Amazon's first investment is booming

In its tenth year of entry into China, Amazon (301.19, 4.44, 1.49%) is willing to invest in domestic e-commerce companies for the first time. On Friday, Amazon China announced that it will become a minority shareholder of the local fresh food e-commerce delicious seven or seventy million US dollars. The global vice president of Amazon Feng Sizhe told the Yangcheng Evening News reporter: "The main purpose of Amazon's investment is to learn from experience."

Although there are attractive prospects for fresh e-commerce providers and many players including JD.com, Tmall and numerous vertical e-commerce providers, the overall situation is still at an initial stage. There is no strong brand, which also makes Amazon’s investment. There is more of a "trick to ask" taste.

The first investment in China in ten years is different from domestic e-commerce companies, which are different from the investment of one billion dollars. Although only 20 million U.S. dollars (about 125 million U.S. dollars), it is still considered by Feng Sizhe as “a very large amount of Amazon in China. investment". This is consistent with Amazon’s cautious image. Amazon China said that it has made a very detailed assessment of the delicious 77, and the reason why delicious seventy-seven get Amazon's favor, but also because of the seventy-seven "customer-oriented" concept and Amazon's "customer satisfaction" concept of the fit.

The delicious Qiqiu was established in February 2013. With Shanghai as the main market, it provides fresh products such as fresh fruits, eggs, poultry, seafood, and aquatic products. The service has a certain reputation in the fresh food and beverage industry. Yu Qiping, CEO of Delicious July 7, stated: "Amazon's investment will help delicious Yu Qi to expand its business scale and expand markets outside Shanghai."

However, Amazon's investment test is more concentrated. The two parties revealed that there is no cooperation at the operational level for the time being. Delicious seventy-seven will not be settled in the Amazon China platform. For Amazon China, which still regards “rich selection of products and upgrading of logistics and technical capabilities” as the top priority at the current stage, fresh categories are also the first product area in which Amazon is involved in investing in other e-commerce. Feng Sizhe said that this is mainly because of the high degree of professionalism of the fresh produce category. Amazon hopes to understand the Chinese consumer's demand for fresh food and experience of engaging in fresh food business in the Chinese market.

Consolidation or fresh seafood e-commerce expansion path Amazon's prudence is not unreasonable, fresh electricity supplier can be said to be one of the most professional areas of the electricity supplier industry, whether it is selected goods or logistics, non-standard products and perishable The characteristics of fresh products are very testable for the various capabilities of e-commerce. In addition, fresh e-commerce companies also exhibit extremely strong territoriality, and it is extremely difficult to cross-regional business operations.

This is also the reason why domestic fresh e-commerce are hot, but they still lack the real strength of the brand. At present, the integrated e-commerce platform Tmall, Jingdong has got into the fresh field, but the goods and service capabilities are still limited. The vertical fresh food e-commerce, represented by delicious seventy-seven and SF Express, are still unable to get out. Fuping also frankly stated that, when it comes to the world, Amazon Fresh is the only fresh e-commerce brand that can be called a brand.

Experts in the industry analyze that the integration of fresh electricity suppliers around the country will become a development path for domestic fresh electricity suppliers. “Regional fresh electricity suppliers have more local advantages and service capabilities are not established in two days. Integration It is a faster way to expand."