继去年亚马逊海外购进驻京东、海内外两大巨头深化供应链合作后，这个七月亚马逊在进口电商板块的 业务更进一步。7月8日至12日，亚马逊上线专为中国消费者打造的首个年度级夏日大促"海折节"。 除了赋能更多中国卖家走上跨境电商的出海之路，亚马逊的海外购则瞄准中国消费者。年中大促，亚马 逊不想错过。据悉，亚马逊"海折节"期间，将有超过30000个国际品牌、200多万件海外商品上线，消费 者不仅可享受全球零门槛包邮、海外好物最快2日达等多种购物体验，还有全新"进口超市"满足一站式 日用品购物需求。 缘何加码进口电商？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告诉南都 ·湾财社记者，除了国内政策驱动、中国消费市场改善外，"海折节"本身也是亚马逊探索更好服务本地 消费者的重要一步。在本土化上，亚马逊关注视频号、直播电商等新机遇，加速布局内容电商。 入局年中促销 亚马逊海外购"零门槛"全球包邮 无凑单、无复杂计算以及大促全周期无预售，亚马逊"海折节"有国内大促消费里熟悉的配方。海淘 的"高成本"在物流，如何打出差异化？ 据麦肯锡2025年中国消费报告，中国消费者信心已趋于稳定，当前消费者更加倾向于购买有助 ...

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]

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]