Lazada to use music, entertainment to push 11.11 campaign

Jack Zhang, deputy chief executive of Lazada Thailand, said on Tuesday (Nov 5) that Lazada is now the fastest growing e-commerce provider in Southeast Asia with more than 50 million active users per year and growth in orders of more than 128 per cent over the same period last year.

“Last year, orders in Thailand spiked around the 11.11 festival, which Lazada holds annually during November,” he said. “We see that e-commerce in this region has strong potential, with the Thailand, Malaysia and Singapore markets growing at 20-30 per cent and Vietnam and Indonesia expanding at 40 per cent.”

“We expect the total regional value of e-commerce to reach US$300 billion by 2025,” he added.

Paradee Sinthawanarong, chief marketing officer, added that the company is readying various promotional campaigns to make this year’s 11.11 festival the biggest online shopping event of the year. “The theme is ‘Lazada 11.11 Biggest One Day Sale’ and we are employing music marketing techniques by inviting pop singers and stars to create the ‘shoppertainment’ experience with live concerts, games, variety shows and offline to online (O2O) activities on our platform,” she said. “We are also planning to issue 111 million discount coupons during the festival.”

This year too Lazada is using artificial intelligence on its platform to help customers search for desired products using simple phrase or even pictures. “Moreover, we partnered with local retail stores for the ‘Stamp Hunt’ campaign, where customers can buy products from partner stores and scan the QR code there to collect discount coupons to be used on our website.”

“We estimate that the top three best-selling groups this year will electronics (mobile phones and tablets), beauty products and food supplements, while the target groups of this campaign are consumers aged between 18 and 34,” Paradee said.


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