“低价”失灵，东南亚电商该押注“品牌”了

Core Insights - Lazada's recent survey indicates a significant shift in Southeast Asian consumer behavior towards high-quality, trustworthy products, with 90% of respondents actively shopping in various mall environments, reflecting a growing demand for reliable services and genuine products [2][6][12] Group 1: Consumer Behavior Trends - 90% of surveyed consumers are willing to pay higher prices for brand products in trusted mall environments, highlighting a readiness to accept brand premiums [8] - 31% of consumers are willing to pay an additional 10%-30% for guarantees on genuine products and service commitments [9] - Over 80% of consumers have faced supply shortages when seeking genuine brand products, with 80% willing to try new or overseas brands when their preferred brands are unavailable [11] Group 2: Market Transition - The report emphasizes a transition from a "low-trust marketplace" to a "high-trust brand ecosystem" in Southeast Asian e-commerce, driven by platforms like LazMall, Shopee Mall, and TikTok Shop Mall [12][13] - Lazada's strategy aligns with this consumer preference shift, moving from a traditional low-trust model to a quality-driven e-commerce approach centered around LazMall [12] - LazMall has become a significant profit driver for Lazada, with a 39% increase in overall GMV during the Double 11 event and a 53% increase in the number of brands achieving over $1 million in GMV since the September 9 event [12][13] Group 3: Competitive Landscape - Shopee Mall and TikTok Shop Mall are also pivotal in the transition towards a high-trust brand ecosystem, with Shopee Mall's order growth in the Philippines projected to be twice that of the overall platform [14] - In Malaysia, Shopee Mall and authorized dealers are expected to see a 59% year-on-year revenue increase in 2024, while in Vietnam, Shopee Mall's revenue is projected to exceed 50% of Shopee's overall revenue [14] - TikTok Shop in the Philippines is experiencing a sales growth rate for brands with Mall badges that is approximately 2.2 times the platform's overall growth [14]