Tmall Becomes a Roadblocker How Amazon Saves Himself

Although it has two major advantages in procurement and logistics, Amazon China’s cross-border business is by no means a smooth route. Local e-commerce companies led by Ali are also targeting cross-border e-commerce companies and are rushing to catch up on this new blue ocean. Hu Yanhui, Alibaba's operating specialist, said that by 2018, the number of cross-border e-commerce companies in China will account for half of the world's total and the prospects are huge.

At present, the biggest opponent of Amazon China is undoubtedly Tmall International, both of which have large differences in their operating models. Different from Amazon's procurement system, Ali told Time Weekly reporter that Tmall International does not have a "purchasing" link because it is a B2C model for building platforms. Overseas brands are directly settled in and businesses run their own stores.

Ali believes that although the interval between "Double Eleven", "Black Friday" and "Double Twelve" is short, Tmall's strategy for these three shopping festivals is different. It is a different marketing game for the platform. "For example, when 'double eleven', consumers may start from the family's needs, to add all kinds of things to the family; 'Black Friday' main Haitao brand, consumers are more concerned about the Clothing and luggage category; 'Double Twelve', Considering that Christmas is approaching across the year, there is a demand for gifts from consumers."

If there is no accident, Ali and Amazon will compete for this trillion-dollar market, and it is expected to become the final two. However, facing Amazon, which is far more than an opponent like Ali or Jingdong, how to really let Amazon land in China is the key factor. Just as Ge Daoyuan's Chinese name, Amazon China has a long way to go.

"If Tmall International Double 11 is the main product of explosives, this 'Black Friday' is the main promotion of Tmall International's overseas flagship brand, the main 'store' dimension, and other 'cross-border e-commerce platform' purchasing mode' Differentiation.” Ali told reporters from Times Weekly that Tmall International has entered several major brands this year, such as the US Messi Department Store, bcbgmaxazria, RUNWAYchannel (Japan Fashion Website), Australian chemistwarehouse, Korean Olive Young, etc. Among them, Messi Department Store is an exclusive mover to control the best overseas products and channels.

In fact, starting from last year's "Double 11", Tmall has focused on cross-border business and made internationalization one of its platform strategies. According to the data disclosed by Tmall International, the overall forecast for the “double 11” this year will collectively approach the 100 million mark, and many overseas big names have surpassed last year’s “double 11” overall deal in the pre-sale stage this year. According to data provided by Alipay, the turnover of Alipay on the first day of “Black Friday” increased 26 times year-on-year, and the transaction volume increased 33 times.