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Abstract: The report shows that as the leader of the industry, Amazon has occupied a dominant position in the market for a long time with its huge volume and mature logistics system. But with the rise of new platforms, Amazon's market share is being challenged like never before.
The four tigers of China's e-commerce going overseas, represented by Temu, SHEIN, AliExpress and TikTok Shop, are rapidly occupying the market with their innovative business models and cost-effective products. Temu's fully managed model and SHEIN's fast fashion positioning are especially popular with young consumers.
The data shows that the main audience of Temu and TikTok Shop is young cost-effective seekers, while Amazon's user base is more extensive, with a large age span and a relatively high proportion of middle- and high-income people. Emerging platforms have a clear advantage over specific user groups, and Amazon needs to broaden its user base even further.
In the battle for traffic, Temu's marketing strategy was particularly aggressive, quickly increasing brand awareness through large-scale advertising and event sponsorship. SHEIN, on the other hand, continues to expand its brand influence through co-branded cooperation with well-known designers and IPs.
For sellers, with the increasing competition on Amazon, many sellers are starting to seek new platforms to expand their business. TikTok Shop has become the platform that sellers most want to deploy because of its huge traffic and the potential of live e-commerce.
The emergence of full custody and semi-custody models provides sellers with more choices and convenience, and lowers the threshold for operation, but it also brings challenges to the increased dependence on the platform and the compression of profit margins.
Excerpts from the report are set out below
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