跨境电商新十年：从粗放式生长到“向优、向新、向全球”高质量发展

Core Insights - The 2025 Amazon Global Store Cross-Border Summit will take place in Hangzhou from December 4 to 7, attracting over 10,000 industry professionals, marking the 10th anniversary of Amazon's operations in China and the establishment of the Hangzhou Cross-Border E-Commerce Comprehensive Pilot Zone [1][3] - The summit aims to address the future of cross-border e-commerce amidst the rise of generative AI technology and the reshaping of global consumption patterns, indicating a shift towards more efficient, intelligent, and sustainable development paths [3][4] Group 1: Industry Transformation - Over the past decade, China's cross-border e-commerce has evolved from channel exploration to mature models, transitioning from price competition to value creation [3][4] - The industry is undergoing a profound transformation, moving from a reliance on human labor and experience to a data-driven, technology-enabled, and system-supported approach [5] - The summit will feature discussions on brand and product development, global expansion, innovative operations, and local empowerment, with the announcement of numerous innovative initiatives, including new supply chain solutions and AI applications [4][5] Group 2: Regional Focus and Collaboration - Hangzhou's selection as the summit location is strategic, being the first cross-border e-commerce comprehensive pilot zone in China and a key area for Amazon's deep collaboration with local industries [5][7] - Amazon has signed a new cooperation memorandum with the Zhejiang Provincial Department of Commerce to promote the transformation of 20 characteristic industrial belts over the next three years, aiming to create 200 cross-border e-commerce brands and train 30,000 professionals [7][8] - The collaboration has already enabled 400 leading enterprises in Zhejiang to expand globally through Amazon, with notable successes including companies that have gone public [7][8] Group 3: Brand Development and AI Integration - The essence of cross-border e-commerce is shifting from merely selling products abroad to repositioning Chinese manufacturing within the global value chain, with a focus on brand cultivation [8] - Amazon will provide targeted training and support for foreign trade enterprises with brand-building potential, emphasizing the importance of brand development in the global market [8] - AI technology is reshaping the cross-border e-commerce landscape by enhancing consumer shopping experiences and enabling sellers to transition from experience-driven to data-driven decision-making [9][10] Group 4: Global Expansion Strategy - Amazon has opened 20 international sites to Chinese sellers, including markets in the US, Europe, Australia, the Middle East, and Latin America, broadening their global reach [10][11] - The focus for Chinese sellers has shifted from whether to globalize to how to effectively deepen their global presence, especially in light of increasing macroeconomic uncertainties [11] - The summit represents a pivotal moment for the industry, symbolizing a transition from manufacturing to international brand creation and from human-driven processes to AI empowerment [11]