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China Daily (Canada) - - SHANGHAI -

the num­ber of lo­ca­tions that Ama­zon China is able to de­liver to in the coun­try within one to two days

and ma­ter­nity prod­ucts as well as cos­met­ics.

Ama­zon.cn, the Chi­nese branch of the US e-com­merce gi­ant, also launched a Chi­nese New Year sales fes­ti­val start­ing Jan­uary 11, sell­ing more than 9 mil­lion prod­ucts from its global store. The Ama­zon Global Store was launched in Novem­ber 2014, and it al­lows Chi­nese cus­tomers to buy the same prod­ucts on Ama­zon’s US web­site at the same price from time to time.

Pre-sale pe­riod data from Tmall Global showed that their daily sales tripled, al­most equiv­a­lent to the pre­sale fig­ures from Sin­gles’ Day. The most in-de­mand im­ported prod­ucts in­clude ma­ter­nal and in­fant prod­ucts (32 per­cent), health prod­ucts (17 per­cent), beauty (17.5 per­cent), cloth­ing (13.3 per­cent) and food (10.4 per­cent). The coun­tries where th­ese prod­ucts are usu­ally from are the US, Ja­pan, Ger­many, South Korea and Aus­tralia.

Laura Xiong, vice-pres­i­dent and mar­ket­ing head of JD.com, said that by an­a­lyz­ing big data, they dis­cov­ered that the Chi­nese New Year pe­riod is when there is a spike in de­mand for food, wine, fes­tive prod­ucts, as well as big ticket items such as ap­pli­ances.

“Big data en­ables us to tai­lor our pro­mo­tion strate­gies. For ex­am­ple, we can have liquor pro­mo­tions in places where par­tic­u­lar brands are more pop­u­lar, such as Ni­u­lan­shan in Bei­jing, Mao­tai in Shang­hai and Yanghe in Guang­dong prov­ince,” said Xiong.

Ac­cord­ing to Xiong, food sales be­gin to ramp up about a month be­fore the Spring Fes­ti­val and spike just be­fore the hol­i­day. Mean­while, sales of mo­bile phones tend to peak one to two weeks be­fore the fes­ti­val as peo­ple are usu­ally ea­ger to have them in hand as they head back to see fam­ily and friends.

Com­pared to its Chi­nese ri­vals, Ama­zon China boasts a wide prod­uct se­lec­tion and ex­ten­sive cross­bor­der ship­ping net­work. Or­ders placed by Chi­nese cus­tomers on Ama­zon US soared six times in 2015 from a year ago. Also, the Ama­zon China Free Trade Zone model grew eight-fold in just five months, with the sales rev­enue of Ama­zon China’s Di­rect Im­port also in­creas­ing by 150 per­cent, ac­cord­ing to Brandy Niu, vice-pres­i­dent of Ama­zon China.

“We have seen user num­bers of the Ama­zon Global Store in Ama­zon China surge more than ten times in 2015, and do­mes­tic con­sumers are in­creas­ingly buy­ing in­ter­na­tional prod­ucts via pay­ment meth­ods that have been tailored to their pref­er­ences, such as fully lo­cal­ized web pages, lo­cal pay­ment op­tions and Chi­nese cus­tomer ser­vice. That is why we try to of­fer global prod­ucts for the New Year stock up this year,” said Niu.

Ac­cord­ing to Ye, the key to win­ning more Chi­nese clients dur­ing the Spring Fes­ti­val is to de­liver goods faster than other e-com­merce plat­forms. Im­ported goods nor­mally re­quire longer de­liv­ery pe­ri­ods and this poses a unique chal­lenge to e-com­merce busi­nesses as con­sumers al­ways de­mand that their goods ar­rive be­fore New Year’s Eve on Feb 7.

Ac­cord­ing to Ye, the goods prepped for de­liv­ery at Tmall Global’s bonded ware­houses can di­rectly un­dergo cus­tom clear­ance and be

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