See the world with "New Station".

1. Bringing the "World" Closer

This year on social media, a new concept has become popular - "Life Photos".

Simply put, life photos are not just for looking "good", but more importantly, they record a story of the person being photographed, freezing an unrepeatable moment into eternity. In the South Korean market, there has even been a "whirlwind" of photo booths with the theme of "Life Four Frames".

Interestingly, when people pursue the "freezing of time", they do not pursue various advanced devices, but prefer the "retro sense of image" brought by Polaroid cameras.

The British sociologist Bauman once used "Liquid Modernity" to describe the current society. He believes that because society is developing so fast and everything is fleeting, the hazy feeling of the past makes people cherish it more. This perhaps means that the more developed a country or society is, the more likely people are to be nostalgic.

In the cross-border shopping platform, digital products have always been a rapidly growing field. Li Yanchuan, Vice President of Amazon China and Head of Amazon Global Store in China, was the first to notice the trend of this "retro trend".

"In an environment of increased uncertainty, people are increasingly eager to take control of their lives, become the masters of their own lives, and have more ways and initiative to express themselves on social media." Li Yanchuan calls this consumer trend the "Best 'Director' Plan".

On November 19, the official flagship store of Amazon Global Store officially launched on JD.com. Amazon Global Store also announced that the 2024 Amazon Global Store Black Friday Global Shopping Season will officially start from November 21 to December 3.

It is worth noting that as one of the most sensitive "observers" of global lifestyles and consumer trends, Amazon Global Store has also released the 2024 "Global Inspiration Trend Keywords". They are: Best 'Director' Plan, "Big" Kids Amusement Park, Hardcore "Health Care" Research Institute, Nature "Wilderness" Bureau, and #AmazonHolidayFinds.

These five trend keywords correspond to electronic consumer products that present a retro trend; entertainment products for the family, including pets; health care categories that are increasingly scientific and detailed; outdoor equipment that is increasingly close to life and gradually lightweight; and festival-themed products specially launched by international brands for Christmas for the year-end gift-giving season.

An obvious consumer trend is that imported e-commerce has become one of the main channels for people to "see the world" nowadays. On Amazon Global Store, people can even buy the "lifestyle" of the whole world, and more Chinese young people can therefore "see the world and get closer to the world".

2. Bringing Global Goodies with "Zero Time Difference"

The general perception in the industry is that among many imported e-commerce channels, Amazon Global Store is known for its "large selection" strategy.

It is reported that the official flagship store of Amazon Global Store is one of the overseas official flagship stores with the largest selection on JD.com Global Shopping, including 400,000 global goodies, 12,000 brands, and 35 categories.

Open the JD.com APP and search for "Amazon" to enter the official flagship store of Amazon Global Store. From the usage experience, its page presents 12 "Goodies Halls" from around the world to consumers from top to bottom. Including multiple categories such as "Electronic Digital, Computer Office, Nutritional Health Care, Beauty and Skin Care, Clothing, Shoes and Boots", it is convenient for consumers to quickly lock the desired products from a large number of global goodies.

It is worth noting that Amazon Global Store also presents a 24-hour "Hot Product List" on the page. In the sub-page of the store, Amazon Global Store also presents a "New Arrival Calendar", allowing Chinese consumers to enjoy the trendy new products that are constantly emerging around the world "with zero time difference".

For example, in the beauty and skin care category, consumers can see brands such as Noodle&Boo, CeraVe, Aveeno, Olaplex, etc., which are common in open-shelf supermarkets and have strong North American characteristics in the flagship store. Moreover, on Amazon Global Store, there are also many exclusive overseas line products of overseas beauty and clothing brands, which are more complete than those in China.

At the same time, the official flagship store of Amazon Global Store has also carefully selected and directly sourced many "exclusive" brands for consumers, such as the popular North American brand Galison Puzzle, the pet puzzle toy PetSafe, and the classic electronic pet toy Tamagotchi, etc.

And these niche products are more like the epitome of a certain avant-garde lifestyle.

Among them, Galison Puzzle not only has collection value, but also can help people reduce stress and improve concentration. Tamagotchi, which has the characteristics of the 1990s, not only has a nostalgic style, but is also a classic selection of the niche lifestyle circle. In addition, PetSafe not only brings good products to people, but also brings a new pet-raising concept and experience to Chinese consumers, making the lives of cats and dogs at home more colorful.

To some extent, Amazon Global Store also provides a genuine purchase channel guarantee for these international niche and avant-garde lifestyles. Li Yanchuan introduced that all products in the official flagship store of Amazon Global Store come from Amazon's global official sources and are of guaranteed quality.

