Ranked first in the category! Shopee sellers’ GMV increased more than 40 times in a single day

This year's peak season is coming to an end, and the holiday season promotion in the second half of the year has also come to a successful conclusion. Many cross-border sellers have begun to take stock of their gains. Compared with sellers who have not seen significant growth during the peak season and whose profits have declined, many of their peers have achieved rapid growth in orders by relying on hot-selling products, which is really great!

Based on the hot-selling products, incremental sellers gradually expanded their product lines, and some potential hot categories began to emerge, such as small household appliances, camping products, pet supplies, etc. Cross-border hot-selling categories are developing in a diversified direction, and more and more domestic products are popular in the Southeast Asian and Latin American markets.

The new overseas product has a huge sales volume and ranks first in the category

The peak season promotion in the second half of the year has ended successfully. During this year's promotion, Shopee's cross-border sellers reaped great rewards and achieved rapid growth in orders, especially during the 11.11 and 12.12 promotions.

It is understood that on November 11, the number of products sold by tens of thousands of Shopee cross-border sellers increased by more than 10 times; on December 12, the number of products sold by new Shopee cross-border sellers exceeded millions. Behind the gratifying results, it also shows the changes and trends in consumer demand in the Southeast Asian and Latin American markets.

As a traditional cross-border advantage category, the sales of domestic 3C electronic products are still hot. Domestic mobile phones, Bluetooth headsets, smart watches, etc. have effectively supplemented the demand for digital products among Southeast Asian and Latin American consumers. In addition, there is a strong demand for home appliances such as sweeping robots and air fryers. Among them, the small appliance brand TJean won the top spot in small appliance sales on Shopee Malaysia and Singapore on the 11.11 promotion day.

(Photo from TJean)

Before TJean was founded, Hangzhou Yongyao Technology Co., Ltd. ("Yongyao Technology") was already the "behind-the-scenes hero" of many first-tier domestic and foreign kitchen appliance brands. In more than ten years of OEM career, Yongyao Technology has gradually developed into a large-scale integrated industrial and trade enterprise, and its own brand TJean has also come into being. Based on the team members' earlier living experience in many Southeast Asian countries and the huge potential of the Southeast Asian market, TJean has taken the step of going overseas, taking Southeast Asia as the first stop, and cooperating with Shopee, the leading local platform.

In the Southeast Asian market, where the market layout of leading home appliance brands is not yet clearly stratified, new brands like TJean have more opportunities to break through.

In addition to creating differentiated products for different markets, TJean has also developed its own marketing strategy - implementing more targeted promotions based on the preferences of different consumer groups in the market. For example, in Malaysia, TJean focuses more on the functionality, practicality and cost-effectiveness of products for the Malay group; while for the Chinese group, in addition to introducing basic functions, it also emphasizes the appearance and social attributes of products.

Because of this, TJean, which has been in operation for less than a year, once again demonstrated strong growth during the year-end 12.12 promotion. Relying on its household barbecue grill, a high-order hot-selling product, and with the help of Shopee x Facebook ads (CPAS) officially invested by Shopee, the site-wide sales on the day of the promotion were 44 times that of normal days; the CPAS investment-output ratio was as high as 29 times, contributing more than 25% of the store's orders.

Keep up with the current lifestyle trends and achieve new growth

In recent years, emerging categories that keep up with current lifestyle trends have gradually emerged, and camping is one of them.

Under the epidemic, people's yearning for poetry and distant places has led to a new consumption trend of "exquisite camping", and the "camping economy" has ushered in a new round of explosion. In the Thai market, which is in the peak season for camping, the outdoor brand Camel Crown sold nearly 1,000 camping products on the 11.11 promotion day, with the number of orders increasing 10 times compared with normal days.

Camel Crown is a camping equipment brand under Camel. Its products are sold well all over the country and exported to more than 20 European and American countries. In recent years, the growing camping trend in Southeast Asia has enabled the team to discover opportunities and join hands with Shopee to start the journey to Southeast Asia.

