What are the business models and characteristics of Amazon?

Amazon has become a giant that the whole world can't ignore, and Amazon advertising has also become the third largest advertising platform in the world. Today, hundreds of millions of people will tell you about Amazon's business model.

1. 1 Amazon B2C business model

Amazon's main business model is online sales, mainly in cooperation with book publishers. Amazon is not a producer of products, but a medium, platform and channel between booksellers and consumers. Display goods through the powerful internet.

Amazon's B2C business model is based on the Internet, which is very different from the traditional value chain business model. From a single book, as well as books-related audio-visual products, records and other commodities, we gradually expanded our business scope, and now we are involved in many fields, including photography, home, food, sporting goods and so on. Amazon is now targeting customers who buy books, or it may be a new target group.

Amazon. Com adopts the form of online sales, directly facing consumers, without the profits retained by middlemen, and the price is naturally lower than that of traditional stores. In addition, the mature logistics management makes the system more efficient and reduces the natural cost. Amazon continues to expand its business scope, providing price discounts for its products, effectively attracting customers, maintaining customer groups and enhancing the competitiveness of the same industry.

1.2 Features of Amazon B2C

(1) Consumer-centered values. Amazon pays attention to consumers, faces consumers, and uses its advanced network server to make users search books more conveniently and quickly. High-level technical R&D personnel carefully analyze the different requirements of customers in every detail, and then solve various problems. When consumers choose books, there are many items of information providing goods in the system, which is convenient for consumers to shop around and compare and measure. For some consumers with unclear goals, the store provides a free book preview function, which allows customers to understand the goods more comprehensively and improve the shopping experience and customer satisfaction.

(2) the business philosophy of reducing costs. Amazon is an online e-commerce, and the virtual network economy connects merchants and consumers. Compared with the physical storefront at that time, the early online e-commerce had no rental cost and store maintenance cost, no time and space restrictions, and longer transaction time, which broke the barrier of transaction scope, reduced transaction cost and improved transaction efficiency. As mentioned above, Amazon can greatly discount its core book business without the participation of middlemen, and the price of goods is more sensitive to consumers. Goods of the same quality can attract more consumers only if the price is more favorable, and the price must remain competitive.

(3) the expansion scope of the whole region. In 200 1 year, Amazon officially chose horizontal alliance, cooperating with some music companies, publishing websites and some physical stores. The unique form of cooperation has enabled Amazon to expand its business categories and market scope, attract more potential consumers and bring more operating income.

Of course, Amazon's overseas expansion plan has never stopped. 1999 Amazon went out of the United States, entered the European market, and established branches in Britain and Germany. I came to Japan in 2000 and took the first step in the Asian market. Foreign Amazon has inherited the advantages and characteristics of American websites. Websites in different countries are written in their own languages for the convenience of local consumers. In 2003, Amazon set its sights on China. In August 2004, it announced the acquisition of Joyo.com, the largest online book and audio-visual retailer in China at that time. Since then, it has opened the China market. In 2007, it was officially acquired and renamed Joyo Amazon. Recently, Amazon cooperated with Twitter to allow users to send their favorite products to the shopping basket in the form of Twitter messages. This feature aims to turn Twitter into Amazon's new shopping window.

2 Amazon's successful technological advantages

(1) Technological innovation: kindle provides consumers with a better buying and reading experience. Innovation is the first priority of enterprise development. All along, Amazon has provided new ideas and ideas for the development and expansion of new fields. Amazon officially launched the e-reader kindle to the public in June 2007. Almost the same visual effect as paper books, it is more convenient and fast to search online book resources. In February 2009, Amazon developed and launched a new generation product kindle2. It has more storage space, updated a brand-new screen, and improved customer satisfaction again. Kindle has the reading experience of paper books and more powerful library resources. (2) the security of the transaction. Shopping safety is the fundamental demand of consumers, in order to improve the security of transactions. Amazon promises safe consumption. In case of unknown consumption, the website will solve it in time and make repayment compensation. Amazon cooperates with many banks at home and abroad to make online consumption in various ways. Multiple security guarantees protect consumers from consumption troubles. Amazon does not promise to disclose any information about consumers and safe shopping.

(3) Compare shopping patterns. The biggest competitive advantage of B2C enterprises lies in their ability to provide special products and services, strengthen interaction with customers, and constantly innovate and develop to meet the individual needs of different consumers. In 200 1 year, the company launched a personalized website to customize the "personal store" to recommend products for different consumers, which expanded Amazon's business scope and increased its market share. But now the rules are strict, the market share is stable, and individual shop opening has been banned.

3 Amazon B2C business model for China e-commerce enterprises enlightenment

(1) Perfect inventory and logistics system. According to the Financial Times report on August 2 1 Sunday, Amazon, an American e-commerce group, plans to set up a new free trade zone in Shanghai, so as to sell more foreign goods at lower prices in China and improve its competitiveness with local rivals such as Alibaba and JD.COM. Amazon's logistics warehouse in FTZ can reduce freight, shorten delivery time, improve Amazon's ability of cross-border payment, and improve the convenience for China consumers to obtain Amazon's global products, thus expanding its market share in China. At the same time, the logistics warehouse of Amazon Shanghai Free Trade Zone can provide warehousing services for China enterprises and distribute export commodities to the whole world. Moreover, through China's financial innovation policy in Shanghai Free Trade Zone, Amazon can also optimize its financing structure.

(2) Amazon enters the physical grocery store. Recently, Amazon officially entered the grocery store industry. But unlike traditional convenience stores, Amazon is creating a new concept of convenience. Amazon users can place orders online and wait for delivery. This brand-new attempt also marks the farewell to the online strategy and the development of the grocery market. The grocery market has brought huge profits and more intense market competition. In various new forms of attempts, Amazon has successfully subverted the traditional model, and now he is ready to launch a challenge closer to the home of his competitors. 20/kloc-at the beginning of 0/7, Amazon opened a store in new york, and plans to open 8 stores by the end of the year. Almost at the same time, Amazon announced the trial operation of its unmanned supermarket. When customers arrive at the store, they don't need to queue up or check out. They can scan the code and leave with the goods they want, and the shopping amount will be automatically deducted from the customer's Amazon account.

At present, there are not many examples of e-commerce going offline at home and abroad, but we have seen the above trend. In 20 14, in order to prepare for the "Black Friday" promotion day, Amazon specially built a new warehouse and used it as an offline customer experience center. Unlike traditional retailers who want to integrate online and offline traffic and form complementary goals, the real purpose of Amazon's physical store is to increase more ports and attract more online traffic. Amazon's physical bookstore, Amazon go and other experiments are also based on this consideration. Today, Amazon has become the world's largest company by market value, and is striving to expand new market sites. In the future, I believe that Amazon's business model will become more diversified and global.