In the second half of Southeast Asia, how can cross -border brands overcome "not acceptable to the soil and water"?｜ 36 氪 Go to sea · Insight

-Sept.18, 2022 -

We talked to Southeast Asian beauty care brand Y.O.U, cross -border marketing service provider Moso Orangutan PONGO, Southeast Asian logistics unicorn ninja Van capable logistics, and ant group.

Source ｜ 36 氪 Go to sea (ID: wow36krchuhai)

Cover Source ｜ UNSPLASH

The trend of young people's dividends, the increasingly popular mobile Internet trends, and the continuous enhanced e -commerce penetration rate has further enlarged the attractiveness of the Southeast Asian e -commerce market, becoming the "dispute" of many cross -border e -commerce players. Mature supply chain, rich e -commerce experience, and support of policy resources all make Chinese e -commerce more confident when going out of sea. But at the moment, how Chinese cross -border brands overcome "not acceptable to the soil and water" still plagued many sellers.

Recently, Southeast Asia's beauty care brand Y.O.U, cross -border marketing service provider Moso Orangutan PONGO, Southeast Asian logistics unicorn ninja Van capable logistics, Ant Group and 36 氪 went out to the sea to discuss a new observation of the Southeast Asian retail e -commerce market. From the perspective of overseas markets and service providers, the brand's new cognition is shared.

The following is the summary of the discussion, enjoy.

Southeast Asian brand goes to sea for new observations

· Each segment market is sufficient in competition

Due to Southeast Asia's typical segmentation, Hebe Beauty's e -commerce director Andrew uses its beauty brand Y.O.U that is better at Indonesia, the Philippines, and Malaysia market as an example to share the current status of the brand of different market segments.

Andrew said that the Philippines is the second largest country in Southeast Asia, with a population close to 110 million, and consumers generally speak English. From the perspective of skin care and beauty categories, the competition is not sufficient. Similar to the domestic market has been monopolized by traditional European, American or Japanese and Korean traditional big names in the past, the same is true of the Philippines market today. Skin care categories have not yet seen very good Chinese new consumer brands in China. Or a new local consumer brand.

Indonesia is different, the local competition is relatively sufficient, and the market is more subdivided. Traditional European, American, Japanese and Korean brands, new local brands, and Chinese out -of -sea brands have relatively mature players. Relatively speaking, Indonesia's competition and complexity are higher than that of the Philippines.

Malaysia has a stronger Chinese bloodline and culture, and its infrastructure is relatively complete. Whether it is logistics in Southeast Asia and the country's logistics, it can achieve the next day. This is unimaginable in Indonesia and the Philippines. Malaysia's communication channels are also wider. Now the commonly used channels include Instagram, Facebook, TIKTOK, and many local Chinese will also use Xiaohongshu.

· Each channel of various channels 腕 wrist

Logistics service providers usually have a more macro observation of the consumer market structure. Han Peiyi, general manager of the logistics of Ninja VAN capable logistics, summarizes that the leading e -commerce company in Southeast Asia is still Lazada and Shopee. With the continuous development of neighboring countries, vertical e -commerce such as Shein has also emerged in the past two years.

In the past year, Han Peiyi observed that the platform led by TIKTOK is driving the overall e -commerce market to develop in the direction of live e -commerce. The live broadcast is currently a more new way in Southeast Asia. The ecosystem has gradually taken shape. Compared with domestic It is not perfect and active, but you can see that the ecosystem is continuously expanding.

In the macro trend of brands, Han Peiyi saw that many domestic brands are still optimistic about the Southeast Asian market and look forward to entering Southeast Asia. However, the pain point of the brand is whether the product can localize and sell the point. Most of the sea brands are still looking for positioning. At the same time, the sea brand needs to face the competition of local sellers. Local sellers know more about local trends and consumer preferences. Therefore, finding a good entry point is the challenge facing the sea brand.

· Should I go to the sea brand all in Southeast Asia

Chen Shuwen, director of the cross -border e -commerce industry of Ant Group, shared that the low unit price is the fatal injury of Southeast Asia. If it has never been a brand of cross -border e -commerce, the early infrastructure costs are very high. Affected by the epidemic, it is a risky thing to invest in a new country.

But at this stage, the Southeast Asian market is still valuable. First of all, Southeast Asia's infrastructure has reached a certain level, including Lazada, Shopee, Tiktok and other platforms, which also derived the ecosystems such as marketing, supply chain, and content services. If it is a brand related to sports outdoor, beauty, mother and infant, small appliances, etc., offline channels can also leverage the brand to enter a new country, especially when entering the third and fourth -tier market, channel vendors can share a large part of the outlets to produce a large part of the output. Capital. At the same time, brands also need to take into account other online channels to maintain their ability to reach the C -end, which can also cultivate themselves to become a real DTC brand.

Brand outlet channel construction route map · Online and offline multi -channel layout, new trend trends are emerging

From the perspective of local brand, Andrew shared the construction and promotion of Southeast Asian brands by Hebe Beauty's Y.O.U as an example. Andrew mentioned that at the beginning, Hebe Beauty's online channels were mainly shelf -style e -commerce such as Shopee, Lazada, etc. offline channels are mainly traditional stores, cosmeceuticals and convenience stores. Traffic acquisition is based on TVC, information flow advertising, social media media Ins, Google search, YouTube, etc. are mainly. Since the second half of 2021, Hebe Beauty has begun to focus on the TIKTOK platform, brand promotion, marketing nodes and online conversion, etc., all have begun to achieve with the help of the TIKTOK platform. Other online and offline channels are also working simultaneously. There are differences in function.

