Core Insights - Amazon is launching its first annual summer shopping festival "Hai Zhe Jie" from July 8 to 12, aimed at providing Chinese consumers with a mid-year promotional opportunity [1][4] - The event will feature over 30,000 international brands and more than 2 million overseas products, with a focus on creating a unique summer shopping experience for consumers [1][4] Group 1: Event Overview - "Hai Zhe Jie" is designed to cater to the summer needs of Chinese consumers, differentiating itself from other promotional events like Black Friday [4] - The festival will include a mix of popular international brands and trending products, such as Oura Ring and skincare brands like CeraVe, appealing to younger consumers [4][6] Group 2: Pricing and Logistics - The pricing strategy involves overseas direct discounts combined with local exclusive offers, ensuring price transparency for consumers [4][6] - Logistics improvements include a "2-day delivery" service from Ningbo bonded warehouse and 16-hour customs clearance with SF Express, enhancing delivery speed to match domestic e-commerce [6][8] Group 3: Market Positioning and Consumer Trends - Amazon is focusing on niche markets by offering unique brands and products that are still relatively unknown in China, thus establishing a differentiated advantage [6][9] - The introduction of the "import supermarket" channel aims to cater to everyday consumer needs, featuring 700 brands and 2,000 products priced as low as 9.9 yuan [6][9] Group 4: Technology and Consumer Engagement - Amazon is enhancing its live streaming capabilities to align with Chinese consumer habits, leveraging platforms like WeChat for better engagement [7][8] - The company is utilizing big data and AI to track social media trends, allowing for rapid product matching with consumer preferences [8][9] Group 5: Future Outlook - Amazon is shifting its focus towards long-term growth, emphasizing the importance of understanding consumer emotional needs and preferences [9][10] - The company aims to deepen its penetration in vertical markets, particularly in areas like pet care and emotional wellness products, to drive future growth [9][10]