Shopee 10.10 Super Brand Festival concluded successfully and grew together with Chinese brands

October 14, 2021 , China - Recently , the leading e-commerce platform Shopee announced that the 10.10 Super Brand Festival has come to a successful conclusion. During the promotion period, Shopee joined hands with many Chinese brands to join in, with a large number of choices and multiple promotions to benefit local consumers, while many Chinese brands also took advantage of the promotion to meet the needs of overseas consumers and gain favor.

In recent years, Chinese brands have ushered in a broader development pattern for going overseas. Under the challenges of the epidemic, many brands have gained recognition from overseas markets with their own innovation and strong resilience, especially the attention of consumers in emerging markets: the relevant searches for Chinese global brands on Google and YouTube increased by 66% in 2020.

As one of the emerging markets, Southeast Asia has shown great enthusiasm for domestic products and is attracting more and more Chinese brands to enter the market. However, facing the blue ocean, how to quickly localize, play to core advantages, and increase popularity have become strategic challenges for brands to go global. As a leading e-commerce platform in Southeast Asia, Shopee has a deep understanding of the local market and is committed to helping brands better serve emerging markets and meet the needs of local consumers. In this promotion, Shopee once again brought together veterans and cross-border newcomers to achieve common growth in the blue ocean of Southeast Asia.

Firmly Become a “Good Currency”: Shopee Helps Feiluer to Develop Southeast Asia and Export Its Quality Products  

Feiluer, which transformed into an independent beauty brand in 2016, was formerly a foreign trade beauty supplier. After witnessing the rise of cross-border e-commerce platforms from 2013 to 2016, Feiluer, like a large number of foreign trade peers, became a member of the team that poured into the cross-border track. However, after experiencing the melee between price and traffic, Feiluer stopped and began to rethink its direction.

" Our overseas business started in 2013, when there was no concept of brand. At that time, most of the practitioners who switched from B to C were traders and did not understand cosmetics." Fang Xing, CEO of Feiluer, said. "There is information asymmetry in cross-border transactions. People who play e-commerce and traffic start to make products, which leads to the phenomenon of 'bad money driving out good money'. As competition intensifies and traffic becomes more expensive, homogeneous products start to reduce materials in order to seek profits. Therefore, in 2016, we gave up this model and decided to create our own brand and take the route of differentiated competition."

Feiluer joins hands with Shopee10.10 Super Brand Festival

Establishing a brand and exporting quality products has become the brand's insistence on the road to internationalization, and has also become the primary strategy for the layout of the Southeast Asian market. Based on years of foreign trade experience and market sense, Feiluer is well aware of the huge potential of this blue ocean - the size of the Southeast Asian beauty market is expected to reach 304.8 billion yuan in 2025, but at the same time, the population is large, and the ethnic groups and cultures are complex. For this reason, while identifying Southeast Asia as a key development focus in recent years, Feiluer has planned a unique strategy for it.

"Nowadays, everyone says 'start with appearance and stay true to quality', but Feiluer has been taking a straightforward approach for many years - relying on the strength of its products. In order to ensure that our inherent strength is not overlooked, we have figured out our own 'two-step approach'. The first step is to cooperate with local leading e-commerce companies to quickly test the waters and enter the market. The second step is to deepen our local presence with the help of the platform and deploy our 'flexible supply chain' advantages according to local conditions." In 2017, Feiluer joined hands with Shopee to embark on a Southeast Asian journey for Chinese quality cosmetics.

● With strong endorsement, Shopee builds a bridge for brands to enter the market

At the beginning of entering the market, it is necessary to quickly make the first shot of brand impression, which is the experience summed up by Feiluer's many years of cross-border experience. "The fundamental reason for making the first shot is to quickly reach a large number of local consumers in a short period of time and lay a solid foundation for the localization of the brand. It is difficult for a brand to do this directly when it is new to the market, so using the head platform is the most effective way to endorse it." Fang Xing said.

According to the latest data from App Annie, an authoritative mobile data analysis platform , Shopee once again ranked first in average monthly active users and total user usage time among shopping apps in Southeast Asia in the second quarter of 2021. With its wide reputation in Southeast Asia, Feiluer has entered Shopee to "follow local customs", reach local consumers, and establish a good initial impression of the brand, thereby opening up the market.

● Assist localization and benefit local consumers with the core advantages of the brand

"Flexible supply chain" is the core advantage of Feiluer's successful brand transformation. In Southeast Asia, behind the highly balanced supply and demand, "flexible supply chain" is the brand's agility in responding to changes in local market demand . Combined with Shopee's understanding of consumer preferences, Feiluer integrates market trends, product selling points, and consumer trends to continuously improve its business construction in Southeast Asia, connect its own R&D and production links, and make the collaboration of upstream and downstream supply chains more efficient and accurate, so as to serve local users with better products.

