Cutting edge technology

Introduction: Most Internet companies are flat on the list of "World Top 500". Whether it is Chinese Internet companies or US Internet companies, the overall rankings have declined compared with last year. Amazon is one of the few in the 2018. A company that succeeded in killing the top two competitors, Google and Apple, has won the top spot. It is worth pondering.

2018 is the year of "cooling down" in the Chinese Internet industry. According to the statistics of China's makers, there were 33 Internet companies listed in China in 2018, 91% of which were broken on the same day. As of December 18, 79% of the 33 Internet companies fell to the initial price. Among them, 18% of the company's market value is close to the waist, the biggest decline is more than 70%, behind the stock market's frustration is the lack of brand value.

When you sing, I am on the scene, although the environment faced by American Internet companies is deteriorating, but overall it is much better than Chinese Internet companies. On December 19, 2018, the World Brand Lab announced the list of "Top 500 World Brands" in 2018, of which 223 of the top 500 companies in the US, more than half of the US Internet companies in TOP5 reached 3, and 38 brands in China. Selected, China's list of companies only BAT three giants, the side reflects that the current development of Chinese Internet companies is still relatively rough.

It is worth noting that most Internet companies are flat on the list of "World Top 500". Whether it is Chinese Internet companies or US Internet companies, the overall rankings are lower than last year, and Amazon is not counting. A company that went against the water in 2018, it succeeded in killing the top two competitors, Google and Apple, which won the top spot. It is worth pondering.

"Three Musketeers" to support Amazon's global brand value

"World Brands Top 500" compiled by the World Brand Lab, through market share, brand loyalty and global leadership The comprehensive consideration of the factors can more objectively reflect the brand influence of the company in the world.

The list of "No. 1" Amazon has been in existence for 23 years, and its success has made many people unconvinced. The reason is that two competitors who compete with Amazon for the "No. 1" position are in trouble this year. ZhongyaMa Xun got a hole. In 2018, Google suffered an anti-monopoly investigation in Europe, and the brand image was greatly discounted. Apple’s sales growth was slow this year due to lack of innovation in products, so the market value plunged, creating an opportunity for Amazon to win. However, from the three aspects of Amazon's performance in the international market, Amazon can win more by its own strength.

First, Amazon's "core" business e-commerce has an absolute advantage in the world, and has achieved good results in many countries and regions. At present, Amazon is still the world's largest integrated e-commerce platform. According to eMarkter's report, in July 2018 Amazon accounted for 49% of the US e-commerce business market.

is not only the United States. Analysis of the company's GlobalData data shows that Amazon's market share in the UK in 2017 was 33.5%, about one-third of the UK's e-commerce market share; data shows that Amazon's share of the French e-commerce market in 2017 Ranked first in the ranking, higher than the 33.1% in the second place; EY-Parthenon released the "Digital Shopping Index" data shows that Amazon's market share in Germany is also the first, reaching 28.7%. This shows that Amazon's e-commerce business has an absolute advantage in the world.

Second, Amazon started from e-commerce. Although e-commerce's business profitability and market prospects cannot be such a high brand value to support Amazon, artificial intelligence is possible.

The market prospect of artificial intelligence is good, and it is the inevitable direction of future social and economic development. According to Gartner's latest forecast, the global artificial intelligence market will reach 1.2 trillion US dollars in 2018. It is estimated that the artificial intelligence market will reach 3.9 trillion US dollars by 2022.

Amazon has seized the "window" of artificial intelligence to overweight its brand value. Amazon has achieved good results in the field of artificial intelligence, ranging from smart speakers to large driverless cars. Among them, the influence of smart speakers is particularly strong. According to a research report released by Strategy Analytics, Amazon's smart speaker shipments reached 4 million units in the first quarter of 2018, accounting for 43.6% of the market share of the entire smart speaker market. Higher than the second Google smart speaker 26.5% of the market share, it can be seen that Amazon's achievements in artificial intelligence.

The third is Amazon's leading cloud service capabilities. Artificial intelligence is an inevitable choice for future social and economic development. It has broad market prospects, so the only industry that can be compared with it is cloud computing. Market research firm Gartner predicts that the global cloud computing market will reach $411 billion by 2020.

Cloud computing not only has strong economic value, but also an important condition for the development of artificial intelligence. It can be said that grasping the cloud computing has captured the pulse of the times. Amazon has undoubtedly grasped the pulse of the times: the authority of the market Institution Gartner announced that the 2017 global public cloud market report shows that Amazon Cloud ranks first in the world, accounting for about 54% of the global market share.

Complementing the short-selling market in China is another weight for Amazon to enhance its brand value

The global market certainly includes one-fifth of the world's population in the Chinese market. When it comes to the Chinese market, Amazon is not as good as the rest of the world. Amazon laid out China earlier. In 2004, it acquired the official entry into the Chinese market and later changed its name to Amazon China. However, in the market report of China's e-commerce in 2017, Amazon China only accounted for 0.6% of the market share, and it seems that Amazon is a vain.

