With hot-selling products emerging one after another and sales continuing to soar, how can the home living category, which has always been in the limelight, become more attractive?

From home decoration to furniture arrangement, creating one's own "family space" has become a pleasure for overseas consumers. With the development of online consumption habits, online purchase of home life products has become a popular trend. The editor learned that the average daily orders of cross-border home life products in China are doubling every year. As domestic products are popular overseas, the peak season promotion in the second half of the year is about to come. Sellers of home life products must seize the good opportunity of explosive orders.

So, what are the key markets for home life products? How can cross-border sellers develop operational strategies for home life products? How can home life sellers break through development bottlenecks and find new opportunities?

The editor has combined the detailed data and market development trends of the mainstream cross-border e-commerce platforms in Southeast Asia to sort out the answers to the above questions for sellers of home living products. Let’s talk about them in detail below.

Home life category ranking competition begins! Key market and category lists released

The epidemic has catalyzed the global digital economy. Whether in Europe, the United States, or Southeast Asia, consumers are increasingly enthusiastic about and dependent on online shopping. In addition, the epidemic has caused consumers to spend more time at home, which has also driven the demand for more home life products. In this context, when consumers can experience the diversity and high cost-effectiveness of a product, their demand for repurchase will also increase. Therefore, the rapid development of home life products in the first half of 2021 will inevitably continue into the second half of the year, and home life products will continue to sell well.

Based on this, we can look at the overall situation of Southeast Asian markets: the Philippines, Malaysia, and Singapore are the most popular markets for cross-border home furnishing products. The three fastest growing markets last year were Singapore, the Philippines, and Vietnam. It is also worth noting that among the markets covered by Shopee, Brazil, a new market in Latin America, has also ranked among the top in terms of the growth rate of home furnishing orders, and its huge potential deserves the attention of sellers.

Faced with such huge potential, what products are worthy of sellers' attention? I will share with you what are the key products in the home life category. First of all, judging from the sales of home categories on the Shopee platform in 2020: interior decoration, kitchen supplies, and storage supplies have the largest demand; while lamps, outdoor gardening, and household cleaning supplies have the fastest growth rate. In the first half of this year: interior decoration, kitchen supplies, and storage supplies still ranked in the top three of the order list; but the rankings of the three categories with the fastest growth have changed slightly, and outdoor gardening has successfully replaced household cleaning supplies to enter the top three.

Summarizing the above data, we can find that the home furnishing category covers a wide range, from small household items to outdoor gardening supplies, from lamps to interior decoration, all of which are part of the home furnishing blue ocean market. Since consumers in each market have different preferences, sellers who intend to expand overseas business need to combine the different concerns of consumers in each market and display their products in a more targeted and focused manner.

Survey data shows that popular categories such as kitchenware, interior decoration, home building materials, and lamps are the main force of explosive sales in several major markets where Shopee is located, such as Vietnam, Malaysia, the Philippines, and Thailand. Storage supplies also have business opportunities in markets such as Vietnam, Thailand, Malaysia, the Philippines, and Brazil.

Refined product selection strategy, every detail is a business opportunity

Home living products have a vast market, and the most popular categories of products are bound to be highly competitive. When new sellers choose this category to enter the blue ocean market, if they can do a good job of detailed product selection research, they will be able to grasp overseas business opportunities more accurately in the subsequent business development.

Below, the editor will focus on baking, kitchen storage, home building materials, home decoration products and lamps, and talk about the development pain points and opportunities behind them.

Baking products: In view of the current homogeneity of products, sellers can seek products with differentiated demand when selecting products. Taking kitchen cake molds as an example, sellers do not need to always sell the same or similar models of classic styles, but should actively look for molds with competitive advantages in domestic manufacturing, industrial belts and procurement channels.

Kitchen storage products: For products that are heavy or large in size and difficult to transport through cross-border logistics, sellers need to enter the high-demand and relatively standardized accessory market. Taking kitchen supplies as an example, sellers can use direct mail to enter more product accessories, such as filter tips and silicone caps for seasoning bottles, while choosing Shopee's large-scale logistics channels for transportation.

