[기호일보=디지털뉴스부] The 9th anniversary discount event for Lazada, the representative e-commerce platform in Southeast Asia, ended in success. Lazada revealed that the K-beauty and K-pop craze increased orders for Korean products by 12 times compared to the same period last year.
13 hours after the start of the event, the order volume of Korean products exceeded the daily order volume of the last ‘11.11 Festival’, and in particular, orders in Indonesia and Thailand increased by about 1200% and 300%, respectively, compared to the ‘12.12 Festival’. The 11.11 Festival and the 12.12 Festival are annual discount events representing Lazada.
In this event, more than 130,000 Korean beauty brands were sold, including 106,000 mask packs from Innisfree and 22,000 sheets of Laneige lip sleeping mask.
K-pop boy group NCT DREAM participated in the 9th anniversary online concert’Lazada Super Party’, which took place prior to the discount event, and received attention. Immediately after the performance, related products were sold out in the online store of K-pop goods sales company Fatirkshop, and in Thailand and Malaysia, NCT DREAM albums and cheering sticks were also featured in Lazada’s real-time search terms.
As the popularity of shoppertainment (a combination of shopping and entertainment) using K-pop stars continued, Lazada launched a live broadcast in which K-pop idol groups such as AB6IX participate. A K-Pop goods company achieved a daily transaction amount of about 56.4 million won ($50,000) within three months of entering the store.
Lazada recently established a dedicated Korean language service team, provides a one-stop solution from logistics to marketing, and fully supports Korean companies entering the Southeast Asian market. The number of Korean companies that newly opened in Lazada in March of this year was found to have increased by 500% compared to the same period of the previous year.
On the 28th, the’Untact Era, Smart Southeast Asia Expansion and Business Expansion Strategy Webinar’ will also be held for Korean companies. Together with global e-commerce solution companies Anchanto and Boniq, they will introduce Southeast Asian e-commerce market know-how and Korean brand success stories.
Qian Yi, general manager of Lazada Group’s cross-border business division, LazGlobal, said, “This year’s founding event attracted 100% more consumers compared to last year. Through this event, the value of Korean products in the Southeast Asian market was once again confirmed. In the future, Lazada will develop and support a variety of customized solutions so that more Korean companies can provide high-value products to more than 100 million Southeast Asian consumers who use Lazada.”
Kiho Ilbo, KIHOILBO