為什麼亞馬遜的市場在中國失敗了？_風聞

【來源龍騰網】

正文原創翻譯：

Amazon entered the China market in 2004 through a $75 million acquisition of Joyo.com, an online media seller. During its time in the country, substantial competition from local e-commerce giants such as Jack Ma’’s Alibaba, TaoBao and JD.com hindered its ability to capture a wider breadth of market share.

Amazon later pushed heavily on its e-reader and tablet product offerings, but China’’s complex regulatory approval caused years-long delays. Between 2011 and 2012, Amazon’’s held a market share of around 15% in the country but later plunged to less than 1% by 2019, according to iResearch. Amazon officially closed its China marketplace in 2019 but keeps, among other businesses, its Amazon Web Services, Amazon Global Logistics and Amazon Advertising.

亞馬遜於2004年以7,500萬美元收購了在線媒體銷售商卓越網（Joyo.com）的方式進入中國市場。在中國市場的經營過程中，亞馬遜面臨着來自本土電商巨頭，如馬雲的阿里巴巴、淘寶和京東等的激烈競爭，這阻礙了其在中國市場獲得更廣泛的市場份額。

後來，亞馬遜大力推廣其電子閲讀器和平板電腦產品，但由於中國複雜的監管審批程序，導致了多年的延遲。2011年至2012年期間，亞馬遜在中國市場的市場份額約為15%，但到2019年時急劇下降至不到1%，根據艾瑞諮詢的數據。亞馬遜於2019年正式關閉了在中國的在線購物平台，但繼續經營亞馬遜雲服務、亞馬遜全球物流和亞馬遜廣告等其他業務。

評論翻譯

@nickl5658

Amazon also experienced the same thing in south east asia. Perhaps even worse. Amazon had the whole of SEA to itself for nearly 15 years. However it did not pay attention to its customers. Nor did it even try to make the experience seamless. sextion was limited and it as very hard to buy things online. Everything, even stuff from China or a country next door seems to have to go to the US before coming back, making the shipping cost impossibly high. Sure it got better over time… slowly. But when native online stores emerged, they quickly drove out Amazon.

亞馬遜在東南亞也經歷了類似的情況，甚至可能更糟。亞馬遜在整個東南亞地區獨佔鰲頭近15年，但它沒有關注客户體驗，也沒有努力使購物體驗更加順暢。商品選擇有限，網購非常困難。即使是來自中國或附近國家的商品，似乎都要經過美國再返回，導致運費異常高昂。當本地的在線商店出現後，它們很快就把亞馬遜擠出了市場。

@VechoBryant

Wait, you think that reason of Amazon’s fall is due to Chinese regulation on Kindle ? It is ridiculous. Kindle is just a such tiny tiny product in the whole e-commerce market.

等等，你認為亞馬遜在中國市場失敗是因為Kindle受到中國監管的原因？這簡直荒謬。在整個電商市場中，Kindle只是一個微不足道的產品。

@lexluthor4156

While I do appreciate the fact that Amazon hadn’t squish a million side services (video streaming, cash back, financial services, mini games) onto their website, but compared to JD and Taobao, the Amazon website design is so out of date. It’s a lot more difficult to categorize and filter items by brand and sellers.

雖然我很欣賞亞馬遜沒有將無數的附加服務（視頻流媒體、返現、金融服務、小遊戲）堆積到他們的網站上，但與京東和淘寶相比，亞馬遜的網站設計過時了。按品牌和賣家對商品進行分類和篩選更加困難。

@SuperPaulNYC

In such a competitive sector in China which combines retail and internet technology, Amazon doomed to fail when it had to make all major decisions at its HQ in Seattle.

在中國這個將零售和互聯網技術結合的競爭激烈的市場中，亞馬遜註定失敗，因為所有重要的決策都必須在其西雅圖總部做出。

@jasonhp6160

It has nothing to do with kindle. Amazon just can’t catch up with the rapid growth of the market. The shopping experience is terrible and takes years to make any change while others are evolving almost every week.

