Strategic priorities of Amazon in China

Following are the strategic priorities Amazon needs to establish for enhancing the market share in China: 

Amazon is a latecomer in the Chinese market, it does not provide promotion method unless the customers are willing to pay for the ‘prime’ service. Amazon China does not make a lot of investing in public promotion activities, and therefore the new customers do not even know the brand Amazon. Amazon should pay attention to its promotional activities.
Amazon application only functions as a mobile shopping website but it does not act as a social application when the customers emphasize the importance of communication and convenience. If Amazon provides these services then it will enhance its market share in China.
Amazon would also accelerate the development of the B2C market because the Chinese online shopping market is becoming more mature and therefore customers’ decision making would be greatly affected by the quality of the product and services.

Amazon has been putting great effort to promote its bookstore service in the Chinese market, and it hopes to dominate the local market, just as it did in the US market. Customers are turning to the copyrighted books, and they are willing to pay for it rather than download it from the Internet. Based on this situation, Amazon China wants to provide more services to attract customers. 

For Amazon China, the strategy to launch an offline shop might also be feasible. First of all, delivery quality has always been one of the strengths and symbols for Amazon China because of the efficiency and security. In this case, Amazon has to respond by competing against offline retailers. 

Secondly, although the customers could be able to purchase almost all the categories on the Internet, sometimes a certain number of categories could be more popular when they are sold offline. 

Lastly, as mentioned before, it could also serve as an after-service center and if customers are not satisfied with some Amazon product or want to get it repaired, an actual shop is much better than an online one. Customer experience is always the most important target for Amazon, so maybe someday Amazon China would have its actual shops in China too.