The number of orders increased 46 times in 30 days. Shenzhen's "hardcore strategy" has become popular in Southeast Asia!

As a maternal and child product seller on Lazada, PatPat has recently attracted much attention for its US$510 million in financing . Not only because of its luxurious investment lineup, but more because industry insiders are curious about PatPat's unparalleled path to explosive sales.

The number of orders increased 46 times in 30 days, and PatPat ushered in a big boom

PatPat , which occupies the European and American maternal and infant market with an independent website model , has now gained a foothold in the Southeast Asian market, and Lazada is undoubtedly PatPat's stepping stone to enter the Southeast Asian market.

According to PatPat 's performance, it experienced explosive growth during Lazada's Double 11 promotion in 2020. In terms of revenue, its Double 11 revenue was three times that of the 9.9 promotion, and compared with the order volume of the 9.9 promotion in nearly 30 days in 2020, it achieved a 46-fold increase. In addition, more than 1,000 orders were delivered to the Shenzhen warehouse for scanning within 12 hours, 95% of the goods in the overseas warehouse were delivered to customers within 48 hours, and more than 98% of the orders were shipped by the overseas warehouse within 3 days, giving Southeast Asian consumers the ultimate consumer experience.

While lamenting PatPat's excellent performance, PatPat also talked about its growth process. Just like the ups and downs of life, PatPat had its "highlight moments" in the European and American markets , and also had "difficulties in adapting to the local environment" when it first entered the Southeast Asian market.

The reason is that independent sites and third-party platforms are different. The team’s lack of experience in operating third-party platforms caused PatPat to fail in Lazada’s first 9.9 promotion in 2019. The system and logistics problems, how to successfully promote more than 10,000 PatPat products to the Southeast Asian maternal and child market, became the most difficult problem at the time.

Lazada is undoubtedly PatPat's life-saving straw in the Southeast Asian e-commerce market . It has led the PatPat team from failed integration experiences to in-depth review and then to finding solutions. Specifically, it has created a one-to-one service communication group for the national site, and has guided PatPat's operations staff to become familiar with store operations; regularly analyzing and evaluating the store's product selection layout based on market conditions, etc.

After this series of adjustments, the overall situation of PatPat stores has improved. This in turn led to a huge increase in orders during the 2020 Double 11 promotion, and the Double 12 promotion continued to be popular. The revenue of Double 12 was 1.4 times that of Double 11, with more than 5,500 orders, and it also exceeded the ultra-fast delivery task launched by Lazada on Double 12.

In 2021, the company continued to make efforts and successfully launched the Thailand Brand Day event on March 15 while keeping up with the pace of platform activities, achieving remarkable results. In addition, the traffic data on Brand Day was 3.1 times that of Double 12, and the GMV was 1.8 times that of last year's Double 12.

In the subsequent promotional activities, PatPat continued to explode with the support of the site resource package and the platform, from the Thai site to the Malaysian site, and then to the Vietnamese site, the sales growth trend became more and more gratifying. In particular, the sales volume of the Malaysian site increased rapidly during the 77 promotion, an increase of about 130% compared with the 3.27 promotion.

PatPat's hardcore strategy to quickly capture the Southeast Asian market

As for why the Southeast Asian market was chosen, PatPat said that Southeast Asia has a large population, high Internet penetration and high birth rate, making it an important "value depression" in the overseas emerging maternal and child products market. This year, the GMV of Lazada's maternal and child category on the Bday promotion day increased by 32.01% year-on-year, which is a good example.

The reason for choosing Lazada is, first of all, that Lazada has a high reputation and great brand influence both abroad and at home. Secondly, the Lazada platform is large and easy to operate. Another important reason is that many Chinese brands have successfully transformed and expanded overseas with the help of this platform.

