为什么亚马逊的市场在中国失败了？_风闻

【来源龙腾网】

正文原创翻译：

Amazon entered the China market in 2004 through a $75 million acquisition of Joyo.com, an online media seller. During its time in the country, substantial competition from local e-commerce giants such as Jack Ma’’s Alibaba, TaoBao and JD.com hindered its ability to capture a wider breadth of market share.

Amazon later pushed heavily on its e-reader and tablet product offerings, but China’’s complex regulatory approval caused years-long delays. Between 2011 and 2012, Amazon’’s held a market share of around 15% in the country but later plunged to less than 1% by 2019, according to iResearch. Amazon officially closed its China marketplace in 2019 but keeps, among other businesses, its Amazon Web Services, Amazon Global Logistics and Amazon Advertising.

亚马逊于2004年以7,500万美元收购了在线媒体销售商卓越网（Joyo.com）的方式进入中国市场。在中国市场的经营过程中，亚马逊面临着来自本土电商巨头，如马云的阿里巴巴、淘宝和京东等的激烈竞争，这阻碍了其在中国市场获得更广泛的市场份额。

后来，亚马逊大力推广其电子阅读器和平板电脑产品，但由于中国复杂的监管审批程序，导致了多年的延迟。2011年至2012年期间，亚马逊在中国市场的市场份额约为15%，但到2019年时急剧下降至不到1%，根据艾瑞咨询的数据。亚马逊于2019年正式关闭了在中国的在线购物平台，但继续经营亚马逊云服务、亚马逊全球物流和亚马逊广告等其他业务。

评论翻译

@nickl5658

Amazon also experienced the same thing in south east asia. Perhaps even worse. Amazon had the whole of SEA to itself for nearly 15 years. However it did not pay attention to its customers. Nor did it even try to make the experience seamless. sextion was limited and it as very hard to buy things online. Everything, even stuff from China or a country next door seems to have to go to the US before coming back, making the shipping cost impossibly high. Sure it got better over time… slowly. But when native online stores emerged, they quickly drove out Amazon.

亚马逊在东南亚也经历了类似的情况，甚至可能更糟。亚马逊在整个东南亚地区独占鳌头近15年，但它没有关注客户体验，也没有努力使购物体验更加顺畅。商品选择有限，网购非常困难。即使是来自中国或附近国家的商品，似乎都要经过美国再返回，导致运费异常高昂。当本地的在线商店出现后，它们很快就把亚马逊挤出了市场。

@VechoBryant

Wait, you think that reason of Amazon’s fall is due to Chinese regulation on Kindle ? It is ridiculous. Kindle is just a such tiny tiny product in the whole e-commerce market.

等等，你认为亚马逊在中国市场失败是因为Kindle受到中国监管的原因？这简直荒谬。在整个电商市场中，Kindle只是一个微不足道的产品。

@lexluthor4156

While I do appreciate the fact that Amazon hadn’t squish a million side services (video streaming, cash back, financial services, mini games) onto their website, but compared to JD and Taobao, the Amazon website design is so out of date. It’s a lot more difficult to categorize and filter items by brand and sellers.

虽然我很欣赏亚马逊没有将无数的附加服务（视频流媒体、返现、金融服务、小游戏）堆积到他们的网站上，但与京东和淘宝相比，亚马逊的网站设计过时了。按品牌和卖家对商品进行分类和筛选更加困难。

@SuperPaulNYC

In such a competitive sector in China which combines retail and internet technology, Amazon doomed to fail when it had to make all major decisions at its HQ in Seattle.

在中国这个将零售和互联网技术结合的竞争激烈的市场中，亚马逊注定失败，因为所有重要的决策都必须在其西雅图总部做出。

@jasonhp6160

It has nothing to do with kindle. Amazon just can’t catch up with the rapid growth of the market. The shopping experience is terrible and takes years to make any change while others are evolving almost every week.

