The Internet has allowed Southeast Asian consumers to discover their diverse needs, interests and subversive lifestyles, and more and more consumers are buying niche goods, because no matter how niche their interests and hobbies, they can find friends on online social media. Therefore, for merchants, it is the key to always grasp the characteristics of the new consumer market, keep up with the pace of the times, and meet the consumption needs of young people.
At the end of last year, the highly anticipated "Taobao Ugly Things Awards Ceremony" was broadcast live to the whole network, and more than 600,000 people moved the small bench early to watch the birth of the five ugly things of the year online. This topic trend not only fermented rapidly in China, but also Southeast Asian netizens were "fascinated" by it. Kappa head covers, fish slippers and other ugly things have come to life in the "hidden corner" of Lazada's e-commerce ecology, and with the rapid growth of the new generation of consumer groups in Southeast Asia, they have grown into considerable market demand.
Decades of e-commerce operation experience and the precipitation of manufacturing supply chains have enabled Chinese merchants to continuously export content and products with competitive advantages, subverting the market's inherent perception of traditional products. Creative content, creative marketing, creative products, are all the traffic conversion passwords for a new generation of consumers. And how to make good use of their own advantages to win this blue ocean market, we only need to learn these three points.
Behind the "ugly things" that promote user consumption and attention, its essence is that consumers recognize their value and praise the creativity behind the "ugly things". For example, the creative mask of not long ago is not a trace of humor under the epidemic. It may bring a touch of joy to consumers, help them express their personality, build social interactions...
In addition to traffic and attention, through the lively appearance, merchants need to attract buyers to place orders through core values or use marketing values, while avoiding the negative impact of quality problems, copyright problems, and ugly scale problems. It can be seen that businessmen should have a ruler in their hearts and go to check and investigate.
How to investigate the popularity of "topic products" in the local market? Merchants need to combine the data empowerment of the station and the hot spot research outside the station to integrate into southeast Asian consumers. In its Internet hotspots, YouTube, Instagram and TikTok can get real local information and trends, such as verifying product traffic through tag popularity at TikTok Philippines, and simply entering the product name to get intuitive data (preferably through local language search). It can be seen that in Thailand, the videos with the magic blind box Magic Mixes and Guess Who board game labels have 2.1 billion and 500 million views respectively.
In addition, in the station, the merchants in the Focus Seller Strength Merchant Plan can view the TOP hot search terms of the category through the business staff (market - search ranking module), and judge the consumption trend of the category according to the hot search terms. In addition, merchants can also get selection and hot word information through the monthly report launched by the category and the docking platform Xiao Er.
Through the appearance of hilarity, what the ugly and the strange can leave behind and what to pass on is the most important. What brands and merchants should insist on is to explore the marketing value of "ugly things and strange things" on the basis of their own brands and products. In the past, most merchants could only rely on the station traffic of the platform, and most consumers would enter these platforms because they wanted to buy something. The entertainment attributes, social attributes and interactive attributes of Lazada's existing e-commerce ecosystem help merchants to obtain traffic and conversion through active marketing traffic channels, such as publishing videos in Feed and Participating in Live Broadcasts at LazLive, providing content that is more accessible and more interactive, capturing consumers' attention.
A cross-border merchant predicted the product popularity trend in advance before the launch of the "Fantastic Beasts and Where to Find Them" series of movies, and mainly promoted the magic blind box Magic Mixes in the store, the original positioning of the product was a children's toy, because the gameplay is very interesting, and you can get the mysterious ugly doll, attracting a number of Internet celebrity KOLs evaluation discussion, merchants at the same time through the release of gameplay videos in the feed, the commodity market naturally further expanded.
At the same time, merchants can also layout the diversion advertising outside the station in advance, using Lazada advertising products - super alliances, to display the store on popular apps and websites, ready to let consumers have the desire to click on the creative poster effect is better! Expand sales through 31,000+ affiliate marketing partners, paying a fixed commission after the order is closed.
Behind the social hotspots of strange goods and ugly goods, it is the way contemporary young people see the world. They buy not just the same style, but also a cultural identity. If you also smell the dividends, hurry up and seize the business opportunities!