Ranked among the top 20 platforms in two months, sellers’ daily sales increased 20 times

For cross-border sellers, the peak season is a critical period for sales and ranking. How to seize the opportunity of the big promotion and further expand the sales situation? Perhaps the MAH brand can give the answer. During this year's 9.9 promotion, it stabilized the situation with a 20-fold increase in daily sales and squeezed into the top 20 of Thailand sites.

Tmall's top merchants settled in Lazada , and their daily sales increased 20 times

MAH was founded in 2014 and mainly deals in luggage products. It ranks in the first tier in the sales of casual bags on Tmall and currently has more than 600 partner stores in China .

In 2010, after graduating from university, brand founder Elvis founded Mr.ace Homme, a store specializing in handbags. He was one of the first entrepreneurs to enter Tmall. His business model was actually very simple, which was to buy goods from industrial belts and sell them online. In 2014, the simple sales model had obviously encountered a bottleneck, and it was also in this year that the other two co-founders, Ben and Ivan, joined the team.

In the summer of 2014, the three of them jointly created the MAH casual bag brand. After nearly 6 years of hard work, Mr.ace Homme has now become the top casual bag brand on Tmall , with more than 2.4 million fans.

Last year, Lazada launched a new overseas expansion plan for Chinese products, which helped Tmall merchants quickly enter Lazada. Mah was launched on Lazada after Mr.ace Homme was upgraded, marking the first stop for the brand to expand overseas.

After launching on Lazada, MAH actively cooperated with the platform, carefully prepared for the promotion, and achieved dazzling sales results. In the past 9.9 promotion, MAH grew by 1978.9% compared with last year's promotion. The performance of the Thailand site reached a new high since the store opened, and squeezed into the top 20. The Philippines site also made new breakthroughs. Overall, in various Lazada sites, MAH's daily sales during the promotion increased by more than 20 times.

MAH's Double 11 small goal: Lazada sales at all sites doubled year-on-year

Driven by the success of the 9.9 promotion, MAH is even more looking forward to Lazada ’s Double 11 promotion this year.

After the end of this year's 9.9 promotion, the team has already begun preparing for Double 11, including continuing to cooperate with the store manager to register activities and connect resources in order to increase sales and traffic of popular and hot-selling items, as well as preparing inventory for overseas warehouses.

"Compared with the 9.9 promotion, consumers will buy more on Double 11. Many products will have large discounts on Double 11, and it is the critical time for seasonal changes. Consumers will buy products needed for seasonal changes or even next year, so the sales growth of many products will be more obvious." Ivan, founder of the MAH brand, analyzed.

Based on the analysis of consumers, the company has high expectations for the Double 11 promotion: the sales of each MAH site will double compared with the same period last year; the Thailand and Singapore sites must ensure that they are firmly in the TOP 20; and the Philippines site must have new breakthroughs.

When asked how to achieve the expected sales results, Ivan said that he would draw on the experience of the 9.9 sales promotion and follow the principle of "maximum possible exposure". Only by signing up for more events can our store continue to gain and increase traffic. Giving consumers certain discounts through events can also help improve conversion rates.

In addition, if you want to significantly increase the number of orders during the promotion period, early preparation is crucial. Cramming at the last minute often does not achieve the desired results. Early preparation includes event registration, inventory preparation, paid promotion adjustment, etc., and real-time monitoring of data based on actual conditions.

For sellers preparing for big sales, cross-border logistics is a problem. Ivan mentioned that when consumers shop, they pay more attention to the shopping experience, and a good shopping experience can increase the number of consumers' repeated purchases. Therefore, for hot-selling and popular products, merchants can stock the products in the platform's overseas warehouses in advance, and when consumers place orders, the goods can reach the consumers in the shortest time.

It is understood that Lazada's overseas warehouses can deliver goods to consumers within 1-3 days, greatly improving consumers' shopping experience. Getting their favorite products sooner can also bring word-of-mouth effect to the brand.

MAH is full of confidence in Lazada's Double 11 this year, partly because of the platform. Last year, Lazada Bonus shopping allowance was first launched on Double 11. After nearly a year of practice, it has been accepted and recognized by more and more consumers. Through this event, they can enjoy more discounts from platforms and merchants. At the same time, MAH can also significantly increase store conversion rate and sales through Lazada Bonus shopping allowance.

Chinese brands have also encountered difficulties in entering Southeast Asia

Compared with its current state of actively preparing for Double 11, MAH also experienced some setbacks when it first entered the Southeast Asian market. Even though it was once the top merchant of casual bags on Tmall , MAH brand was inevitably "not acclimatized" when entering Southeast Asia.

MAH did not make much of a splash in Southeast Asia due to a lack of understanding of overseas target groups, cultural differences and consumption scenarios in the early stages; unfamiliarity with overseas platform rules and cross-border operations; no accumulation of overseas social media and weak brand awareness; and unfamiliarity with overseas social media operating mechanisms and methods .

Later, the company made a series of adjustments to MAH products based on demand , and made products that were more in line with the aesthetic tastes of local people based on the preferences of consumers in various countries.

Ben, co-founder of the MAH brand, said that based on the differences in preferences among Southeast Asian countries, our product investment in the Thai market is mainly based on the printed shoulder bag series, one of our product lines; in Singapore, the main product line is the solid color simple series; our product layout has a wide range of categories, including backpacks, single-shoulder bags, cross-body bags, and small backpacks, which can basically cover the relatively preferred product lines of each country. For example, Thai students have a large demand for shoulder bags.

On the basis of product adjustments, the MAH brand continued to increase its operations. The specific method was to start from the Thailand site, to work efficiently with the domestic and Thai local shop assistants, to adjust the products according to demand, to successfully operate the brand day activities, to quickly open up the traffic end, and then, the brand cooperated with the platform flash sale activities, and sales performance was greatly improved.

In just two months, the MAH brand climbed from 1-2 orders per day in Thailand to the top 20 in the casual bag category . The store levels in Thailand and Singapore also climbed from the initial first level to the sixth level (the seventh is the highest level).

The outstanding performance is inseparable from the successful operation of the MAH brand. When asked about the successful experience of brand operation, the company shared the following:

1. Actively participate in training : Before and after joining Lazada, there are liaisons to assist in communication. In addition to answering daily inquiries about new store operations, they also provide a variety of online training course resources or online live training courses;

2. Actively participate in platform activities : From a practical point of view, it is very important for the product to be marketable, and the product selection should be in line with local market demand. In addition, it is very important to obtain traffic in the early stage, actively sign up for platform activities, invest in promotion costs, invest in social media and Internet celebrity resources, etc.;

3. Do a good job of team division of labor : the product department is responsible for product development and design; the art design department is responsible for visual output; the e-commerce department is responsible for operations and customer service;

4. Carefully prepare for the big sale : from goal setting, warm-up, the day of the event, different time periods on the day of the event, and on-time delivery after the event, you must liaise with the internal and external team members, communicate fully and reserve some resources for temporary adjustments.

For new merchants joining Lazada, Ivan recommends that they choose products and prices based on the local target audience, be familiar with the platform rules, sign up for platform activities in a timely manner, be familiar with the paid promotion rules and master relevant skills.

Today, more and more Chinese merchants are rushing to enter the Southeast Asian market, and more and more Chinese brands are going overseas through the Lazada platform, taking a key step towards globalization.

Peak season, Lazada, Double 11