Shenwang ｜ US Amazon closes 50000 Chinese sellers truth: a planned post liquidation

该公司确实违反了平台规则，但亚马逊这次的处罚太严厉了，令人难以理解。以前也有过商店关门的情况，上诉一段时间后你基本上可以回来。这一呼吁根本没有回应，该品牌被直接封存。"消息人士向申旺透露。

"The company did violate the platform rules, but Amazon's punishment this time is too severe to understand. There have been store closures before, and you can basically come back after a period of time after the appeal. This appeal did not respond at all, and the brand was directly sealed. " The source disclosed to Shenwang.

Patoson是当前国内跨境电商卖家的缩影。在过去十年中，许多中国卖家选择亚马逊作为他们的主要跨境电子商务渠道。亚马逊，拥有更高的流量和利润，已经成长为一个大的销售。"半天五虎"（兰斯网、泽辉网、宝世嘉网、公郎网、采蛋网）和"华南城四少"（奥吉网、优树网、通陀网、赛威网）在深圳的年销售额已达数十亿美元，亚马逊也因为这些中国卖家而获得了比竞争对手多得多的产品生态。

Patoson is the epitome of current domestic cross-border e-commerce sellers. Over the past decade, many Chinese sellers have chosen Amazon as their main cross-border e-commerce channel. Amazon, with higher traffic and profits, has grown into a lot of big sales. The annual sales of "Bantian five tigers" (Lansi network, Zehui, baoshijia, Gonglang and egg picking network) and "four shaos in South China city" (Aoji, Youshu, tongtuo and Saiwei) in Shenzhen have reached billions, Amazon has also obtained far more product ecology than its competitors because of these Chinese sellers.

平台和卖家本来是相互成功的，但随着亚马逊实力的增强，越来越依赖亚马逊的卖家的发言权越来越少。当卖家存在的违规问题被平台集中时，将面临一段时间的生死问题。

The platform and sellers originally achieved mutual success, but with the enhancement of Amazon's strength, the sellers who rely more and more on Amazon have less and less voice. When the violation problems existing in the seller are centralized by the platform, it will face the problem of life and death for a time.

许多卖家生活在亚马逊商店关闭的阴影下，这场不同寻常的风暴让业界重新思考与亚马逊的关系"华为被芯片卡住了脖子，跨境电子商务不再由亚马逊掌控。"一位业内资深人士对申旺说。

Many sellers live in the shadow of Amazon's store closure, and this unusual storm makes the industry rethink its relationship with Amazon" Huawei is stuck in the neck by chips, and cross-border e-commerce can no longer be held by Amazon. " A senior industry person said to Shenwang.

卖方处于危险之中

The seller is in danger

"所有亚马逊卖家或多或少都感到担忧"。尽管该店尚未受到影响，但年销售额达数亿元的亚马逊卖家凯文仍然担心这场不停的冠名活动。

"All Amazon sellers are more or less worried". Although the store has not been affected yet, Kevin, an Amazon seller with annual sales of hundreds of millions of yuan, is still worried in the face of the non-stop Title event.

凯文没想到这个行业会变化这么快。就在3月和4月，跨境电商行业仍然是一个热点。在深圳会展中心举行的跨境电商峰会座无虚席，会场人满为患，会场外排队的人很多。有一段时间，警察被派去维持秩序，每个人都很热情。

Kevin didn't expect that the industry would change so fast. Just in March and April, the cross-border e-commerce industry was still a hot scene. The cross-border e-commerce summit in Shenzhen Convention and Exhibition Center was full, the venue was crowded with people, and there were many people queuing outside the venue. At one time, the police were dispatched to maintain order, and everyone was enthusiastic.

去年，由于中国率先控制了疫情，跨境电商爆发了对市场的冲击，据报道，生意火爆的卖家组织了一个小组购买深圳湾的1号豪宅。此外，安科创新等龙头品牌在资本市场的成功，进一步加速了资本的进入。

Last year, as China was the first to control the epidemic, cross-border e-commerce broke out against the market, and it was reported that sellers with hot business had organized a group to buy luxury house No. 1 in Shenzhen Bay. In addition, the success of Anke innovation and other head brands in the capital market has further accelerated the entry of capital.

