Auto and motorcycle parts products are experiencing an explosion, with new stores successfully breaking through with thousands of orders per day

Digging for gold in Southeast Asia, Besseus auto and motorcycle parts stores usher in a new boom

At first, Baseus only opened a comprehensive category store in the 3C category on the Lazada platform, which sold all categories of Baseus products (3C digital, audio headphones, home furnishings, auto parts) and other products. In the daily operation process, Baseus found that auto parts accounted for a high proportion of daily sales GMV, and most of them were high-order products. After some research, the company believes that the auto parts market in Southeast Asia has great potential. At the same time, the Lazada platform also has industry clerks who focus on auto parts, and also encourages brands to give full play to their product diversity and supply chain advantages, and open vertical category stores for refined operations. In the third quarter of 2020, Baseus applied for a new store in the auto parts category separately.

In the early stages of a store's operation, it was difficult to obtain traffic. The sales data for early products was average, and there were not many products that had ratings from buyers on the front end.

Terry, the person in charge of Baseus Auto Parts Store, said that if you want to get more platform traffic, you need to sign up for various activities on the platform, such as flash sales, super flash sales, and online form activities sent by industry clerks, etc. However, participating in activities requires a certain sales figure , so the primary goal of the store in the early stage is to expand the number of rated products, while maintaining good ratings, and increase the chances of signing up for these high-traffic activities.

At the beginning of the year, the store seized the opportunity of the 3.27 platform birthday promotion, and achieved a 20-fold increase in sales on the day of the event, which greatly increased the coverage of front-end reviews, and gradually increased daily traffic and conversions. Subsequently, the store once again seized the opportunity of the platform's monthly double-numbered promotion days to quickly increase reviews and maintain good ratings to obtain better daily sales.

"Starting from the March 27 birthday promotion and every even-numbered festival every month, in less than a year, the store has experienced all the major and minor holiday promotions on the platform," said Terry.

It is these rich activities that increase the chances of Baseus Auto Parts' new store gaining traffic and visitors. With the accumulation of activities, the store achieved excellent results in the Double 11 promotion.

Double 11's first show was a success, with sellers selling thousands of orders a day

This year's Double 11 promotion is the debut of Baseus Auto Parts Store . Since there is no data comparison with the previous year's Double 11, when setting the Double 11 goals, the team used the September 9 and October 10 promotions as data references and expected the sales volume of the Double 11 promotion to be 2-3 times higher.

On the day of the Double 11 promotion, the number of orders for auto parts stores reached thousands, and the GMV reached tens of thousands of dollars. Compared with the 9.9 promotion, the sales of the entire site doubled, and the growth rates in Singapore and Vietnam were 200% and 300% respectively, basically achieving the set goals. The new B aseus auto and motorcycle parts store successfully broke through.

Like Baseus, other domestic brands or sellers have also gone abroad through Lazada and quickly risen, developed and advanced.

It is understood that this year's Lazada Double 11 event attracted 800,000 merchants to participate, and many Chinese brands ranked among the top. In the first two hours before the start of the promotion, Lazada Vietnam station's sales in the first hour doubled compared with last year, and Singapore station's sales in the first hour soared 10 times compared with usual days!

Lazada's Double 11 promotion has a rich variety of promotional activities and exciting surprise experiences, which have attracted and accumulated a large number of consumers. When talking about the differences between this year's Double 11 promotion and other activities, Terry introduced the following points:

1. The duration of the Double 11 event is different from that of previous events. Each site event focuses on offering the greatest discount on that day, aiming to maximize sales in one day.

2. The platform’s full-reduction policy is the most favorable throughout the year;

3. There are abundant resources for flash sales. Compared with the flash sales that last for one day, the hourly flash sales during the Double 11 event can allow more products to sign up for participation.

