Core Viewpoint - The collaboration between Lazada and Tmall aims to create a seamless cross-border e-commerce experience in Southeast Asia, leveraging Tmall's brand strength and Lazada's local market knowledge to enhance brand supply and consumer experience [1][15][19]. Group 1: Project Overview - Lazada has initiated the "One-Click Easy Overseas" project, allowing Tmall merchants to sell products in five Southeast Asian markets: Malaysia, Singapore, Thailand, Vietnam, and the Philippines [1][2]. - Tmall and Lazada's integration is designed to simplify the process for merchants, enabling them to quickly enter the Southeast Asian market without the need for extensive local operations [11][12]. Group 2: Strategic Differences - Each platform has distinct strategies: Tmall focuses on a diverse product range with a "light" approach, while Lazada aims to build a quality marketplace emphasizing brand recognition [4][5][6]. - Tmall's model is about helping merchants sell domestic products abroad, whereas Lazada's goal is to import global brands to serve local consumers [6][10]. Group 3: Market Dynamics - Southeast Asia has a growing middle class of approximately 150 million people who are willing to pay for quality and service, indicating a demand for branded products [9][19]. - The e-commerce penetration rate in Southeast Asia is lower than in China, with brand e-commerce GMV accounting for only 30%, highlighting a significant market opportunity [9][10]. Group 4: Competitive Landscape - The Southeast Asian e-commerce market is competitive, with platforms like Shopee and TikTok Shop also vying for brand partnerships and consumer attention [18][19]. - Lazada's early entry and established brand mall (LazMall) provide a competitive edge, but ongoing support and effective operations are crucial to retain brands [18]. Group 5: Implementation Challenges - Successful execution of the integration depends on local acceptance and the ability to adapt to diverse consumer preferences across Southeast Asian countries [17][18]. - The project must address potential conflicts with existing local distributors of international brands to ensure effective market growth [18][19]. Group 6: Future Outlook - The upcoming Double 11 shopping festival will serve as a critical test for the Lazada and Tmall collaboration, measuring buyer growth, profitability, and transaction scale [20]. - The partnership represents a strategic exploration of how Chinese brands can establish a foothold in overseas markets, focusing on quality supply and consumer trust for sustainable growth [20].

Core Viewpoint - Lazada is focusing on "branding" as its highest strategy, leveraging Alibaba's organizational benefits to integrate domestic and international operations, aiming to enhance brand presence in Southeast Asia [5][6][7]. Group 1: Strategic Direction - Lazada has been integrating local and international brands since its acquisition by Alibaba in 2018, introducing initiatives like LazMall and the "Double 11" shopping festival [5][6]. - The company aims to tap into the growing middle-class market in Southeast Asia, which currently has 150 million consumers, by positioning itself as a platform for quality and branded products [6][11]. - The integration with Tmall allows for a "system-level" connection, enabling merchants to mirror their Tmall stores on Lazada, thus facilitating cross-border business with lower costs [6][14][15]. Group 2: Market Opportunities - The demand for quality products among Southeast Asian consumers is rising, with Lazada identifying "quality users" as a key demographic [6][11]. - Short-tail categories, such as consumer electronics and beauty products, are seen as having significant opportunities for growth due to local supply gaps [20][21]. - Brands that focus on emotional value, like Pop Mart, are gaining traction, and Lazada is actively engaging in marketing strategies to connect these brands with local consumers [22][23]. Group 3: Operational Enhancements - Lazada offers various operational models to assist brands in entering the Southeast Asian market, including a "one-click light export" option for Tmall merchants [24]. - The platform emphasizes the importance of local insights and intelligent full-chain support to help brands navigate the complexities of local operations [17][25]. - The company is committed to evolving its approach to ensure that brands not only enter the market but also adapt their products to meet local consumer needs [25].

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].

