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TRANSCRIPT
Watches, Sunglasses, Jewellery
Webinar
2016
Indonesia PhilippinesMalaysia ThailandSingapore Vietnam
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2
• Overview of Watches, Sunglasses, Jewellery
• WASUNJEW Assortment focus
• Watches, Sunglasses, Jewellery
• Tips & Tricks for growing on Lazada
• Q&A
Agenda
Watches grew by 1.75x due to Branded items (Casio, G-shock, Seiko..) and Non-branded items
(Fashion watches)
Eyewear grew 2.3x due to Branded items (Ray-ban, Oakley,..) and Non-
branded items (Fashion Eyewear)
Jewellery grew 3.8x due to fashion accessories e.g. Earrings, Rings,
Necklaces, Bracelets
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2015 Revenue Performance of WASUNJEW Subcategory
Eyewear Jewellery Watches
1.85X
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Watches
GROWTH*
X 1.75
ASP*
750
CR*
2nd
Eyewear X 2.3 1,040 3rd
Jewellery X 3.8 260 1st
SKU
176,795
56,455
281,885
*GROWTH: Sales comparison between Q1 2016 vs Q1 2015*CR: Conversion Rate – as of latest month*ASP: Average Selling Price
Subcategory Overview Q1 2016
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Strictly Confidential
CUSTOMER DEMOGRAPHIC
WASUNJEW customers are 53% Women and 69%
Non-Bangkok.
By GeographicBy Gender
Majority of WASUNJEW customers are females between 25-34
years old and live in rural areas
By Age group
47% 53%69%
31%
Client Type
0%
10%
20%
30%
40%
50%
[<24] [25-34] [35-44] [45-54] [55-64] [>65]
Bangkok31%
North 16%
Northeast 26%
Central 39%
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• Overview of Lazada
• Watches, Sunglasses, Jewellery
• WASUNJEW Assortment focus
• Watches, Sunglasses, Jewellery
• Tips & Tricks for growing on Lazada
• Q&A
Agenda
Trending Assortments
Q3 Priority
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• Growing at the faster rate of the whole Category
• Big Contribution of the category• Potential still exists for seller to
capture
• Expected to grow at the faster than category rate
• Higher Visibility in Q3 and moving forward
• Big potential to capture within the subcategory
Women Watches
Men watches
Fashion sunglasses
Brands to grow
Assortments Subcategories Price Bucket
WASUNJEW
<290
<350
<400
Alba
Citizen
Guess
Trending assortments and Focused Subcategories
of WASUNJEW
SKMEI
Geneva
Naviforce
Expensive Affordable
Julius
Jewellery <200
U.S. submarine
Eyeglasses <350
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Trending assortments subcategories ( Watches)
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Women1 Fashion / Couple watches
Fashion <250 BahtCouple Watches <290
Baht
Trending assortments subcategories ( Watches)
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Men2 Casual/Business/Sport
Casual/Business/Sport <350 Baht
Trending assortments subcategories ( Eyewear)
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Fashion Eyewear1 Men/Women
Men Sunglasses <400 Baht Women Sunglasses <400 Baht
Trending assortments subcategories ( Eyewear)
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Eyeglasses2
Men/ Women <350 Baht
Men/Women
Trending assortments subcategories ( Jewellery )
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Women Jewelry1
( Korean Style) <200 Baht
Bracelets & Bangles <300 Baht
Necklaces <350 Baht
Jewelry sets <400 Baht
Rings <250 Baht
Expensive1
Alba <2,400 Baht
Q3 assortments : Brands to grow
Citizen <3,500 Baht
Guess <3,500 Baht
Orient <6,000 Baht
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Affordable2
Q3 assortments : Brands to grow
Geneva <200 Baht
Best Selling
New Model
Julius <1,200 Baht
U.S. submarine <500 BahtSKMEI (Sport Digital Watches )
<400 BahtNaviforce <650 Baht
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• Overview of Lazada
• Watches, Sunglasses, Jewellery
• WASUNJEW Assortment focus
• Watches, Sunglasses, Jewellery
• Tips & Tricks for growing on Lazada
• Q&A
Agenda
Lazada Campaign
Lazada marketing resources for hot deals
Seller’s Facebook/Line/other social media push
Seller’s Marketing push
Assortments
Price competitiveness
ATP and Stock Management
Content
Traffic
Tips and Trick on growing on Lazada
% Conversion Rate
SalesSellers LAZADA
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Price competitiveness
Inside Lazada1Outside competitors2
Methods1. Search term direct• Go to Lazada search term• Put in the model number and Brand
2. Seller Center tool• สินค้า > จัดการสินค้า > ราคาที่อัพเดท เป็นราคาที่เสียเปรียบในการแข่งขัน• Possible Options > Match price or Reject Price
3. Category Page• Go into subcategory page• Select Brands/Price range
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Price competitiveness
Inside Lazada1 Outside competitors2
http://www.priceza.com/
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Lazada Campaign
Lazada marketing resources for hot deals
Seller’s Facebook/Line/other social media push
Seller’s Marketing push
Assortments
Price competitiveness
ATP and Stock Management
Content
Traffic
Tips and Trick on growing on Lazada
% Conversion Rate
SalesSellers LAZADA
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Normal Day Planning
Campaign uplift/ Size of the campaign
Monthly Performance
Top SKU performanceStock Planning to have
coverage 14 days +No Lost Revenue !
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ATP and Stock Management
Channel for Upcoming Campaign
Campaign Planning
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Ultra >3x Uplift
Mega2x Uplift
Monthly1.5x-2x Uplift
Seasonal1.5x Uplift
Category Focus1-1.5x
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Join Campaigns by prioritizing from the size of
marketing effort to maximize visibility and Traffic
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How to join campaigns on Seller Center
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Lazada Campaign
Lazada marketing resources for hot deals
Seller’s Facebook/Line/other social media push
Seller’s Marketing push
Assortments
Price competitiveness
ATP and Stock Management
Content
Traffic
Tips and Trick on growing on Lazada
% Conversion Rate
SalesSellers LAZADA
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เนือ้หาและรูปภาพที่ดี มีส่วนประกอบอะไรบ้าง ?
ไฮไลท์สินค้า
ช่ือที่ชัดเจน
ค าอธิบายละเอียด
การรับประกันระยะเวลาอย่างชัดเจน
วิดโิอ
รูปภาพ
อย่างน้อย 3 รูป
Content
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Content
Improve SKU sell ability with effective content to
increase revenue
3 + Pictures in product image section
Clear picture in product description
Product Name (Brand + Keyword +
Gender+ Model & Color)
Correct Attribute + Size chart
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Improve SKU sell ability with Bundle Set
• Freebie• Bundle set
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Seller Newsletter for New Trends and Hot Items
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How to Access Seller Newsletter
Thank You
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