Amazon records massive surge in Chinese merchants

The number of Chinese merchants that have registered on Amazon Brand Registry has grown by 40 times over the past four years, with more companies viewing brand value as the basis for long-term development when selling overseas, according to Amazon Global Selling.

Jin Jin, head of Seller Management, Global Selling China, said the company has helped Chinese sellers build self-owned brands on the global stage, and bolster the digital transformation of traditional foreign trade companies.

Jin said an increasing number of Chinese enterprises have attached greater importance to building their own brands when expanding their presence in overseas markets.

Chinese enterprises should further improve their capacities in the aspects of supply chain management, warehousing and logistics, as well as step up efforts in localized operations to satisfy the needs of local consumers, Jin said, adding that compliance is becoming increasingly important as Chinese enterprises have accelerated steps to expand their overseas footprint.

"We have found that 70 percent consumers tend to learn about the feature, quality and brand stories of products via video format," said Verona Huang, head of Brand Marketing, Amazon Ads China, while calling for efforts to speed up localization push and produce advertisements that cater to the tastes of local consumers.

The import and export volume of China's cross-border e-commerce totaled 1.98 trillion yuan ($287.3 billion) in 2021, up 15 percent year-on-year, according to the General Administration of Customs. E-commerce exports stood at 1.44 trillion yuan, an annual increase of 24.5 percent.

fanfeifei@chinadaily.com.cn