Can Amazon join the "Festival" army of e-commerce members help e-commerce usher in a second spring?

　　Girls' Day, Foodie Festival, Double 11, 618... Another Prime Member Day is coming. Why are there so many e-commerce festivals?

　　As soon as domestic e-commerce companies finished 618, Amazon China said: I want to play the Shopping Festival too.

　　On June 29, 2017, Amazon China announced that it would join Prime membership day for the first time, lasting 46 hours, starting from 17:00 on July 10 to 15:00 on July 12, and ending at 15:00 on July 12.

　　Prime Member Day is Amazon's version of " Double 11 " and " 618 ". Last year's Prime Member Day was the highest single-day sales day in Amazon's history in more than 20 years, surpassing the "Black Friday" and "Cyber ​​Monday" in previous years. It has always been regarded as Amazon's hidden equipment. According to Consumer Intelligence Research Partners, by April this year, Amazon had more than 80 million Prime members in the United States alone, doubled in the past two years, equivalent to 3 out of 10 Americans who purchased Prime services.

　　Once a consumer becomes a Prime member, he or she starts to spend more money to enjoy Amazon's audio and video programs, and unlimited two-day express delivery + free mail will make them keep buying. According to statistics from Wall Street company Needham, Amazon currently accounts for one-third of the online retail market in the United States. In a 100-yuan online shopping expense, 34 yuan has flowed into Amazon's wallet. Amazon's market share may increase to 50% by 2021, thanks to the popularity of membership service Prime and its e-commerce market, the company's research report said.

　　But it still lags far behind its competitors. The latest data from iResearch China shows that the size of China's e-commerce market reached US$378 billion last year, but Amazon's market share was less than 1%. Compared with this, Tmall and JD.com, which ranked in the top two, snatched 56.6% and 24.7% of the shares respectively.

　　After introducing secret weapons, Amazon has not yet understood the Chinese market: China's Prime members are just a lightweight version that failed to build a high moat, and the Chinese people have not been able to become a member of the "Amazon family". Amazon's overseas direct mail has more foreign distances, so the arrival is slow. Chinese consumers have become more sensitive to time under the spoiled "second/day delivery" and "211" of domestic e-commerce, and receiving goods one or two working days later is like losing 100 million yuan. Even if Amazon launches Prime members, it does not have much timeliness advantage. Consumers have so many cross-border e-commerce platforms and have more products to choose from. There is no need to buy members and bind them to Amazon, because the same product may not be cheaper than other platforms after waived shipping.

　　In addition, e-commerce membership is not a new concept for Chinese consumers. Alibaba, JD.com, etc. have realized the importance of ensuring user retention, and have launched membership services in China before Amazon. For e-commerce, paid members screen out these people with high purchasing power or high purchasing potential, which is conducive to subsequent marketing, and the value-added services provided make users more active and loyal. Similar to Prime, there are Tmall super fan cards, JD Plus members, and Alibaba's APASS members. The trend of "consumption downgrade" in China's retail industry has also affected users' enthusiasm for buying overseas. "Price" is not an element that more and more consumers consider, but they do not have to afford to spend money, but they believe that there is no need to spend so much money. The fewer and fewer consumer groups are willing to pay for the premium of previous "consumption upgrades". In other words, consumers can buy trolley boxes from the new Sammi OEM factory for hundreds of dollars, so why do they still need to buy overseas? Against this background, Taobao Xinxuan, Miya's Rabbit Teeth Mother and other strict selection models are emerging.

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