Kindle e-book in China: Please users in China the most important-Kindle, Amazon-IT information Kindle e-book in China: Please users in China's most important

"We're concerned about is how big the market can do, rather than how much profit in the first few years there, the Amazon was rarely stick to the idea. "Russ told the China business newspaper, China is a huge potential market, Amazon's term. Russ in operation in China, said it would not reveal more, but progress in China far exceeded expectations.

December 2012 Kindle e-book in China. August 2013, the Kindle hardware products sold in China. "Before, we had some concerns, worried that Chinese consumers will be the extent to which they are willing to pay for genuine products? "Russ said.

As seen in the Amazon, and China is a huge market, but it is also difficult to "eat" into the market. Before the Kindle's formal entry into China on the one hand, China had be Han King, Grand, when a number of local companies to launch eBook product, and falls into a price war. The other hand, users in China also failed to acquire the habit of paying for content, piracy is one of the most brutal market reality and the status quo.

Posed by piracy because the environment. China electronic reading eco is not perfect, your hardware product, subtitled electronics books, buys the books less reading experience, there is no absolute advantage in such conditions, the pirate market is naturally occurring. "But then we found out, as long as the product is good and prices are attractive enough, consumers are willing to buy. We expect that some conservative. "Russ believes that product and price competitiveness, eco slowly improving, Chinese users reading habits change, the Chinese market will be a great space. "Our goal is not to eliminate piracy, I don't feel like relying on a company's own power market to eliminate piracy. All we can do is better products, lower prices, so that consumers feel better reading experience than the pirates. ”

Kindle never disclosed China's regional sales figures, Amazon's Vice President for China, baiju Yi gives only the set of numbers: 24,000 copies of the Kindle ebook number selected from the initial increase to 62,000 volumes, including CITIC Publishing House, the commercial press, Beijing University Publishing House, set up a partnership of more than 300 domestic publishing houses.

"Our requirement is for China Team, they're going to get Chinese users like, rather get Seattle headquarters was pleased. "Russ believes that Kindle's development in China was surprised by them, they also have enough patience for the future, not in a hurry to achieve profit.

Kindle电子书入华：讨得中国用户欢心最重要 - Kindle,亚马逊 - IT资讯
Kindle电子书入华：讨得中国用户欢心最重要

“我们在意的是市场能做到多大，而不是在开始的几年里有多少利润，这是亚马逊长年坚守的理念。”Russ告诉《中国经营报》记者，中国是一个巨大的潜在市场，亚马逊立足长远。对于在中国的运营状况Russ表示不方便透露更多，但在中国的进展远远超出预期。

2012年12月Kindle电子书进入中国。2013年8月，Kindle硬件产品正式在中国销售。“之前，我们有一些顾虑，担心中国消费者会在多大程度上愿意对正版产品付费？”Russ坦言。

其实正如亚马逊所看到的，中国是一个巨大的市场，但同时也是难以“吃”到的市场。一方面Kindle正式进入中国之前，中国已经有汉王、盛大、当当等一批本土企业推出电子书产品，并且已经陷入价格战中。另一方面，中国用户为内容付费的习惯还没有养成，盗版是一个最为现实和残酷的市场现状。

其实盗版是因为环境所造成。中国电子阅读生态不完善，硬件产品贵，正版电子书贵，正版书数量少，阅读体验没有绝对优势，在这样的条件下，盗版市场很自然形成。“但后来我们发现，只要产品足够好并且价格有吸引力，消费者还是愿意去买的。我们的预期有些保守了。”Russ认为产品和价格的竞争力提升，使得生态慢慢完善，中国用户读书习惯的改变，中国市场会有很大的空间。“我们的目的不是消除盗版，我也不觉得凭借一家公司的一己之力能把中国盗版市场消除。我们能做的是更优质的产品、更低的价格，让消费者体会到比盗版更好的阅读体验。”

Kindle从来不对外透露中国区域的销售数字，亚马逊中国区副总裁白驹逸只给出这样一组数字：Kindle电子书选品数量从最初的24000册增长到62000册，已与包括中信出版社、商务印书馆、北京大学出版社在内的超过300家国内出版社建立合作关系。

“我们对中国团队的要求是，他们要讨得中国用户的喜欢，而不是讨得西雅图总部的高兴。”Russ认为Kindle在中国的发展让他们很惊喜，他们对未来也有足够的耐心，并不急于实现赢利。