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Amazon’s ambition in China’s e-commerce

Amazon Inc has got 10 million cross-border orders from Chinese consumers already and plans to expand in the cross-border e-commerce market through global networks and resources and a new luxury store luxury store in China, joining the e-commerce battlefield in the domestic market.

Amazon is one of a few US-based Internet firms to get progress in China. But it still faces challenges with strong local rivals like Alibaba, and NetEase, which all expand into the cross-board business.

“Global supply and logistic systems are unique advantages of Amazon. It aims to bridge connection between qualified goods and Chinese consumers,” said Zhang Wenyi, president of Amazon China.

Zhang’s confidence came from the fact that Amazon’s revenue of overseas goods bought by Chinese consumers surged four times in the first half of 2016. Consumers can get the products, ranging from German milk powders, Japanese cosmetics to US apparels, within two or three days after ordering them.

A total of 50,000 international brands will participate in Amazon China’s festival to open on Friday, including 1,000 exclusive offerings. In addition, Amazon launched a luxury store around 5000 selections to satisfy Chinese customers’ demand in luxury brands, covering Chanel, Prada, Ferragamo and Jimmy Choo.

Chinese consumers were expected to spend totally US$86 billion for overseas products through cross-border e-commerce, 48 percent growth year-on-year, according to Analysys International, a Beijing-based research firm.

Besides Amazon, Chinese firms including Alibaba’s Tmall,, NetEase’s Kaola and start-ups like, have penetrated into the cross-border segment, one of the fastest growing sector in the total e-commerce market.


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