Core Viewpoint - Southeast Asia's e-commerce market is highly competitive, with Lazada adopting a "branding" strategy to leverage its integration with Alibaba's e-commerce ecosystem, aiming to enhance its market position and attract more local and international brands [3][4][5]. Group 1: Branding Strategy - Lazada has positioned "branding" as its highest strategic priority, integrating domestic and international operations to capitalize on organizational synergies [3][4]. - The platform has introduced LazMall, which features both local and international brands, and is recognized as Southeast Asia's largest online brand mall [4]. - The "branding" strategy is a response to market changes, with Lazada targeting the growing middle-class consumer base in Southeast Asia, which now numbers 150 million [4][5]. Group 2: System Integration with Tmall - Lazada's president, Wei Meng, emphasizes the importance of "system-level" integration with Tmall, allowing merchants to mirror their Tmall stores on Lazada, thus facilitating low-cost cross-border operations [5][11]. - This integration enables efficient inventory management, pricing synchronization, and marketing strategies, enhancing the visibility of Tmall brands in Southeast Asia [11][12]. - The initial batch of Tmall brands entering Lazada includes well-known names like Philips and Babycare, indicating a significant potential for growth [5][12]. Group 3: Market Opportunities and Consumer Trends - The Southeast Asian market presents substantial opportunities for brands, particularly in consumer electronics and beauty products, where local supply is often insufficient [17][18]. - Lazada is focusing on short-tail categories initially, as they are easier to scale and standardize, while long-tail categories like apparel will be approached later due to their complexity [18]. - The platform is also observing trends in emotional consumption, as seen with brands like Pop Mart, and is actively engaging in local marketing initiatives to strengthen brand-consumer connections [19]. Group 4: Challenges and Future Directions - While Lazada is facilitating the entry of Chinese brands into Southeast Asia, it acknowledges the challenges of supply chain and logistics that these brands face [20][21]. - The company aims to support brands in localizing their products and operations, which is essential for long-term success in the Southeast Asian market [21]. - Lazada's overall goal is to successfully implement its branding strategy and achieve growth through enhanced brand offerings and consumer engagement [15].

据介绍，Lazada从成立起就定位为品牌商城，而近年来，东南亚消费者对于品牌消费的需求也在持续增 长。这次打通天猫，是品牌化战略的延续和升级，把更多优质品牌直接送到东南亚。本地化能力也是 Lazada的独特优势。Lazada培养了一支深耕本地、对东南亚市场熟悉的本地化团队。 据介绍，该项目被命名为"一键轻出海"，即商家无需进行任何投入，就可轻松出海。目前，天猫商家的 后台已上线报名通道，天猫小二会进行筛选，对符合条件的商家开放系统对接，随后Lazada的品牌商城 LazMall里将生成店铺，商品、库存、营销、优惠等同步更新。当订单产生的时候，天猫商家只要发货 到国内中转仓，Lazada将负责后续的跨境运输和售后，全程无需注册、无需组建海外团队。 值得一提的是，东南亚一直被认为是国内品牌出海第一站。墨腾创投《2025东南亚电商报告》显示， 2024年，东南亚电商市场规模达1284亿美元，其中Shopee、Lazada与TikTokShop已在东南亚合计超过 80%市场份额，形成三足鼎立格局。 记者从阿里旗下东南亚电商Lazada获悉，作为品牌战略的升级，Lazada在今年"双11"之前，已与天猫进 行系统打通， ...

"只需后台一键打通，就能进入东南亚市场。不需要国际运费，也不需要负担境外售后成本。"一位受邀 品牌方人员表示。 据项目内部人士介绍，这是天猫和Lazada首次进行系统级打通。加入项目协议的商家可以马上拥有一间 和天猫一样的LazMall店铺迎接东南亚消费者，商品信息经AI翻译后同步上架。整个过程中，商家无需 重新注册、无需组建本地团队、无需复杂运营；商家仅需供货至国内中转仓，后续的多语言客服、广告 投入、国际运费均由Lazada负责，商品出境后的跨境退货成本，也将由平台全额兜底。 【环球网科技报道 记者 李文瑶】9月16日，记者获悉阿里旗下东南亚电商平台Lazada首次向天猫商家全 面开放东南亚本地化运营能力，目前，蕉下、babycare、飞利浦、乐扣乐扣等多家知名品牌已确认加 入。 "项目设计的核心就是降低品牌出海的门槛，让大家可以更低成本试水东南亚市场，同时保留逐步向本 地化演进的路径。"Lazada内部人士表示。 | 大部 600145 日本工作部 | Q RENNEMERANERAL O | | ● 公告 · 2025年中秋节报名进行中 · | | 他发 图片 | 60 0 湖路 | B 投资 | 日 ...