亚马逊Haul一年扩张26个国家和地区，“低价”之外还有哪些对决？

Core Insights - The competition in the cross-border e-commerce low-price sector is intensifying, with major players like Temu, TikTok Shop, and Amazon adopting aggressive strategies to capture market share [1][2]. Group 1: Amazon's Strategy - Amazon's low-price strategy is a long-term response to industry trends, with over 80% of consumers adjusting shopping behavior due to tariff fluctuations, making price a key decision factor [2]. - Amazon Haul, launched in late 2024, has rapidly expanded from the U.S. to 26 countries, significantly increasing its product selection by over 400% since its inception [6][9]. - The platform aims to attract Prime members by offering a browsing shopping experience through frequent promotions, contrasting with the traditional search-based shopping on Amazon's main site [7]. Group 2: Competitive Landscape - New platforms like Temu and TikTok Shop are effectively challenging Amazon by offering lower prices and leveraging innovative sales models, such as pre-sale strategies and live-streaming promotions [11]. - Temu's pricing can be 10% to 20% lower than Amazon Haul, indicating a significant competitive threat in the low-end market [11]. Group 3: Operational Enhancements - Amazon is implementing various measures to enhance competitiveness, including reducing fees for low-priced items in Europe by up to 15% and offering logistics cost reductions through smart hub warehouses, which can lower seller storage costs by over 20% [9][10]. - The "next-generation cross-border chain" initiative encourages sellers to adopt a global strategy from the outset, rather than focusing on single markets, to mitigate risks and capture diverse consumer demand [12]. Group 4: Future Outlook - Amazon plans to continue expanding Haul into new markets, including Europe and the Middle East, with further product selection increases and targeted subsidy policies anticipated [12]. - The ultimate winner in this competitive landscape will be the entity that balances cost, efficiency, and customer experience effectively [13].