Even more importantly, in terms of price, the official flagship store of Amazon Global Store has also made a lot of preparations to provide consumers with more competitive and good-priced products.

It is learned that the official flagship store of Amazon Global Store has a "30-day Lowest Price" selection area. Through big data and digital systems, the official flagship store of Amazon Global Store can automatically screen out the sources and goodies with the lowest price within 30 days for consumers, allowing consumers to directly choose better-priced products with their eyes closed. On this basis, during this year's Black Friday Global Shopping Season, overseas goodies are even as low as 30% off.

"The low prices of the official flagship store of Amazon Global Store come from three dimensions - it not only synchronizes the discounts of Amazon globally, but also has the customized discounts created by Amazon Global Store for Chinese consumers, and at the same time, it can also be superimposed with the discounts given by JD.com." Li Yanchuan believes that this not only guarantees the rights and interests of consumers, but also saves the loyal cross-border shopping users who are "more and more sensitive to prices" from the trouble of comparing prices.

3. In 10 Years, the World Is Within Reach

In fact, the development of China's cross-border e-commerce market has been going on for nearly 10 years.

In November 2014, Amazon Global Store officially launched and brought the concept of "Amazon Black Friday" to the Chinese market.

In the following years, cross-border imported e-commerce has flourished.

The "2024 China Cross-Border Import Consumption Trend White Paper" released by Nielsen shows that from 2018 to 2023, the scale of China's cross-border import e-commerce has increased from 444.1 billion yuan to 548.3 billion yuan. At the same time, as consumers' trust in cross-border e-commerce platforms gradually increases, the consumption frequency and amount spent are also getting higher, and the types of purchased goods are more diverse.

The "White Paper" shows that in the past year, 36% of consumers have increased their spending on imported goods, and 35% of consumers have increased the types of imported goods they purchase. Among them, the consumption with the "self-pleasing attribute" has shown a significant growth trend. Amazon Global Store also presents the global avant-garde lifestyles it encompasses to Chinese consumers based on a large number of global selections.

Li Yanchuan straightforwardly said that he hopes that Amazon Global Store can be like a constantly updated good book, allowing readers to continuously find inspiration and feel the cutting-edge lifestyles from all over the world.

In order to achieve this goal and to better serve Chinese consumers, Amazon Global Store not only focuses on the two aspects of "selection" and "price", but also strives to improve logistics efficiency.

In November 2023, the first pre-bonded warehouse of Amazon Global Store officially landed in Ningbo.

In the early cross-border consumption, logistics has always been the most troublesome problem for consumers and international merchants. The emergence of bonded warehouses has become one of the best solutions to this problem.

According to public information, a bonded warehouse is a warehouse specially set up for imported goods with the approval of the customs. It is not subject to the Tariff Law and Import Control Regulations. Imported goods can be temporarily stored here in advance, which greatly shortens the logistics operation process and reduces the transportation time of goods.

In the 2023 Black Friday, the first pre-bonded warehouse of Amazon Global Store landed in Ningbo, and the goods can be delivered to consumers within 2 days at the fastest.

On the occasion of the first anniversary of its launch, the number of overseas selections in the Ningbo bonded warehouse of Amazon Global Store has increased to three times that at the time of its launch, and the number of brands has also doubled. In addition, the warehouse area of the Ningbo pre-bonded warehouse has expanded by 25% and has passed the TAPA safety certification. The logistics and transportation safety can reach more practical standards in the industry, providing Chinese consumers with a more reliable and safer full-link logistics service.

In addition to the bonded warehouse, in the international logistics transportation link, Amazon Global Store also cooperates with SF International. Through the direct flights of SF, the goods of Amazon Global Store can arrive in China within 16 hours at the fastest.

The cooperation between international flights and bonded warehouses has increased the logistics transportation efficiency of Amazon Global Store. And from the establishment of the warehouse in Ningbo to the opening of a store on JD.com Global Shopping, the cross-border shopping experience provided by Amazon Global Store for Chinese consumers is becoming more and more convenient, and the choice of consumption scenarios is also more diverse.

"Whether it is a retro camera, a puzzle or outdoor supplies, we hope that everyone can, in this 'Black Friday', shop globally with Amazon Global Store with peace of mind." At the event, Li Yanchuan spoke sincerely.

In the past 10 years, consumers have gone from not knowing how to operate the complicated international logistics transfer to not needing to know how to operate international logistics. With just one click, new overseas products can be delivered directly. Now, the world is so within reach, and perhaps this is the significance of cross-border import e-commerce.