The rise of "her economy" Southeast Asia attracts cross -border e -commerce lazada.

A reporter from Southern Finance and Economics All media reporter Ou Xue Shenzhen reported that the Southeast Asian cross -border e -commerce market has risen, and Lazada, a subsidiary of Ali, recently stated that it will upgrade the one -stop Chinese merchant's one -stop out -of -sea Southeast Asia solution.

Recently, Lazada, a Southeast Asian e -commerce platform, disclosed at the Chinese Store Exit Summit and Lazada Cross -border Merchants Conference in Alibaba that it will upgrade the one -stop Chinese merchant's one -stop Southeast Asian solution. Rodin, general manager of Lazada cross -border business, said that Lazada will provide full -link services including merchants' entry, incubation, operation, traffic, market, and logistics.

Lazada was established in 2012, covering the six markets such as Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. In 2016, Ali completed the acquisition of Lazada. Immediately after, Ali kept capital injection from Lazada. Public information shows that Ali injected $ 1 billion and $ 2 billion in 2017 and 2018, respectively.

Right now, Lazada has become one of the key overseas businesses in Ali. "Cross -border retail of overseas consumers will be one of the biggest opportunities for small and medium -sized enterprises in my country." Said Zhang Kaife, vice president of Alibaba Group.

Data show that as of the end of September 2021, Lazada's annual active consumers reached 130 million, monthly active users were 159 million, and GMV exceeded US $ 21 billion. At the meeting, Lazada emphasized its goal: GMV achieved $ 100 billion, serving 300 million consumers by 2030.

"She economy" prevails in Southeast Asian women consumers grow rapidly

Thanks to the advancement of the digital economy, at present, the Southeast Asian cross -border e -commerce market has risen.

According to the data of "E-CONOMY SEA 2021", in 2021, the GMV of the e-commerce market in Southeast Asia was about 120 billion US dollars, with an average annual compound growth rate of more than 60%. By 2025, its scale is expected to reach $ 234 billion.

In this context, the portraits of e -commerce users in Southeast Asia are gradually clear.

According to Rodin, in the past 12 months, trendy fashion products are more popular with consumers in Southeast Asian online shopping, and there is still a lot of room for growth in the future.

Specifically, Lu Zhen, the person in charge of Lazada cross -border consumer electronics industry, revealed that there are currently 7 major cross -border core opportunities in Southeast Asia, namely style women's fashion accessories, 3C accessories, cultural and creative products/decorations, makeup/beauty tools , Creative toys, furniture outdoors, large pieces of home appliances.

"The trend -related goods are short in life cycle, and the supply is all in China. Therefore, it is difficult for local merchants to involve these opportunities." Lu Zhen said.

It is worth noting that Lu Zhen also said that these cross-border advantages categories are mostly low pricing, such as stylized clothing mostly $ 3-20, $ 0-3 US dollars, and most of the makeup is 0-5 US dollars. Wait.

In addition, Lu Zhen believes that there are three major blue ocean markets in Southeast Asia to excavate Chinese merchants, namely home furniture, especially the simple packaging and installation furniture, large and small appliances, such as air frying pots, mini folding washing machines, and fishing camping products.

"There are many excellent, subdivided products and brands in China. These products and brands often have not yet gone to Southeast Asia, or consumers in Southeast Asia do not know that there are so many magical products in China that can meet some of their specific specifics of them. Demand. This is a new blank market. "Lu Zhen said.

It is not difficult to find in the above 7 superior categories that the main consumption objects of stylish women's fashion accessories and makeup/beauty tools are women. According to iPrice data, in the past year, women's online consumers in Southeast Asia have increased by 54%year -on -year.

According to Sun Xuemeng, the person in charge of Lazada's cross -border fashion industry, the penetration rate of clothing e -commerce consumption in Southeast Asia has reached 70%, and the penetration rate of e -commerce in beauty destinations has also reached 65%, especially in Thailand, Singapore, Indonesia, Indonesia, Indonesia Waiting for the country higher.

Li Si, the person in charge of Lazada cross -border fast -moving consumer goods industry, also agreed with the rise of "her economy" in Southeast Asia. She told a reporter from Southern Finance and Economics, "I feel that this trend is particularly obvious in recent years. Taking the Lazada platform as an example, in the Philippines in the past two years, in fact, the only car of a car is a male consumer growth. There are many consumers. In addition, all other categories are more than female consumers than male consumers. "

Go to the sea to accelerate the domestic brand's eyes to the Southeast Asian market

According to the data of the conference, more than 2,000 Chinese brands entered the Southeast Asian market through Lazada in 2021. Lazada ’s Chinese overseas brand orders increased by 99%year -on -year.

Li Si introduced to reporters that at present, there are two main categories of Chinese brands in Lazada's Southeast Asia: First, there are domestic domestic brands in Tmall and Taobao. This type of brand understands e -commerce gameplay and knows the use of social media for matrix to promote, but what is not enough is that they do not have the specific implementation experience of the Southeast Asian market.

The second is a brand specially born for cross -border. Such brands may not be well known by Chinese people, but they have taken root overseas for a long time. Most of them have transformed from foreign trade exports to creating their own brands. Such brands will understand foreign trade or overseas markets very much, but the sales promotion model is more traditional.

"From the perspective of overall, the head merchant at the Lazada platform cross -border beauty category is still the brand that has emerged as a cross -border brand, and the brands that have been deeply cultivated in the cross -border market for many years. At the same time, it is often seen in recent years. Brands and skin care domestic brands have also begun to go out to sea one after another. "Lisi said. According to industry insiders, most sellers of the cross -border e -commerce industry in my country are still operating at low prices and paving models, and most of them are small and medium sellers. However, in the past two years, the compliance awareness of cross -border e -commerce companies in my country has been greatly improved, and it has actively created Chinese brands to go to sea with culture.

According to feedback from the above three Lazada industry leaders, most consumers still think that Chinese products have low prices and good quality advantages in the common cognition of Southeast Asian consumers.

In addition, the person in charge of the three Lazada industry also said that there are still many standardized products in China, and the price is not low compared to other countries, but with the advantages of China's strong supply chain and understanding of the Southeast Asian market. The market may be more popular.

It is true that the brand's overseas is the current trend of cross -border e -commerce, but it is not so easy for the brand to go out of the sea Southeast Asia. Many Chinese brands are still actively exploring.

Li Si believes that some Chinese brands need to attach importance to localization: First, the localization of the product, adjust the needs of local consumers, only meet the needs of local users, and consumers will pay for it instead of simply copying the domestic explosion. The second is the localization of marketing, marketing content is in line with local religious culture, target group aesthetic and understanding habits. Marketing channels choose the media that local consumers like to spread and promote the brand stories.

To this end, the above -mentioned three Lazada cross -border industry leaders suggested on Chinese brands. First of all, merchants must do a sufficient early research, that is, to understand local consumers, only consumers will pay for the needs of local consumers.

Secondly, they said that businesses should adopt localized marketing, to fully understand the language, aesthetics or reading habits of locals, and spread them with content that locals read and love.

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