與Kindle無關。亞馬遜只是無法跟上市場的快速增長。購物體驗糟糕，而且改變需要數年的時間，而其他競爭對手幾乎每週都在不斷進化。

原創翻譯：龍騰網 http://www.ltaaa.cn 轉載請註明出處

@yulei2876

Difficult to refound or replace when products aren’t right. Also price is not as competitive considering the service isn’t as good as what they have in the UK for example. But still I see it as an alternative when some of the product aren’t available in TMALL OR JD

難以重新找到或替代品，當產品不合適時。此外，考慮到服務不如英國等地的好，價格也沒有那麼有競爭力。但當天貓或京東上沒有某些產品時，我仍然視它為一個替代選擇。

@unreliablenarrator6649

Lots of misinformation here. Some counterpoints: 1. Amazon Kindle failed not because of regulations, but because it was over-priced in a market where mobile phones are dominant, and low cost e-readers are used for reading only. 2. When Amazon came into the market it did not have good localization of products, it took time for them to catch on. 3. Their small seller platform was Amazon branded while Chinese competitors allow great customization and branding. 4. They failed to effectively partner with local delivery companies, essential to getting reach beyond cities. What the story gets right: 5. Failure to localize. 6. Mindshare with locals, particularly the less-affluent. 7. Alipay & WeChat Pay dominate retail commerce at a level Americans can’t imagine, Amazon did not have a cooperating system or good integration wth them, credit cards are seldom used in China.

有很多錯誤信息。以下是一些建議：1. 亞馬遜Kindle失敗並不是因為監管問題，而是因為它在一個以手機為主導、低成本電子閲讀器僅用於閲讀的市場上定價過高。2. 當亞馬遜進入市場時，他們的產品本土化不夠好，他們花費了時間才適應。3. 他們的小賣家平台採用了亞馬遜品牌，而中國的競爭對手允許更大程度的定製和品牌建設。4. 他們未能與當地的配送公司有效合作，這對於擴大覆蓋範圍至城市以外地區是必要的。報道中正確的地方：5. 未能本土化。6. 在當地人中的知名度，特別是在低收入羣體中。7. 支付寶和微信支付在零售商業中佔據主導地位，美國人無法想象，而亞馬遜沒有與這些系統合作或與之良好地整合，信用卡在中國很少使用。

@sufjansmith

Ease of payment (i.e. can pay with local banks without the use of credit card) & availability of Amazon is almost non-existent compared to Shopee, Tokopedia, or Aliexpress for example.

關於支付便利性（即可以使用本地銀行進行支付而無需信用卡）和亞馬遜的可用性，與Shopee、Tokopedia或Aliexpress相比，在中國幾乎不存在。

@gameralove6418

from my experience in china. i feel like they don’t need other choices bc they have much better options.

根據我在中國的經驗，我覺得他們不需要其他選擇，因為他們有更好的選擇。

原創翻譯：龍騰網 http://www.ltaaa.cn 轉載請註明出處

@yuzhang2755

I think this piece got the most right. Amazon didn’t have a strategy for China, they thought the same strategy made them successful in US can win in China. The other side of the same coin, they were out competed on every aspect of eCommerce, convenience, speed and etc. They haphazardly went to China and had a heavy dose of hyper-competition in China.

我認為這篇文章説得最對。亞馬遜在中國沒有制定好策略，他們認為在美國讓他們成功的策略可以在中國也取得勝利。同一枚硬幣的另一面是，他們在電子商務的各個方面，包括便利性、速度等方面被其他競爭對手打敗。他們匆忙進入中國市場，面對了激烈的超級競爭。

@henrygutetama3173

I recall Taobao was already huge in China around 2008 before Amazon even came into a online shopping thing in the US.

我記得在2008年之前，淘寶已經在中國非常大了，甚至在亞馬遜進入美國在線購物市場之前。

@joey3291

As a chinese who used both JD and Amazon, I can only say that whenever I could buy from JD, I always enjoyed a lower price and much better services including faster shipping. Amazon give me a feeling that it just simply moved the same business model from north america to china without any local adjustment

作為一個使用過京東和亞馬遜的中國人，我只能説每當我可以在京東購買時，我總是能享受到更低的價格和更好的服務，包括更快的配送。亞馬遜給我的感覺是他們僅僅將北美的商業模式照搬到中國，沒有進行任何本地調整。

@guilhermetavares4705

Amazon here in Brazil had the fastest delivery when it arrived. Today Mercado Livre/Mercado Libre is much better because it has its own fleet, while Amazon needs third party companies for logistics. Shopee is also growing.

亞馬遜在巴西剛進入市場時的配送速度是最快的。但如今，由於Mercado Livre/Mercado Libre擁有自己的物流車隊，所以它表現得更好，而亞馬遜需要藉助第三方物流公司。Shopee也在不斷發展壯大。