Year: 2025
Type: article
Abstract: In the past few decades, China's e-commerce has developed rapidly, becoming one of the most dynamic and potential markets. Its huge consumer base, perfect infrastructure, fast infrastructure and application, strong supply chain system and other advantages provide a broad space for the development of domestic and foreign e-commerce enterprises. However, Amazon, as the leader in the field of global e-commerce, after entering the Chinese market, Amazon has experienced a series of opportunities and challenges, and finally withdrew from the Chinese market. This paper aims to explore the background, development history, internal structure, competition and challenges of Amazon's entry into the Chinese market, as well as the reasons and effects of its final exit from the Chinese market through data analysis and case study. The study finds that the reasons for Amazon's failure in the Chinese market are fierce market competition, restrictions of policies and regulations, and the lag of strategic adjustment. Through the in-depth analysis of Amazon's China case, this paper will provide lessons and enlightenment for multinational enterprises to enter the emerging market.
Author: Wei Tan
Institution: Zhejiang University of Science and Technology
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409210646