Amazon records a massive increase in the number of Chinese merchants

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Visitors gather at Amazon Global Selling’s booth at a cross-border e-commerce expo held in Fuzhou, Fujian province, in June. [Photo/China Daily]

The number of Chinese merchants who have registered with Amazon has increased 40 times over the past four years, and more and more companies regard brand value as the basis for long-term development when selling at abroad, according to Amazon Global Selling.

Jin Jin, head of seller management, Global Selling China, said the company has helped Chinese sellers build their own brands on the global stage and boost the digital transformation of traditional foreign trade enterprises.

Jin said a growing number of Chinese companies are placing greater emphasis on building their own brands as they expand their presence in overseas markets.

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

“We found that 70% of consumers tend to learn more about product features, quality and brand stories through the video format,” said Verona Huang, Brand Marketing Manager, Amazon Ads China, while calling for efforts to speed up localization and production. ads that cater to local consumer tastes.

China’s cross-border e-commerce import and export volume 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 came in at 1.44. trillion yuan, an annual increase of 24.5%.

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