1. Amazon's cross-border e-commerce rose in 2014.

2. Reasons for the rise of cross-border e-commerce:

1. Open policy: Since 2012, government policies have gradually been liberalized to promote the development of the cross-border e-commerce industry, which will be discussed in detail in the following analysis;

2. Brand monopoly: Under the traditional model of retailers, overseas brands need to rely on local agents to expand in China, and local agents naturally want to obtain excess profits through monopoly advantages after helping brands start, so the terminal sales price is artificially high;

3. Different cycles: In the United States, goods enter outlets if they are not sold within a quarter. At this time, the same product has just been launched in China, further widening the price difference between different regions;

4. Quality category advantage: The newly emerging middle-class consumers have higher requirements for quality and trust foreign products more. Some brands and product categories are only available abroad and have not been introduced in China. With the improvement of consumption level, Chinese consumers begin to pursue a richer variety of product categories;

Fifth, heavy tax burden: According to data from the World Bank, in 2013, China ranked first in the comprehensive tax burden of goods in some countries and regions in East Asia at 63.7%, 14% higher than Japan, which ranked second;

Sixth, consumption upgrade: With the continuous improvement of per capita GDP and income, the demand for brand quality has been upgraded, and overseas products have filled the gap in consumption upgrade (taking maternal and child products as an example, milk powder and diapers are both high-end brands with significant growth rates). At the same time, domestic supervision and production capacity cannot keep up with the demand for overseas products.