There are two reasons why Amazon China has a flat performance in the Chinese market. First, its localization of China's e-commerce business is not thorough, and its use experience is not good. Amazon China has no decision-making power and cannot adjust the Chinese market strategy in a timely manner. Many of the decisions are not in line with the current China's national conditions, such as ignoring the Chinese e-commerce “Festival” double eleven, 618, double twelve.

Comparing Amazon China with Taobao Tmall Jingdong and other e-commerce platforms, it can be found that Amazon China's style is simple and cold, obviously contrary to the aesthetics of Chinese consumers. In addition, Amazon China's service attitude is not good, only in the 2017 China Internet industry information security major incident, Amazon caused users to lose up to 430,000 yuan due to its own system vulnerabilities, but the official response was to make Amazon China brand The influence is further reduced.

Second, Amazon’s early business in China was too singular. Before 2015, the business in China was only e-commerce, but Amazon China’sThe performance has gone from bad to worse, and there is no new growth point after the e-commerce business is weak, which makes the Amazon brand slowly fade out of the Chinese market. Therefore, its brand influence in China is not high.

The so-called "poor thinking", how can Amazon do not understand this as the world's top giant. Therefore, Amazon began to make another living trip in China, and it has also achieved great results in other areas. How does it change its position in China?

On the one hand, Amazon China created a differentiated e-commerce and laid out cross-border e-commerce. There are many outlets every year, especially this year. Cross-border e-commerce is also a small air outlet. According to China Industrial Information Network, it is estimated that the cross-border e-commerce transaction volume in China will reach 12 trillion yuan in 2020, and the compound growth rate will be stable at 15.68%. The business sector has a good outlook, while Amazon China's cross-border e-commerce business is in a dominant position in China. Amazon China relies on Amazon's global supply chain system to provide sellers with a more complete and faster global shopping experience. After accessing direct mail service in 2017, the shopping experience will be further enhanced, allowing Amazon China's cross-border e-commerce market share. In October 2017, it reached 10.8%, much higher than the market share of less than 1% in the overall e-commerce industry in China.

On the other hand, Amazon plays an important role in the field of cloud services in China. Amazon's cloud service AWS entered the Chinese market in 2016 by partnering with Halo New Network. By the end of 2017, it has occupied 9.7% of China's public cloud PaaS market share, second only to Alibaba Cloud and Oracle. From the financial report of, it can be seen that from 2015 to 2016, the company's revenue has quadrupled to 2.3 billion. In 2017, the revenue has doubled to 4 billion, reflecting the growth of Amazon's AWS cloud service. Faster.

Amazon has another way to develop and cater to the times, reshaping its brand image in China and enhancing its brand value.

Looking at the development of Chinese Internet companies through Amazon

Through Amazon's performance in the global market and the Chinese market, it can be seen that Amazon has won the top of the 2018 world's most brand value list. Name return. The development of Amazon has great inspiration for Chinese Internet companies from "hot to cold."

First, create differentiated products. Amazon brand can not be separated from the product in the Chinese marketAlienation strategies, such as the development of cross-border e-commerce in the wake of the traditional e-commerce into the Red Sea, have allowed Amazon to further expand its influence in China. Domestic Internet companies like to "run the wind", there are dozens of short videos, but the lack of differentiated products have not threatened the vibrato, so domestic Internet companies should create differentiated products in order to enhance the brand. value.

Second, develop products that correspond to future needs, such as artificial intelligence and cloud computing. The high value of the Amazon brand is inseparable from cloud computing and artificial intelligence, which add to the brand value. Although ebay and Amazon are both integrated e-commerce platforms, the former is a pure e-commerce platform, and the brand value has a certain upper limit, so ebay's brand value is not comparable to Amazon.

The Internet company with high brand value and rapid growth in China is Alibaba. Last year, it was 264 in the world, and this year it has soared to 74. The reason is that Alibaba, like Amazon, has strong artificial intelligence and cloud computing capabilities, although there is still a certain distance from Amazon. Therefore, Chinese Internet companies represented by Alibaba should focus on developing products that meet future development trends such as artificial intelligence and cloud computing, and increase corporate brand value.

Third, we must have a global vision and truly achieve globalization. The high value of the Amazon brand is because it has important influence in various countries and regions around the world. Even if Amazon is not tepid in China, it has not given up the Chinese market and survived in another way. It has retained certain influence in the Chinese market, so the global influence of the brand. High force.

One of the important reasons why Chinese Internet companies have low brand value is that brands have not been recognized globally. For example, Tencent, one of the three big BAT companies, has important influence in many countries around the world. However, because WeChat and WeChat payment products have not achieved true globalization, they lack influence in North America and Europe, so their brand value has not reached TOP30. From this point of view, Chinese Internet companies must actively promote globalization in order to enhance their brand value.


2018 is the year of the big waves, and it is gold that is known as Sha Tao. After 23 years, Amazon was finally scoured in 2018 and topped the list of "Top 500 Most Valuable". For Chinese Internet companies in the "decontamination" stage, how is it?Practical teaching to enhance the value of corporate brands.

This article was written by the author of the cutting-edge technology. The views represent only the author and do not represent the OFweek position. If you have any infringement or other problems, please contact us.

Hot topic