Shopee is an online e-commerce platform headquartered in Singapore and affiliated to the Singaporean Internet company Sea Limited (Donghai Group, referred to as Sea); since its establishment in Singapore in 2015, Shopee (Shopee) business The scope covers more than 10 markets including Singapore, Malaysia, Philippines, Thailand, Vietnam, and Brazil.
The operating environment of this tutorial: Windows 7 system, Dell G3 computer.
Shopee is an online e-commerce platform headquartered in Singapore and affiliated to the Singaporean Internet company Sea Limited (Donghai Group, hereinafter referred to as Sea). The company was founded in 2009 by Singaporean Chinese Li Founded by Xiaodong. Shopee was an online shopping service first launched in Singapore in 2015.
Since its establishment in Singapore in 2015, Shopee’s business scope has radiated to more than 10 markets including Singapore, Malaysia, Philippines, Thailand, Vietnam, and Brazil.
Shopee is the fastest growing e-commerce platform in Southeast Asia and the first choice platform for domestic products to export to Southeast Asia.
Shopee set up offices in Shenzhen and Hong Kong in 2016 to carry out cross-border business and create one-stop cross-border solutions for Chinese cross-border sellers, providing traffic, logistics, incubation, language, payment and ERP support.
Shopee Operation Strategy
Southeast Asia is a hub area for the construction of the "21st Century Maritime Silk Road", and due to geography, population, and economic development Due to the superposition of potential factors, Southeast Asia has increasingly become a blue ocean market for e-commerce development and the first choice for Chinese cross-border merchants to develop export e-commerce.
According to the "2019 Southeast Asia Internet Economy Report" authoritatively released by Google and Temasek, the e-commerce industry in Southeast Asia has maintained a rapid growth of 62% in the past four years. The current overall e-commerce value in Southeast Asia is US$38 billion. An increase of 7.6 times compared with 2015, and it is expected that by 2025, this number is expected to exceed 150 billion US dollars.
As of 2019, e-commerce still accounts for a relatively low proportion of total sales in the overall retail industry in Southeast Asia, only 2-3%. According to the "China E-Commerce Development Report (2018-2019)", In the first half of 2019, China's online retail sales of physical goods accounted for 19.6% of total retail sales of consumer goods. There is huge room for development of the online shopping market in Southeast Asia.
App Annie's "2019 Mobile Market" shows that Shopee ranked first among global C2C shopping apps in terms of downloads in 2018; iPrice Group's 2019 Q1 report shows that Shopee received a total of 184 million visits on PC and mobile , becoming the most visited e-commerce platform in Southeast Asia in the first quarter of 2019 and the only e-commerce platform with positive traffic growth.
Shopee’s parent company Sea has been working in Southeast Asia for ten years. Based on years of experience, Shopee has accumulated profound insights into the Southeast Asian market:
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Big market differences
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The Southeast Asian market has a population of 600 million, but there are great differences, reflected in culture, consumption habits, language, etc. As the senior executive of Sea Group said : "Take Indonesia as an example. The local accent changes every 50 kilometers and the language changes every 250 kilometers. You can imagine how different the shopping preferences of Southeast Asian people are."
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Mobile Preference
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Southeast Asia is the region with the fastest network development in the world and is also one of the most mobile regions in the world. As of 2018, Southeast Asia has 350 million Internet users, 90% of which use mobile devices to access the Internet.
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The population is young, keen on social media and celebrity influencers
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600 million in Southeast Asia Among the population, 50% are under 30 years old, mainly those born in 2000, who are facing consumption upgrades such as starting a family and having children. At the same time, the young population in Southeast Asia is highly socialized and keen on Internet celebrity culture and star chasing. Facebook is the most sticky and active social platform in Southeast Asia.
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The infrastructure in Southeast Asia is not perfect
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There are natural barriers such as more than 10 languages , making communication between buyers and sellers full of challenges; there is no common currency, making settlement difficult; Southeast Asia has many islands and complex terrain. Taking Indonesia as an example, it has more than 10,000 islands, making it difficult to fulfill logistics orders.
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Coping strategies:
In response to the current market situation, Shopee’s response strategies include:
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##Local Globalization strategy
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#· Most of Shopee’s senior executives have lived in Southeast Asia for decades and have a very deep understanding of the Southeast Asian market · Recruiting local talents and training, achieving a healthy talent training echelon in the local area · Shopee develops localization plans based on the characteristics of each market to cater to local consumer needs. For example, Shopee launched a Ramadan promotion in the Indonesian and Malaysian markets to promote and attract traffic. The two major markets ushered in the annual traffic peak. · In addition, Shopee has established 7 Apps to serve seven markets |
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Mobile first
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· Shopee starts from the mobile side and launches a simple, clean and easy-to-use interactive page, allowing consumers to smoothly use every function of the App and complete the selection and purchase of goods within 30 seconds · Optimize the mobile experience, such as launching the Shopee Shake gold coin game to fit the fragmented mobile scenario. On November 11, 2018, Southeast Asian users played Shopee Shake a total of 94 million times |
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Social Star Drainage
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· Taking "social" as the entry point, Shopee combines local elements, traffic stars, interactive games, social networks, etc. , to obtain highly sticky users · Shopee has launched a live broadcast function in the App, merchants can promote products to potential consumers through live broadcast in the App · Shopee has introduced Shopee Quiz in the app, inviting everyone Regional celebrities will host the Q&A · Each market invites well-known local social stars to drive traffic In the 2018 Shopee 12.12 birthday promotion, Shopee announced that South Korea’s top girl group BLACKPINK was invited to serve The first regional brand spokesperson On August 14, 2019, Shopee announced that it has joined forces with global football superstar Cristiano Ronaldo (Cristiano Ronaldo) as a new brand spokesperson to celebrate Shopee’s iconic annual promotion "9.9 Super Shopping Festival" "As a starting point, we join hands with the platform to jointly unveil the upcoming shopping season in the second half of 2019 |
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to enhance the whole process experience
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· The Shopee cross-border business team specializes in creating one-stop cross-border solutions for Chinese cross-border sellers, providing full-process support such as traffic, logistics, incubation, language, payment and ERP. |
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