Targeting overseas marketing, Shopee helps Chinese brands leverage new traffic growth in Southeast Asia

June 2, 2021, Shenzhen - Recently, Shopee, the leading cross-border e-commerce platform, successfully held its 2021 Global Marketing Summit. With the theme of "Global Marketing Strategy, Driving New Traffic Growth", Zhou Junjie, Chief Business Officer of Shopee, together with many experts and official partners of the platform, provided nearly 300 well-known domestic brands and high-quality cross-border enterprises with the most comprehensive cross-border marketing strategy in the "post-epidemic era", helping more domestic products to easily break through cross-border marketing barriers and embark on the journey to go global.

Shopee marketing solutions leverage hundreds of billions of bonus growth

In recent years, more and more Chinese brands and sellers have turned their attention to overseas markets, and overseas marketing has gradually become a focus of great attention in the industry. However, the communication links, forms, and media in overseas markets are different from those in China, which also means that brands and sellers need to use different marketing plans to meet the very different consumption preferences of consumers.

Shopee Chief Commercial Officer Zhou Junjie delivered an opening speech

Shopee Chief Business Officer Zhou Junjie said in his opening speech: "As an important fulcrum in the overseas expansion system, cross-border marketing has become the first step for many brands and sellers to start overseas branding, and marketing capabilities also directly determine the size of the potential customer base that can be leveraged. To this end, Shopee has focused on integrating internal and external channels, led a number of partners, and successfully built the Shopee marketing solution to provide brands and sellers with full-category marketing support to achieve leapfrog growth."

Shopee's marketing solution integrates eight overseas modules, including Shopee's on-site and off-site advertising, Shopee affiliate marketing, Shopee live streaming, etc. It starts from five key nodes, including implanting impressions, strengthening interactions, establishing recognition, order conversion, and cultivating loyalty, to help brands and sellers fully reach potential consumer groups.

So far, the solution has successfully helped many well-known domestic brands and cross-border sellers such as Konka, SACE LADY, and Baseus to achieve their overseas expansion vision, leveraged hundreds of billions of market dividends, and injected strong impetus into the future development of domestic products in Southeast Asia.

Collaboration among multiple parties in the marketing field to build a link for sellers to go overseas and acquire customers

At this marketing summit, Shopee's cross-border in-site marketing experts, advertising experts, regional marketing experts and cross-border online marketing experts jointly provided a full range of marketing solutions. At the same time, Shopee also joined forces with the two major platforms Facebook and Google, as well as official payment partners Lianlian International and PingPong, to bring the latest Southeast Asian market trends and many cooperation benefits to brands and sellers on site.

Shopee 2021 Annual Overseas Marketing Summit Successfully Held

Shopee advertising: the first step in attracting traffic within the site, accurately discovering potential customers

As a well-known tool for attracting traffic and boosting sales, Shopee advertising has a significant effect on store exposure and order increase. Shopee advertising experts said: "Shopee advertising has five major advantages: low cost, quick results, easy operation, high returns, and many discounts. According to Shopee's cross-border data: up to 33% of sellers opened Shopee advertising in the first month of their entry, and after persisting in running the ads, the average store traffic and visitors increased by 750%, and 25% of direct orders were generated through advertising."

In addition, advertising experts analyzed the ideas for daily advertising and the strategies for big promotions in detail: "On weekdays, you can select at least 20 highly competitive "explosive order reserve forces" and actively use advertising tools to test keywords and products; during the big promotion period, divide the key nodes to implement precise budget control, and allocate the big promotion advertising budget from the four stages of warm-up period, main promotion period, explosive period and return period to achieve cumulative conversions during the big promotion."

In 2021, Shopee advertising also ushered in a new upgrade: in terms of form, matrix advertising helps increase store traffic; in terms of function, a new crowd targeting function is launched to achieve efficient targeting and precise traffic; in terms of service, new advertising agency operations, one-to-one optimization and online training courses are established, and a number of preferential policies help sellers play with advertising and promote conversion transactions.

Shopee’s in-site marketing: Leveraging live streaming to promote product ideas, high interaction to strengthen trust

In recent years, Southeast Asian consumers are no longer satisfied with simple buying and selling transactions, but are pursuing a more social and interactive shopping experience. Shopee's "buy while watching" live broadcast meets this demand . Shopee's cross-border in-site marketing expert said : "So far, Shopee's live broadcast has covered all sites on the platform. Sellers can use Shopee's live broadcast to establish a one-to-many interactive scene in real time, answer questions for consumers, and effectively improve fan stickiness."

In addition, "sellers must pay attention to maintaining long-term live broadcast planning, setting up exploration and advanced stages in the early stage, using content and language close to consumers' daily lives for long-term interaction, and enhancing the audience's trust in the live broadcast room, so as to achieve an explosion in orders during the promotion period and reap traffic dividends."

At the same time, in order to help sellers adapt to the live broadcast rhythm of the Southeast Asian market more quickly and cultivate local consumers' live broadcast viewing habits, Shopee continues to launch cross-border exclusive live broadcast activities, combined with officially certified professional MCN broadcast services and cross-border official account free live broadcast services, allowing sellers to easily carry out live broadcast business and achieve efficient private domain conversion.

