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Amazon kicks off M&C Saatchi Spencer campaign to push its Global Store in China

Amazon is trying to get China to embrace shopping via its Global Store with the launch of a new branding campaign.

Though announced a plan to close its China online store by mid-July, the US eCommerce giant has no intention of abandoning the market. It has now said it will instead shift its focus to the more lucrative businesses strategy of selling overseas goods in China via the Amazon Global Store. 

The branding campaign, entitled “A Real and Bigger World”, was kicked off with a brand video created by M&C Saatchi Spencer. It aims to disrupt Chinese customer obsessions with “wanghong products”, goods being pushed by China’s humongous online influencer economy. The campaign’s other goal is to encourage consumers to rediscover the joy of eShopping on international marketplaces through the Amazon Global Store in China. 

“Whilst there is a large following of wanghong products across the internet, we have also observed there are customers who want to ‘see more’ by breaking free from the wanghong phenomenon,” an Amazon China marketing spokesperson said in a statement to Marketing.

The Amazon Global Store in China provides Chinese cross-border online shoppers with access to a selection of over 20 million pieces of international merchandises available on Amazon international marketplaces including Amazon US, UK, Japan and Germany.

The spokesperson added, “The Global Store is one of our most important businesses in China because through our direct connection to Amazon global marketplaces, we are able to offer Chinese customers an unparalleled, wide selection of what’s available around the world.”

M&C Saatchi Spencer recently added Amazon China to its list of new accounts. This branding campaign is the first project under the partnership. It is being led by Spencer Wong, CEO of M&C Saatchi Spencer who has experience with the company, having created the Kindle China campaign for Amazon China in 2015 in his former capacity as the CEO & chief creative officer of McCann & Spencer. 

Following the official online launch of the Amazon China branding campaign in the mid of June, more activations and promotions are expected to hit the market in coming months.

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