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Online Revolution 2016. Brands for All.
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Online Revolution 2016 – Biggest Sale in SEA!
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BIGGEST RETAIL EVENT IN SOUTH EAST ASIA
Since 2012, from 11.11 till 12.12, Lazada is making online shopping history in South East Asia.
SHOPPING REVOLUTION
Entering a whole new level of Online Shopping experience. Online Revolution is all about offering the best of best deals and entertainment to shoppers. Shopping has never been easier, convenient and exciting!
A Revolution is on since 2012…Together we are making online history in South East Asia
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Online Revolution 2012 Online Revolution 2013
4,000,000 visitorsin 2 days
Online Revolution 2014
15,000,000 visitorsin 2 days
Online Revolution 2015
20,000,000 visitorsin 2 days
1,000,000 visitorsin 2 days
2012 2013 2014 2015 2016 2012 2013 2014 2015 2016
2012 2013 2014 2015 2016
2012 2013 2014 2015 2016
Baseline Online Revolution
Record breaking sales every year2016 projection stating the ambition
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11.11 & 12.12 Visitors 11.11 & 12.12 GMV
11.11 & 12.12 GMV vs. Baseline11.11 & 12.12 Orders
Sources GA
Campaign Calendar Overview
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Campaign Calendar OverviewTimeline of category weeks
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Fashion Week6-11 Dec
Electronics Week29 Nov-5 Dec
Beauty Week12-17 Nov
Family Superstar Week18-24 Nov
Mechanics HighlightsTo get customers excited during the 1 month shopping
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Flash sales with limited to raise high traffic
Buy 1 get 1 free to generate buying impulse
Showcase placements to support our brands / sellers / partners
For customers to have fun and win vouchers!
Flash Sale
Customer Personality Deals
Celebrity Deals
Buy 1 Get 1
Brands/ Sellers/ Partners
Brands & Sellers Coupons
Gamification
Mechanics Details
Deals review from celebrities to increase engagement and please customers
Deals by customer personality (Techies, Fashionistas, Mums etc..)
Possibility for brands and sellers to offer their own vouchers to push their sales during the campaign
Online Revolution 2016
MAXIMUM Spending on All Marketing Channels
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Online Revolution 2016 : How Lazada will help you?Offline Channel Activation: Bus stop billboards & Rapid KL Busses
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Online Revolution 2016 : How Lazada will help you?Offline Channel Activation: LRT Stations
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Online Revolution 2016 : How Lazada will help you?Offline Channel Activation: Local Newspaper & Mamak table tops
Online Revolution 2016How Lazada will help you?
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Check your email![Campaign] Lazada Insider Tip for Online Revolution
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Join the Revolution with us!
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Submit your best prices on your top SKUs and get promoted on 11.11
Fashion
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Who are our customers?
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50%
WOMEN50%
MEN
1.27 itemsAverage Basket
Size
RM 62.41Average Basket
Value
RM 48.97Average Item
Value
67%
33%
4.64%
23.17%
38.91%
33.28%
Under 19 19-25 26-35 Above 35
What are their buying trends on Lazada?
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NMV Growth
What are the trends for orders
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Laptop Bags & Cases
Accessories
Eyewear
Shoes
Travel Accessories
Shoes & Clothing
Jewellery
Exercise & Fitness
Outdoor Recreation
Watches
Clothing
Bags
Customer Split by Order
What are they buying?
