The world's online business Yang Yuexin
In November, the weather in China is getting colder, but people's enthusiasm for "chopping hands" continues to rise. In Southeast Asia, thousands of kilometers away from China, the sun is shining like fire, and buyers and sellers are also gearing up to sprint towards the upcoming "Double 11".
Since 2012, when Lazada, the flagship e-commerce platform in Southeast Asia, was first introduced to Southeast Asia, "Double 11" has become a shopping carnival for young people here in the past 10 years. For hundreds of thousands of Chinese cross-border sellers, this day is also a key node for stores to achieve outbreaks and even "overnight wealth".
Compared with China, what is the difference between The Double 11 in Southeast Asia? What new ways to play this year are worth looking forward to?
"Plan gmv (total turnover) doubled compared to last year!" This is the double 11 target of the world's largest children's clothing DTC (direct sales) brand Patpat in the Southeast Asian market this year.
Founded in 2014, patpat currently has users in more than 100 countries and regions around the world, and entered lazada two years ago to enter the Southeast Asian market.
Last year, patpat participated in Double 11 and achieved unexpected explosive growth, with a single volume of more than 3 times that of the 9.9 promotion in the same year, compared with 46 times the single volume growth in 30 days. At that time, the team "opened a big night" and shipped more than 98% of the orders from the local warehouse within 3 days, so that 95% of the goods from the overseas warehouse were delivered to the customers within 48 hours.
After last year's "extreme challenge", this year's pattap has been preparing for double 11 since the beginning of October, and employees have also written graffiti on the office blackboard of "combat period ing", "explosive order" and "big sale" to motivate themselves.
An operation staff of Patpat told the world's online business that at present, patpat has completed the inventory and event planning preparation under the guidance of Lazada, and prepared hot products into Lazada's overseas warehouse and central warehouse in advance.
It is understood that lazada currently has more than 110 million annual active consumers in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, and has built a perfect logistics and payment network to become a part of the daily life of consumers in Southeast Asia.
In order to stock up for the upcoming Christmas season and New Year, many Southeast Asian consumers are ready for the lazada double 11 day "shopping". But for sellers who are preparing for the big promotion, how to ensure the fast and smooth cross-border logistics when orders surge is always a "big and difficult" problem.
This year, Lazada launched a new "cross-border express delivery" project, which closely connects merchants' delivery waves and integrates end-to-end special resources of the full link to achieve cross-border parcels delivered to Southeast Asian consumers within 6-7 days, enhancing buyers' sense of identity and mind of Chinese cross-border goods.
In order to help merchants improve the efficiency of delivery, lazada provides merchants with one-stop services such as official free collection, official express delivery, and fast collection at the nearest collection point, so as to minimize the logistics performance time.
Since the introduction of the Double 11 Shopping Carnival for the first time in 2012, lazada's turnover in the Southeast Asian market has increased year by year. Double 11 has also gradually changed from an ordinary date to an annual shopping festival that affects local countries.
Compared with China, the penetration rate of e-commerce in Southeast Asia is relatively low. When Lazada introduced Double 11, the local consumer perception was not strong. In hot weather all year round, people still prefer to buy something during the traditional Christmas discount season while rubbing the air conditioner of the mall.
"The development of Double 11 in Southeast Asia can be said to be a process from 0 to 1," said Xiao Erxia ge, a lazada sports outdoor category that has experienced many years of double 11 promotion.
E-commerce in Southeast Asia is still in its infancy, equivalent to the level of 6-7 years ago in China, but Xia Ge also noticed that the trend of migration from offline to online is becoming increasingly obvious: "Large-scale goods such as electric vehicles, even if the country is mainly sold offline, but in Southeast Asia, more and more people are starting to buy online." ”
Lazada data shows that on the day of the double 11 promotion in 2018, the number of participating brands and merchants reached 400,000, and more than 20 million consumers "chopped their hands" on the lazada platform. The number of orders exceeded 1.2 million in the opening hour, and the first order was confirmed and signed 90 minutes later.
Last year, the COVID-19 pandemic ravaged Southeast Asia, changing the structure of the Southeast Asian retail market. The "home economy" fire superimposed a large number of young Internet population, so that southeast Asian e-commerce penetration rate increased rapidly, a large number of cross-border sellers sales explosive growth.
In 2020, lazada double 11, more than 40 million participating users, is twice the previous year; lazada only took 100 seconds to achieve sales of 11 million US dollars, and its lazmall completed the sales performance of the whole day of the previous year in less than half a day.
