Kindle responded to the "exit from China" rumor: maintenance services remained unchanged, and some models were sold out

On January 4, "Kindle or exit the Chinese market" was the first in the hot search. The reason is that some netizens found that the official self-operated Kindle was in a large-scale shortage of stocks, and then some netizens said that the e-book mall would also be closed in the future, triggering a discussion that Kindle was about to withdraw from the Chinese market.

Amazon officially told First Finance: We are committed to serving Chinese consumers. Consumers can purchase Kindle devices through third-party online and offline retailers. The high-quality customer service and warranty services provided by Amazon will not change. The Kindle e-book reader is popular with consumers, and some models are currently sold out in the Chinese market.

The reporter's inquiry found that the Kindle on Amazon's official website is currently out of stock, and in the Kindle Jingdong self-operated flagship store, the Kindle Classic Edition and the Kindle Premium Edition are in a state of shortage, but many Kindle Youth Editions are still in stock.

In this regard, the customer service of the Kindle Jingdong self-operated flagship store told reporters, "I have not received any news about this aspect (withdrawal from the Chinese market)." For the problem of out-of-stock, the customer service said that "it is not clear the specific arrival time, generally at the end of the year will be out of stock." ”

As soon as the news broke, the issue of using the Kindle also sparked a lot of discussion. Some netizens asked how to back up and synchronize books, some netizens joked that "the biggest function of kindle is the bubble cover", and some netizens lamented that Kindle has been speculated to withdraw from China from a product that is popular with Chinese users.

The Kindle entered China on June 7, 2013, and six months after entering China, it was announced that kindle was profitable in China. Amazon has also launched exclusive readers for Chinese readers on several occasions, such as the Kindle and Migu e-reader in 2017. David Limp, amazon's senior vice president of devices at the time, said China has become Kindle's largest market in the world and is growing at a double-digit rate every year. When Amazon launched a new color e-reader in 2019, it was customized for Chinese readers with smoke purple and jade blue colors.

However, in the past two years, the Kindle has become less and less powerful. Foreign analysts said that kindle is no longer popular in China, first of all from the rise of competitors, there is Onyx Boox in terms of readers, and in terms of electronic reading Apps, the active users of WeChat reading, iReader, and QQ reading are higher than those of Kindle App, while ByteDance launched the online novel product Tomato Free Novel in April 2019 and its user size is also growing rapidly. In terms of physical books, the emergence of second-hand book trading platforms such as more fish has reduced the cost of book purchases by renovating second-hand books, and has also diverted some consumers who love to read books.

Secondly, the depotance of e-readers is also related to the reading habits of Chinese readers. Foreign analysts said that Chinese readers can be divided into two categories: one type of readers read as a kind of entertainment, they only read novels or a variety of popular online literature, readers usually read on iReader or QQ reading, and will not buy e-readers because of such novels. Another large readership group mainly reads non-online fiction books, and these readers still buy physical books as their main reading habit. Because physical books are easier to tag, take notes, and favorite. And when you buy a physical book in a bookstore, you can preview the general content of the book, while e-books can't.