E-com­merce rev­o­lu­tion

> Lazada launches its fifth on­line shop­ping cam­paign

The Sun (Malaysia) - - MEDIA & MARKETING -

THE e-com­merce mar­ket has grown in re­cent years with com­pa­nies like Ama­zon, Alibaba and Lazada, among other com­pa­nies, spear­head­ing the mar­ket in their own re­spec­tive re­gions. In South­east Asia, Lazada has pi­o­neered the e-com­merce mar­ket since its in­cep­tion in 2012. To­day, it is recog­nised as the re­gion’s num­ber one on­line shop­ping and sell­ing plat­form. Re­cently, Lazada in Kuala Lumpur an­nounced its fifth “On­line Rev­o­lu­tion” cam­paign themed “Brand for All”.

ON­LINE REV­O­LU­TION 2016 Lazada’s cam­paign this year is called On­line Rev­o­lu­tion. It is con­sid­ered South­east Asia’s largest on­line shop­ping and sell­ing event. An an­nual and much an­tic­i­pated event by Lazada since De­cem­ber 2012 – it has brought brands, re­tail­ers and peo­ple from six coun­tries to­gether, with the in­ten­tion of ed­u­cat­ing the con­gre­ga­tion on the ben­e­fits of on­line shop­ping and sell­ing, while pro­vid­ing fan­tas­tic bar­gains and pro­mo­tions.

This year, the On­line Rev­o­lu­tion wit­nessed the par­tic­i­pa­tion of over 1,000 brands and 55,000 in­ter­na­tional and lo­cal mer­chants, with Sam­sung, L’Oréal and Nes­tle among the par­tic­i­pat­ing brands.

At the event, Lazada Malaysia CEO Hans-Peter Res­sel said that Lazada aims to bridge the gap be­tween brands and con­sumers through this event, es­pe­cially with 81% of their cus­tomers re­sid­ing in ar­eas with lim­ited ac­cess to many of to­day’s prod­ucts and brands. He also said that Lazada is able to of­fer its cus­tomers ac­cess to a wide range of brands and their favourite la­bels, al­though sit­u­ated on the out­skirts of met­ro­pol­i­tan ar­eas.

STRENGTH OF E-COM­MERCE Dur­ing a panel ses­sion at the launch, Nes­tle Malaysia man­ag­ing di­rec­tor Alois Hof­bauer shared his ex­pe­ri­ence in han­dling the ecom­merce seg­ment in China, ex­press­ing how strong this mar­ket­ing sec­tor has grown to be­come.

“E-com­merce pro­vides con­sumers with choices due to the ac­cess to other prod­ucts that were pre­vi­ously not avail­able in cer­tain re­gions, mak­ing the mar­ket very demo­cratic,” he said.

L’Oréal Malaysia di­rec­tor and head of busi­ness Manashi Guha echoed her sen­ti­ments.

“The way peo­ple con­sume beauty has changed over the last few years. Peo­ple no longer just look at mag­a­zines or TV for this. Beauty prod­ucts have been democra­tised by key in­flu­encers and opin­ion lead­ers. Ev­ery­one is ex­per­i­ment­ing with dif­fer­ent prod­ucts, try­ing new trends that are cre­ated by brands and peo­ple. As brands, we have our key opin­ion lead­ers and in­flu­encers too, which are hugely in­stru­men­tal in cre­at­ing trends ... they in­spire us. And e-com­merce is a fan­tas­tic plat­form to trans­late th­ese trends into ac­tion,” Guha said.

TACK­LING THE TRUST IS­SUE De­spite the ad­van­tages that comes with ecom­merce, there is still an area that needs fine-tun­ing – the is­sue of trust be­tween peo­ple and brands. Some peo­ple have no con­fi­dence in e-com­merce sites when it comes to pur­chas­ing. Take gro­ceries and well­ness prod­ucts as good ex­am­ples.

Ad­dress­ing this is­sue, Guha shared her views say­ing that this is­sue will hold for some time. Nev­er­the­less, the re­views on ecom­merce sites can help to a cer­tain ex­tent, in get­ting con­sumers to at least try new prod­ucts as most re­views are writ­ten by con­sumers them­selves.

“The world to­day is mov­ing to­wards dig­i­tal. So you have key opin­ion lead­ers and con­sumers who would place their re­views and opin­ions of the prod­ucts on­line. More­over, the mar­ket now is full of mil­len­ni­als. For them, mo­bile and search en­gines are the eas­i­est way to search for in­for­ma­tion and prod­ucts. They are open to re­views, es­pe­cially those from other con­sumers like them­selves,” she added.

Hof­bauer on the other hand felt that to ad­dress this is­sue, one has to view e-com­merce as a com­ple­men­tary “route” to phys­i­cal stores. “Peo­ple do not only buy off­line or on­line, they com­ple­ment. If you have a prod­uct that you buy on a reg­u­lar ba­sis, on­line shop­ping will add a lot of con­ve­nience to those who are busy to make a pur­chase from a gro­cery store. How­ever, the phys­i­cal store will pro­vide some peo­ple with the as­sur­ance they de­sire. So, there is no de­fin­i­tive thing as just shop­ping on­line or off­line for that mat­ter, rather e-com­merce and tra­di­tional re­tail com­ple­ment one another,” he said.

The Lazada On­line Rev­o­lu­tion 2016 is a month-long cam­paign, which starts from Nov 11 to Dec 12. Dur­ing the event, shop­pers can ex­pect more than 500,000 deals, in­clud­ing of­fers from in­ter­na­tional and lo­cal brands, as well as ex­clu­sive launches of branded prod­ucts. For more in­for­ma­tion, visit the Lazada web­site or its Face­book page.

Res­sel (third, left) to­gether with brand part­ners of the On­line Rev­o­lu­tion 2016 cam­paign (from left) Hof­bauer, Sam­sung Malaysia head of con­sumer elec­tron­ics Jimmy Tan, Guha and Vinda Group (Drypers) com­mer­cial di­rec­tor Tony Sper­rin at the cam­paign launch.

From left: BSN se­nior vice-pres­i­dent and head of dig­i­tal bank­ing Muham­mad Ad­lan Hus­san, win­ner of the Ju­nior Draw Spe­cial Cat­e­gory Anisha Emyra Shah­harudin and BSN se­nior vice-pres­i­dent and head of re­tail and com­mu­nity busi­ness Datuk Mearia Hamzah at the mock cheque pre­sen­ta­tion cer­e­mony at Wisma BSN.

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