Shopee’s 12.12 Birthday Sale concluded successfully, with sales of cross-border products in multiple categories in China increasing 12 times compared to normal days

December 14, 2022, China - Recently, the leading e-commerce platform Shopee announced the successful conclusion of its 12.12 Birthday Sale. During this period, Shopee made great efforts to create rich online social interactions and super value offers to build a traffic highland for sellers: Shopee Live views hit a new high of over 1.6 billion, the number of participations in the Shopee Prizes game exceeded 5 billion, and in the Malaysian market, more than 23 million coupons were received. Driven by the overall growth, the sales of goods in many Chinese cross-border categories increased by 12 times compared with usual days, and new cross-border sellers also took advantage of the opportunity to achieve gratifying results, with more than millions of goods sold on the day of the sale.

China's foreign trade is recovering, and cross-border sellers are actively seizing overseas business opportunities

The categories that are popular across borders are becoming more diverse. In addition to traditional hot-selling categories such as mobile phones, tablets and accessories, women's clothing, home life, beauty, and fashion accessories, women's shoes, pet products, children's clothing, men's and women's bags, etc. have also shown strong growth in Southeast Asia and Latin America. At the same time, consumers are also enthusiastic about high-quality products - on the day of the big promotion, the number of products sold in the cross-border Shopee Mall increased to 7 times that of normal days , and many domestic brands topped the 12.12 Southeast Asian brand hot-selling list. High-priced categories such as sports and outdoor, men's shoes, audio-visual entertainment, computers and accessories are popular.

Shopee 12.12 fully unleashes holiday spending potential by leveraging the year-end shopping season

As Christmas and other festivals approach at the end of the year, online shopping consumption in Southeast Asia and Latin America is once again stimulated. According to a survey by Shopee, consumers spend more on Christmas than on birthday gifts, and often start searching a month before the holiday. Under this trend, Shopee's 12.12 birthday promotion has become a favorable opportunity for cross-border sellers to take advantage of the trend and grow.

● At the time of year-end rewards, domestic 3C home appliances are highly favored

As a traditional strong cross-border category, domestic 3C home appliances are very popular among Southeast Asian and Brazilian consumers. You can't miss these digital trend products when you reward yourself at the end of the year. Domestic mobile phones, Bluetooth headsets and other high-customer-order electronic devices continue to sell well, and home appliances that improve the quality of life, such as sweeping robots and air fryers, have gained super popularity. Home appliance brand TJean relies on high-customer-order household barbecue machines and Shopee x Facebook ads (CPAS) invested by Shopee. The sales of the entire site on the day of the promotion were as high as 44 times that of normal days; the CPAS investment ratio was as high as 29 times, contributing more than 25% of the store's orders.

● The demand for holiday gifts is rising, and fashion products such as clothing and accessories are the first choice

According to Shopee's research, consumers in Southeast Asia and Brazil attach great importance to the selection of Christmas gifts, among which fashion items are generally the first choice. This trend has driven the number of fashion gift-related products sold to increase by 5 times. Southeast Asian "moms" have added holiday equipment to their babies and children. On the day of the big sale, the number of baby coats sold in the Vietnamese market increased by more than 30 times on weekdays. Foshan's maternal and child clothing seller, Jiuri Clothing, displayed product details intuitively through Shopee Live, driving the number of items sold in the store to increase by 16 times on weekdays. In addition, the Vietnamese women's shoe retro-style store achieved more than 10 times growth on December 12, and the creation of stylized stores in the women's shoe category has begun to show results.

● The year-end party is the highlight, and the consumption power of beauty and personal care products continues to be released

As the year-end festivals and parties are arranged more intensively, beauty and personal care products are experiencing a buying spree. Due to factors such as climate and party duration, the durability of makeup products has become one of the important criteria for consumers to choose products. Long-lasting concealer base makeup, waterproof eyeliner, and non-fading lipstick are popular. The popular beauty brand O.TWO.O efficiently attracts traffic through the marketing matrix inside and outside the site. The number of orders on the day of the big promotion exceeded 14 times that of normal days. Among them, the investment in on-site advertising was nearly 8 times that of normal days, and the investment-to-production ratio increased by more than 30%. The number of advertising orders on the entire site contributed more than 30% of all orders. The well-known personal care brand usmile mainly promotes sonic electric toothbrushes, and promotes store traffic and sales growth through Shopee Affiliate Marketing (AMS). The number of products sold on the entire site on the day of the big promotion reached 14 times that of normal days.

● Christmas home decorations are popular, and the holiday camping craze leads to new category growth

As Christmas approaches, the demand for home decorations with a festive atmosphere has increased sharply. The sales of Christmas lights, themed wallpapers, tablecloths, blankets, etc. have increased significantly. Party supplies and gift packaging materials are hot in markets such as Thailand, and the number of goods sold has increased by more than 10 times compared to normal days. In addition, as Southeast Asia gradually passes the rainy season at the end of the year and the weather becomes cooler, the rising demand for vacations has also driven the "light camping" products to enter the peak season. Peripheral products such as automatic tents, sleeping bags and moisture-proof mats are hot-selling. Mobi Garden, a well-known domestic camping brand, has effectively attracted traffic through the marketing matrix inside and outside the site. The number of orders on the day of the big promotion increased by 14 times, and the on-site advertising investment ratio reached 7 times.

Actively deploy warehouses at home and abroad to optimize user shopping experience with higher efficiency

Timeliness of fulfillment is an important part of improving the consumer experience. More and more cross-border sellers are preparing Shopee's overseas warehouses in Malaysia, Thailand, the Philippines, Vietnam and other markets, as well as domestic warehouses in Nanning, China, in advance to deliver products to consumers at a lower cost and faster speed. By grasping the needs of consumers for travel and new looks during the Christmas season, bag seller Wei Yue Trade actively prepared multi-site overseas warehouses, driving the number of goods sold on the day of the big promotion to exceed 10,000, up to 7 times that of normal days; luggage brand Davidjones continued to optimize the replenishment plan of the Nanning warehouse, and the number of goods sold on the day of the big promotion exploded to 13 times that of normal days.

At this point, Shopee's 2022 promotion season has officially come to an end. Over the past year, Shopee has continued to optimize its one-stop cross-border overseas ecosystem, efficiently meeting consumers' diversified shopping needs and helping a large number of Chinese sellers achieve great results. As a leading e-commerce platform, Shopee will continue to build on its localization strategic advantages in the future, create value for more sellers and consumers, and achieve every possibility of going overseas.