Yien.com learned that Lazada launched the LazMall brand mall in 2018, which has more than 18,000 international and local well-known brands, and is currently the largest brand mall in Southeast Asia. For emerging brands like PatPat, Lazada provides a business platform for merchants who want to build emerging brands in Southeast Asia. Regarding the secrets of quickly deploying and conquering the Southeast Asian market, PatPat gave the following operational ideas and strategies that he personally experienced. Sellers who want to join Lazada can refer to them:

Differentiated product selection: Taking each country’s national conditions and market demands as the starting point, develop products that are relatively suitable for the consumer market, fully integrate the products with the consumer’s environment, truly develop products that consumers like, and implement differentiated operations to achieve the ultimate goal of increasing sales.

Strengthen social media promotion channels : In addition to using Lazada's Quanxiaobao and Super Alliance platform tools to attract traffic, you can also use fan marketing tools such as CEM and Feed to increase fan stickiness and convert them into purchases, truly achieving the goal of converting traffic to sales. Obviously, social media promotion plays an indispensable role in increasing sales.

Overseas warehouse layout : For sellers, stocking hot-selling products in overseas warehouses in advance is undoubtedly killing two birds with one stone. It can not only shorten the logistics time of products, but also improve customer satisfaction. Take the comparison between three days and one week. Why wait an extra week when you can receive the expected products sooner?

Value the connection with customers : Paying attention to customer needs, answering customer questions in a timely manner, and properly handling customer after-sales issues can improve customer shopping experience and generate brand word-of-mouth effect and repeat purchases .

Keep up with the pace of platform activities : According to the platform activity date, prepare activity plans in advance, clarify the products to be promoted in the event, actively participate in store activities, accumulate promotional product reviews through flash sales and other activities, seize the explosive order bonuses during the platform promotion period, and do not miss any traffic nodes.

In addition, for PatPat, some services on Lazada that can increase sales are still worthy of attention from other merchants, such as overseas warehouses that help merchants go overseas and shorten the logistics time of merchants; the launch of advertising full-effect treasure brings high ROI returns and high store exposure; Lazada resource packages bring in traffic and increase store exposure, etc. These are the secrets to driving PatPat's sales growth.

Lazada’s powerful merchant growth incentive plan is underway, and the seller’s highest GMV has increased nearly 30 times!

Een.com learned that in March this year, Lazada launched the "Strong Merchant Growth Incentive Program" for the first time across borders , which brought the Southeast Asian e-commerce market to a climax. Starting from May 1, the 60-day (May 1-June 30) incentive incubation program has enabled the first batch of nearly 1,000 sellers invited to participate to create new cross-border performance records, and the highest seller's GMV has increased by nearly 30 times!

According to PatPat , its success is not due to a single reason. In addition to its own operating ideas and strategies, there is another important reason, which is actively responding to the platform's policies. For example, it recently joined Lazada's "Strong Merchant Growth Incentive" program. After participating, it was found that the store traffic increased compared to before, and the conversion rate also increased. With the support of various rights and interests, there is more room to formulate activity plans.

Lazada's powerful merchant growth incentive plan mainly includes five major project rights and interests, namely exclusive traffic weighting, commission rebate, exclusive shop assistant, green channel and logistics rate card discount. Under the configuration of Lazada's all-round operation, it helps sellers to overtake others, forming a situation of rapid brand growth, greatly improved consumer experience and other multi-faceted benefits, which can be said to kill two birds with one stone.

For emerging brands like PatPat , choosing an influential platform like Lazada to expand into Southeast Asia has undoubtedly achieved the goal of win-win cooperation. When the platform brings together "people, goods, and venues", sellers bring their products to the venue, and the Chinese brand and the Chinese platform are strongly combined, the benefits are undoubtedly maximized.

The substantial help from Lazada ’s powerful merchant growth incentive program, coupled with the prospects of the Southeast Asian market, makes it an excellent choice for Chinese sellers to go abroad. Interested sellers can join the Lazada platform and start their gold-digging journey in Southeast Asia!

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