On­line shop­ping set for year-end boom

Viet Nam News - - FRONT PAGE -

HCM CITY — On­line shop­ping is ex­pected to surge in the re­main­ing months of this year with many e-com­merce play­ers launch­ing pro­mo­tions.

Dur­ing this pe­riod the big­gest pro­mo­tion will be Sin­gles’ Day on Novem­ber 11, which has be­come pop­u­lar in Asia and a huge com­mer­cial hit.

Ac­cord­ing to Cri­teo, an ad­ver­tis­ing plat­form, Novem­ber 11 was orig­i­nally cel­e­brated in Chi­nese uni­ver­si­ties and meant for sin­gles. It then spread to other mar­kets like Tai­wan, In­done­sia, Vieät Nam, and Sin­ga­pore.

Sil­via Siow, Cri­teo’s head of ac­count strat­egy for South­east Asia, Tai­wan and Hong Kong, said: “In re­cent years the day has be­come a ma­jor op­por­tu­nity both for shop­pers and on­line re­tail­ers.

“This is not just a one-day cel­e­bra­tion but the clear start of the win­ter shop­ping sea­son.

“A strong re­tail sales up­lift across var­i­ous prod­uct cat­e­gories is seen in the weeks fol­low­ing Novem­ber 11 with the most spec­tac­u­lar sales spike hap­pen­ing in De­cem­ber.”

For the Viet­namese mar­ket, Siow said, the re­tail sales dur­ing Novem­ber 11 last year in­creased by 245 per cent com­pared with the time from 24 to 30 Septem­ber 2017.

She told that sales would fur­ther in­crease this year.

“On­line re­tail­ers should not stop pro­mo­tions with a sin­gle day and have to con­tinue to cap­i­talise on the mo­men­tum cre­ated by this big pro­mo­tion day as big­ger con­sump­tion will fol­low in De­cem­ber.”

In Vieät Nam last year the big­gest sales day was De­cem­ber 12 but sales re­mained high for the next two days, she said.

Re­tail­ers should ben­e­fit from the mo­men­tum cre­ated by Novem­ber 11 and max­imise sales by sus­tain­ing pro­mo­tional ef­forts un­til De­cem­ber 21, she sug­gested.

An on­line shop­ping in­sights and trends piece pre­sented jointly by Face­book and Shopee, which found that shop­pers in the re­gion, es­pe­cially mo­bile shop­pers, are in­creas­ingly re­gard­ing Sin­gles’ Day as an in­te­gral part of the year-end shop­ping sea­son.

Ac­cord­ing to Face­book con­ver­sion data across six APAC mar­kets, 1.3 times more con­ver­sions were gen­er­ated on Novem­ber 11 than on an av­er­age day that same month while the share of mo­bile con­ver­sions dur­ing the hol­i­day sea­son grew to 76 per cent.

To cap­ture the op­por­tu­ni­ties, in the cur­rent week on­line mar­ket­places launched pro­mo­tion pro­grammes.

Shopee, an e-com­merce plat­form in South­east Asia and Tai­wan, launches Novem­ber 11 Shopee Sieâu Sale which fea­tures an up­sized and im­proved pack­age of non-stop pro­mo­tions from 25 Oc­to­ber to 11 Novem­ber, in­clud­ing the re­turn of the high­ly­pop­u­lar themed days, new in-app games, and deals at up to 50 per cent off across all cat­e­gories and more.

Pine Kyaw, man­ag­ing di­rec­tor of Shopee Viet­nam, said: “Con­sumers across the re­gion, in­clud­ing Vieät Nam, are in­creas­ingly em­brac­ing Sin­gles’ Day as a key date in their on­line shop­ping cal­en­dar. This is the third year that Shopee is run­ning a Novem­ber 11 event and it is slated to be our big­gest ever Novem­ber 11 event to date.”

Kyaw said last year’s cam­paign far ex­ceeded his com­pany’s ex­pec­ta­tions on all fronts and that mo­ti­vates them to or­gan­ise this year’s Novem­ber 11 event with more in­cen­tives to bring con­sumers ex­cite­ment and sur­prises.

An­other on­line mar­ket­place, Lazada, in­vites shop­pers to make the most of its Novem­ber 11 shop­ping fes­ti­val along with plenty of en­ter­tain­ment, celebrity in­ter­ac­tions and shop­ping deals and dis­counts.

Lazada said Viet­namese shop­pers would be able to en­joy the full cus­tomer shop­ping ex­pe­ri­ence dur­ing its big­gest sale just like all shop­pers in In­done­sia, Malaysia, the Philip­pines, Sin­ga­pore and Thai­land with big­ger and bet­ter deals.

Shop­pers across South­east Asia can look for­ward to more than 50 mil­lion deals, in­clud­ing dis­counts of up to 90 per cent on more than one mil­lion items dur­ing the 24-hour shop­ping spree.

“For a com­pany to en­ter and suc­ceed in Vieät Nam we recog­nise the im­por­tance of un­der­stand­ing and serv­ing the unique lo­cal mar­ket needs,” Zhang YiXing, CEO of Lazada Viet­nam said. “Hence, Lazada Viet­nam want to pro­vide the full shop­ping ex­pe­ri­ence for Viet­namese shop­pers where our con­sumer can have some fun while brows­ing, buy­ing and get­ting dis­counts.” — VNS

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