Workflow
影石防水全景摄像机
icon
Search documents
天猫品牌出海东南亚,为什么第一步是Lazada?
36氪· 2025-09-28 09:32
以下文章来源于36氪未来消费 ,作者彭倩 在这里看到消费的未来。36氪旗下官方账号。 东南亚本土平台给天猫品牌的橄榄枝。 文 | 彭倩 编辑 | 乔芊 来源| 36氪未来消费(ID:lslb168) 封面来源 | 企业供图 东南亚市场是电商公司竞争的焦灼之地,前有Shopee、Lazada激战,后有TikTok重注、Temu试水,如何才能杀出重围? Lazada如今的答案是:借助阿里电商事业群整合国内和国际业务带来的组织红利,投入前所未有的精力和资源,将"品牌化"作为最高战略。 这家已有13年历史的东南亚本地电商,成立第一年就成为"Harbolnas"(印尼全球网购日)首批发起者的一员,参与大促的本地品牌商家产品占比过半。 2018年正式被阿里收购后,Lazada开启了更多品牌相关的布局,不仅马不停蹄引入了由天猫发明的"双11狂欢节",还在2018年推出了类似天猫商城的 LazMall。 此后,LazMall不断引入本地品牌和国际大品牌,本地品牌如Paragon集团下的Wardah(印尼美妆品牌),国际品牌包括欧莱雅、Swiss、斯凯奇、 MamyPoko(日本纸尿裤)、KonigPilsener(德国啤酒) ...
天猫品牌出海东南亚,为什么第一步是Lazada?
3 6 Ke· 2025-09-28 07:53
Core Viewpoint - Lazada is focusing on "branding" as its highest strategy to compete in the Southeast Asian e-commerce market, leveraging organizational synergies from Alibaba's e-commerce group to enhance both domestic and international operations [1][2]. Group 1: Strategic Direction - Lazada's strategy is to integrate with Tmall, allowing merchants to mirror their Tmall stores on Lazada, thus facilitating low-cost cross-border operations while maintaining domestic sales [3][8]. - The company aims to tap into the growing middle-class market in Southeast Asia, which currently has 150 million consumers, by targeting "quality users" who seek branded products [2][6]. Group 2: Brand Integration and Market Position - The integration with Tmall allows for streamlined inventory management, marketing, and pricing, enhancing Lazada's ability to offer competitive pricing and brand recognition to Southeast Asian consumers [3][8]. - Lazada is positioned as the highest in average order value and brand penetration among Southeast Asian e-commerce platforms, indicating a strong market presence [6]. Group 3: Product Strategy and Market Opportunities - Short-tail product categories, such as consumer electronics and beauty products, are prioritized for initial market entry due to their standardization and scalability [15]. - The company recognizes specific local consumer needs, such as the demand for high-quality outdoor products and beauty items tailored to Southeast Asian climates, as significant market opportunities [14][18]. Group 4: Brand Collaboration and Consumer Engagement - Lazada collaborates with brands like Pop Mart to enhance consumer engagement through events that connect products with emotional value, thereby strengthening brand loyalty [16]. - The platform aims to provide localized marketing support to help brands establish emotional connections with consumers in the region [16][17].
天猫品牌出海东南亚,为什么第一步是Lazada?
36氪未来消费· 2025-09-28 02:16
基于这些变化, Lazada 总裁 魏萌(花名:千城) 把 和 天猫的 "系统级"打通 作为当下的重要策略。 千城 2009年加入阿里, 前期专注于淘系用户产 品和运营,后职责扩展到大快消和进口行业 , 有深厚产品经验和 在大电商板块内 的 协同优势 , 2022年来到Lazada 。 东南亚本土平台给天猫品牌的橄榄枝。 作者 | 彭倩 编辑 | 乔芊 东南亚市场是电商公司竞争的焦灼之地,前有 Shop ee、Lazada 激战,后有 TikTok 重注、Temu 试水,如何才能杀出重围? Lazada 如今的答案是:借助阿里电商事业群整合国内和国际业务带来的组织红利,投入前所未有的精力和资源,将"品牌化"作为最高战略。 这家已有 13年历史的东南亚本地电商,成立第一年就成为"Harbolnas"(印尼全球网购日)首批发起者的一员,参与大促的本地品牌商家产品占比过 半。201 8 年正式被阿里 收购后, Lazada 开启了更多品牌相关的布局,不仅马不停蹄引入了由天猫发明的"双11狂欢节",还在2018年推出了类似天 猫商城的 LazMall。 此后, LazMall 不断引入本地品牌和国际大品牌,本地品牌如 ...