"All-Area Brand Upgrade" 2023 Shopee Brand Growth Summit Concludes Successfully

  June 30, 2023, Shenzhen - Recently, the "All-Area Attack Brand Upgrade" 2023 Shopee Brand Growth Summit was successfully held. Liu Jianghong, General Manager of Shopee's Cross-Border Business, and many experts and official partners of the platform started from the platform trends, deciphered the characteristics of consumer behavior, analyzed the brand building and growth methodology around the three dimensions of product, marketing, and store power, and launched a new seller's ten "all" and ten "free" plan - from July 1, the top ten first stations and ten free incentives will be fully opened, including commission-free for the first three months, $50 in advertising funds for free, free turnover and other new seller benefits. In addition, many outstanding overseas brands representatives came to the scene to talk with Shopee about the experience of overseas brand building.

In recent years, despite macroeconomic uncertainties, the e-commerce industry has continued to grow against the trend. The Southeast Asia Digital Economy Report 2022 jointly released by Google, Temasek and Bain & Company shows that since 2019, the number of Internet users in Southeast Asia has continued to surge, and by 2022 it has increased by 100 million to 460 million. Shopee's order volume has also set new records , reaching 7.6 billion in 2022, and it has topped the monthly growth rate of shopping apps in Southeast Asia and Brazil , consolidating its leading position.

Liu Jianghong, General Manager of S hopee's Cross-border Business, Shares Brand Growth Strategy

Liu Jianghong, General Manager of Shopee's Cross-border Business, said: "Thanks to the rising Internet penetration rate, Shopee, as the leading e-commerce platform in Southeast Asia, is becoming the preferred online consumption platform for more and more local consumers. As Chinese brands gain higher recognition and favorability in overseas markets, their performance on the platform is becoming more and more outstanding. Shopee's cross-border business team will continue to use its own resources and advantages to help Chinese brands develop across the board, tap into the high-growth markets in Southeast Asia and Latin America, and seize new business opportunities in the changing situation . "   Currently, there are more than 45,000 brands entering Shopee Mall, with strong growth momentum.

Digging deep into the consumer population portrait, leveraging the three dimensions to promote global brand upgrades

At the conference, Shopee shared its insights into brand consumers based on platform data: In 2022, the platform's user base continued to rise, among which young people under 32 years old and living in non-first-tier cities became the main consumers of Shopee Mall, and this proportion is still expanding. Consumers' stickiness to the platform has steadily increased, high-priced products have won more favor, cross-category and cross-brand cross-cooperative purchasing trends have become prominent, and the demand for highly interactive shopping experiences has increased.

In response to this, Shopee has summarized the three major focus points of "products, marketing, and store power" to upgrade the brand's overall growth chain and help overseas brands accurately grasp every growth link.

● Strengthen product power and build core competitive advantages of brands: Shopee covers more than 10 markets, more than 1 billion people and more than 300 subcategories, providing broad development space for cross-border brands to go overseas. In terms of product creation, brands can enter advantageous product lines according to the needs of the target market in the early stage, and combine the targeted suggestions and market feedback provided by Shopee to clarify product positioning and price ranges, and strive to create hot-selling boutiques; in the later stage, "more + fine" will be carried out simultaneously, with multiple product lines, multiple price ranges, and multiple differentiated products, to improve the product matrix and meet personalized consumer needs. For high-customer unit categories and branded operations, Shopee will provide key support, and actively carry out industrial belt research, connect resources to help brands expand their product lines.

● Expand marketing power and fully cover the user shopping journey: In the digital age, the decision-making paths of online consumers are more diverse and complex. To help brands reach more potential buyers, Shopee provides a full-range marketing matrix, from early implantation impressions to order conversions to loyalty cultivation, to influence consumer decisions throughout the entire chain and deepen the connection between brands and consumers to the greatest extent. In the past year, the number of Shopee affiliate marketing partners has reached more than 2.5 million, and multiple high-quality traffic entrances such as in-site banner ads have been added; at the same time, the marketing product functions are continuously optimized and innovated to enable brands to conduct more efficient and convenient advertising. In addition, Shopee also provides a wealth of marketing incentive policies for brands at all stages to unleash growth potential.

● Strengthen the store power and further deepen the overseas brand barriers : Building brands and optimizing consumer experience are the keys to improving store power. Sellers who enter Shopee Mall during the growth period can not only enjoy multiple exclusive mall support, but also help increase store profits and enhance user stickiness. In terms of optimizing consumer experience, Shopee continues to improve Shopee Logistics Service (SLS) and domestic and overseas warehousing, and launches localized fulfillment services with lower costs and better timeliness to ensure consumers' timely and stable delivery experience. It is worth mentioning that Shopee has added 50 logistics hubs in recent months to strengthen the "last mile" terminal delivery capabilities.

Going with the flow, how can Chinese brands adapt to the new stage of going global?

At the meeting, Shopee also invited representatives from outstanding overseas brands such as Infinix, Roborock, Jisulife, David Jones, and LITAI to discuss and exchange ideas on topics such as how brands can adapt to new trends overseas and the secrets to building successful brands.

Shopee's cross-border experts discuss with representatives of outstanding overseas brands

Hu Bo, Chief Marketing Officer of Infinix, said: " We insist on a two-pronged approach of "global product localization + channel localization" . From Africa to Southeast Asia, the market environment is changing, but what remains unchanged is that Infinix always focuses on the needs of local people to develop product functions. At the same time, we actively use the influence of well-known local e-commerce platforms to open up new markets at low cost.

When talking about the brand's marketing methodology , Stone Technology believes that overseas markets have both opportunities and challenges. Brands need to base themselves on their core technologies and product quality and choose suitable partners for strong alliances. This will not only cover more people at the sales end, but also achieve a virtuous cycle of off-site social media, KOL traffic, and on-site conversions through the platform's perfect marketing matrix.

Jisulife, a small appliance brand, also stressed the importance of brands and platforms complementing each other . “The key to brand success is to know how to ‘leverage’, that is, to maximize the use of the tools and capabilities provided by the platform. For example, Shopee provides a variety of solutions to help cross-border sellers with logistics pain points, which helps us improve efficiency and customer experience. We would also like to thank the Shopee official team for helping us analyze breakthrough points one-on-one and providing us with professional insights and suggestions.”

Today, going overseas has almost become a must for companies to open up new growth curves. With the help of the leading e-commerce platform Shopee, brands can quickly open the door to the blue oceans of Southeast Asia and Latin America in a more convenient way.

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