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.
Part 1: let us focus on shopping process on Amazon in China.
Customers' Conceptual Model
Amazon's Shopping Flow
Q: When customers check details of product, what information do customers look for?
Price /Mailing /Choice
Details of product