Shopee affiliate marketing: Deepen the core information of products and effectively implant brand impression

Nowadays, the channels for obtaining information are becoming increasingly complex, and consumers are accustomed to relying on third-party information to assist in decision-making before purchasing. How to attract potential customers from different channels and achieve efficient conversion is the pain point of off-site marketing. To this end, Shopee has carefully created Shopee Affiliate Marketing to help sellers use effective marketing investment to widely broadcast core information, expand exposure, and gain easily measurable returns on investment.

Shopee Affiliate Marketing integrates a large group of marketing partners, covering various types of third-party channel resources such as cashback platforms, price comparison websites, content websites, KOLs, etc. In the first half of 2021 alone, Shopee Affiliate Marketing brought brands a 13-fold return on investment.

In order to introduce the placement skills of Shopee affiliate marketing in detail to the brands and sellers on site , Shopee regional marketing experts made a live connection in Singapore and shared a lot of practical information in the form of live broadcast: "First, it is recommended that everyone carry out regular strategic placement to maintain stable exposure; secondly, in line with the needs of major marketing activity nodes, the commission rate should be adjusted in a targeted manner to improve the competitiveness of promotion; finally, each brand has its own positioning and potential customer base. It is necessary to find the placement direction that suits you best in order to obtain truly high returns."

Shopee's off-site partners: Maximizing brand power, Facebook and Google open external traffic valves

In order to help brands and sellers quickly open up traffic and expand the public domain customer base, Shopee has joined forces with the two leading platforms to carry out exclusive off-site advertising cooperation, combining the advantages of multiple parties to jointly explore the bonus traffic pool and promote the efficient flow of Southeast Asian audiences from outside to inside.

At the event, Missie Lin, Product Marketing Manager of Facebook Asia Pacific , explained Facebook’s insights and strategies for the future development trends of Southeast Asia’s digital economy, analyzed the excellent marketing cases of Shopee x Facebook advertising, and provided a budget management calendar for reference during the promotion period.

At the same time, Susan Lai, Head of Industry for Google Technology Clients, also introduced on site how Shopee x Google Ads can help brands quickly and conveniently connect with customers online and provide them with flexible tools to measure and optimize marketing campaigns.

Practical teaching of integrated marketing, senior executives of big brands share their experience on the spot

Faced with a wide variety of marketing tools, how can you integrate them and develop a cross-border marketing plan that is more suitable for your brand and store attributes? Shopee's cross-border online marketing experts provide very practical marketing integration suggestions and build a plan guided by multi-channel traffic touchpoints inside and outside the site to improve store performance.

In order to help on-site sellers improve their practical capabilities and discover the most suitable "localized" strategy for their own development, Shopee specially invited the chairman of Konka Smart Appliances, the deputy general manager of SACE LADY and the cross-border e-commerce manager of Baseus to share on-site the decision-making links and marketing layouts of different types of brands going overseas, and to discuss in depth how to find marketing channels suitable for their own brands and products to welcome the upcoming peak season promotion in the second half of the year.

Integrated marketing practical teaching, many big-name executives started on-site teaching

Niu Weidong, Chairman of Konka Intelligent Appliances, said: "Any company actually walks on two legs, one is product and the other is marketing. Making good products is our most essential work, and in the cross-border field, overseas marketing is particularly important. Cooperation with e-commerce platforms such as Shopee should be regarded as the top priority for the brand's overseas development."

When talking about the evaluation of Shopee's marketing solution, Zhi Ning, deputy general manager of SACE LADY , said: "Shopee's marketing solution is comprehensive and three-dimensional, and can form an effective closed loop. This will be of great help to brands in future in-depth user operation and maintenance, data accumulation, insight into demand and product development."

Finally, regarding the promotion plan for the second half of the year, Cai Songqing, the cross-border e-commerce manager of Baseus, shared his preparation experience: "Before the peak season arrives, we hold a review meeting every month to review the marketing results and make product matrix planning in line with the promotion marketing rhythm. It is necessary to formulate different communication combinations based on the characteristics of each site in order to achieve explosive growth faster."

At the summit, high-quality overseas marketing tips and practical tips won praise from brands and sellers present. The atmosphere was warm and applause continued throughout the event. The audience actively communicated and shared their experiences and insights with each other, and showed great interest in Shopee's overseas marketing tools in different sectors.

Zhou Junjie concluded: "I am very happy to gather here with so many high-quality domestic brands and big sellers to discuss the topic of overseas marketing. As a leading e-commerce platform, Shopee has continued to deepen its overseas marketing layout this year and launched a series of cross-border marketing products and tools that keep up with the needs of the Southeast Asian market. It is precisely because Shopee has always maintained its attention to the needs of cross-border sellers and its keen feedback on the market that we can grasp consumption trends and improve market insights while actively promoting local digital development in Southeast Asia. In the future, Shopee will continue to grow together with everyone, help domestic products seize the dividend opportunities, and achieve every possibility of going overseas."

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