Open the Amazon China website, the blue "Prime" Logo has quietly appeared in the price of many goods next. A week ago, Amazon launched a customized version of the Prime membership system in China, members of the purchase of these goods, more than 200 yuan cross-border orders throughout the year unlimited free distribution, domestic orders zero threshold free unlimited freight throughout the year.
It is also the first of the 12 country member services offered by Amazon Prime, the first to offer cross-border postage free service. The service currently covers 9 million Amazon products in China, as well as 4 million overseas purchase of goods.
An American friend told the author that she understood Prime is two days arrival. In the United States, to pay $ 79 to become Prime members, you can get a free two-day delivery of logistics services. In the logistics, high labor costs of the United States, which is convenient and cost-effective.
At first, only the logistics, Prime then developed a content service. At present, members can use a wealth of free online video and music. The recent popularity of the Amazon echo high sound, but also expanded its use of the echo can be convenient for voice shopping, and can simply play through the interactive members at any time to enjoy the online music.
Prime members of the system can be described as a magic weapon in the United States, has a broad user base in the United States, with the market platform and AWS cloud computing platform by Amazon founder Bezos called the three pillars of the Amazon.
The latest data show that Amazon Prime membership number more than 65 million, Wall Street analysts estimate that the global Prime services for the Amazon contributed about 70 billion in pure cash proceeds.
Obviously, these services can not be transplanted in China, however, overseas purchase in order to find Prime demand points in China.
Amazon Prime global head Greg - Gregory pointed out that Chinese consumers demand for genuine overseas is constantly rising. At the same time, the majority of Chinese consumers in the distribution of freight and delivery time to balance between the two, will choose the lowest price distribution delivery. Based on this, Amazon hopes to eliminate the concerns of Chinese consumers through the Prime Member services.
Obviously, in the upcoming "double eleven" and "black five" before the prime service into China, Amazon hopes to take advantage of the business carnival season sub-share China Sea Amoy users, through a better user experience to nurture user. According to Amazon data, as of August 2016, Chinese consumers to buy goods overseas Amazon site cross-border direct mail orders total exceeded 10 million single, the first half of 2016 Amazon "overseas purchase" total sales also reached the same period last year Of nearly four times.
However, even if the Amazon membership-free postal strategy, I am afraid it will not be easy, Ali, Jingdong and other Chinese local competitors have to provide consumers with overseas purchase services, and these suppliers to the existing user base Amazon is much larger.
According to Analysys data, the second quarter of 2016, the platform-based cross-border retail import electricity supplier, Tianmao International, Taobao global purchase, Jingdong global sales were 38.3%, 32.2%, 18.1% market share of nearly 90 % Of the market; and self-employed cross-border retail retail electricity providers are not yet absolute winner in the second quarter, Netease Ka Lahai purchase, the only product international and the Little Red Book were 17.1%, 16.9% and 16.3% The first three, Amazon overseas to 9.9% market share in fourth place.
In addition to limited market share and influence, overseas platform for the localization of operations, is still a test of the international power of the Chinese business giant team.
Of course, with the golden spoon was born in the Amazon overseas merchandise category and merchandise fidelity have their own natural advantages in the logistics security, timeliness and economic role, the Amazon is likely to have a greater appeal for the user . In addition, high-cost logistics solutions to China's cross-border electricity suppliers may also cause greater pressure.
For Amazon and cross-border electricity providers, this may be a meaningful exploration, but in the end to produce much market effect is still unknown.