Through careful operation of sites in Vietnam, the Philippines and other places, Feiluer has gained a large number of fans in Southeast Asia. During the 10.10 promotion, Feiluer blossomed in multiple markets simultaneously and won the sales champion of Vietnamese cosmetics. Talking about the future, Fang Xing firmly believes that "quality comes first, which is the foundation. The output of influence requires time to settle, and it also requires brand people to do sincere things together and make good money instead of bad money."

China's trendy toy "combination punch": Pop Mart joins hands with Shopee to focus on online and omni-channel marketing

Born in the prosperous global trendy toy market, Pop Mart, founded in 2010, is recognized as the representative of Chinese trendy toys. With a full industry chain integrating global artist discovery, IP operation, consumer reach, trendy toy culture promotion, and related industry investment integration, Pop Mart, backed by a strong Chinese supply chain, has set off a trendy toy trend in China, and also went abroad in 2018, capturing a large number of overseas fans.

The global trendy toy market is huge. With the help of China's strong manufacturing capabilities, Pop Mart has mass-produced cost-effective trendy toy products and delivered them to the target market. Since 2017, Pop Mart has held two international trendy toy exhibitions in Shanghai and Beijing every year, which have been loved by many overseas consumers. They hope to buy trendy toy products with exquisite workmanship and clever designs overseas, which has also prompted Pop Mart to develop its overseas business.

However, trendy toys are a category of consumer products that are extremely experience-oriented. Unlike in China, it is not easy to lay out offline channels on a large scale overseas. In order to quickly attract fans in overseas markets, Pop Mart has established a set of strategies - online and offline complementarity, omni-channel marketing, which has also become an important strategy for Pop Mart to deploy in Southeast Asia.

Pop Mart launches Shopee 10.10 brand event

Qiu Xia, overseas e-commerce operations manager of Pop Mart International, said: "Currently, Pop Mart's offline retail formats account for about 80% in Southeast Asia, and online cross-border e-commerce platforms account for about 20%. By establishing offline stores and pop-up stores, consumers can better experience Pop Mart products and build brand awareness. The operation of cross-border e-commerce platforms can make it easier for more consumers to buy products. Shopee's one-stop overseas service in Southeast Asia is very brand-friendly. Whether it is solid local infrastructure or multi-angle marketing tools, they help us to cultivate online channels and accumulate brand popularity."

● Attract young users and provide high-quality online services to complement the store experience

Of the 600 million people in Southeast Asia , 50% are under 30 years old. The highly youthful population structure highly overlaps with Pop Mart’s user profile. At the same time, “Southeast Asian consumers’ preferences for trendy toys are generally consistent with the domestic market. Pop Mart’s The Monsters, Molly and Dimoo series, which are very popular in China, have also been warmly welcomed in Southeast Asia.”

With a good user base, Pop Mart aims to create a high-quality shopping experience through Shopee and convert the high popularity cultivated offline into online. "Shopee's logistics service SLS is very advantageous, ensuring timeliness while reducing costs, ensuring efficient delivery of each order during daily operations and promotions, and greatly improving the satisfaction of local users' online shopping products." Qiu Xia said. In addition, Shopee's comprehensive store operation and maintenance, cross-border payment and other support also help Pop Mart restore high-quality services online, complementing offline store channels.

● Multi-dimensional marketing to help redevelop brand popularity online

In order to further attract fans, Pop Mart cooperated with Shopee to try various marketing tools and resources. "Before entering the Shopee platform, Pop Mart had a good brand foundation and a complete social media matrix, and the social interaction, live broadcast and other functions on the Shopee platform effectively interacted with local fans, improved fan stickiness, and increased sales."

Outside the site, Pop Mart continues to attract traffic on social media through Shopee x Facebook ads and Shopee x Google ads. "During the store opening celebrations and promotions on the Pop Mart platform, Shopee integrated the novel marketing method of the social media matrix to attract a large number of young customers, and retained them as fans of the store, thus accumulating brand popularity," said Qiu Xia.

As a microcosm of tens of millions of Chinese brands, the overseas stories of Feiluer and Pop Mart represent the growth of Chinese merchants. This year's 10.10 promotion coincides with the fifth anniversary of Shopee Mall. Shopee has witnessed more and more Chinese brands sailing into the 100 billion blue ocean. As the Shopee peak season promotion in the second half of the year is in full swing, in order to help more Chinese sellers seize opportunities, Shopee will hold the 2021 Annual Investment Conference on October 21 to convey the value of domestic products and achieve every possibility of going overseas.

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10.10 Big Sale

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