Top Selling SKUs for Online Revolution Travel & Luggage
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4 USB Ports AC Universal Travel Wall
Adaptor Charger with 4 AC Plugs
Travel Star Shell Design Hard Case
Luggage Set 20+24+28 inches Red
360DSC Multifunction Travel
Cosmetic Bag
Original Dell Backpack 15.6 (088W9X) Digital Luggage Scale 50KG
Silver
Top Selling SKUs for Online RevolutionSports & Outdoor
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Zumba Home Training Kit: 7 DVD Workouts + 2 Arm
Toning Dumbbells + Training Guide with Dietary Tips
Wonder Core 7 in 1 Abdominal Exercisers Health
Care with Bikes Function
Single Way Motorized Treadmill Heart Rate & Calorie Monitor
Watch
Home And Office Indoor Exercise
Bicycle
Optimize Conversion RateTop 10 Search Words per Category
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Sports & Outdoors
Bicycle
Nike
Dumbbells
Yoga Mat
Adidas
Treadmill
Puma
Tent
Karrimor
Scooter
Travel &
Luggage
Luggage
Backpack
Travel Bag
School Bag
Bagpack
Laptop Bag
Pouch Bag
Travel Adapter
Suitcase
Laptop Backpack
Fashion
Handbag
Bag
Shoes
Dress
Sling Bag
Bra
Tote
Blouse
Anello
Mango
Watches, Sunglasses,
Jewellery
Watch
G Shock
Casio
Watches
Casio Watch
Sunglasses
Gshock
Ring
Fossil
Baby G
Assortment FocusFashion
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DescriptionWhat we’re looking for
ClothingPrice Range: Min Price RM 10 – Max Price RM 49Products : Dresses, Lingeries, Tops, T-Shirts, Underwear & Shirts
ShoesPrice Range: Min Price RM 10 – Max Price RM 69Products : Sneakers, Flip Flops, Ballet Flats, Sandals
Muslim WearPrice Range: Min Price RM 5 – Max Price RM 199Products : Perlengkapan Shalat, Hijabs, Tops, Dresses & Jumpsuits, Bottoms, Swimwear, Kurtas, Batik, Baju Melayus, Jubahs
Assortment FocusTravel & Luggage
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DescriptionWhat we’re looking for
LuggagePrice Range: Min Price RM 75– Max Price RM 399Products: Suitcases (20/24/28 inch), Luggage Sets (2in1/3in1)
Laptop BackpacksPrice Range: Min Price RM 25 – Max Price RM 99Products: OEM Laptop Backpacks, Branded Laptop Backpacks( Dell, Targus, Lenovo, HP)
Travel AccessoriesPrice Range: Min Price RM 15– Max Price RM 39Products: Travel Adapters, Packing Organizers, Travel Pillows, Luggage Scales,
Assortment FocusFashion
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DescriptionWhat we’re looking for
WatchesPrice Range: Min Price RM 10 – Max Price RM 399Products :Leather Watches, Digital Watches, Sports Watches, Fashion Watches, Casual Watches.
Sports & OutdoorPrice Range:Min Price RM5- Max Price:RM599Products:Yoga Mats, Treadmills,Exercise Bikes, Dumbbells, Sleeping Bags,Tents,Bicycles Inline Skates,Cycling Accessories Cardio Equipment's. ,
Focused BrandsSource for products in these popular brands now!
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Optimize Conversion RateStimulate Consumers’ Shopping Desire
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Product Name
Key words
Images
Must be high resolution
Multiple angles to show products
Not only product itself, but also lifestyle images
DescriptionAdd as many attributes as possible
Add image/graphic in Description for easier understanding
Add video to show how to use or the effectiveness of product
Other information could convince seller to buy: seller professionalism
Assortment Selection – Replenishment PlanAvoid Out-Of-Stock
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NOTE: Product portfolio might be different by sales channel (online vs. offline),
product category, business strategy, and so on.
Before 11-11
• Sales forecast based on product portfolio and price analysis
• Replenish and make sure enough stock in FBL or warehouse
On 11-11
• Monitor sales performance, replenish from offline and other channel if its going to sell out
Between 11-11 and 12-12
• Analyze 11-11 sales and make a replenishment plan
• Restock and make sure you have enough stock for 12-12 mega campaign
On 12 -12
• Monitor sales performance, replenish from offline and other channel if its going to sell out
Achieve Target – Apply via Promotion ToolSubmit deals to enter Promotion page
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Promotion Page has more traffic, more selling opportunities
More SKUs approved, more exposure for the whole shop
Improve brand / shop awareness
Why? Tips !
Submit deals as early as possible: the earlier submitted, the more chance to be approved
Make sure you understand the criteria clearly and your deals are meet the criteria or even better (example: big discount price)
Revise rejected deals and submit again, as long as before submission deadline
Be in control of your stock management
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• 90% are formulated
• 10% to be done by Merchant; 3 yellow columns
• ATP tool will auto trigger potential sales loss estimation and followed with action plan.
