32,000 orders of a single product were sold! The seller made it to the top of the list with a hit product

The Double 11 promotion has become a global shopping carnival. Lazada reaped great rewards during this year's Double 11 promotion. Southeast Asian consumers showed a high enthusiasm for purchasing, and more platform merchants took advantage of this promotion to achieve explosive orders. Two-thirds of the merchants issued the best discounts in the first 12 hours. Combined with the platform's diverse discount methods, the order volume increased by at least 3 times compared to normal days.

In this promotion, Chinese-style women's clothing, beauty products and other popular fashion and fast-moving consumer goods categories have achieved several times growth. The "face value economy" is popular in Southeast Asia, and the rising consumer power of Southeast Asian women is boosting "beauty consumption".

Driven by this, during the Lazada Double 11 promotion, Yiwu jewelry merchants focusing on women's products and Jieyang industrial belt women's clothing merchants achieved rapid growth in performance. Among them, the jewelry merchant Co Co Jewelry received 36,000 orders, and the women's clothing merchant SKL's orders increased by 211% compared with the 9.9 promotion.

36,000 orders sold on Double 11! Hot-selling products help merchants quickly enter the top list

Co Co Jewelry is a jewelry merchant in Yiwu Industrial Belt. It entered Lazada at the end of 2021. It took only 4 months to create a single product with monthly sales of 200,000 pieces, and became the top merchant on the Lazada platform in less than a year. The merchant has driven the rapid growth of the overall GMV of the store by creating a hot-selling product with large links.

This year, Co Co Jewelry participated in the Double 11 promotion for the first time and won a great victory. The store received a total of 36,016 orders during the promotion, and the number of orders in a single day exceeded 20,000 during the promotion. One of the earrings became a hit, with orders reaching 32,000 pieces during the promotion.

Co Co Jewelry has also put a lot of effort into creating the hit earrings . Yang Nan, head of its Lazada operations, said that the daily traffic and average daily orders of this product were relatively stable in the early days. The mix-up rate among consumers when purchasing this product was very high. At first, there were more than 40 SKUs, and later similar styles were added to the original links, increasing to 150. After that, the order situation of this product has improved significantly.

Because of the good conversion rate, this product was also selected for the platform’s subsidized flash sale, which took advantage of consumer psychology and store coupons, and the number of orders quickly increased significantly.

"During the big promotion, the subsidized flash sales provided by the Lazada platform played a decisive role in the explosion of orders for this product. The platform's store assistants also actively helped us and provided valuable suggestions on this product and the store," Yang Nan introduced.

Yang Nan said frankly that he was very satisfied with the overall performance of this year's Double 11. Before the big promotion, the company also made full preparations to achieve higher sales, such as adjusting the overall style of the store, ensuring the price advantage of hot-selling products, enriching product SKUs, creating large links, and informing fans of the intensity of the activities in advance.

With comprehensive preparations and the support of the Lazada platform, Co Co Jewelry received 36,000 orders during the Double 11 promotion, creating a popular product that can sell tens of thousands of orders during promotional activities.

When talking about the methods to successfully stand out on Double Eleven, Yang Nan also shared the following: Add similar styles to the well-exposed products, create a large link with multiple SKUs, provide consumers with more choices, and continuously optimize the various indicators of the large link, cooperate with advertising promotion and participate in platform activities, so as to create a hot product .

With the support of popular products, Co Co Jewelry has achieved brilliant results in less than a year since entering Lazada. In Yang Nan's opinion, the key reason for Co Co Jewelry's success is to enrich product links, actively participate in various activities on the platform, and combine the operating experience of other platforms.

Like Co Co Jewelry, SKL, a Shenzhen-based merchant that targets female consumers in Southeast Asia, also performed very well during Double 11.

Starting from lightweight, the couple worked together to start a business

During Lazada's Double 11 promotion, the GMV of SKL, a women's clothing merchant in the Jieyang Industrial Belt, increased by 217% compared to the 9.9 promotion, and its orders increased by 211% compared to the 9.9 promotion, with a significant increase in performance.

