In the past year, the export cross-border e-commerce industry has faced a series of challenges brought about by global economic uncertainty, and Chinese sellers have shown strong resilience in the process.

The latest Amazon data shows that Chinese sellers have sold billions of items to global consumers through Amazon's 18 major sites; the number of Chinese sellers using Amazon Logistics (FBA) has increased by more than 20% year-on-year, and the sales of these sellers have achieved double digits Growth; the performance of brand-type sellers is particularly impressive. In the past three years, the number of Chinese brand-type sellers on Amazon has increased by nearly 3 times; the sales of these brand-type sellers have achieved double-digit growth in the past year. The two-year compound annual growth rate is more than 50 percentage points higher than that of non-brand sellers on average; at the same time, Chinese sellers show a trend of diversification in terms of product categories, technological innovations, overseas sites, brand categories, and business types.

Amazon makes efforts from two dimensions of global innovation and local empowerment to support sellers in seizing business opportunities in the changing situation.

At the level of global innovation, according to the actual needs and pain points of Chinese sellers, a series of projects and product innovations have been launched, including the popular business opportunity detector, Amazon Warehousing Distribution Network (AWD), Amazon logistics cross-border carrier partners Program (SEND), Account Health Rating (AHR), Brand Analysis Tools, Buyer Interaction, Prime Member Early Access Day, etc.

At the level of local empowerment, offices have been opened in 10 cities successively, radiating hundreds of industrial clusters across the country, and actively developed exclusive seller services and projects with local characteristics according to the unique needs of local sellers' advantageous industries and development stages.

According to the latest survey of Chinese sellers on Amazon’s global store opening, the proportion of sellers surveyed who choose Amazon as their only overseas channel has increased by nearly 30 percentage points compared with the first quarter of last year; at the same time, more than 80% of Chinese sellers surveyed said that Amazon is their The most satisfactory overseas channel. In the midst of continuous changes, Amazon and sellers have worked together to prove once again the strong growth momentum and long-term development potential of export cross-border e-commerce.

Amazon Global CEO Doug Herrington (Doug Herrington) attended the conference for the first time and delivered a speech, and the conference released for the first time Amazon's new strategy for opening stores in China in 2023.

Amazon's new strategy for opening stores in China in 2023

Dai Songfei, Amazon's global vice president and executive president of Amazon's global store Asia Pacific region, pointed out that in 2023, it will focus on "widening supply chain solutions, deepening the whole process of new product selection solutions, making light brand globalization overseas routes, and strengthening localized services. " and other four aspects to help Chinese sellers achieve long-term development.

One is to make a "wide" supply chain solution:

In terms of logistics, further optimize Amazon Global Logistics (AGL) and expand the cross-border carrier partner program (SEND); in terms of warehousing management, continue to expand innovations in services such as Amazon Warehousing Distribution Network (AWD) to help sellers through Promotions, inventory transfer to third parties, etc., conveniently manage inventory, and provide a flexible supply chain solution that integrates transportation, warehousing, and intelligent replenishment functions.

The second is to do a whole-process solution for "deep" new product selection:

In the stage before the launch of new products, continue to upgrade big data tools such as business opportunity detectors and product selection compass for sellers; when it goes online, upgrade welfare policies such as Amazon logistics new product warehousing discount plan for sellers; after launch, provide diversified brand analysis and build tools to help sellers increase product exposure and repurchase rates, and will collaborate with global teams to explore and optimize the display of new product search results and improve the efficiency of customer review acquisition.

The third is the overseas route for the globalization of "light" brands:

In terms of brand building, continue to optimize the innovation of key tools such as brand analysis tools, management experiments, and buyer interaction; in terms of global layout, continue to explore the growth potential of various sites around the world, launch incentive plans and preferential policies for each site, and continue to optimize The global operation and management tool simplifies registration, verification, listing and other operations, and improves the seller's global operation efficiency.

The fourth is to provide "thick" localization services:

In 2023, Amazon Global Store China will focus on three key points. First, officially launch the Amazon Global Store Asia-Pacific Seller Training Center to meet the differentiated training needs of sellers in different development stages and regions; secondly, continue to deepen and improve training in different cities across the country. Third, continue to go deep into China's major industrial belts, dig out high-quality factories and brands, help local enterprises transform into cross-border e-commerce, and seize the wave of going overseas.

Cindy Tai, Amazon's global vice president, said that "the development of cross-border e-commerce is changing with each passing day. Although there are short-term challenges, the actual needs of overseas consumers are continuously injecting new business opportunities into the industry. Concerns about product strength, cognition, The control of core capabilities such as brand power and channel power will bring lasting power to the long-term development of sellers. We support Chinese sellers to try new selections and categories; recognize and try new business models such as Direct To Buyer (DTB); Firmly take the road of building an international brand; continue to expand new site channels, work together to create a long-term win.”

Doug Herrington, Global CEO of Amazon Mall, said that "Amazon is committed to becoming the best online site for global entrepreneurs to start and operate their business, to achieve resilient growth and long-term success. For a long time, the majority of sellers rely on high-quality products, preferential prices and convenience The service has won the love of consumers around the world. Amazon is grateful to the sellers for their continuous innovation and support."

If you want to seize the blue ocean opportunity and deploy quickly, some sellers who need funds can use the Amazon seller loan program. Qualified sellers will have the opportunity to obtain loan products launched by domestic financial institutions, which can effectively alleviate cash flow problems, develop business, and operate and stock up. And expand the business territory.