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]

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 ...