Terry admitted that the Double 11 performance of the new Baseus auto parts store was inseparable from the help of the industry's clerks. During the Double 11 period, the Lazada clerks would hold telephone conferences with us to discuss the arrangements for the event, including preliminary preparations, event registration progress, inventory preparation for hot-selling products, and timely reminders for out-of-stock SKUs. The clerks helped us to get through Double 11 in a clear and organized manner.

A good blacksmith must have strong tools himself. Behind the excellent performance of Double 11, Baseus has also done sufficient preparation.

Baseus auto and motorcycle parts stores will see a big increase in performance in the fourth quarter as new products are launched to seize the market

Before participating in Double 11, the company was full of expectations because the biggest promotion of the year was coming and the store traffic would be the largest during this period. The company seized the opportunity and chose to launch new products before Double 11, especially the main new products. Terry said that this can get more traffic than usual, and at the same time, there are various discounts during the event, and the customer order conversion rate will be several times higher than usual.

For this Double 11, Baseus launched new alcohol testers, new A1 vacuum cleaners and other functional products to seize the market.

" The alcohol detector is Baseus' first product of this functional category. In recent years, the domestic crackdown on drunk driving has been very strict. In fact, this is not only happening in China. In Southeast Asian countries, the punishment for drunk driving is also very severe. Therefore, we believe that there is huge potential in the market for alcohol concentration detection in the human body. " Terry introduced.

In addition to launching new products, Baseus was meticulous and careful with the details of the Double 11 event. This was the first year that the company participated in the promotion. The company made full preparations in advance and quickly reviewed the progress after the event. Based on its own situation, the following experience was summarized for sellers’ reference.

1. Based on the sales data of daily sales and big promotions in the past few months, prepare the stock of the store's hot-selling products and prepare the inventory for the single products to participate in the flash sales activities;

2. Register in advance to participate in the Double 11 activities of various sites. In addition to registering at the backend entrance of the store related to the activity, the discount settings on the day of the activity in the store should also be made in advance, such as coupons and free shipping from the store. Disclose the Double 11 activity discount information of the store in advance to increase the purchase and customer retention in the early stage of the activity;

3. During the Double 11 event, we set up the through train and super alliance, and it is recommended that everyone increase investment to obtain more traffic.

4. Respond to customer messages and ensure that users on the platform are eligible to broadcast during the event;

5. Use Quanxiaobao during the event, and select different ad groups and keyword bids for products with different positioning.

After Double 11, the company is full of confidence in its overall performance in the fourth quarter. With the support of the two major promotions of Double 11 and Double 12, the company expects its performance to far exceed that of previous quarters.

The company is also optimistic about the future development of the Southeast Asian market. Terry said that after the epidemic stabilized, Southeast Asian countries began to resume work and travel, and people began to take measures to maintain vehicle hygiene, internal cleaning, air filtration, etc. In addition to the common car-mounted mobile phone chargers and car-mounted brackets in auto parts, representative car vacuum cleaners, car washing water guns, air filters and other products will also usher in growth opportunities.

  According to Barnes 2021 Motorcycle International Market Report, the Southeast Asian motorcycle market is expected to reach US$4,398.4 million this year, and will maintain a growth rate of 11% in 2022. Therefore, not only auto parts, but also the increasing frequency of use of travel-related vehicles: motorcycles and electric vehicles, also means that auto and motorcycle parts will have explosive growth.

Faced with new growth demand, domestic sellers can seize the opportunity, take advantage of supply chain and manufacturing, and, like Baseus, sell more products to Southeast Asia through Lazada.

Since December 12, 2012, Lazada introduced the concept of Double 11 and Double 12 in Southeast Asia. The one-month "Online Shopping Carnival" has gradually become an online shopping festival that all people in Southeast Asia look forward to. Backed by Alibaba Group, the technical construction, localized operation, logistics system and other aspects of the Lazada platform complement each other and promote the rapid development of the platform business. I believe this will also help more domestic sellers sell Chinese products to Southeast Asia.

Lazada Beseus Auto Parts