Taobao, Tmall and JD are the local niche players. Amazon dominates the global cross-border online shopping. It is evident that China has enjoyed one of the fastest rising trends in demand for international brand. Chinese middle class consumers are upward mobile and brand- and quality conscious. Amazon is not very optimistic about prospects in Chinese market. Chang, vice president of Amazon, is too much frightened by local e-commerce giants. Amazon’s advantage is its global network that can help Chinese buyers. China’s Belt and Road Initiative has put new energy into cross-border e-commerce. Amazon’s global logistics network has helped to establish an effective “Online Silk Road’ for Chinese enterprises going global,” Amazon Prime offers limited free cross-border shipping membership program.