Analysis of Localization Strategy of Multinational Corporations in China

Amazon went from a peak of 15.4% of China’s e-commerce market share in 2008 to announce in 2019 that it would no longer operate parts of the Chinese domestic market. One of the most important reasons for the failure of Amazon (China) is the lack of a perfect combination of global expansion and localization in China. Taking Amazon (China) as an example, this paper analyzes a large amount of literature and examples, obtains a large amount of secondary data, takes strategy localization development as the target orientation, and provides learning and reference experiences for Chinese cross-border enterprises by analyzing the current situation and reasons of localization strategy development of Amazon (China).