Amazon China paints alternative to KOL-driven shopping

At a time when Chinese consumers tend to be influenced by KOLs in their purchase, Amazon China wants something different – to let consumers rediscover the joy of e-shopping in the real and bigger world.

As part of its new branding campaign of Amazon Global Store in China, Amazon recently released a split-screen video, encompassing different goods of the same category and exploring the varied lives of people living in different parts of the world.

“A Real and Bigger World” is a campaign that intends to disrupt Chinese customers’ obsession with “wanghong products” with a call-to-action to rediscover the joy of e-shopping in the real and bigger world through Amazon Global Store in China.

Wanghong, (means popular or internet celebrities in English), tend to promote certain products on social networking platforms such as Weibo, TikTok and Kuaishou, attracting swarms of consumers who fight for limited edition products.

The new brand video is just the beginning. Following the official online launch of the Amazon China branding campaign, more activations and promotions are expected in the coming months, according to a press release sent to Campaign Asia.

The campaign is the first project of the new partnership between Amazon China and M&C Saatchi Spencer, rekindling a client relationship Wong has had with Amazon in the past. In 2015, Wong created a Kindle China campaign for Amazon China in his former capacity as the CEO and chief creative officer of McCann & Spencer.

The Amazon Global Store in China provides Chinese cross-border shoppers with access to more than 20 million international products available from Amazon's marketplaces worldwide including the US, UK, Japan and Germany.