Southeast Asia e-commerce guide, how do sellers layout the Southeast Asia market?

2022 year , E-commerce in Southeast Asia takes “ Ride a dust storm ” The attitude of the , Show your edge . According to statistics , Except Singapore , the Philippines 、 Indonesia 、 Vietnam 、 Both Malaysia and Thailand have entered 2022 Annual growth rate of global e-commerce TOP10 Country . Expect to 2025 The scale of e-commerce market in Southeast Asia will increase from 2021 Year of 1200 Billion dollars to 2340 Billion dollars , Southeast Asia has become the world's fastest growing 、 Segment growth markets with the greatest potential .

Want to make a big hit in Southeast Asia , Far sighted foreign trade enterprises have chosen the right platform , Layout the blue ocean market in Southeast Asia . therefore , Do you want to All in Do you ？ How should a novice enter the game ？ What are the preferences of consumers in Southeast Asian countries ？ And what are the popular choices worth paying attention to ？

One 、 The market potential of Southeast Asia is huge

Under the epidemic, China's foreign trade scale increased against the trend , The scale of emerging markets such as Southeast Asia continues to increase .2021 year , China's imports and exports to ASEAN 5.67 Trillion yuan , For the first time 5 Trillion yuan , ASEAN has surpassed the European Union and the United States to become China's largest trading partner , Among them, the import and export volume to Indonesia increased the fastest in the same period , reach 48%. With our country “ the Belt and Road ” Initiative promotion and RCEP The implementation of the policy , Emerging markets such as Southeast Asia have become an important expansion direction for foreign trade enterprises .

（ Data sources ： customs head office ）

  Southeast Asia has great market potential , There are great opportunities for foreign trade , This also benefits from the market characteristics of Southeast Asian countries ： There are many Internet users 、 High activity of e-commerce 、 Young users have great consumption potential .

1. Internet users are active

2021 In, Southeast Asia added 4000 Million Internet users , Scale of Internet users 4.4 Hundreds of millions of people . From a global perspective , Southeast Asia has the most active Internet users . The average daily online hours of Philippine users' mobile terminals 5 Hours 47 branch , Highest viscosity ; Secondly, Thailand and Indonesia , The online time is 5 Hours 28 Points and 4 Hours 56 branch , Far more than the average daily online hours of mobile terminals in China and the United States .

（ Data sources ：We Are Social, Compiled by Yibang think tank ）

（ Data sources ：We Are Social, Compiled by Yibang think tank ）

  Southeast Asian netizens spend an average of 3 Hours of access to social media , Social media has become an indispensable part of daily life . There are many Internet users , It provides fertile ground for the development of e-commerce , and The epidemic has triggered a surge in online consumer demand ,2021 year The number of online shopping users in Southeast Asia has increased 3000 ten thousand people , reach 3.5 Hundreds of millions of people , High activity of e-commerce , Great consumption potential .

2. Many young users

Population advantage has become an important factor in the sustained economic growth of Southeast Asia .2022 At the beginning of the year, the population size of the six major countries in Southeast Asia was about 6 Hundreds of millions of people , Indonesia and the Philippines have the largest population , Respectively 2.78 And one hundred million 1.12 Hundreds of millions of people . Besides , The population structure shows a younger trend , Especially Indonesia 、 Malaysia 、 Philippines and Vietnam ,35 The proportion of people under the age of more than 50%, Consumption growth potential is considerable . 

（ Data sources ：We Are Social, Compiled by Yibang think tank ）

The characteristics of young consumption are obvious ,“ Enjoy before pay ” The rise of patterns . Expect to 2025 Southeast Asia “ Enjoy before pay ” The scale of payment will be from 2020 Of 9.1 Billion dollars goes up to 88.3 Billion dollars , Realization 8.8 Times the growth .

  Two 、 Consumer portraits of Southeast Asian countries

Understand consumer preferences in Southeast Asian countries , Create a clear consumer portrait , It is more conducive to the overseas trip of foreign traders .

