In April 2021, GoPro, a benchmark brand for action cameras, moved to Lazada.
Unlike other brands, the industry is quite amused about opening up the Southeast Asian market, and the main core controversy is the acceptance of high-priced products. A few dollars, less than a hundred dollars VS. more than three hundred dollars... The collision between GoPro and the Southeast Asian market will encounter the constraints of high customer unit prices that the general public believes? Or is it the strong demand and high transformation under the cross-border outlet?
A number of major promotions have been remarkable. A set of double 11 latest data, in fact, once again supports the explosion of GoPro in the sinking market outside the public opinion field, and the different sparks wiped out under the market diversification and compatibility.
"The first cross-border double 11, the brand's GMV on the day was as high as $218,000;
The Philippines and Thailand dual-site GMV topped the List of Lazada Action Camera Brand Stores;
The new site Thailand Double 11 record is outstanding, and the Philippine site Double 11 GMV increased by 721% compared with the 9.9 promotion;
……”
Brand appeal, buyer demand, GoPro's entry into Southeast Asia is the result of a two-way choice
From a general point of view, GoPro is not a case of high-priced brands playing southeast Asia through the Lazada platform, including Xiaomi, PHILIPS, ILIFE, NatureHike and many other brands, based on brand development demands and buyers' needs for two-way choice, firmly competing in the Southeast Asian market, achieving a double harvest of brand sales and volume.
Photo: Courtesy of Lazada
It is understood that in 2020 alone, there will be 40 million new internet users in Southeast Asia, which means that 70% of the population in the region is using the internet. As one of the largest flagship e-commerce platforms in Southeast Asia, Lazada currently has more than 110 million annual active consumers. Lazada has LazMall, the largest brand mall in Southeast Asia, and currently has more than 32,000 local and international brands, and the platform gathers high-quality consumer groups in Southeast Asia.
Yu Hang, director of operations, said frankly, "Brand going global is the trend of the times, and joining Lazada is an important step for us to open up the online market in Southeast Asia. "In addition to the brand's intention to bet on cross-border e-commerce to open up a new track, there are two other reasons for choosing the Southeast Asian market:
On the one hand, the demand for Southeast Asian users has risen in the era of national vlogs, and brands are looking for new breakthroughs to cover more ordinary consumers and professional users.
Bungee jumping, skydiving, diving, surfing, parkour, rock climbing... As a representative of the action camera industry, perhaps the applicable scenes of action cameras a few years ago focused on the above types of extreme sports. With the rise of short videos and the advent of the era of vlog for the whole people, content video, live streaming with goods, etc. have created new opportunities for action cameras, and new labels such as daily recording, outdoor shooting, and travel photography sharing have been added in extreme sports scenarios, and the audience group has gradually expanded.
"Compared with professional users, in fact, there are more ordinary mass consumer groups, accounting for 70%. Thanks to the climate and geographical conditions of Southeast Asia, as well as the outdoor scene of the urgent surge under the easing of the epidemic, more and more Southeast Asian consumers will choose the fully functional GoPro to shoot short videos or live broadcasts. User purchase demand is rising, especially in diving, surfing and other water sports, our customized water sports set is loved by Southeast Asian users, opening up a large number of junior user groups. Yu Hang said.
From extreme players to thousands of Internet anchors, KOLs or living celebrities who like to record and share, action cameras are recording the life scenes of young consumer groups in Southeast Asia with a new perspective, and also building a huge "just need" network around their constantly generating product needs.
On the other hand, the successful experience and brand endorsement of the Lazada platform in empowering brands to go overseas will help GoPro reduce costs and improve efficiency to truly land in the Southeast Asian market.
Yu Hang believes that the cross-border platform first solved the problem of consumer trust, the buyer trusted the platform, and the platform trusted the seller to reach this transaction, which reduced the risk of buyers and sellers in all aspects, and also reduced the cost of the transaction. At the same time, the logistics plan, brand development plan, operation guidance plan, etc. proposed by the platform have greatly helped the seller to go to sea.