与Kindle无关。亚马逊只是无法跟上市场的快速增长。购物体验糟糕，而且改变需要数年的时间，而其他竞争对手几乎每周都在不断进化。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

@yulei2876

Difficult to refound or replace when products aren’t right. Also price is not as competitive considering the service isn’t as good as what they have in the UK for example. But still I see it as an alternative when some of the product aren’t available in TMALL OR JD

难以重新找到或替代品，当产品不合适时。此外，考虑到服务不如英国等地的好，价格也没有那么有竞争力。但当天猫或京东上没有某些产品时，我仍然视它为一个替代选择。

@unreliablenarrator6649

Lots of misinformation here. Some counterpoints: 1. Amazon Kindle failed not because of regulations, but because it was over-priced in a market where mobile phones are dominant, and low cost e-readers are used for reading only. 2. When Amazon came into the market it did not have good localization of products, it took time for them to catch on. 3. Their small seller platform was Amazon branded while Chinese competitors allow great customization and branding. 4. They failed to effectively partner with local delivery companies, essential to getting reach beyond cities. What the story gets right: 5. Failure to localize. 6. Mindshare with locals, particularly the less-affluent. 7. Alipay & WeChat Pay dominate retail commerce at a level Americans can’t imagine, Amazon did not have a cooperating system or good integration wth them, credit cards are seldom used in China.

有很多错误信息。以下是一些建议：1. 亚马逊Kindle失败并不是因为监管问题，而是因为它在一个以手机为主导、低成本电子阅读器仅用于阅读的市场上定价过高。2. 当亚马逊进入市场时，他们的产品本土化不够好，他们花费了时间才适应。3. 他们的小卖家平台采用了亚马逊品牌，而中国的竞争对手允许更大程度的定制和品牌建设。4. 他们未能与当地的配送公司有效合作，这对于扩大覆盖范围至城市以外地区是必要的。报道中正确的地方：5. 未能本土化。6. 在当地人中的知名度，特别是在低收入群体中。7. 支付宝和微信支付在零售商业中占据主导地位，美国人无法想象，而亚马逊没有与这些系统合作或与之良好地整合，信用卡在中国很少使用。

@sufjansmith

Ease of payment (i.e. can pay with local banks without the use of credit card) & availability of Amazon is almost non-existent compared to Shopee, Tokopedia, or Aliexpress for example.

关于支付便利性（即可以使用本地银行进行支付而无需信用卡）和亚马逊的可用性，与Shopee、Tokopedia或Aliexpress相比，在中国几乎不存在。

@gameralove6418

from my experience in china. i feel like they don’t need other choices bc they have much better options.

根据我在中国的经验，我觉得他们不需要其他选择，因为他们有更好的选择。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

@yuzhang2755

I think this piece got the most right. Amazon didn’t have a strategy for China, they thought the same strategy made them successful in US can win in China. The other side of the same coin, they were out competed on every aspect of eCommerce, convenience, speed and etc. They haphazardly went to China and had a heavy dose of hyper-competition in China.

我认为这篇文章说得最对。亚马逊在中国没有制定好策略，他们认为在美国让他们成功的策略可以在中国也取得胜利。同一枚硬币的另一面是，他们在电子商务的各个方面，包括便利性、速度等方面被其他竞争对手打败。他们匆忙进入中国市场，面对了激烈的超级竞争。

@henrygutetama3173

I recall Taobao was already huge in China around 2008 before Amazon even came into a online shopping thing in the US.

我记得在2008年之前，淘宝已经在中国非常大了，甚至在亚马逊进入美国在线购物市场之前。

@joey3291

As a chinese who used both JD and Amazon, I can only say that whenever I could buy from JD, I always enjoyed a lower price and much better services including faster shipping. Amazon give me a feeling that it just simply moved the same business model from north america to china without any local adjustment

作为一个使用过京东和亚马逊的中国人，我只能说每当我可以在京东购买时，我总是能享受到更低的价格和更好的服务，包括更快的配送。亚马逊给我的感觉是他们仅仅将北美的商业模式照搬到中国，没有进行任何本地调整。

@guilhermetavares4705

Amazon here in Brazil had the fastest delivery when it arrived. Today Mercado Livre/Mercado Libre is much better because it has its own fleet, while Amazon needs third party companies for logistics. Shopee is also growing.

亚马逊在巴西刚进入市场时的配送速度是最快的。但如今，由于Mercado Livre/Mercado Libre拥有自己的物流车队，所以它表现得更好，而亚马逊需要借助第三方物流公司。Shopee也在不断发展壮大。