据亚马逊中国副总裁李岩川介绍，"海折节"的推出旨在为中国消费者提供一个年中大促的绝佳平台。他 希望通过这一活动，能够树立起一个具有独特魅力的夏季促销品牌，逐渐培养中国消费者在夏季期待亚 马逊海外购大促的习惯。 亚马逊中国即将掀起一场夏日购物狂潮，一项专为中国消费者量身策划的购物盛宴——"海折节"即将于 7月8日至12日在亚马逊平台上拉开帷幕。此次活动汇聚了超过三万个国际知名品牌及两百万余件海外精 选商品，更有上百万款全球新品同步上线，力求为消费者带来一场前所未有的购物体验。 亚马逊海外购还持续强化其差异化优势，稳定提供众多在中国市场仍属小众的品牌与系列。同时，亚马 逊海外购能够同步亚马逊海外站点的全球折扣价格，并为中国消费者制定专属的本地化价格，确保在与 其他跨境购物平台的竞争中展现出明显的价格优势。 "进口超市"是"海折节"期间的一大亮点，展现了亚马逊在中国市场的家庭消费布局。这个涵盖母婴、食 品、保健品等品类的频道，将进口商品从轻奢货架引入家庭刚需清单，让消费者能够以更实惠的价格购 买到高品质的进口商品。 亚马逊在直播领域的布局也在不断深入。目前，亚马逊海外购微信小程序已经建立了成熟的直播体系， 并积极探 ...

Core Insights - Amazon China is launching a major summer shopping event called "Sea Discount Festival" from July 8 to 12, featuring over 30,000 international brands and more than 2 million overseas products [1][3] - The event aims to create a unique summer promotion symbol for Chinese consumers, enhancing their shopping experience and loyalty [1][3] Product Selection and Pricing - "Sea Discount Festival" focuses on summer needs of Chinese consumers, offering a carefully curated selection of products, including tech innovations and trendy items [3] - The pricing strategy combines overseas discounts with local exclusive offers, providing a transparent and simplified shopping experience [3] Logistics and Consumer Experience - Amazon has improved logistics efficiency with a "2-day delivery" from Ningbo bonded warehouse and 16-hour customs clearance via SF International, enhancing the shopping experience [5] - The "import supermarket" feature during the festival allows consumers to purchase high-quality imported goods at more affordable prices, targeting essential household needs [5] Technological Advancements - Amazon utilizes big data and AI for real-time trend analysis and product matching, significantly improving logistics efficiency through enhanced global infrastructure and local partnerships [6] - The company is expanding its presence in lower-tier cities, with a notable increase in the consumer base and spending power in the maternal and infant product categories [6] Strategic Market Positioning - The "Sea Discount Festival" marks Amazon's transition from a cross-border e-commerce platform to a global lifestyle operator, aiming to integrate overseas products into daily life for Chinese consumers [6]

在中国市场低调了很多年的亚马逊海外购，正在持续加码。 7月2日，亚马逊海外购宣布，将在7月8日-12日开启"海折节"。这是亚马逊海外购首次专为中国消费者量身打造的购物节。 亚马逊的野心不小，就如同京东造就618、阿里打造双十一，亚马逊要把"海折节"打造成中国消费者的一个年度盛事。 亚马逊中国副总裁、亚马逊海外购中国及亚马逊新加坡电商负责人李岩川在媒体交流会上对华尔街见闻表示，亚马逊海外购希望将"海折节"打造为中国海淘 爱好者的年度消费节点。 这注定是一场艰巨的战争。如今的中国跨境进口电商市场，天猫国际、京东国际和抖音全球购等本土巨头已占据超七成市场份额。 面对巨头环伺，亚马逊告别昔日的打法，转而打出一套新的组合拳：以"海折节"主动避开618与双11的锋芒，创造自己的消费节奏；推出"进口超市"频道， 用部分低至9.9元的选品直击母婴、食品等高频复购场景；并联手昔日对手京东，借助其庞大用户规模获取新的增长点。 2004年，亚马逊通过收购卓越网正式进入中国市场。在中国互联网曾经的"草莽年代"，亚马逊完成了漂亮的开局，然而随着阿里、京东等中国本土电商的崛 起，亚马逊在中国电商市场走向边缘，最终决定在2019年停止为中 ...