Chinese-style clothing is highly sought after by consumers in Southeast Asian countries due to its unique supply chain and cost-effectiveness . Influenced by factors such as the gradual relaxation of restrictions after the epidemic, consumers' personalized demand for clothing, beauty and other categories has accelerated.

Lazada data shows that the number of orders from Chinese women's clothing cross-border sellers on Double 11 this year increased by 182% compared to the 9.9 promotion this year. SKL is one of the beneficiaries and is also one of the merchants that started with lightweight and performed well on Lazada.

SKL is a husband-and-wife shop. In 2017 , the Lazada platform had just started to emerge, and the Southeast Asian market was still a blue ocean. Many big sellers had not yet entered the market. It was the best opportunity for small sellers to enter the market. SKL's general manager Sun Xiaoying and his wife seized the opportunity to enter the market.

From part-time operation at the beginning to full-time investment later, Sun Xiaoying and his wife chased profitable products and operated them in a distribution model during the rapid development of the platform, and earned a small treasury on Lazada to start a family . In 2019, due to lack of operational experience, they used a spreadsheet to report activities and accidentally set the price of all activities on the Thailand site to 0.98. As a result, 10,000 orders were placed the next morning, resulting in heavy losses, and the Thailand site finally fell into a slump.

When the business hit a bottleneck , on the eve of Double 11 in 2019 , Lazada’s store manager invited Sun Xiaoying to Guangzhou for a meeting, pointed out the problems of his store , provided suggestions for operation, and proposed that he should develop into a vertical category. Sun Xiaoying listened to the store manager’s suggestions and gradually transformed into the women’s clothing vertical category.

Because of the scale effect of vertical categories, Sun Xiaoying also dug deep into the clothing supply chain, got to know more clothing suppliers and manufacturers, further reduced purchasing costs, and added more styles and categories.

After accumulating advantages, Sun Xiaoying and his wife set out again . In 2021 , they officially transformed from a distribution store to a vertical category. Since then, their performance has achieved rapid growth. They have high hopes for this year's Double 11. They stocked up a large amount of goods before the big promotion, increased advertising investment during the warm-up period, participated in more platform promotions, and comprehensively considered increasing the discount rate of coupons to cover as many products as possible. Finally, orders increased by 211% compared to the 9.9 promotion.

In Sun Xiaoying's view, the performance of this year's promotion is inseparable from the support of the platform. "Thanks to the promotion subsidies provided by the platform, which pass on the benefits to consumers and sellers, as well as the product whitelist and reverse invitation of the store assistant, and the various flash sale coupon resources provided, we can try to cover more products and enjoy the traffic of the promotion." Sun Xiaoying said.

Along the way, Sun Xiaoying has been running Lazada with his wife . At first, the couple started from the urban village in Shenzhen. Now they have a 7-member entrepreneurial team and their business is steadily improving. Sun Xiaoying believes that husband-and-wife stores have great advantages. The initial cost of starting a business is low, and this model is more solid and reliable than a partnership. It can concentrate resources to develop stores at a low cost, which is one of the best ways to start Lazada lightly.

The two merchants focusing on women's consumer products have seized the new consumption trend in Southeast Asia and achieved substantial growth in their business on Lazada. The driving force behind this is the improvement of the economic level in Southeast Asia and the expanding size of the middle class. The World Economic Forum predicts that by 2030, 70% of the Southeast Asian population will become middle class, and the market size is expected to reach 4 trillion US dollars.

According to eMarketer's "Global E-Commerce Forecast 2022", among the top ten countries with the fastest e-commerce growth in the world, five are Southeast Asian countries (Indonesia, Malaysia, the Philippines, Thailand, and Vietnam).

Cross-border merchants should keep up with the trend and layout potential markets, especially merchants like Co Co Jewelry and SKL, who are in industries with supply chain advantages. They can start with a small family store on Lazada, or they can combine consumer trends to quickly create hot products and achieve rapid store growth.

Lazada's Double 11 promotion has come to an end. Every promotion on the platform is an opportunity for cross-border merchants to set new records and make breakthroughs. Lazada's Double 12 promotion will start in half a month. Cross-border merchants can continue to take advantage of the platform's promotion to achieve new breakthroughs and allow Chinese products to cross mountains and seas and be sold to Southeast Asia.

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