This Bday promotion had entertainment consumption as its core highlight. Katy Perry, together with more than 100 top celebrities participated in the online Super Party of Lazada, which received over 5 million viewings. In addition, it was also broadcast live on 14 local TV channels and 5 mainstream social media platforms in six countries, attracting flow through multiple channels to form a massive flow pool, which was then turned into explosive sales through matrix marketing tools!
Lazada has witnessed the number of consumers rising by more than 100% compared with Bday in 2020, with 20 brands breaking the sales of million dollars milestone in one day.
Lazada’s entertainment and diversified activities have built a flow highland for merchants and widened the flow entrance. This Bday promotion has realized the re-upgrading of “entertainment consumption”. It not only formed a superstar flow matrix with the European and American superstar Katy Perry as the core, but also improved the full-link experience of user consumption in multiple dimensions through live broadcasting, games and other entertainment activities, further closely combining the entertainment content preferred by Southeast Asian consumers with shopping.
On March 27, the number of online live broadcasts of LazLive merchants increased by 180 % year-on-year, and the sales through LazLive soared by 670 % on a year-on-year basis. Like live broadcast, games were also a highlight of this entertainment consumption. Consumers spent more than twice the average day on Lazada’s built-in game LazGames, and more than 2,300 brands provided exclusive rewards and coupons in built-in game Happy Cake. Consumers could unlock preferences and gifts during the game, which not only boosted the exposure and conversion rate of the brand, but also intensified the viscosity and interaction of the brand and platform.
Established in 2012, Lazada currently has about 100 million active consumers annually in six countries in South-East Asia. Faced with such a vast flow pool, every big promotion is a demonstration and test of the strength of warehousing and logistics. Lazada coped with the heavy demand for logistics transportation in its stride during the Bday promotion. Relying on its powerful logistics transportation network and performance capabilities, the number of parcels out of warehouse on the first day was twice that of Bday last year. The delivery of the first order in Bday promotion took only 8 hours from order generation to receipt, which fully guaranteed the logistics experience of consumers during the big promotion.
In the past nine years, Lazada has achieved rapid volume expansion, rising promotion turnover year by year, and further win-win results with merchants by virtue of its platform technology, financial capacity and logistics capabilities, developing into the leading e-commerce platform in Southeast Asia. We could tap business opportunities with the help of the data. Moreover, We will share some effective data collected in Bday, and spare no effort to become a pilot lamp for merchants by the use of such achievement as driving power for the next boom.
At the time of selling Chinese goods abroad in 2021, we will continue to wholeheartedly serve every cross-border merchant, offering a high-quality experience of oversea sales with the power of commerce and technology to achieve a win-win result!