Core Insights - The Chinese cross-border import e-commerce market holds significant potential, driven by increasing consumer awareness and demand for overseas products [1][3] Group 1: Market Opportunities - Three main factors support the growth of the Chinese cross-border import e-commerce market: favorable government policies, rapid advancements in AI technology, and improvements in logistics [3] - Government policies provide tax incentives and optimize customs infrastructure, creating a conducive environment for cross-border e-commerce [3] - The rapid development of AI technology enhances efficiency across various e-commerce processes, allowing employees to focus on more creative and valuable tasks [3] Group 2: Logistics and Infrastructure - The global logistics system and international flights are gradually recovering, presenting structural opportunities for cross-border e-commerce [3] - As the volume of cross-border e-commerce continues to grow, more companies are expected to utilize commercial flights for cargo transport, improving the efficiency of the entire logistics chain [3] Group 3: Localization Strategies - Amazon is actively investing in live streaming as part of its localization strategy, establishing a mature live streaming system on its WeChat mini-program [4] - The trend of "dual integration" between e-commerce platforms and content platforms is creating greater development space for live streaming sales [4] - Live streaming in China has a significantly higher conversion rate compared to Southeast Asia and Western markets, making it an essential part of the e-commerce ecosystem [4]

Core Insights - Amazon Overseas Purchase has launched its first annual summer promotion "Sea Discount Festival" for Chinese consumers, running from July 8 to 12, featuring over 30,000 international brands and more than 2 million overseas products [3] - The company is accelerating its content e-commerce strategy in China, noting that live streaming has a higher conversion rate compared to overseas markets, making it an essential part of the e-commerce chain [3][4] - AI and cloud computing are being leveraged to optimize fulfillment costs and enhance operational efficiency through content generation, user recommendations, and data analysis [3][5] Market Trends - The consumer base for Amazon Overseas Purchase is becoming younger and more educated, with a notable shift towards third- and fourth-tier cities, particularly in the mother and baby product category [3][6] - The integration of content e-commerce and social media is a key focus for the company, as these channels help acquire new users and maintain high engagement with existing customers [5] Competitive Landscape - Amazon Overseas Purchase collaborates with JD.com, sharing product selection and optimizing user experience through technology, while maintaining control over logistics and customer service [7] - The current market environment for cross-border e-commerce is favorable due to supportive policies, technological advancements in AI, and ongoing improvements in logistics infrastructure [8][9] Future Opportunities - The company sees potential growth in vertical segments of the market, particularly in content-related areas of import e-commerce, as major platforms have already covered mainstream markets [10]

Core Viewpoint - The future of China's cross-border import e-commerce market presents significant opportunities, driven by consumer interest in overseas products, supportive policies, technological advancements, and logistics improvements [2][3]. Policy Support - The Chinese government is actively promoting cross-border import goods through tax rate benefits and optimized customs infrastructure, creating a favorable environment for the development of cross-border e-commerce [2]. Technological Advancements - The rapid development of AI is enhancing efficiency across various sectors, including technical creativity, code writing, content review, and social media material production. This allows employees to focus on more creative and valuable tasks, presenting a transformative opportunity for businesses in the fast-paced cross-border e-commerce industry [2]. Logistics Improvements - The global logistics system and international flights are gradually recovering from pandemic impacts, which presents structural opportunities. As cross-border e-commerce continues to grow, more companies may utilize commercial flights for cargo, improving the efficiency of the entire cross-border logistics chain [3]. Localization Initiatives - Amazon Overseas Purchase is actively investing in live streaming as a localization strategy. A mature live streaming system has been established on the WeChat mini-program, with attention to growth potential on other mainstream social media platforms. This dual integration trend between traditional e-commerce and content platforms creates greater development space for live streaming sales [3]. Live Streaming E-commerce - In China, live streaming as a sales conversion tool is leading globally, with significantly higher conversion rates compared to Southeast Asia and Western markets. Live streaming has become an indispensable part of the e-commerce chain, and it is expected to further proliferate globally as an efficient consumption model [3].

亚马逊海外购宣布，其专为中国消费者打造的首个年度级夏日大促"海折节"将于7月8日至12日正式开 启，将有超过三万个国际品牌、200多万件海外商品参与本次"海折节"。期间，亚马逊海外购全新"进口 超市"频道也将正式上线，聚焦高复购消费场景。 ...