然而，该行业的美好时光随着亚马逊商店在4月份的关闭而结束。

However, the good time of the industry ended with Amazon's store closure in April.

"去年赚上千万是正常的。今年收支平衡很好。"凯文说。

"It's normal to earn tens of millions last year. It's good to break even this year." Kevin said.

这不是亚马逊第一次惩罚中国卖家，但与之前针对某一特定类别的质量和专利等问题不同，亚马逊对大型品牌卖家的"刷单"行为展开了大规模审查，并逐步扩大到中小型卖家。

This is not the first time Amazon has punished Chinese sellers, but unlike previous problems such as quality and patents for a specific category, Amazon has launched a large-scale review from the "bill swiping" behavior of large brand sellers, and gradually expanded to small and medium-sized sellers.

亚马逊关闭该商店的原因包括"不当使用评论功能"、"向消费者索要虚假评论"、"通过礼品卡操纵评论"等。业内人士预测，未来亚马逊将封锁更多账户。至少20w-30w卖方账户存在问题，已纳入审查范围。

Amazon's reasons for closing the store include "improper use of the comment function", "asking for false comments from consumers", "manipulating comments through gift cards", etc. Insiders predict that more accounts will be blocked by Amazon in the future. There are problems with at least 20w-30w seller accounts, which have been included in the scope of review.

亚马逊的惩罚比以前更加严厉。首先，该品牌被完全禁止。据深圳网报道，patoson试图为mpow品牌添加前缀和后缀以再次上线，但上线后不久又被关闭；第二，上诉极其困难。目前，几乎没有成功的卖家；三是查封账户资金和库存商品，不得退还或者直接没收。

Amazon's punishment is much stronger than before. First, the brand was completely banned. According to shenzhen.com, patoson tried to add prefix and suffix to the mpow brand to go online again, but it was closed again soon after going online; Second, it is extremely difficult to appeal. At present, there are almost no successful sellers; Third, the account funds and inventory commodities shall be seized and shall not be returned or directly confiscated.

凯文非常惊讶。在他看来，中国卖家"刷账单"是一个公开的秘密，亚马逊和卖家的家似乎也已经形成了"默契"很久了。

Kevin is very surprised. In his opinion, it is an open secret for Chinese sellers to "brush the bill", and Amazon and the seller's home also seem to have formed a "tacit understanding" for a long time.

"绝对不允许刷账单，但您可以在之前提出上诉。亚马逊将允许您承认刷卡，并提供具体信息，包括第三方单一代理。你不能马上承认。你必须先进行内部核实，然后冷静五到七天。你基本上可以在上诉后恢复。"凯文说。

"Bill swiping is definitely not allowed, but you can appeal before. Amazon will let you admit the bill swiping and provide specific information including the third-party single agency. You can't admit it immediately. You must first verify internally and calm down for five to seven days. You can basically recover after the appeal." Kevin said.

凯文在2019年经历了一次店铺关闭。当时，他找到了一位专业作家，并真诚地从亚马逊的角度写了一封投诉信，逐一提供了之前在Facebook和其他平台上浏览的买家和评论。大约一个月后，商店恢复正常。

Kevin experienced a store closure in 2019. At that time, he found a professional writer and sincerely wrote a complaint letter from the perspective of Amazon, providing one by one the buyers and comments previously swiped on Facebook and other platforms. After about a month, the store returned to normal.

根据凯文的分析，卖方的投诉今年没有生效，这可能已经上升到政策的高度。

According to Kevin's analysis, the seller's complaint is not effective this year, which may have risen to the height of the policy.

对卖家而言，冻结账户资金的后果与关闭门店一样严重。大卖家可能有活动空间，许多小卖家可能直接面临资金链断裂的可能性。

For sellers, the consequences of freezing account funds are as serious as the closure of stores. Large sellers may have room to move around, and many small sellers may directly face the possibility of capital chain rupture.