(Photo from Camel Crown)

The team accumulated data through a large number of tests, and gradually figured out customers' preferences for products and price acceptance. At the same time, based on its own strong supply chain and product research and development capabilities, it won the favor of Southeast Asian consumers through the product features of "windproof, rainproof and sunproof".

In the store maintenance stage, Camel Crown, like other new merchants, relied on Shopee’s in-site advertising, CPAS and affiliate marketing (AMS) to gain more exposure and build its own image. In the middle and late stages, when the brand gradually enters a virtuous cycle, according to Camel Crown’s experience, clever use of store decoration functions and bundled sales with a strong demand association between “balls and rackets” can play a key role for the brand.

Driven by refined operations, Camel Crown has seen a direct increase in order volume - in this year's Shopee 11.11 promotion, one of their mid-to-high-end tents took the top 2 spot in the category.

Digging deep into segmented needs, small pets also have a big market

As people pay more and more attention to the quality of life, the popularity of hobby entertainment, pet supplies and other products continues to rise. According to Euromonitor data, the global pet supplies market size will reach US$171.4 billion in 2022. Pet supplies are undoubtedly one of the hottest categories in the cross-border e-commerce industry in recent years.

Ada, a pet supplies seller , came into contact with the Shopee platform two years ago and decided to test the waters with pet clothing. So "Jimeiju", which specializes in the cross-border pet track, was established in Shenzhen.

After research, Ada locked in the target consumer group - young women aged 20-35. This group has strong purchasing power and is keen on dressing up their "furry children". They prefer fresh and sweet Japanese and Korean style clothing, and prefer macaron colors. Based on consumer preferences, Jimiju developed a vest as a hot item in the early stage, which drove the store's annual sales to surge by 7 times.

(Picture from the interviewed seller)

In fact, as early as August, Ada had already started preparing for the Christmas-themed products at the end of the year. It placed related ads and search ads based on the hot search terms of the platform ads to cultivate buyers' minds in advance and accumulate traffic for the store. In the just-concluded Shopee 11.11 promotion, Jimeiju ushered in a surge, breaking through the siege and becoming the dark horse of the platform!

Diversify and upgrade product categories; mid- to high-priced products are also popular

Whether it is category selection, product pricing or marketing, it must all be based on local market demand, and the platform’s data and consumer feedback are the best basis.

According to TJean's experience, Filipino consumers are sensitive to prices not because they like "cheap goods", but because they prefer products with simple and practical functions. For example, for electric cookers, Filipino consumers only need a power adjustment switch, without other menu functions or LCD screens, which are all considered by the brand during R&D and promotion. In the Singapore and Malaysian markets, TJean mainly promotes mid-to-high-end products such as steam ovens and skewers. Accurately grasping the core of user needs provides strong support for TJean's excellent performance.

Coincidentally, when Camel Crown first entered the Southeast Asian market, it did not know what the locals liked and was unsure whether its mid- to high-end prices would be accepted by the market. During the process, the Shopee team gave the brand a lot of advice on product selection and operations, as well as resource support. From the results, the average price of many of Camel Crown's best-selling products is currently around US$150, and both word-of-mouth and sales have performed well. "This is the result of our differentiated competition with low-price sellers," said the person in charge of Camel Crown's Southeast Asian e-commerce operations.

The 2022 promotion season has officially ended. In the past year, many cross-border categories and sellers have leveraged the Shopee platform to achieve gratifying results in the Southeast Asian and Latin American markets. Now, Shopee's 2023 investment plan is in full swing. Sellers interested in the Southeast Asian market can consult through official channels to enter (click the entrance to enter the official entry channel). In addition, in order to help novice sellers get started quickly, Shopee has also launched a 3-day free official store opening course. Interested sellers may wish to scan the QR code below to learn for free!

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