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]

Core Viewpoint - Amazon Overseas Purchase is intensifying its efforts in the Chinese market by launching the "Sea Discount Festival," aiming to establish it as an annual shopping event for Chinese consumers [2][3][5]. Group 1: Market Strategy - Amazon aims to create a unique shopping rhythm by launching the "Sea Discount Festival" from July 8 to 12, avoiding direct competition with major local sales events like 618 and Double Eleven [3][6]. - The festival will feature over 30,000 international brands and more than 2 million overseas products, with a focus on high-frequency repurchase categories such as baby products and food [8][10]. - Amazon is collaborating with JD.com to leverage its large user base, marking a strategic shift from its previous approach in the Chinese market [3][14]. Group 2: Consumer Insights - The timing of the "Sea Discount Festival" is based on observations that parents tend to shop more during school holidays, indicating a targeted approach to consumer behavior [7]. - Amazon Overseas Purchase is responding to new consumer demands and preferences, aiming to provide a better service for local consumers [5][11]. Group 3: Logistics and Pricing - During the "Sea Discount Festival," Amazon will introduce a new pricing strategy called "Sea Discount Price," which simplifies the purchasing process for consumers [9]. - The logistics strategy includes zero-threshold global shipping for single items and expedited delivery options, with some products reaching consumers in as little as 2 days [9][18]. Group 4: Competitive Landscape - The Chinese cross-border e-commerce market is dominated by local giants like Tmall International and JD International, which hold over 70% market share [3][21]. - Despite past challenges, Amazon Overseas Purchase is focusing on its global supply chain advantages to tap into the growing market of 188 million cross-border shopping users in China [4][22]. Group 5: Future Outlook - The cross-border e-commerce market in China is expected to continue growing, with projections indicating a potential doubling of market size in the next three years [23]. - Amazon recognizes the need to balance global products with local consumer needs, which will be crucial for its success in the competitive landscape [27].