Sales projection:
Keep it blank if
sales remain
Update +ve % if
better sales
Update –ve % if
sales drop
Actual
inventory
available in
warehouse,
ready to sell
In transit unit
to be inbounded
into warehouse
within 7 days
Stock up for high order volume with CIMB
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Up to RM500k
6 – 60 months
5 – 14 days
Loan Amount
Tenure
Processing
Time
Achieve Target – Apply via Promotion ToolSubmit deals to enter Promotion page
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STEP 1: Log in to your account and click on the ‘Join the Promotion’ button
Countdown to end of Registration Period
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Join the Revolution with us!Stay Tuned for how to manage your Operations
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Preparation for the CampaignHow to Fulfil Orders Smoothly? – Adequate Preparation
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Field Management Arrange packing area, mark product area, print shelf map for temp supporting staff
Pre-pack product Key products, best-selling products
System and Printer Ensure internet and printers work perfectly
Training for temporary supporting staff Arrange & train temporary staff for the campaign period
Fliers & Pouches with 3PL Order sufficient number of fliers & pouches well before the campaign begins
Focusing on the 3 main Operations KPIs: Seller rating and OVL impact
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10
8.5
6
0
Acceptable performance
Will hold your OVL stable week over week
Bad performance
Will decrease your OVL week over week
Good performance
Will increase your OVL week over week
OVL starting point upon registration with Lazada: 6
orders per day
Seller rating of
0-10
RTS n+1
Cancel-lation rate
Return rate
• Order picked & packed and dropped off or ready for pick up the next day
Merchant error only:• Out of stock• Sourcing delay• Wrong price
Merchant error only:• Defective• Wrong item• Missing parts
Preparing yourself for Online Revolution salesOperations checklist
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Workforce availability• Clear all orders from prior days to start with 0 backlog!!!• Hire temporary staff if needed, consider leave and shrinkage• Arrange PH shift
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2 Packaging materials & stationaries• Have plenty of bubble wrap, shrink wrap, A5 paper and boxes available• Request for additional pouches and fliers in advance
3 Stock & pricing• Ensure sufficient stock is ordered and inbounded on time• Keep stock and pricing information updated in Seller Center
4 IT & infrastructure• Make sure PCs are operational and internet connectivity is stable• Ensure sufficient printing and barcode scanning capacity• Keep back-up ink cartridges for printers
Maximize your sales with FBL!
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Why FBL for Online Revolution?
Increase visibility with flash sales and special FBL landing page
Inbound products before 29th October to be ready for 11.11!
Take advantage of FBL
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Ship To FBL The only thing you need to do is ship products to the FBL warehouse
No chaos FBL takes care of picking, packing, invoicing and shipping your orders within 24/7
Satisfied Customer The faster the delivery, the happier the customers
Faster Payments Merchants on FBL receive payments quicker
Benefits of joining FBL
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Grow sales
Improve
marketing
Save cost
Simplify
operations
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1 • Conversion rate is higher for products on FBL
• Benefit from combined shipping with other FBL and Lazada products
• Customer satisfaction is higher with FBL and leads to repeat
purchases
• Improve shipping economics with “Buy More Save More” and postal
• No fixed cost for rent and labor
• Only variable cost of RM1.99 + GST per item delivered
• SKUs are eligible for Express and Postal delivery and all related
promotions
• Better boosting increases visibility on the Lazada website
• Unlimited Order Volume Limit (OVL) for FBL SKUs
• No penalties (for cancellations, fake RTS or wrong/incomplete items)
• Faster payment
FBL success stories Local sellers & large international brands
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Local electronics merchant Small local merchant International sports retailer
FBL solved high
cancellations issue
and boosted sales
FBL helped to grow
sales with limited
operations resources
FBL managed the
transition from offline
into e-commerce
70 250
1,000
Week 1 Week 6 Week 12
Orders per week10%
0%
Cancellation rate
Dropshipment
40%60%
FBL share of total orders
Seller
rating
• FBL as stepping stone
into e-commerce in
Malaysia
• Growth to 4-digit orders
per week within 3 months
• Perfect operations
performance with 0%
cancellations
• Small local merchant with
limited storage space and
fulfilment capacity; 200
orders per week
• Top 30-50 SKUs are on
FBL
• Higher FBL commitment
increased seller rating
• Electronics seller had
long lead time and high
cancellations
• Customer did not trust
low seller rating, despite
high quality products
• Ramped up sales from 30
to 250 orders per week
with FBL
Join the Revolution with us!
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Enhanced Lazada Seller Center
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Email on the migration to Enhanced Seller Center
Register on Lazada University for the Online Training
Lazada’s Performance Management Tools Training
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Date Time
17 Oct 2:00PM – 3:00PM
18 Oct 2:00PM – 3:00PM
19 Oct 11:30AM – 12:30PM
20 Oct 11:30AM – 12:30PM
Email on Advanced Automation Online Training
Schedule for the Online Training