在中国，大多数亚马逊卖家采用FBA（亚马逊物流）模式。在这种模式下，卖家需要先将商品送到亚马逊仓库，销售资金也会在亚马逊账户中存放一段时间，造成较高的现金流压力。如果物流和供应商的账户资金在会计期间到期前难以收回，卖方将难以支持，这将导致8月12日出现上述情况。

Most Amazon sellers in China adopt the FBA (Amazon logistics) mode. Under this mode, the seller needs to send the goods to the Amazon warehouse first, and the sales funds are also deposited in the Amazon account for a period of time, resulting in high cash flow pressure. If the account funds of logistics and suppliers are difficult to recover before the accounting period expires, it will be difficult for the seller to support, which will lead to the above scene on August 12.

从卖家的角度来看，亚马逊在某种意义上就像上帝一样，有权制定和解释规则。

From the seller's point of view, Amazon is in a sense like God, who has the right to formulate and interpret rules.

事后清算

An ex post liquidation

既然"刷单"行为一直存在，而且规则早就制定好了，亚马逊为什么选择在这个时间点上进行斗争？

Since the "bill swiping" behavior has always existed and the rules have long been formulated, why did Amazon choose to fight at this time point?

跨境电商行业资深人士李文向申旺透露了一个细节。

Li Wen, a senior person in the cross-border e-commerce industry, told Shenwang about a detail.

当亚马逊4月底开始关闭店铺时，她找到了亚马逊中国的相关人员。另一方告诉她，"过去关闭后可以上诉，但这次不会回来。当李文进一步询问政策原因时，对方回答："有些被动和无助。"

When Amazon started closing its stores at the end of April, she found the relevant personnel of Amazon China. The other party told her that "it is possible to appeal back after being closed in the past, but it will not come back this time. This is the iron law within the company." When Li Wen further asked about the policy reasons, the other party replied, "there are some passivity and helplessness."

李文认为，大规模关闭门店可能不是亚马逊的初衷，"本来，亚马逊今年的招商业务非常火爆，国内团队的表现也非常好。商店突然大规模关闭肯定会影响生意的发展。此外，亚马逊失去了如此多的大卖家，其收入在短期内也将受到影响。"

Li Wen believes that the large-scale closure of stores may not be Amazon's original intention" Originally, Amazon's China merchants business was very popular this year, and the performance of the domestic team was also very good. The sudden large-scale closure of stores will certainly affect the development of business. In addition, Amazon loses so many big sellers that its revenue will also be affected in the short term. "

亚马逊的"被动和无助"与数据泄露有关。今年4月，一家计费公司向互联网泄露了来自20万至30万中国卖家的1300万条信息。这一事件立即引起了美国主流媒体的关注。亚马逊目前处于相当尴尬的境地。

Amazon's "passivity and helplessness" is related to a data leak. In April this year, a billing company leaked 13 million pieces of information from 200000-300000 Chinese sellers to the Internet. The incident immediately attracted the attention of the mainstream media in the United States. Amazon is in a rather embarrassing position at this time.

由于舆论压力，亚马逊做出了公开回应。4月数据泄露后，亚马逊于5月20日向所有亚马逊卖家发出了一封信，强调其政策明确要求卖家不得滥用评论。

Amazon has made a public response because of public opinion pressure. After the data leak in April, Amazon released a letter to all Amazon sellers on May 20, emphasizing that its policy clearly requires sellers not to abuse comments.

去年，国内快速时尚品牌sheen的应用程序下载量超过了亚马逊，让跨境电商行业意识到独立站点可能是一种可行的模式。独立站的优势在于不受规则限制，品牌可以掌握自主性。但缺点是没有流量。推广和排水需要大量资金投入，中小卖家显然无法支持。

Last year, the app downloads of sheen, a domestic fast fashion brand, exceeded that of Amazon, making the cross-border e-commerce industry realize that independent stations may be a feasible model. The advantage of independent station is that it is not limited by rules and the brand can master autonomy. But the disadvantage is that there is no flow. Promotion and drainage require a lot of capital investment, and small and medium-sized sellers are obviously unable to support.