Different channels have a differentiated effect on obtaining user insights. Andrew summarizes that in terms of offline channels, sales points and promoters are important contacts for getting first -hand information, especially in fast -moving consumer goods, skin care, and beauty tracks. Domestic girls are inconsistent with Southeast Asian girls. Consumers can develop more targeted products. Online channels are important information channels, such as sales information of e -commerce. Regularly sorting out sales data can guide the improvement of selection, ordering, products, and marketing solutions.

· Distributor is also one of the channels that cannot be ignored

Han Peiyi said that during the epidemic, the overall consumption of Southeast Asia was going online. The trend of online consumption after the epidemic continued. If domestic brands want to land in Southeast Asia, it is very important to match online and offline. At present, online channels can not be ignored. Whether it is goods sales, brand management, and brand stories, online is worth layout. Specifically, social media mainly dominated by Facebook and Instagram are worthy of the brand's continuous efforts.

At the same time, the distributor is also one of the channels that cannot be ignored. The pain point of domestic brands to go to sea is that it is necessary to start from scratch in a strange market, from online to offline. It is difficult to count together, and the local distributors know more about sales channels than out -of -sea brands and more local consumers.

From the perspective of logistics service providers, Han Peiyi said that while providing brand overseas warehouses, Ninjavan will recommend some suitable distributors according to the positioning of domestic brands. Han Peiyi observed that the cooperation status of many out -of -sea brands with local agents and distributors is very ideal, especially in the stage of entering the new market.

· Southeast Asian consumers have a natural acceptance of live e -commerce companies

From the perspective of emerging channels, Shirley, the general manager of the e -commerce division of the orangutan content, concluded that the ease of epidemic prevention has not caused a large number of Southeast Asian consumers to return to the port. Many Southeast Asian consumers themselves are social media users. The process of social e -commerce transformation. Southeast Asian consumers themselves are highly sensitive to price, e -commerce can often provide lower prices, the retention rate is very high, and consumers will not easily turn offline. But offline consumption accounts for most of Southeast Asia's overall consumption. This is indeed the status quo, but it can still be observed that the penetration rate of e -commerce in Southeast Asia is continuously accelerating, which is a dynamic change process.

In response to the high proportion of offline consumption in Southeast Asia, Shirley mentioned that the idea of ​​playing can be made online to form a certain brand sound and online matrix. Become a brand dealer and distributor. If you follow the above ideas to develop slowly, the formation of online and offline channels will form a relatively positive and good cycle, but the premise is What a reliable foundation.

Regarding the content form, Shirley shared that the consumer group in Southeast Asia cares very much about interaction and exchanges. Live broadcasting is a form of content communication with higher adaptation. What needs to be concerned is that the brand does not need to build a live broadcast team that is operated at the beginning. It can consider providing samples to the live broadcast experts in Southeast Asia and low -cost testing in cooperation.

· COD (Cash on Payment) still cannot be ignored

Han Peiyi believes that COD (cargo -to -payment) will still be a long -term trend. Malaysia COD usually accounts for 30 %, and more than 50 % of other countries are very common. In Vietnam and Thailand, if the seller does not support COD payment, the sales volume will be significantly reduced, but COD payment will form a disturbance of the delivery -the delivery cannot achieve the grid effect. Of course, with the slow penetration of digital payment, the COD ratio will gradually decline, but in the next two or three years, Han Peiyi believes that COD is still important.

From the perspective of payment service providers, Chen Shuwen talked that COD (cargo -to -payment) in Southeast Asia is still very large, and even everyone wants to give up COD. The problem. It can be seen that Southeast Asia currently has the most demand for electronic payment in areas not only e -commerce, but the entire Internet economy, including life, travel, entertainment, etc., and electronic payment accounts for increasingly in the overall payment economy.

In the context of the Internet economy, electronic payment is hoped to accelerate penetration. In recent years, the annual growth rate of the Internet economy in Southeast Asia has exceeded 30%. As a control, the annual growth rate of the Chinese Internet economy in 2007 was 50%, and the annual growth rate of this year was 7%. The proportion of young people is large, and the penetration rate of smartphones is much higher than Europe and the United States. The overall development of the future can be further increased. September online sharing session traile

Southeast Asia is still a popular destination for going to sea. The supply chain is a topic that cannot be around cross -border trade. With the gradual improvement of Southeast Asia's logistics infrastructure, brands and merchants who go to Southeast Asia in the sea have stronger initiative in the process of building a supply chain system. In 2022, after the supply chain disturbance, the recovery of the manufacturing industry in Southeast Asia, and the falling price of the shipping, the brand and sellers of Southeast Asia will soon usher in the adjustment stage of the supply chain strategy to establish a supply chain system that makes Southeast Asian consumers more satisfactory. Essence

As the basis of commodity circulation, the supply chain serves both consumers and brand establishment. In the context of the new upgrade of infrastructure in Southeast Asia, 36 氪 will host an online closed -door sharing meeting on September 27, inviting guests from Ninja Van, Ant International, and Tymo to discuss with the audience how to create high -quality high -quality in Southeast Asia in Hainan Southeast Asia Supply chain system.

Welcome to interested companies. We will screen for registration according to the topic correlation. Users who have passed the activity will have a special person in contact with the participation information.

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How do cross -border brands overcome "not acceptable soil and water"?

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