Amazon China is about to launch a summer shopping frenzy. A shopping extravaganza tailored specifically for Chinese consumers – the “Sea Discount Festival” – is set to kick off on the Amazon platform from July 8th to 12th. This event brought together over 30,000 international renowned brands and more than two million carefully selected overseas products. Moreover, over a million new global products were launched simultaneously, aiming to offer consumers an unprecedented shopping experience.
According to Li Yanchuan, vice president of Amazon China, the launch of the “Sea Discount Festival” aims to provide Chinese consumers with an excellent platform for mid-year promotions. He hopes that through this activity, a summer promotion brand with unique charm can be established, and gradually cultivate the habit of Chinese consumers looking forward to the Amazon Global Store promotion in summer.
As an annual highlight event of Amazon Global Store, the “Sea Discount Festival” not only reflects Amazon’s profound understanding of the Chinese market but also showcases its new explorations in the consumption scenarios of Chinese households. Unlike the “Black Friday” which focuses on festival gifts, the “Sea Discount Festival” pays more attention to the actual needs of Chinese consumers in summer, and has made meticulous plans from product selection to pricing strategies.
In terms of product selection, 30,000 international brands cover multiple fields such as new technological products and fashion trends. New technological products such as L ‘Oreal German Line and Oura Ring smart ring, as well as the WoodWick healing fragrance that is highly sought after by young people, will all make a brilliant appearance during the “Sea Discount Festival”, meeting consumers’ diverse shopping needs and leading the trend.
In terms of price, “Sea Discount Festival” adopts a combination of overseas direct discounts and local exclusive discounts. The final price is directly displayed on the page, providing consumers with a transparent and simple shopping experience. This measure will undoubtedly further enhance consumers’ shopping satisfaction and loyalty.
In terms of logistics, Amazon has once again accelerated its pace. The Ningbo bonded warehouse has achieved “2-day delivery”, and SF Express International Direct Mail even offers a 16-hour express customs clearance service, making the logistics efficiency of cross-border e-commerce almost on par with that of domestic e-commerce. This measure will greatly enhance consumers’ shopping experience and satisfaction.
Amazon Global Store continues to strengthen its differentiated advantages and steadily offers a wide range of brands and series that are still niche in the Chinese market. Meanwhile, Amazon Global Store can synchronize the global discount prices of Amazon’s overseas sites and set exclusive localized prices for Chinese consumers, ensuring a clear price advantage in competition with other cross-border shopping platforms.
The “Import Supermarket” was a major highlight during the “Sea Discount Festival”, showcasing Amazon’s family consumption layout in the Chinese market. This channel, which covers categories such as mother and baby products, food, and health supplements, brings imported goods from the light luxury shelves into the household essential list, enabling consumers to purchase high-quality imported goods at more affordable prices.
Amazon’s layout in the live streaming field is also constantly deepening. At present, the Amazon Global Store wechat mini-program has established a mature live streaming system and is actively exploring new opportunities such as wechat Video Account. This “two-way integration” trend has brought broader development space for live-streaming sales and also injected new vitality into Amazon’s expansion in the Chinese market.
From a technical perspective, Amazon uses big data applications and AI product selection to capture social media trends in real time and quickly and precisely match best-selling products with Chinese consumers. Meanwhile, the improvement of global logistics infrastructure and cooperation with local express delivery enterprises have also significantly enhanced the timeliness of logistics.
Li Yanchuan also pointed out that Amazon’s breakthrough in the lower-tier markets is of strategic significance. The proportion of users in third – and fourth-tier cities has significantly increased, and the purchasing power of the mother and baby category has exceeded expectations. This is attributed to the in-depth coverage of the logistics network in county-level markets and the awakening of female family consumers.
