超3万国际品牌！亚马逊首个“海折节”，缘何加码进口电商？

南方都市报2025-07-09

继去年亚马逊海外购进驻京东、海内外两大巨头深化供应链合作后，这个七月亚马逊在进口电商板块的业务更进一步。7月8日至12日，亚马逊上线专为中国消费者打造的首个年度级夏日大促“海折节”。　　除了赋能更多中国卖家走上跨境电商的出海之路，亚马逊的海外购则瞄准中国消费者。年中大促，亚马逊不想错过。据悉，亚马逊“海折节”期间，将有超过30000个国际品牌、200多万件海外商品上线，消费者不仅可享受全球零门槛...

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Amazon's first \"sea festival\", why did it increase imported e-commerce?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZN":1,"USAW.SI":0.6},"content_text":"继去年亚马逊海外购进驻京东、海内外两大巨头深化供应链合作后，这个七月亚马逊在进口电商板块的业务更进一步。7月8日至12日，亚马逊上线专为中国消费者打造的首个年度级夏日大促“海折节”。　　除了赋能更多中国卖家走上跨境电商的出海之路，亚马逊的海外购则瞄准中国消费者。年中大促，亚马逊不想错过。据悉，亚马逊“海折节”期间，将有超过30000个国际品牌、200多万件海外商品上线，消费者不仅可享受全球零门槛包邮、海外好物最快2日达等多种购物体验，还有全新“进口超市”满足一站式日用品购物需求。　　缘何加码进口电商？亚马逊中国副总裁、亚马逊海外购中国及亚马逊新加坡电商负责人李岩川告诉南都·湾财社记者，除了国内政策驱动、中国消费市场改善外，“海折节”本身也是亚马逊探索更好服务本地消费者的重要一步。在本土化上，亚马逊关注视频号、直播电商等新机遇，加速布局内容电商。　　入局年中促销　　亚马逊海外购“零门槛”全球包邮　　无凑单、无复杂计算以及大促全周期无预售，亚马逊“海折节”有国内大促消费里熟悉的配方。海淘的“高成本”在物流，如何打出差异化？　　去年“双11”前，国内头部电商平台都扩大了境外“包邮区”。2024年7月中旬，淘宝推出了“大服饰全球包邮计划”；9月，淘宝出海战略全面升级为“淘宝天猫出海增长计划”。去年10月底，京东全球售也进一步加大补贴投入力度，对海外多地包邮服务进行了升级。同时，京东全球售还新增了马来西亚、泰国两站“海外包邮区”，并在两地上线了独立站点。　　随着国内电商的“包邮风”席卷全球，亚马逊“海折节”的一大重点，是突出了全球零门槛包邮、海外商品最快2日达的物流体验。“与顺丰的深度合作，进一步加快了海外商品送达中国消费者的速度。宁波保税仓的配送时效也在今年5月同比提升超25%”，李岩川说。　　而与国内电商平台相比，李岩川强调作为技术巨头的亚马逊，具备全球选品、价格与物流方面的综合优势，“亚马逊海外购希望将‘海折节’打造为中国海淘爱好者的年度消费节点，持续为他们提供更轻松、更便捷的跨境购物体验”。　　覆盖母婴、食品、营养保健等热门进口品类，亚马逊海外购全新“进口超市”频道正式上线，上架商品与亚马逊海外站点同质同源。“我们的消费群体呈现出更加年轻化的趋势，同时其整体收入和学历水平也在不断提升。”李岩川说，在地域分布上，过去几年跨境购物的增长主要集中在一二线核心城市，而现在三四线城市的消费者对亚马逊海外购的购买力显著增强，特别是对母婴等品类，表现出了更强的消费意愿和投入程度。　　国内消费市场复苏　　全球电商巨头挖掘新增量　　据麦肯锡2025年中国消费报告，中国消费者信心已趋于稳定，当前消费者更加倾向于购买有助于实现个人成就的产品和服务，比如教育、大健康及保健品以及旅游等行业均有稳健增长。而在国家层面，受惠于税率优惠等政策红利，以及清关等基础设施建设的持续优化，进出口跨境电商迎来良好的发展环境与土壤。　　“当前，消费者已经能够通过多种渠道获取全球信息，这也包括如何选择他们日常使用的进口商品。消费者对海外商品的关注度和期待也在持续提升。我们认为，未来进口商品市场还有更多机遇。”李岩川表示。　　而深耕国内市场海淘一族生意的背后，是亚马逊挖掘全球新增量。去年“黑五”期间，亚马逊海外旗舰店正式入驻京东。今年2月，京东亚马逊海外官方旗舰店宣布，其商品总数正式突破百万大关，并上线50万款服饰鞋包新品，未来店铺还将保持每周新增10万款新品的速度持续更新。今年“618”大促期间，京东亚马逊海外官方旗舰店打破了自身店铺单日销量的历史纪录。　　近年来，全球电商巨头亚马逊调整在华战略，转向移动端及第三方平台合作。包括微信小程序运营以及入驻京东开店，都是以一种相对降低独立运营成本、专注选品及供应链管理的方式，来进行“轻资产”运营。一方面亚马逊加快与国内电商牵手、深化供应链合作，另一方面国内电商生意竞争白热化，为何选择与京东合作？李岩川强调，在互联网行业竞争与合作并存已是常态。　　跨境电商“热战”不断，巨头们的比拼，或许不再是个人贴身肉搏，也是相互借力的“长期战”。而在国内品牌竞相出海布局的同时，海外品牌也希望更好在中国市场打开消费心智。放眼全球市场，才是未来品牌们出圈的大舞台。（文章来源：南方都市报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2550683115","isCrawlerRequest":true}