Amazon(US:AMZN) 36氪·2025-05-16 13:27Core Viewpoint - Chinese brands are shifting from "brand recognition" to "brand building," which is redefining the underlying logic of global competition [3][19]. Trade Data - In Q1 2025, China's total goods trade import and export value reached 10.3 trillion yuan (approximately 1.43 trillion USD), with a year-on-year growth of 1.3%. Exports amounted to 6.13 trillion yuan (853.67 billion USD), achieving a robust year-on-year growth of 6.9% [2]. Brand Building Strategies - The transition from simply printing logos to comprehensive brand strategies is becoming essential for global brand positioning. Companies like Anker and Xiaomi are leveraging innovative advertising strategies on platforms like Amazon Prime Video to enhance brand visibility and engagement [3][7]. - Anker's interactive creative short film on Amazon Prime Video led to a nearly 50% increase in new consumers, demonstrating the effectiveness of engaging content in driving brand awareness and sales [7]. AI and Advertising Innovation - Amazon's AI-driven advertising tools are revolutionizing the creative process, allowing brands to generate customized video ads quickly and efficiently, thus lowering barriers for small and medium-sized enterprises [8][10]. - Brands using AI-generated images in their advertising campaigns achieved a 6% higher return on ad spend (ROAS) compared to those that did not, indicating the effectiveness of AI in enhancing marketing performance [12]. Data-Driven Marketing - The integration of data, creativity, and advertising is evolving from experience-driven to algorithm-driven approaches, enabling brands to gain targeted market insights and optimize ad campaigns effectively [11][13]. - Amazon's enhanced Performance+ feature utilizes first-party signals and predictive AI to improve audience relevance and ad campaign optimization, thereby increasing conversion rates [13]. Global Brand Expansion - The "World Brand Public Screen" initiative by Amazon Advertising illustrates the potential for brands to engage with global audiences through innovative advertising strategies, making international expansion more accessible for entrepreneurs [5][19]. - The event highlighted the importance of establishing a strong brand presence on global platforms, as brands that capture consumer attention can define the commercial landscape for the next decade [19].