Vice President of Amazon China, Li Yanchuan: The Chinese Cross-Border Import E-commerce Market Still Holds Many Opportunities.

"We believe that the future Chinese cross-border import e-commerce market still holds more opportunities," said Li Yanchuan, Vice President of Amazon China, and Head of Amazon Global Store China and Amazon Singapore E-commerce, during a recent interview with China News Service and other media outlets in Beijing. Currently, Chinese consumers can access global information through various channels, including how to choose the imported goods they use daily. The attention and expectations of consumers towards overseas products are continuously increasing.

Li Yanchuan, Vice President of Amazon China, and Head of Amazon Global Store China and Amazon Singapore E-commerce, during a media interview in Beijing. (Photo provided by the interviewee)

Recently, Amazon Global Store held its "Hai Zhe Festival" media briefing in Beijing, where Li Yanchuan made the above statement during the event. He believes that there are three factors supporting the market opportunities for China's cross-border import e-commerce. First, there is active policy support. At the national level, cross-border imported goods not only enjoy preferential tax policies but also benefit from the continuous optimization of infrastructure such as customs clearance. "These favorable conditions provide a good development environment and fertile ground for cross-border e-commerce."

Second, from a technological perspective, the rapid development of AI is significantly improving efficiency at all stages. Li Yanchuan mentioned that AI technology is now widely used in areas such as technical creativity, code writing, content moderation, and social media material production, effectively offloading a large amount of repetitive work, allowing employees to focus on more creative and valuable tasks.

In his view, AI brings an opportunity for efficiency transformation for all enterprises, and the key lies in who can implement and apply it accurately first. Industries like import cross-border e-commerce, which change rapidly and have a more dynamic rhythm, especially need the transformation brought by AI empowerment.

The third dimension is logistics. Li Yanchuan pointed out that the global logistics system and international flights are gradually recovering from the impact of the pandemic but have not yet fully returned to pre-pandemic peak levels. "We believe that this itself is a structural opportunity. With the continuous growth of cross-border e-commerce business volume, more companies may adopt commercial flights for cargo transport in the future, thereby boosting the efficiency of the entire cross-border logistics chain."

Regarding the localization initiatives of Amazon Global Store in the future, Li Yanchuan revealed, "We have been actively investing in live streaming." Currently, Amazon Global Store's WeChat Mini Program has established a relatively mature live streaming system and is also exploring the growth potential of other mainstream social media platforms. On one hand, some traditional e-commerce platforms are accelerating their transformation towards content e-commerce; on the other hand, some content platforms are also speeding up the layout of e-commerce capabilities. "This trend of 'two-way integration' creates greater development space for live streaming sales."

Li Yanchuan said that in China, live streaming as a sales conversion tool is among the most efficient in the world. Compared to Southeast Asian and European markets, China's live streaming has a significantly higher conversion rate and has become an indispensable part of the e-commerce chain. "We believe that live streaming e-commerce, as an efficient consumption model, is also expected to become more widespread globally in the future."