1. The preferences of Southeast Asian countries for Chinese goods

Singapore

High acceptance of Chinese products 、 Low price sensitivity, buy authentic 、 Pay attention to products and services 、 Like comments and ratings 、 I like women's clothes /3C And household products 、 Online consumers are mostly 80 And after 90 after 、 Like social sharing ;

Malaysia

High acceptance of Chinese products 、 The Muslim population accounts for a large proportion 、 Like promoting activities / Rational consumption / Don't spend money indiscriminately 、 Interact with brands through social media platforms 、 like 3C/ Beauty makeup / Clothing and household products ;

Thailand

The acceptance of Chinese products is moderate 、 Like to try new products 、 Like comments and ratings 、 High consumption frequency 、 like 3C And small household appliances 、 Strong interest in social shopping ;

Indonesia

The acceptance of Chinese products is moderate 、 Millennium Muslims are the main users 、 I like beauty care / Mother and baby products and accessories 、 Get promotional information from social media and TV advertisements 、 Price sensitive / Crazy about discounts ;

the Philippines

The acceptance of Chinese products is moderate 、 Price sensitive but strong shopping ability 、 Like social media 、 I like Chinese smart phones / Make up, personal care and home furnishings, or goods that cannot be found locally ;

Vietnam

Low acceptance of Chinese products 、 Many young people 、 I like both entertainment and promotion 、 Keen on new products and authentic products 、 Like clothes / small home appliances / watch / Make up and protect / Kitchenware, etc ;

2. Average consumption unit price

According to the average customer unit price data of e-commerce in Southeast Asia , Singapore topped the list 62 dollar , Followed by Malaysia 41 dollar , The passenger unit price in Indonesia and Vietnam is relatively low , This is consistent with the economic foundation and the actual level of consumption of various countries .

（ Data sources ： Sample survey of Yibang think tank 、Statista）

（ Data sources ： Sample survey of Yibang think tank 、Statista）

Among the enterprises sampled , The product price range with the largest sales volume Mainly in the 25 Below US dollar , Foreign trade enterprises can pay attention to when formulating product selection strategies .

3. Online shopping factors

Value for money （Value for Money) It is the main driving factor for Southeast Asian consumers to buy . according to GWI Consumer research , Free Delivery 、 Discounts and promotional product reviews are most concerned by consumers , Any positive / Negative experiences will have a direct impact on consumers' trust and loyalty . More than price , Improve pre-sales 、 in 、 Quality service in all links after , Only by ensuring a good user experience can we win more consumers .

（ Data sources ：GWI、Facebook）

（ Data sources ：GWI、Facebook）

4. High penetration rate of social media

The penetration rate of social media in Southeast Asia continues to rise , It has surpassed China （68%） And the global average （58.40%） level .

（ Data sources ：We Are Social、2022 year 2 month 、GWI、Statista）

（ Data sources ：App Annie、iKala、Bain & Company）

TikTok、Facebook It is still the main battlefield of social media marketing . Understand the use of social media in Southeast Asian countries , can “ An antidote against the disease ”, Do a good job in brand marketing .

3、 ... and 、 Hot selling categories in Southeast Asia

according to 2021 year Shopee Cross border hot selling categories at each site ,3C Electronics 、 Home life 、 Fashion accessories 、 Beauty care 、 Women's wear and bags And other categories are greatly sought after by Southeast Asian consumers .

（ Data sources ： Sample survey of Yibang think tank 、Shopee）

1. Women's wear / Accessories / Make up and protect

With the rapid development of economy , Beauty economy has also sprung up in Southeast Asia , Consumers' demand for pleasing themselves is increasing , Women's wear / Accessories / Beauty personal care has also become the Philippines 、 Fashion categories favored by female consumers in Vietnam and other countries .

2. Home life

With the improvement of the quality of life , In recent years , The demand for home furnishing and general merchandise products has soared in the e-commerce market in Southeast Asia , Sales growth is strong .

3. 3C Electronics

The epidemic has promoted the development of household appliances , Long time home isolation , Make this category set off a buying boom again .

4. Mother and baby products

Southeast Asia has the largest number of newborns in Asia , The number of babies continues to increase , Report data display , In Southeast Asia, the average family has at least two children . This objective situation has made the demand of the mother and baby toy market in this region always large , Related sales have increased year after year .

above , You must have an overall concept of e-commerce in Southeast Asia , If you have an idea , Welcome to consult bloggers .