(Yicai Global) Oct. 17 -- Amazon China always undertakes new initiatives each year before the arrival of Nov. 11 (a rush season for e-commerce spending in China) and Black Friday.
Amazon Germany has officially settled in Amazon's Global Store, bringing in more than 400,000 products in 17 categories and over 6,800 brands on the first day, Amazon China announced yesterday.
This is the fourth overseas direct-mail market Amazon China has introduced to Chinese consumers, following Amazon USA (debuted in March last year), Amazon UK and Amazon Japan.
Global Store and Prime are the most important sectors in Amazon China's localized innovation, Amazon China's President Elaine Chang told Yicai Global.
The number of prime members of Amazon China has grown eightfold since the first month of its inception, Chang said.
In the run-up to Black Friday last year Amazon China instituted its prime membership program and connected with Amazon UK. On Black Friday, the average spending by a member per transaction was nearly 50% higher than that of a non-member.
Although Amazon has already dominated many overseas markets, it still faces pressure from various competitors in China.
"Amazon hopes to become Chinese consumers' number one choice for overseas shopping," Chang said.
The volume of China's cross-border imported retail e-commerce market was USD14.2 billion (CNY94 billion), up 18 percent per quarter, says a report by Analysys issued in the first quarter.
Amazon Global Store has a market share of 11 percent, ranking behind Tmall.hk, JD Worldwide, and Vipshop International Holdings Ltd. In the general cross-border e-commerce market.