Unlike the short-term game model of “heavy traffic and light brand” on some e-commerce websites, Amazon takes the concept of “brand as the core and user experience as the guide” and requires newbies to establish long-term systematic thinking from the initial stage. Whether it's mature brands going overseas, new brand incubation, or early-stage brand exploration, only by balancing localization and adaptation, brand value shaping, and store visual operation can we gain a foothold in complex international regions, unlock a high transformation path from “selling products” to “building a brand”, and establish a long-term competitive advantage.