What is the slogan of protecting Amazon?

Recently, the news that Amazon blocked cross-border e-commerce in China on a large scale caused an uproar. Statistics show that by the end of July, Amazon had closed 50,000 cross-border e-commerce accounts in China, most of which were concentrated in waist scales, and companies such as CLP Hengye, Shenzhen ruitai, Shenzhen Hess and Guangzhou Taiyang were all affected.

At present, on the external platform of cross-border e-commerce, platforms such as Google, Amazon and Facebook occupy the mainstream. In the case of resource monopoly, without these platforms, it is difficult for businesses to open overseas markets.

This round of Amazon's title storm began to ferment at the end of April. By May, more and more domestic cross-border e-commerce companies had platform login problems. At that time, many merchants chose to seek recovery through email complaints. On May 20th and June16th, Amazon posted an open letter on the official WeChat account, emphasizing that platform sellers should not forge comments. Amazon said that the platform resolutely suspended the sales rights of some sellers after discovering that a considerable number of merchants made false comments through social media or hired third-party service providers.

According to the statistics of Shenzhen cross-border electronic commerce Association, in the past two months, more than 50,000 China sellers have been shut down on Amazon platform, resulting in industry losses estimated to exceed 1000 billion yuan.

Of course, the biggest impact is the head enterprises, such as the super big seller in Shenzhen-there is a tree. Recently, Shu Shu's parent company Tianze Information released the 20021semi-annual report. According to the financial report data, Tianze Information's half-year revenue165438+77 million yuan, down 50.27% year-on-year; The net loss was 949 million yuan, a year-on-year decrease of 1285.48%. From the perspective of subsidiary business, affected by Amazon's store closure, the net loss in the first half of the year was 742 million yuan.

Source: Tianze Information 202 1 semi-annual report

After the Amazon store closing incident broke out, the public's eyes focused more on Shenzhen. There are related slogans on the Internet: world e-commerce sees China, and China e-commerce sees Shenzhen.

According to the statistics of cross-border e-commerce enterprises surveyed by enterprises, the largest number of cross-border e-commerce enterprises in China is actually not Guangdong Province with Shenzhen, but Beijing. The top three are Beijing 9445, Guangdong 9098 and Zhejiang 3552.

Source: Enterprise Inspection

However, this ban occurred in Amazon, so Shenzhen became the hardest hit. According to the data released by Marketplace Pulse, among China sellers on Amazon, Shenzhen accounts for nearly 32%. Therefore, this is also in line with the statement of Shenzhen cross-border electronic commerce Association-Shenzhen is the most seriously damaged city in this store closing storm.

In fact, cross-border e-commerce has six major links, namely, producers/manufacturers, cross-border e-commerce enterprises, payment platforms, logistics providers, customs clearance and commodity inspection and consumers. After the store closing storm, the link we are most concerned about must be cross-border e-commerce enterprises, because they are executors and are directly affected.

Now let's look at the manufacturer/manufacturer behind this floor. A foreign analysis institution conducted a questionnaire survey on Amazon buyers during the epidemic. The final result shows that household appliances, especially small household appliances and household toys, have become the demand point after small commodities due to the epidemic situation. Small commodities will undoubtedly be greatly impacted in Wenzhou, Zhejiang. I won't discuss it here, but mainly look at the second-ranked home appliances.

In fact, from the perspective of product attributes, one of the main commodities operated by Shenzhen foreign trade merchants is electronic products, which is in a prosperous state in the stable first quarter. Statistics show that in the first quarter of 20021,China's household appliances exports reached 27.49 billion US dollars, a year-on-year increase of 67.6%.

According to the data of China Household Electrical Appliances Association, China's household appliances exports account for 38% of global trade, and domestic brands account for more than 50% of household appliances such as air conditioners, televisions, microwave ovens, refrigerators, freezers and washing machines. Among them, there is a large market space for online sales. In the North American market alone, the sales of 202 1 online household appliances are expected to exceed $85.3 billion.

In fact, domestic household appliances can gain a good market share in the world, which has a lot to do with the development strategy of domestic household appliance enterprises. With the fierce competition in the domestic market, the focus of home appliance enterprises in China is all on globalization. Major enterprises, including TCL and Hisense, are building their brand image in overseas markets by sponsoring large-scale sports events. At the same time, in terms of channels, cross-border e-commerce not only establishes official sales outlets, but also undertakes great channel distribution tasks. For cross-border e-commerce channels, small brands are more important than big brands.

At the level of home appliances, after Shenzhen, Shunde, Lianjiang and Hefei will also be affected by the Amazon store closing storm.

Let's take a look at Shunde first. In 2006, Shunde was awarded the title of "China Household Appliances Capital" by China National Light Industry Federation and China Household Appliances Association. Home appliance industry is the pillar industry of Shunde. More than 3,000 home appliance enterprises have settled in Shunde, and cultivated many industry giants such as Midea, Kelon, Galanz and Wanhe, accounting for about 15% of the national home appliance industry. Foreign trade, including cross-border e-commerce, is the invisible password for the development of Shunde's home appliance industry. Now the main platform Amazon has made great moves, and some home appliance companies in Shunde need to rebuild overseas e-commerce channels.

At the same time, in addition to home appliances, Shunde also has a major export commodity-electromechanical. According to "202 1 1 to July" issued by the General Administration of Customs, mechanical and electrical products are the commodities with the largest export volume in general trade. From June to April this year, Shunde exported 49.74 billion yuan of mechanical and electrical products, accounting for 68.9% of Shunde's foreign trade exports. Some Shunde electromechanical enterprises that choose Amazon as the sales platform will be affected.

The second is Lianjiang, which was awarded the title of "China Small Household Appliances Base" by China National Light Industry Federation and China Household Electrical Appliances Association in 20 17. Lianjiang is also known as "the hometown of rice cookers in China". In the Amazon questionnaire mentioned above, small household appliances were highlighted. In addition to rice cookers, hot water kettles, air fryers, vacuum cleaners, steam mops, mites, sweeping robots and other cleaning appliances have also been widely welcomed by foreign netizens. Relevant report data show that the average number of small household appliances in the United States has reached 30+, and that in developed countries in Europe has reached 20+. There are many small household appliances businesses in China Amazon, so the competition is fierce. It is the "hardest hit" to brush comments and the "hardest hit" to be affected.

Hefei was awarded the title of "China Household Electrical Appliances Industry Base" by China National Light Industry Federation and China Household Electrical Appliances Association in 2009, which is the first industry in Hefei with an output value exceeding 100 billion yuan. Similar to Shunde, Hefei not only has a number of home appliance brands, but also has a relatively complete home appliance industry. Therefore, as for the impact of Amazon's store closure, the two cities are basically the same.

Of course, cross-border e-commerce is only a form of foreign trade, not all. Amazon is only one of the cross-border e-commerce platforms, but it accounts for a relatively high proportion. At the same time, partial prohibition does not mean complete destruction, and cross-border e-commerce will also be one of the main directions of major enterprises.

Under the influence of the epidemic, the manufacturing capacity in overseas markets is seriously insufficient. Even with the storm of closing stores, domestic manufacturers, including home appliances, will flood into Amazon. It's just that Amazon has defined a new way of playing, and legal and compliant operation is the long-term way, and opportunism will eventually take its toll.