Doug Gurr, president of Amazon China, assumed office in China in last July when China's international e-commerce was undergoing a crucial year. Doug regards international e-commerce as the core of Amazon China since he took over the position. He thinks that the strategy of international e-commerce corresponds to the policy of 'Belt and Road Initiative'.
On June 24, 2015, Amazon China established partnership with commercial department of Embassy of the United States in China, aiming to promote the trade development between China and America and providing Chinese customers with high-quality products from the U.S., especially the middle and small-sized enterprises.
China is ushering in the golden age of international e-commerce
Doug felt more confident after he took over the position in China. He realized that the international e-commerce is flourishing in China when he came to the country 6 months ago, which got proved by the achievement of Amazon China.
“I would ask Chinese customers about the last time when they went shopping in stores. Usually they answer that they seldom go to stores except to buy fresh groceries,” Doug said, “That means China’s retail or business activities have skipped several stages of development, reaching the e-commerce stage, the most efficient one currently.”
Chinese team determines where Amazon China is headed
Amazon has over 5,000 employees in China, with less than 1% of foreign workers. “That number means Amazon China completely depends on Chinese team’s leadership and management,” Doug said.
“The headquarters understand that the Chinese team is aware of what customers need in China’s market and what development pattern should be adopted in China. The development strategy for Amazon China is subject to the Chinese team’s decision.” Doug thinks that the Chinese team is the decision maker of Amazon China.
Making Amazon the best oversea shopping platform for Chinese customers
In regards to the relations between Amazon China and the headquarters, Doug said the headquarters discuss with Amazon China regularly on the local business strategies “We won’t depend merely on the success of Amazon Global and replicate the market strategies in China”, said Doug.
Doug said that “Amazon China might not become the biggest e-business in China’s market, but we are creating our own unique competitive advantages.” Amazon China is making efforts to become the most important and best e-commerce platform for Chinese customers to purchase international quality products.
To cooperate with competitors in the international e-commerce
International e-commerce has become the business all e-commerce enterprises are working on. About Amazons competitors, Doug said, “We always keep an eye on what the competitors can do and what can we learn from them.”
Doug’s attitude towards competitors is completely different from others’. “I don’t think one company can solve all problems. For now, we have established partnership with some logistics companies and commercial enterprises. ”
The strategy of international e-commerce corresponds to 'Silk and Road' policy
For the ‘Belt and Road Initiative’ policy proposed by China, Doug said, “international e-commerce connects all the demand from the entire world. On one hand, we help Chinese customers get the things they wish to buy around the world; on the other hand, we hope to promote the export business of Chinese enterprises.”
“We will make international e-commerce the online ‘Silk Road’.” Doug thinks that many foreign brands have masses of fans in China even though they do not have business or agent channels in the country. Now, these brands can enter Chinese market through the online oversea stores on Amazon, which is nearly cost- and risk-free for them.
“These brands will get to know that there is great consumer demand in the Chinese market and realize the feedback and preference of Chinese customers, which will build confidence for those brands that knew little about the Chinese market before,” Doug said.