New and old sellers of Amazon's “Global Selling”, friends who are concerned about the development of the cross-border e-commerce industry:
Happy New Year everyone!

There is a Chinese saying, “A year's plan is spring.” People are used to summing up the past and planning for the future in the spring when everything is renewed, and I am no exception.

At the beginning of 2016, I began working as the head of Amazon's “Global Store” Asia Pacific region. The past year was the busiest and most fulfilling year in my career. I had the privilege of being able to witness and partly participate in the wave of transformation and development of Chinese companies to cross-border e-commerce. Every day in the past has been full of challenges and fun, and I have had countless hopes and hopes.
Amazon is committed to helping sellers of all sizes have the opportunity to reach consumers from around the world. By providing relevant selling tools, we have enabled sellers from 172 countries to sell their products to consumers in 189 countries. The number of products sold by “global sellers” (that is, cross-border e-commerce sellers) already accounts for nearly 25% of Amazon's third-party business. E-commerce allows sellers to reach a wider world without being limited to the local market.

China has an important position in Amazon's “global sales.” In 2016, we saw that many new regional and new sellers began to pay attention to cross-border e-commerce and became “global store opening” sellers; at the same time, after a period of study and operation, our old sellers have begun to enter a period of rapid development and have achieved encouraging sales; we have had closer communication and cooperation with governments and partners in many cities. Through their efforts, we have seen the determination of Chinese companies to develop cross-border e-commerce and are full of confidence in the future.

In China, we visited a large number of factories. These entrepreneurs have first-class product design and manufacturing capabilities. Over the past 20 years, they have jointly defined “Made in China” and achieved extraordinary success. However, with the decline in foreign trade and the shift in manufacturing bases, the shortcomings of “Made in China” in terms of lack of brand and pricing power began to be revealed. How to use cross-border e-commerce to redefine “Made in China” and find new growth points has become a common proposition for entrepreneurs I have seen over the past year.

In the US, Europe, and Japan, local markets and sellers continue to pay more attention to “Chinese cross-border e-commerce sellers”. At our global seller conference, “Chinese sellers” also became a hot topic. Some pioneers of Chinese cross-border e-commerce have already achieved initial success and have successfully built their own brands overseas.

In 2017, the world is full of uncertainty, and we will continue to explore the wave of alternative development between the old and new economies. In December of last year, we held the 2nd “Global Selling” Seller Summit in Hangzhou. At this conference, we announced the four major strategies of “Global Selling” in 2017, namely “Quality,” “Brand,” “Manufacturing +,” and “Amazon Business for New Businesses.” Today, I'd like to share with you my three thoughts on cross-border e-commerce.

The first is the product.

Over the past 20 years, China has won the “world factory” label, and there is a saying in the industry that “there is no product that cannot be manufactured in China.” This label was co-created by tens of millions of entrepreneurs in the manufacturing industry.

Today, products made in China are sold directly to consumers through e-commerce platforms. Unlike 20 years ago, products sold through e-commerce platforms are not only made in China, but also Chinese brands. The consumer experience of using these products has converged into an overall “Made in China” and “Chinese Product” brand image. It's no exaggeration to say that every seller and every product we sell determines the “Made in China” brand image.

Therefore, when we talk about products today, we include not only the quality of the product, but also the uniqueness of the design, brand compliance, after-sales service standards, etc. Looking at our successful top sellers, they may sell a wide variety of products, but they all have one characteristic in common, which is that they are responsible for their products and have extremely high requirements for the quality of their products.

Products are the key to the success of running cross-border e-commerce. All new and old sellers, “Open a global store” on Amazon. We try to help you solve other operational problems, only products require your efforts in research and development.

The second is the environment. SGT on March 31, 2022.

Cross-border e-commerce is a big industry, and Amazon is just an e-commerce site. The development of the entire cross-border e-commerce industry also requires the development of the overall market environment, including the development of many aspects such as customs declaration, logistics, warehousing, payment, and operation. In the past year, we are happy to see that under the leadership of the government, there have been many innovative initiatives from policy to process. The state has approved the establishment of 13 comprehensive cross-border e-commerce pilot zones, and we also hope that more innovative initiatives will be introduced in these pilot zones.

At the same time, we are also seeing more and more institutions entering the industry to provide various services such as operation, training, and logistics. The emergence of these service agencies will also provide many convenience for sellers to develop cross-border e-commerce. We believe that with the maturity of the market environment, cross-border e-commerce will usher in faster development.

The third is action.

The transformation of traditional manufacturing to cross-border e-commerce is not easy. This means not only a shift in mindset, but also a shift in organizational structure, production methods, and business models. This transformation faces many difficulties, such as a shortage of talents. How to find complex talents who understand both the rules of the international trade market, e-commerce operations, and foreign trade policy processes to help enterprises get out of the first step of transformation are all challenges that our sellers actually face.

We have a deep understanding of the many challenges faced by sellers, but I would like to say “cross-border e-commerce, the time can't wait”. Entering the Internet age, the business society is changing rapidly. Only companies that seize the moment and act quickly can seize business opportunities to the fullest. We understand the difficulties of transformation, but “everything is difficult at the beginning”. Only by beginning can we find solutions to problems and get one step closer to success.

Amazon's “Global Selling” is willing to support your actions. In 2017, we will work with you to explore the path of developing cross-border e-commerce for Chinese enterprises.

Happy Lunar New Year everyone!Business is booming!