"The platform strives for a better buying experience for buyers and creates a convenient access to the sea for sellers." We believe that brand going overseas is the trend of the times, in short, when more and more products pour into overseas markets, overseas consumers will gradually choose a reliable 'which one' from many goods. ”
"Renew" the traditional large-scale electronic operation mode, bet on explosive products, and take over the baton to promote explosive orders
The transformation of cross-border novices to the platform hot selling list regulars is far from the simple action of the brand going to sea. At present, GoPro's online share in the Southeast Asian market has reached 60%. Looking back at the rising season at the end of the year, GoPro's cooperation with Lazada is not a simple selling model through the platform. For both sides, the cooperation of brands to go to sea faster and better, landing in the Southeast Asian market requires in-depth cooperation and mutual empowerment of brands and platforms.
First of all, it is worth affirming that in terms of market competitiveness and closeness to the people, the professionalism, functional richness and product innovation of brand products can make brands occupy a certain market share in the Southeast Asian market. Observing the achievement of cooperation between brands and platforms, the tailor-made operational empowerment and resource support of the platform have in fact helped sellers to continue to accumulate brand advantages in cross-border debuts and market deep ploughing according to local conditions, and have successively triggered a number of industry promotions.
For GoPro, its product nature is almost similar to the industry hard currency, so it is very similar to mobile phones, and the brand has been following the traditional electronic operation mode: fixed explosive products - price to create momentum - customized sets - platform with exposure - outbreak. Then combined with lazada's platform characteristics, synergistic platform resources, the use of tools such as quanxibao to cooperate with the early warm-up and additional purchase, to promote the outbreak.
Yu Hang introduced: "The first big promotion is the Lazada birthday promotion on March 27 this year, and any outbreak requires early evaluation and user word-of-mouth accumulation, which is a key premise. Generally, we will use the new model to cooperate with the promotion of publicity, such as the global new product launch in mid-September for the double 11 drainage, and the synchronization also paves the way for the double 12. Judging from the additional purchase data, it has been growing at a rate of 10 times since September. ”
Referring to their operation of Double 11 and the subsequent use of Double 12 preparation, the specific operation strategy mainly focuses on the following points to lay out more new actions:
For the new product platform will give Launch resources to support, to help the new product to do evaluation word-of-mouth accumulation, so the selection of products to prepare more is to develop a customized suit suitable for Southeast Asian consumers, this process is inseparable from the team's persistence and platform optimization suggestions; for example, improve the more complete camera functions, both sports photography, underwater shooting and live camera, as well as 360-degree panoramic camera; while improving the picture quality, stability and endurance, on the new 4 optional components, Let Vlog players shoot high-definition and wonderful videos to the fullest;
The profit margin of electronic products is very fixed, in order to increase the profit margin while benefiting consumers, they spend a lot of time to optimize various channels, propose and implement the supply chain program exclusive to Lazada, through which to reduce channel costs and thus strive for more attractive prices for the promotion;
Using promotional schemes that are better than the market to strive for corresponding exposure resources with the platform can be roughly divided into store dimensions and product dimensions: store dimensions, striving for greater brand exposure of banner resources in the category; product dimensions, such as flash sale in the form of limited-time rush purchases to promote order conversion;
Follow the principle of horse racing in the first two hours + multi-site joint activities: Yu Hang very much recommends that sellers give buyers a more preferential purchase plan in the first two hours of the promotion, and synchronize the multi-channel topic warm-up in the early stage. It determines the direction of all-day sales, and it is more conducive to sellers to obtain more return resources for the final sprint, and he also recommends that sellers open up more joint outbreaks of sites.
"Double 11 not only gave us an insight into the purchasing power of Users in the Philippines, but also made us feel that the consumption potential of customers in the market is huge. In the future, we will still follow the way of explosive products to operate, in view of the new outdoor leisure scenes in Southeast Asia, launch more outdoor sets for everyone to choose. At the same time, we will win more year-end holiday gifts for buyers, compared with Double 11, and the double 12 operation side may pay more attention to Thailand, Malaysia, Singapore and other sites. Yu Hang concluded.
Looking at the successful experience of many brands, there are no more than three points: products, channels and operations. Referring to the overseas demand of most brands, under the product gene, the most fundamental and important is often the operation thinking and sales channels, or in a simple expression - the problem of platform carriers. In essence, including GoPro and other domestic brands, global brands, through Lazada to enter the Southeast Asian market is one of the most labor-saving strategies, may also be a good solution for brands to go global.