亚马逊放大招！全球低价电商混战再升级，谁才是最终赢家？

Core Insights - Amazon has officially entered the ultra-low-price e-commerce market, launching its low-price mall Haul and the independent platform Bazaar in 26 countries, targeting products priced under $10, directly competing with Temu and SHEIN [1][5] - The competition is shifting from price wars to localized operations and ecosystem development, indicating a more strategic approach by major players [1][5] Group 1: Amazon's Strategy - Amazon's Haul and Bazaar are designed to appeal to different markets, with "Haul" resonating with younger audiences in the West and "Bazaar" connecting with local consumers in regions like the Middle East and Latin America [3] - The Bazaar app allows for flexible marketing strategies, including social giveaways and promotional pop-ups, enhancing its appeal to local sellers [3] Group 2: Competitive Advantages - Amazon possesses significant advantages such as a global logistics network, Prime membership trust, and a large base of loyal users, which positions it well against competitors like Temu and SHEIN [5] - The company aims to leverage Bazaar to engage the 69% of small sellers who currently only sell within their own countries, providing them with localized interfaces and compliance support [5] Group 3: Market Positioning - Amazon is pursuing a dual strategy: maintaining its main site for high-end brands while using Bazaar to capture price-sensitive consumers in lower-tier markets, thereby expanding its market share [7] - The low-price strategy is not merely about undercutting competitors; it is about establishing a long-term dominance in the market through a comprehensive ecosystem [7]