Amazon China Ushering In New Beauty President

Amazon today announced the appointment of Zhang Wenyi, vice president of Amazon and Kindle China general manager, to be the new president of Amazon China. The current president, Ge Daoyuan, will return to Britain as president of Amazon in the end of his term in office.

How to interpret this new appointment of personnel? How will it affect the future direction of Amazon China?

Zhang Wenyi is not only a veteran of the Chinese market, but also understands the essence of Amazon culture and has made remarkable achievements during his command of Amazon Kindle China.

This may be why she has been favored to become president of Amazon China.

In fact, the industry should be no stranger to Zhang Wenyi. As vice president of global Amason and general manager of Kindle China, she recently appeared in Amason's press release activities, including the press conference held last week by Amason China for "world reading day" and the recent Kindle Oasis new product conference.

Zhang Wenyi joined Amazon in May 2013 as vice president of the world. He is fully responsible for developing and implementing the strategy and development of Kindle business in China.

In the past three years, she has introduced Kindle products to China, which has been far behind other countries since its debut, and has also persuaded the world to develop products specifically aimed at Chinese consumers, such as white Kindle.

In publishing Fire tablet computers, China has also taken different positions with other markets in the world.

At present, the sales of Kindle equipment in China are second only to the United States.

All of this shows her profound insight into the Chinese market and its influence on Amazon's US headquarters.

In addition, during her time in charge, the Chinese e-book of Kindle has increased rapidly from the original 24000 books to 300000 today, and has established a good partnership with more than 600 publishing houses, and has also released Kindle e-book monthly service.

She has told reporters that Kindle has set up a perfect digital publishing ecosystem in China as the core of e-book reading equipment and electronic bookstore.

In addition, Amazon has set up a special team in China since the end of 2014, responsible for finding and discovering excellent literary works, and promoting and selling it through the Amazon plation and publishing platform to help the Chinese culture go out.

From these, we can see Zhang Wenyi's application to Amazon's global resources and the ability to popularize the industry.

Before joining Amazon, Zhang Wenyi worked for nearly 20 years in Intel, and played a number of important roles in the United States, the Asia Pacific region and China and other countries and regions, including general manager of China Strategic Affairs Department, general manager of China's market and channel department, Asia Pacific brand, public relations, advertising general supervisor and so on.

So far, Zhang Wenyi has worked in the Chinese market for more than 20 years.

Having studied and worked in the United States, with the background of China and Western countries, understanding the global resources and operation mechanism of Amazon, and having established good achievements in Amazon, Zhang Wenyi has become the best candidate for president of Amazon China.

In a previous interview with reporters, Ge Daoyuan mentioned that one of his important tasks in China is the construction of the Chinese team. It is estimated that finding a successor who is Chinese and western is also a task he did not explicitly say at that time.

Looking back on Ge Daoyuan's two years in China, perhaps the most important thing is that he has made strategic directions and priorities for Amazon China.

His first appearance in China was the "Amazon life show" held in Shanghai in 2014 for ten years. The British put forward Amazon China to rely on Amazon's global supplier resources and logistics system to provide Chinese consumers with high quality international brands.

If at that time, both inside and outside of Amazon, or outside, his understanding of his statement was vague and half understood, then a series of actions that he had followed in a vigorous and resolute way would enable us to clearly understand his "international brand strategy".

In November of that year, Amazon launched "overseas purchase". The first black Friday overseas shopping festival was held. A series of memorandum of strategic cooperation between the FTA and different governments were signed, and the FTA / bonded "overseas purchase and flash purchase" was launched, and the import direct mining was intensified.

The vision for Amazon China is also becoming clearer: any Chinese consumer can easily obtain high-quality goods from all over the world through Amazon China. Any Chinese company, especially small and medium-sized enterprises, can go global through Amazon's global resources platform and establish a global brand.

As the leading item of Ge Dao Yuan's core strategy is Amazon's "offshore outsourcing" store, which is the first localized global store in Amazon. All of the products are now from Amazon, USA (which will expand to other overseas websites in the future), and the price is consistent with amazonson's real time in the us to achieve the same price.

What's more, the whole shopping experience is local.

Chinese websites are displayed in Chinese, and the purchase process is consistent with Chinese websites, localized payment methods and customer service in localization.

With the backing of Amazon's source of goods, the number of goods purchased from Amazon's "sea and outbound" stores has climbed to tens of millions of times over a year, which has completely exploded the enthusiasm of overseas buyers.

In 2015, Chinese consumers at Amazon's overseas website.

The total has been 1.5 times that of the past 20 years.

This is the speed and achievement that any other manufacturer can hardly reach. It fully demonstrates the "Tian Ji horse racing" business strategy that Ge Daoyuan has always stressed on "making use of his strengths and creating his own competitive edge".

Amazon China has finally stood at the forefront of the development of China's electricity supplier, becoming the leader of the latest hot business - cross-border electricity supplier.

If Ge Daoyuan's advantage is the profound understanding and full application of Amazon's global resources, it also shows insight into China's consumption trends and consumer psychology in this application process. This may be attributed more to his fully empowering his Chinese leadership team, so the appointment of a more Chinese and Western leader who needs no deployment should be a logical and icing on the cake for the future of Amazon China.

Zhang Wenyi, the new president, said: "Amazon's mission in China is to continuously innovate based on the needs of Chinese customers, providing the best quality products and quality services to meet the needs of consumers.

We will continue to vigorously promote the development of international brand strategy and cross border e-commerce in China and lead the Amazon to a higher level on the basis of good results. "