In China, Amazon Needs To Simplify Rather Than Buy Buttons.

For Amazon, the market to be faced in 2016 will be more complicated.

Whether we can manage the complexity of China's consumers and the complexity of the Chinese market to Amazon is the key to the rebirth of Amazon China.

From the beginning of the sea to Amoy, to enable Chinese users to really "one key sea scouring", Amazon spent 11 months to calculate the preparation for Shanghai's online purchase, which is nearly two years.

In those days,

Put a lot of energy into the "one key order".

In the second year after Amazon sold its first book, Amazon began to apply for a patent for the "one click order": Amazon keeps the identity and payment method entered by the consumer when it first purchases, and when the user comes the second time, he can complete the order without having to input payment and address information again.

In February 2000, Tim OReilly, founder of O'Reilly publishing house, who proposed the concept of Web 2, organized an online protest against Amazon.

Apple even spent money on Amazon's patents on App Store.

However, it is not a "one key order".

On the Chinese page, Chinese users can get the same convenience.

American business users almost grew up with Amazon. In the American drama sex and the city and Friends, the protagonists use Amazon to buy books, and the one click order system is designed for American users who are accustomed to using credit cards.

In China, Amazon's page design, payment methods and ways of buying are different from Chinese users' habits.

When the mobile phone starts to integrate with the electricity supplier, how to grasp the user's eyeballs on the mobile phone through content, and create orders in their browsing process has become the most concern of the electricity suppliers.

Amazon's product description is still the style of the US site. The description of goods purchased overseas often shows traces of Machine Translation. At the same time, Amazon's competitors use the video live broadcast, community sharing sun list and editorial recommendation to stimulate users' desire to buy.

In the 2015 year of the mobile phone payment which is becoming more and more popular, payment by mobile payment like WeChat and Alipay has been simplified to the extent that fingerprint verification is completed step by step.

Settlement, although other competitors do not have the "one key order" patent, support WeChat and Alipay settlement brings more convenience.

However, China Amazon has to make any changes in the application interface and the background system. It still needs to be submitted by the Chinese regional team. After the approval of the US headquarters, the process will be too complicated for the competitors such as Alibaba and Jingdong.

Amazon China can not rely on the sea to reopen its business in China. At this point, it is meaningless to ask why it took so long to solve the problem of "one key sea scouring". The key to the problem is whether they can really solve the needs of Chinese consumers, like Amazon has a patent for many years, instead of persisting in "what I have and what I can give you".