Amazon:Inert Giant in China
Research for Decreasing Market Share of Amazon in China with Focus on User Experience
Market Share of Amazon in China
Dunn, J. (2017, February 22). Amazon is still getting dominated in China. Retrieved October 01, 2017, from
From 2008 to 2017, Amazon's marker share in China decrease from 15.4% to 0.8%, why do not most customers in China shop on Amazon?
Before research, I want to provide an interesting example to reflect possible difference between Chinese Customers and American Customers
Here are two dishes in America and China
Most dish menus without pictures.
Most dish menus with dish pictures.
Q: Why there are different preference for pictures in dish menu?
Here are some answers from Quora.
"Menu get trashed up pretty badly, a few months after printing, your picture perfect food will looks pretty gummy and ugly."
"Customers know how the dish tastes according to word."
Here are some answers from Zhihu.
"Chinese focus on 'color' (appearance) of dish, so it is important for them to know how the dish looks like before ordering."
"Chinese focus on taste and cooking method of dish, rather than food ingredients."
American prefer to using Words to Predict taste of dish, but Chinese prefer to suing Pictures to Predict taste.
Reflection on online-shopping
There is a Chinese going: Seeing is believing. Chinese not only predict dish by pictures, but also predict quality of products, and build trust by pictures. For example, when people shop on the internet, they only focus on or trust reviews with pictures, and check visual description of products rather than words.
Main Part: now, let us focus on shopping process on Amazon in China.
Customers' Conceptual Model
Amazon's Shopping Flow
Q: When customer check details of product, what information do customers look for?
Price /Mailing /Choice
Details of product
lead to other products
"Other items do customer buy after view it"
Flow of checking detail
is disrupted by "other views".
"Other views" transfers negative affordance: you may have a better choice than this one.
Word description about professional parameter
Unfriendly and boring,
many users will ignore it
As we have said, users in China prefer to using word to introduce and predict products
employee motivation:like social vs ziben
price comparison ,multiple small sellers
Return and exchange products
word vs picture
user habit vs confidence
affordance of "other products"
number and quality
what is good price
feel cheep is real cheap
effect for both users and seller/supplier
history vs time
which property is bigger?
without enough turst
Again, Flow is disrupted and negative affordance.
reviews hidden in the bottom, users need to take too much time to find it.
picture reviews is useful and meaningful
In China, people build trust by pictures
In China, people lack trust on others.
What's more, it provide users with wrong hint that description has ended. Because according to Gestalt principles "proximity", users always regard things putted together or closer as a group, here the page begins to show product short verbal details and now it turns to show other products, so customer would think part of product details has ended, and may stop viewing, which means customer may miss true details of products behind this part. .
after pretty long
Step 1. Pre-sales Consulting
phone >> pc
unsatisfied or look more