Home decoration products: Taking wall stickers, a popular sub-category in interior decoration , as an example, sellers can leverage the advantages of the manufacturing industry to improve the process, break through the large-area use characteristics of traditional wall stickers, use small sizes as the entry point, and improve the price advantage of the product.

Lighting: Facing the current situation of large differences in target market levels and preferences, sellers can combine the advantages of domestic manufacturing to match the needs of the target market. For example, the Malaysian and Thai markets are markets with relatively high GDP per capita in Southeast Asia, and consumers have decorative needs for lighting when buying light bulbs. At the same time, the consumption level of the Philippine market is also high, and electricity bills are relatively expensive, so consumers prefer fan-shaped lights, bulbs, etc.

Big reveal! Three major operating strategies for home living categories

In addition to product selection, rational operation based on the characteristics of different categories is the key to selling products! So, how can new sellers successfully attract consumers among many similar products and stand out? The editor will present to you the secrets of explosive sales from Shopee account managers!

1. Seize the opportunity of big promotion traffic and actively launch new products.

First of all, sellers need to seize the precious traffic time of new products and actively launch new products within 24 hours of Shopee’s traffic support for new products. It is reported that the 24-hour golden traffic support time can be extended to 48 hours at the latest. If the new product cannot be sold within 48 hours, the seller must consider whether there is a problem with the product being sold.

At the same time, there is a peak purchase period for home life products every week. Historical big data shows:

Malaysians like to shop on Wednesdays, Fridays and Sundays. Thai consumers prefer to order on Tuesdays, Wednesdays and Thursdays. Singaporeans like to order on weekends. Brazilian consumers prefer to shop on Mondays and Wednesdays.

2. Link high-confidence sub-categories, improve the store's product structure layout, create home scenario marketing, and promote product conversion + combined orders.

Simply put, confidence is the correlation between store layout and products. Considering the home category, sellers need to start from the store dimension and make a reasonable layout. In this context, it is important to master the confidence strategy. Data shows that different types of products can form mutual correlations based on different usage scenarios. If sellers, under the premise of taking the main product as the main line, put some products with related needs on the shelves and create a home scenario structure layout, they can better improve product conversion and order closing.

Take kitchen supplies as an example. Consumers will also purchase storage products, home building materials and cleaning products in the large category of kitchen supplies. At this time, if sellers help consumers create scenario-based needs, it will facilitate consumers' purchases, increase the chances of closing orders, and thus drive the product conversion rate in the store.

3. Advertising combined with event investment makes traffic generation simple and quick.

By studying the top stores in the home living category and the growing stores that have performed particularly well in the past three months, Shopee found that many cross-border sellers like to place more advertisements on products such as interior decoration and home building materials. The results show that the output of this type of advertising is very good. The majority of cross-border sellers can try to learn from this method.

In addition, after obtaining the event resources, the seller needs to cultivate the product and link it to his own advertising operation, forming a process of linking advertising and event investment. Only in this way, when the platform resources are invested in the subsequent products, the original products can be promoted through the subsequent resources, and the subsequent output and the benefits of similar products in the store can be maximized.

At the end of the article, the editor has something to say: As a rigid consumer need, the continuous demand for home living products has laid a good foundation for the emergence of hot products, and also created good opportunities and a more stable environment for sellers to enter this category.

The peak season in the second half of the year has already begun. In order to enhance the competitiveness of their products in the main markets, the editor recommends that sellers who want to enter Southeast Asia and the Shopee platform must conduct market research in advance, optimize product selection, and ensure product quality. Only in this way can domestic home products win the favor of all consumers.

Shopee currently covers nearly 1 billion people in Southeast Asia and Latin America, and maintains a strong growth momentum in performance, becoming the best choice for Chinese sellers to expand cross-border business. Click the link below to sign up for Shopee and start your journey to Southeast Asia!

Sign-in link: https://shopee.cn/s/fCG5OQE

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