For amazon in China, in 2015 is a year full of change and innovation. 2014 is the year of amazon China cross-border strategic, 2015 is our clear direction, determined the direction and innovation of the year. We started a lot of preliminary success, our strategy of "big" with every "small" idea, step by step, the steady and promote and move quickly and gradually become the "big business".
Little thought incubation big business
"Innovation source I am often asked to come", "what kind of innovation to succeed", in the amazon, we have a set of effective mechanism of "reverse" or processes, from new to the business scale expanding in the early years of the germination of the idea of the whole process, test and improvement continuously. In the face of a new idea, we first need to answer two fundamental questions: what customers really need? Amazon has a unique advantage to develop the business? Through such "questioned", we selected from hundreds of thousands of new ideas for the present the most important, in the right direction, a process called "priorities".
The preliminary screening reverse way of thinking can help us some good ideas, even if these ideas at this stage are less than perfect and mature, but there is no relationship, innovation has never been achieved overnight, these innovative ideas will be perfected over time.
Amazon's "overseas purchase" (AGS) is to follow such a path of innovation. Amazon "overseas purchase" is amazon China to meet Chinese consumers want to be able to conveniently fixed ends up amazon's other global website, choose high quality products, and other countries and enjoy the same price the demand by the innovation. But for the traditional Chinese consumers buy on sb's behalf for the real thing, also can't stand the transport of long waiting, freight rates, and the pain which is unable to real-time tracking. And in this regard, we just have a particularly strong advantage - suppliers throughout the rest of the world resources and advanced cross-border logistics distribution system.
So, amazon China in November 2014 launched the "overseas purchase". In November 2015, we announced a comprehensive upgrade "overseas purchase" user experience, a single account, unified the shopping cart, local payments, and the international shipping time down from the past 15 to 20 days to 7 working days, the average localization for Chinese users almost overseas shopping experience. Currently, amazon's "overseas purchase" selected product quantity has been increased to 7 million.
Great progress has been made in our innovation. Data show that in October 1, 2015, Chinese consumers in the amazon site overseas shopping cost is equal to the sum of the past 20 years. Black Friday on the same day last year, amazon sales overseas purchase is "double 11" nine times on the same day. Black Friday this week amazon "overseas purchase" page views also hit a record high.
China's innovation products
Another example I want to talk about "inventor" amazon (Launchpad) project. "Amazon inventor" project as an innovation incubator and accelerator, through building platforms for excellent start-up companies and products, to help startups efficient and smooth for tens of millions of amazon customers worldwide distribution, promotion and sales the creative products, finally let is beneficial to the customers and innovators. Amazon China in last year's black Friday shopping festival abroad, "amazon inventor store" officially hit the amazon purchase overseas.
"Amazon inventor" project is how to sprout? We found in the field of entrepreneurship, many start-ups innovation speed is terrible, we want to help consumers to keep up with their pace of innovation, found the unique and interesting products, and understand the ideas behind them. In the process of communication with startups, we also learned that for startups, how their innovative ideas into practice and ultimately realize the scale, and is a product invention also challenging problems. Based on this requirement, we launched the "inventor" amazon this innovation project, introducing to creative ideas or prototype "amazon inventor".
"Inventor" amazon has a product called FreshPaper, can be extended to save food four times magic tin foil, and by using herbs and spices into the paper to achieve natural antiseptic effect, in order to avoid food waste. Fenugreen FreshPaper inventor and founder Kavita Shukla said: "FreshPaper from during my high school science project, it never occurred to me that one day it will be into the hands of global consumers. If there is no amazon visionary partners, my story would not have happened." We believe that relying on amazon's leading technology and global influence, everyone can become a creative practitioners. We in China this year will also introduce the "inventor" amazon project. Then, consumers around the world will be able to see and experience from the innovation of the Chinese start-ups pioneer products.
Own brand products more with Chinese characteristics
Finally I'd like to talk about our recent released new Fire in China. This tablet is the unique feature of built-in a lot of English learning, able to provide customized for different English level of the user's reading experience. The feature of the new Fire issued only in China.
The localization of innovation isn't just the findings of our behind closed doors, but we saw Chinese consumers to the pressing needs of the English learning, and encountered in the process of learning the three pain points: find the right content and understand the contents and pronunciation. New Fire inside a series of amazon for Chinese consumers especially the development of English learning function, including intelligent recommended English books, Chinese new words and reading of standard pronunciation, satisfy Chinese users especially for the young to the pursuit of application scenarios, such as reading and language learning, not only help them to have fun in reading, but also can enhance the level of English step by step. Since the product launch, we also gain the customers very good feedback.
In 2015, a year of amazon China practice innovation, and constantly change through innovation, we are delighted to see the innovation practice has obtained some achievements, for shaping the new pattern in China, the amazon also laid a solid foundation for the amazon business transformation. Looking ahead to 2016, innovation and change will also be our theme. Amazon's innovation based on customer demand, from the customer, finally returned to the customer.
