Amazon(US:AMZN) Nan Fang Du Shi Bao·2025-07-09 07:06Core Insights - Amazon is enhancing its import e-commerce segment in China with the launch of the "Sea Discount Festival," aimed at providing a better shopping experience for local consumers and empowering Chinese sellers to enter cross-border e-commerce [1][2] Group 1: Amazon's Strategic Moves - The "Sea Discount Festival" will feature over 30,000 international brands and more than 2 million overseas products, offering global zero-threshold free shipping and fast delivery options [1][2] - Amazon's collaboration with SF Express has improved the delivery speed of overseas products to Chinese consumers, with the delivery efficiency from Ningbo Bonded Warehouse increasing by over 25% year-on-year [2] - The company is focusing on localizing its services by exploring opportunities in video accounts and live-streaming e-commerce [1][3] Group 2: Market Trends and Consumer Behavior - There is a noticeable trend of younger consumers with higher income and education levels engaging in cross-border shopping, particularly in first and second-tier cities, with increasing purchasing power in third and fourth-tier cities [3][4] - The Chinese consumer market is recovering, with a growing inclination towards products that contribute to personal achievement, such as education and health-related goods [4] - The favorable policies, including tax incentives and improved customs infrastructure, are creating a conducive environment for the growth of cross-border e-commerce [4] Group 3: Competitive Landscape - Amazon is adapting its strategy in China by partnering with local e-commerce platforms like JD.com, focusing on a "light asset" operation model to reduce independent operational costs [5] - The competition in cross-border e-commerce is intensifying, with major players leveraging partnerships rather than direct competition to capture market share [5]