亚马逊“下一代跨境链”首落深圳，山东产业带借势跃向品牌深蓝

Core Insights - Amazon launched the "Next Generation Global Selling" project in Shenzhen, marking a significant upgrade in cross-border e-commerce infrastructure with the introduction of its first Global Warehouse Distribution (GWD) center [1] - This initiative aims to empower sellers to achieve "one location storage, global sales," potentially catalyzing a shift from traditional manufacturing exports to high-quality brand exports for the Shandong industrial belt [1] Group 1: Shandong Industrial Belt's Strengths and Challenges - Shandong is a key manufacturing base in China, covering over 40 cross-border e-commerce product categories, with notable advantages in sectors like agricultural machinery, chemicals, textiles, tires, and home goods [2] - Many Shandong enterprises primarily engage in OEM production, limiting their brand influence and cross-border operational capabilities, which hinders their integration into the global value chain and profitability [2] - Amazon's China VP acknowledged Shandong's strong industrial foundation but noted the region's late start in brand development, using the example of small excavators successfully entering high-end overseas markets [2] Group 2: Core Value of the "Next Generation Global Selling" - The GWD's innovative "inventory sharing and dynamic allocation" supply chain management allows sellers to store goods in domestic hubs, with Amazon automatically distributing them to destination country fulfillment centers based on real-time sales forecasts [3] - This model significantly reduces inventory risks and financial pressures for Shandong enterprises, with storage costs potentially decreasing by 20%-40% compared to existing U.S. warehousing models [3] - It simplifies cross-border logistics by providing an integrated, end-to-end logistics solution, reducing management costs and uncertainties associated with coordinating multiple service providers [3] Group 3: Key Pathways for Shandong's Leap Forward - Since signing a memorandum of cooperation with the Shandong Provincial Department of Commerce in March 2024, Amazon has been advancing specialized incubation plans for Shandong's unique product categories [4] - Amazon Business has opened 11 global sites to Chinese sellers, aligning with Shandong's strengths in chemicals, machinery, and building materials, providing a stable growth channel with lower return rates and higher transaction efficiency compared to B2C [4] - Utilizing Amazon's AI tools like "Seller Assistant" can enhance operational efficiency in compliance, advertising, and inventory management, while data tools like "Opportunity Detector" help identify unmet overseas market demands [4] Group 4: Future Outlook - The "14th Five-Year Plan" identifies cross-border e-commerce as a new driver for foreign trade development, providing dual support for the transformation of the Shandong industrial belt [6] - The industry is moving towards product quality enhancement, innovative models, and global market expansion, with the challenge for Shandong enterprises being the transition from OEM to brand building [6] - Amazon's "Next Generation Global Selling" is reshaping the operational paradigm of cross-border e-commerce, transitioning from heavy asset overseas warehouse layouts to a lightweight, intelligent global supply chain network [6]