Amazon Global Vice President Cindy Tai: Fully support Chinese sellers in building global brands

Hangzhou, October 19, 2021 - "Brands going overseas are accelerating, and the rise of cross-border e-commerce has made it a very realistic possibility for Chinese companies to build global brands." At the 2021 Fortune Global 500 Summit held in Hangzhou on the 19th, Cindy Tai, Amazon's global vice president and executive president of Amazon Global Selling Asia Pacific, shared her views on "brands going overseas."

Cindy Tai , Amazon's global vice president and executive president of Amazon Global Selling Asia Pacific , spoke at the Fortune Summit

"Consumers are already at the center of the global value chain." Cindy said that the innovation of technology and business models, coupled with the rapid development of online consumption, has driven tremendous changes and reconstruction in the global value chain. The rise of e-commerce has given consumers more choices, and their willingness to try and accept new brands has also increased. "The continuous shift in shopping patterns to online has given consumers more opportunities to discover new brands. Just like on Amazon, a large number of new brands are introduced every year and quickly attract the attention and love of consumers. This also reflects the trend of personalization, diversification and fragmentation of global brands."

This trend has also changed the growth path of new brands. "They do not gain brand awareness by investing a lot of money in offline advertising, but first connect directly with consumers through innovative and competitive products, win their love and attention, and then accumulate loyal customers and continuously improve brand attention and awareness through product upgrades and innovations, brand building and promotion." She said that many Chinese companies have begun to shift from "winning by price" to "taking product research and development and innovation as core competitiveness" and moving towards "global brands" through cross-border e-commerce like Amazon. This also brings an unprecedented opportunity for Chinese companies to leap to the high end of the global value chain.

Of course, building a global brand is not easy, nor can it be achieved overnight. "The successful brands on Amazon all have a long-term vision, rely on strong supply chain management capabilities, focus on consumers, and insist on long-term investment in brand building." Cindy said that in the future, Amazon will continue to increase its support for Chinese sellers in brand building in terms of brand building and promotion tools, global compliance operations, and localized services, to help Chinese brands achieve long-term vitality in the international market.

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