对卖家来说，最重要的是合规性。任何大型交易平台都将进行合规治理。

For sellers, the most important thing is compliance. Any large trading platform will conduct compliance governance.

很多接受申旺采访的业内人士认为，这个标题问题将是国内跨境电商行业发展的一个转折点。

Many industry insiders interviewed by Shenwang believe that this title issue will be a turning point in the development of domestic cross-border e-commerce industry.

在此之前，国内跨境电子商务经历了一个广泛的发展时期。2010年左右，许多大卖家基本上从express和eBay等平台起步，2014年和2015年左右转向迅速崛起的亚马逊平台。凭借供应链和精细化运营的优势，许多卖家已经成功扩张和资本化。

Before that, domestic cross-border e-commerce experienced an extensive period. Many big sellers basically started from platforms such as express and eBay around 2010 and moved to the rapidly rising Amazon platform around 2014 and 15. With the advantages of supply chain and refined operation, many sellers have successfully expanded and capitalized.

在这一过程中，整个行业基本处于野蛮增长状态：侵犯知识产权、产品质量差、卖家之间的价格战、"刷单"等无视规则的行为时有发生。

In this process, the whole industry is basically in a state of savage growth: violations of intellectual property rights, poor product quality, price wars between sellers, and "bill brushing" and other acts of ignoring rules often occur.

业内资深人士李文告诉申旺，中国许多跨境电商企业都被要求为每位员工提供身份证和户口簿等信息，并签署承诺。使用身份证开设的网店属于该公司。卖家开很多店很容易，要求表扬也很常见，因为根据亚马逊平台的算法，一旦表扬上升，很容易获得高回报。即使他们被封存，他们也可以继续在其他商店经营。

Li Wen, a senior industry insider, told Shenwang that many cross-border e-commerce enterprises in China are required to hand in information such as ID card and Hukou book for each employee, and sign a commitment. The online stores opened with their ID card belong to the company. It is easy for sellers to open many stores, and it is also very common to ask for praise, because according to the Amazon platform algorithm, once the praise goes up, it is easy to get high returns. Even if they are sealed, they can continue to operate in other stores.

卖家陷入囚徒困境"每个人都知道遵守规则对每个人都有利，但总有人不这么做。当有人不遵守规则并得到良好发展时，每个人都倾向于不遵守规则。谁能找到更快发展的方法，谁就一定能做到。"李文说。

Sellers are in a prisoner's dilemma" Everyone knows that it is beneficial for everyone to obey the rules, but there are always people who don't do it. When someone doesn't obey the rules and gets good development, everyone tends not to obey the rules. Who can find a way to develop faster will certainly do it. " Li Wen said.

在本次冠名活动中，年销售额超过100亿美元的跨境电商安科创新没有受到影响，成为公众舆论的焦点。

In this title event, Anke innovation, a cross-border e-commerce with annual sales of more than 10 billion, was not affected and became the focus of public opinion.

深圳网采访的一位大卖家表示："安科实际上有一些非法经营，但其数量太大。它与亚马逊的关系类似于主播和短视频平台。同时，安科的独立电台和品牌影响力也赋予了它在平台前发言的权利。"

A big seller interviewed by shenzhen.com said, "Anke actually has some illegal operations, but its volume is too large. Its relationship with Amazon is similar to the anchor and short video platform. At the same time, Anke's independent station and brand influence also give it the right to speak in front of the platform."

然而，安科的一位内部人士向申旺否认了上述说法："安科在亚马逊平台上只有一家店铺，即使是万分之一也不能关闭。因此，我们不愿意在机制和价值观上使用"黑色技术"。事实上，每个人都知道平台规则，但有些人无法抵御短期诱惑。"此人说。

However, an insider of Anke denied the above statement to Shenwang" Anke has only one store on the Amazon platform, which can't be closed even if it's one in ten thousand. Therefore, we are unwilling to use "black technology" in terms of mechanism and values. In fact, everyone knows the platform rules, but some people can't resist the short-term temptation. " The person said.

Link：https://new.qq.com/omn/20210831/20210831A01URA00.html

update time：2021-08-31 18:10:10