and the emerging sites in the Middle East all contain huge market potential, and many sellers have achieved good business layout and growth in these sites.

Amazon's product innovation in global expansion mainly focuses on two aspects: First, simplifying global operations. Second, refine the global selection. Amazon will launch and iterate more global operation tools in account registration, product selection, logistics and warehousing, and compliance operation. At the same time, Amazon will provide sellers with more data to help them understand the needs of customers in different countries and improve the efficiency of sellers' commodity selection. In addition, Amazon will continue to provide sellers with diversified business models, such as Amazon enterprise purchase, Amazon authorized brand, Amazon accelerator and so on. To help sellers expand new tracks and business opportunities and achieve long-term steady development.

Improve localization services and empower sellers to transform digitally.

Global innovation and local empowerment are two engines for Amazon to help China sellers develop their business. Following the opening of Qingdao office in July last year, Amazon has set up teams in 10 cities across the country, and continuously expanded regional partnerships to build and improve local cross-border e-commerce industrial clusters with local governments, associations and service providers to provide sellers with more comprehensive support. In September, 20021,Amazon opened a global store in Hangzhou on the basis of upgrading the cross-border e-commerce park in Hangzhou, and set up the first comprehensive seller training center in Asia to meet the needs of sellers in different regions with one-stop training services, and promote the cultivation and reserve of cross-border e-commerce professionals. In addition, Amazon's global store opening also provides a wealth of training courses for sellers through various ways, such as sellers' open classes, official WeChat, official live broadcasts, lecture halls, etc., to meet the learning needs of sellers at different stages.

In 2022, when Amazon opens stores all over the world, it will continue to increase its investment in regional teams, expand its support for sellers in China and provide closer services to sellers.

Promote brand sellers to build global brands and create long-term corporate value.

According to the seller survey of 202 1, when Amazon opened stores around the world, 93% of China sellers were very aware of the importance of building a brand on Amazon. At the same time, 75% of China sellers are confident in creating and upgrading their own brands in Amazon. In Amazon's global site, many emerging brands flood in every year, and many sellers are trying to build brands. However, brand building will not happen overnight. While making good use of the tools provided by Amazon, sellers need to put aside their concerns about short-term interests, establish the determination of long-term investment, develop high-quality products, explore unique brand concepts, and finally obtain long-term returns of brand value.

Amazon provides sellers with products and services covering the whole brand building cycle, including brand image and display, drainage and promotion, brand analysis and insight, brand protection and other dimensions, and continuously invests in brand building tools and product innovation and optimization to help sellers realize long-term brand value accumulation while taking into account short-term performance. According to the characteristics of brand sellers at different stages of development, Amazon has also launched three major plans: starting, boosting and leaping to meet the needs of different sellers to build brands.

Start planning

Provide support from zero to one for new brands, new sellers and entrepreneurs from different dimensions such as category, brand, market and advertising, covering registration, operation and brand promotion, and supporting the brand to get off to a quick start;

rescue plan

Provide support and guidance for brands that have completed the initial stage and are in a rapid rise period, and help brands achieve growth in core indicators such as product selection, drainage, transformation and loyal fans;

Leap plan

To provide deeper and broader support covering brand strategy formulation and international market expansion for sellers with huge volume who will invest in brand building for a long time, and to help sellers realize the leap from China brand to global brand.

In 2020, Amazon invested more than $654.38+0.8 billion in logistics and transportation, tools, services, projects and talents, and launched more than 250 new tools, services and improvement measures to further enhance the seller's experience and help the seller expand its global business. Since 20 15 Amazon opened its global store in China, hundreds of thousands of China sellers have joined the project. Many China enterprises have successfully reached foreign consumers through Amazon, such as Jimmy Technology, Smart Home, Roborock and Cadiz Intelligent Technology. Amazon Global Opening will discuss with sellers the trends and opportunities of brand going out to sea, continue to empower China sellers, build a global brand with long-term value, and win the love of global consumers.