It is worth noting that Double 11 is no longer just an arena for domestic cross-border sellers, and more local brands and merchants in Southeast Asia are also deeply involved in it – more than 8,000 small and medium-sized merchants have sales of more than $10,000, doubling from the previous year. A product of Thailand's local trend brand mitr, the first hour of sales exceeded 2 million baht (about 380,000 yuan).
"Every year, Double 11 is a concentrated display of our comprehensive technology and logistics capabilities." Lazada CEO Li Chun said that lazada's efforts to build a digital economy ecosystem in Southeast Asia not only benefit Southeast Asian brands, merchants and consumers, but also effectively improve the level of digitalization in Southeast Asia.
During The Double 11 period last year, lazada used 15 warehouses, 400 fulfillment centers and hubs, and 40,000 warehouse and logistics employees to ensure the logistics experience of consumers with the cooperation of 45 logistics partners. At 8:30 a.m. on the same day, the first order from China was successfully delivered to Southeast Asian consumers; the longest delivery was 5,000 kilometers from Aceh, Indonesia, to the east of Flores.
Lazada is truly accepted by Southeast Asian consumers, thanks to its shoppertainment strategy and the introduction of upgraded gameplay such as live streaming. This cuts to the needs of young consumers in Southeast Asia who love to play and chase new ones.
On the day of Double 11 in 2019, lazada held a lazada super show for the first time in 5 Southeast Asian countries and broadcast live on its own platform, inviting stars such as South Korea's top girl group apink and popular British singer Dua Lipa to help, setting a record of more than 13 million viewers.
The popularity of the super party means that lazada double 11 not only has price cuts and discounts, but also brings consumers a deep immersive experience through entertainment and interaction, which is a carnival belonging to young people.
In 2020, the number of views on the Vietnam station alone exceeded 10 million. On that day, consumers immersed themselves in exciting bands, exciting hip-hop dance and rap, participated in the game to compete for 150,000 coupons and thousands of exquisite gifts from famous brands, meeting social and entertainment needs while turning the accumulated coupons into indulgent purchases.
With the help of super party, the platform has also achieved user stickiness improvement and store sales conversion. The data shows that during last year's super party, consumers spent more than 70 million minutes on lazada's built-in game lazgames, and user stickiness increased by more than 3.5 times.
The upcoming 2021 lazada 11.11 super show will be staged in 6 countries, and the Korean boy band seventeen, which is loved by young consumers of Southeast Asian K-pop culture, will be invited to perform as lazada's first regional happiness ambassador, and the party will be broadcast live on lazlive as well as international social media and local broadcast networks. The Singapore site also threw out the "Double 11 Shopping Win $1 Million Community Apartment" campaign, linking online shopping with real-life rewards and increasing consumer engagement.
In addition to the first double 11 promotion and super party, lazada also introduced the latest e-commerce model of live streaming to Southeast Asia in 2019, providing cross-border merchants with more brand exposure and sales conversion.
On the day of Double 11 in 2020, the total number of live broadcasts of lazada live broadcast service lazlive increased by nearly 165% compared with daily, the cumulative number of viewers exceeded 11 million, and the transaction volume increased by 380% year-on-year. The live broadcast of cross-border merchants attracted 2 million likes from the audience, and the clicks of the live-streamed products increased by more than 5 times compared with the usual day, and the gmv (total turnover) transaction increased by more than 40 times compared with the usual day.
For example, under the operation of Lazada's official live broadcast service provider Deshi Technology, beauty and skin care brand Labena restored the offline counter in the live broadcast room, allowing consumers to shop as if in the mall; home appliance brands Xiaoyueliang and yeedi built "online kitchen" and "my living room" scenes respectively, while broadcasting live while fried chicken, showing how the sweeping robot cleverly avoided obstacles and vivid images.
According to Lazada, live broadcasting is still a new thing in Southeast Asia, in the process of rapid development and upgrading iteration.
From the specific form, domestic cross-border merchants are partly self-broadcast in China, and some cooperate with local bloggers and live broadcasters. In order to promote more merchants to test the waters, lazada has established an e-commerce platform for cross-border e-commerce live broadcasting base in Nanning, Guangxi, covering 7 languages: English, Filipino, Vietnamese, Malay, Indonesian, Thai and Chinese.
In the Malaysian market, in addition to English and Malay, there are also Chinese live broadcasts for Chinese. In 2020, platform data shows that nearly 80% of live broadcasting merchants are concentrated in Malaysia and the Philippines, which is the preferred battlefield for Lazada's new "live broadcasters".
As one of the important growth engines of Alibaba Group's globalization strategy, lazada is building Double 11 into the largest online shopping feast for 680 million people in 6 countries in Southeast Asia with 10 years of persistence and breakthrough.
Edited by Wang Shiqi