Image source: Figureworm Creative
Vampire headbands, pumpkin hair ornaments, elk earrings, skull necklaces...
With the niche selection of Match Mate's "basic hot items + festival elements", Yiwu jewelry seller Huang Zong (pseudonym) rode the trend and filled the single atmosphere of Double Eleven and Halloween.
From a small vendor in Yiwu to a small white seller in Lazada, his start can be described as ordinary, but the results of the operation are amazing: in March this year, Huang Zong was still a novice seller who was invisible to everyone - there was no supply of goods, lack of team, and few sales of stores; and just 3 months later, he became one of the "dark horse" sellers - knowing people to make good use, re-creating, and digging explosive monthly sales of 20,000 singles!
His transformation is an advanced model of Yiwu jewelry sellers, and it is also the epitome of the growth of thousands of small white sellers. Anchor the platform, cut the category, accumulate deep ploughing, and gather momentum to break out.
The "Korean Wave" is menacing, and the jewelry category has a good performance of gold
Unlike other fast-money sellers, in 2019, Mr. Huang chose Lazada precisely because of its long-term benefits in the emerging markets of Southeast Asian jewelry.
"For more than two years, we focused on the European market and did not have a dedicated Lazada operations team. In 2021, when we learned that the vacancy opportunities for scarce jewelry in Southeast Asia coincided with our supply chain advantages and that the company also needed to develop other market platforms and business projects, we added developers and operations teams in March this year and began to focus on the Development of the Lazada platform. ”
In his view, as the deep hinterland of Hallyu culture, the outstanding advantage of the Southeast Asian market is that the purchase needs of consumers can help sellers choose products, and the corresponding trend can also feed back the product demand flow, forming an order conversion rate, and bringing a chain effect to the selection, measurement and explosion of jewelry sellers.
(Photo courtesy of Lazada)
Mr. Huang pointed out: "After thinking about it repeatedly, I finally aimed at the Japanese and Korean jewelry categories. The short-term explosion volume really exceeded our company's expectations! From zero orders, increase dozens of orders, hundreds of orders, thousands of orders... Even the average monthly sales from March to June exceeded 550,000 orders, which is completely beyond our imagination! The growth of orders at individual sites has also reached a growth rate of 20-30 times. ”
Under the premise of selecting products and operating personnel in place, Mr. Huang's operation methods in brand advancement and sales stability are also more bold. At the same time, the brand has also found the right way forward in the category empowerment of the platform.
As one of the advantage categories of the platform's cross-border business, orders, buyers and conversion rates are among the highest in Lazada. Relevant data show that in 2021, the total sales performance of lazada platform clothing and accessories ushered in exponential growth, with the number of hair accessories items increasing by 250% year-on-year and the fashion accessories single volume increasing by 200% year-on-year.
"Jewelry currently has a lot of room for development in Southeast Asia, just like Taobao a long time ago, whoever sees the current trend will grasp the trend of getting rich." Including Mr. Huang, benefiting from the centralized traffic and human resources support of the platform, jewelry sellers based on the advantages of rich categories, high cost performance, diversified styles and short replacement cycles of new products, refined product development, focusing on original design, and finally "snowballing" step by step on the Lazada platform, the number of gold in Southeast Asia has attracted countless gold.
The "old" category takes a new path! Turn defensive to offensive and sprint for the year-end peak season
The accessories are thriving. Up to now, all kinds of style needs of Southeast Asian consumers can be met on the Lazada platform, such as accessories in different life scenarios such as daily commuting, clothing and wearing, and parties and banquets.
In the face of the year-end peak seasons such as Double Eleven and Halloween, the continuous influx of massive traffic and purchase just needs have made Mr. Huang start to think about the breakthrough point of jewelry in the festival promotion.
"Turn defense to offense!" According to the market demand, combined with the combination of elements and popular accessories, new products are developed to achieve a new path for old categories. To this end, he changed the conventional solid color butterfly necklace, pearl necklace and pearl earrings of the explosive idea, product research and development to Halloween, Christmas as the starting point, the basic hot jewelry single with pumpkin, elk, snowflakes and other festive elements combined, with the help of the fine adjustment of style elements to obtain the peak season of the big promotion traffic layer by layer, in order to win the holiday consumers' favor.
"In addition to the improvement in category design and development, in fact, the warm-up of the double eleven is also very important, such as coupons, buy gifts, discount prices for goods, in-station drainage, off-site promotion, and to make full use of the platform to promote resources, operating tools and cross-border logistics and many other empowerments!" In this way, we can make the explosives more explosive! Mr. Huang suggested.
This means that in the stock market for the purpose of jewelry categories, sellers can also cultivate market demand based on the hot elements of holiday marketing in the underlying categories and detonate the year-end peak season such as Double Eleven. More importantly, the advent of products such as vampire headbands and pumpkin hair accessories, as well as the current rise in consumer demand and search for such goods in Southeast Asia, also prove that this path is indeed feasible.
What is certain is that this will also be an effective way for future jewelry category and other category sellers to absorb both regular traffic of categories and traffic in the peak season. Synchronously, if sellers at all levels hope to achieve greater breakthroughs with the help of year-end promotions such as Double Eleven, in addition to operation and product precipitation, the relevant Double Eleven warm-up preparations and marketing layouts should also be closely followed.
Explosive products are more explosive! We look forward to your metamorphosis in Lazada and your further growth in the cross-border category.