Sales take off! New seller ranks in the top 5 in the category in the first Southeast Asian promotion

OEM sellers create their own brands and enter the cross-border market!

In recent years, more and more brands have targeted the cross-border track and sought ways for domestic products to go overseas. Faced with an unknown market, many people will think: If we only start cross-border e-commerce in 2022, is there still a chance?

The answer from kitchenware brand TJean is yes!

TJean's store positioning is to promote "exquisite kitchen appliances" with a high average order value. After only half a year of overseas launch, it has jumped into the top 5 of Lazada's kitchen appliance category , and its sales are expected to triple in September.

Factory-type sellers go to Southeast Asia, focusing on differentiated competition

Before establishing the TJean brand, Hangzhou Yongyao Technology Co., Ltd. had more than 10 years of OEM experience. Its main products include rice cookers, air fryers, electric cookers, cooking utensils, etc., and it has served more than 50 international and domestic first-line customers.

Not wanting to just do OEM, Yongyao decided to "step from behind the scenes to the front stage" and founded his own brand - TJean many years ago.

In January 2022, Yongyao began to enter the Southeast Asian market and settled in the Lazada platform. "We believe that Southeast Asia is roughly equivalent to the Chinese market ten years ago. Future development will definitely continue to rise. Entering the market at a time when the market is accelerating can lay a good foundation for the long-term development of the brand." Talking about the reasons for choosing Southeast Asia and Lazada as the first stop for cross-border expansion, TJean Lazada Operations Director Meg said that they not only want to sell exquisite kitchen appliances to Southeast Asia, but also provide local users with exquisite and healthy new life concepts, and deeply plant new products to the target population, which coincides with Lazada's "tone".

Lazada's Southeast Asian e-commerce research shows that the needs of Southeast Asian consumers are very diverse. Lazada is not only a shopping channel for Southeast Asian consumers, but also an important platform for Southeast Asian consumers to discover, promote and consume products. It is reported that 71% of Lazada consumers purchase products based on the platform's product recommendations.

In March 2022, TJean officially started operations on Lazada. From the beginning, TJean did not take the low-price route, but relied on its own high-quality supply to achieve differentiated competition and build a brand "moat".

It is understood that the overall functions of Southeast Asian kitchenware-related products are relatively basic, but TJean's molds, functions and appearance are relatively novel. For example, it is basically difficult to find identical competing products such as air ovens and skewer grills on the platform.

Focus on brand investment and make long-term advertising investment on and off the site

In order to stand out from the crowd of competitors and get the general public to buy "unique new products", promotion and traffic diversion are naturally indispensable. To this end, TJean has been investing in advertising on and off the site for a long time.

Meg shared that Lazada Super Promotion can display promoted products in high-traffic resource positions and locate potential users, thereby improving operational efficiency and conversion. By using the platform's Super Direct Delivery, it is also possible to place off-site ads more simply and quickly. Compared with other off-site delivery tools, it is possible to more intuitively see the data brought from off-site to the site, effectively reducing time costs.

With excellent products and good marketing, TJean has seen a steady rise in sales. It performed brilliantly in its first participation in the platform promotion, exceeding the total sales in August during the 9.9 promotion alone. Sales in the Philippines market increased by 550%; and sales in Singapore increased by 600%.

Lazada’s birthday promotion, 9.9, 11.11 and 12.12 are the promotions with the most explosive traffic on Lazada. The 9.9 promotion got off to a good start. Meg is very optimistic about the next two major promotions, 11.11 and 12.12, and believes that GMV will double or triple.

Choose the right partner to save your time when going overseas

Like other overseas sellers, TJean will inevitably encounter many "troubles", such as unstable logistics timeliness and high operating costs. By choosing a highly adaptable partner, the troubles on the road to overseas will be greatly reduced.

Meg believes that during the operation process, the official platform staff also provided a lot of help, "Platform managers Feiya and Yuan also share with us the latest consumption trends in Southeast Asia.

Considering that kitchenware products have higher requirements for logistics and transportation, TJean used the official overseas warehouse at the beginning of the store opening, and the overall effect was very good. "The official overseas warehouse charges clearly, large appliances can save a lot of costs, and the extremely fast local delivery effectively improves consumers' shopping experience."

It has quickly opened up the Southeast Asian market in less than a year since its launch . Summarizing TJean's successful experience, we can find that in addition to its rich supply chain resources and insistence on differentiated competition, it also leverages the power of the platform in addition to its product features, such as influencer marketing and other publicity efforts.

Like TJean, there are many high-quality domestic brands and high-quality supplies entering Southeast Asia, bringing "new life", "new trends" and "new concepts" to the people of Southeast Asia. As the wave of going overseas continues to rise, Southeast Asian e-commerce is advancing by leaps and bounds. We look forward to more "new waves" emerging in various subcategories of the Lazada platform!

As the peak season approaches, in order to enable the majority of sellers to make continuous breakthroughs, Lazada will broadcast the 2022 Lazada Cross-border Merchant Conference online from 13:30 to 18:10 on September 23. At that time, there will be sharing of platform key projects & incentives and support, interpretation of key categories and consumer portraits of six countries, but also a preview of the big promotion gameplay and Lazada's upgraded three-dimensional cross-border logistics network to help merchants reduce costs, increase efficiency and improve quality!

Please click the link: https://conference.vhall.com/pc/686?channel=18 , or scan the QR code on the poster to register now!

Lazada Platform