A brief introduction: Southeast Asia market development skills

As one of the most potential markets in Asia, the Southeast Asian market has broad development space and huge business opportunities.

Southeast Asia is located in southeast Asia, including the Indochina Peninsula and the Malay Archipelago. Indochina Peninsula is named because it is located in the south of China, and the slender southern part is called the Malay Peninsula. The Malay Archipelago is spread across a vast expanse of ocean between the Pacific and Indian oceans and is the world's largest archipelago, with more than 20,000 islands belonging to Indonesia, Malaysia, Timor-Leste, Brunei and the Philippines. There are 11 countries in Southeast Asia: Myanmar, Thailand, Cambodia, Laos, Vietnam, Philippines, Malaysia, Singapore, Brunei, Indonesia, Timor-Leste, covering an area of about 4.57 million square kilometers.

Market characteristics of Southeast Asian countries

Philippines: As the second most populous country in Southeast Asia, the GDP growth rate is the highest in Southeast Asia. Women like to wear cool halter tops, short skirts, and bright colors and floral patterns.

Vietnam: Per capita GDP is low, but consumer groups show a strong preference for electronic products, 3C home appliance sales growth is rapid, demand is strong, mobile e-commerce foundation is good.

Malaysia: a multi-lingual, multi-ethnic country, commonly used languages such as English, Malay, Chinese, the belief in Islam. Malaysian women's clothing buyers have strong spending power, and businesses need to pay attention to the influence of religious customs, local consumers have a large demand for long-sleeved robes, long skirts and trousers. At the same time, there are 6.64 million Chinese in Malaysia's total population of 31.7 million, and their clothing preferences are the same as domestic fashion trends, and casual Korean women's wear is also popular in Malaysia.

Singapore: As one of the most mature e-commerce markets in Southeast Asia, it has a high education penetration rate and a high consumption level.

Thailand: Except Singapore, the Internet penetration rate is the highest in Southeast Asia, and the development is fast. According to Bain analysis, the Thai market will reach $21 billion in 2021, with a year-on-year growth of more than 68%.

Indonesia has the largest GDP and population in Southeast Asia and is the largest e-commerce market in Southeast Asia. The consumer base is dominated by young people who are keen on social media and online shopping.

Cambodia: Although the GDP is small, but the development potential is huge. Consumers are price sensitive and like to buy cheap goods.

Myanmar: Experiencing rapid economic growth and change, consumers are very interested in Western brands and fashion.

Laos: Relatively backward economy, but struggling to develop. The consumer base is dominated by young people who are interested in new technologies and online shopping.

Internet e-commerce platform

Search engine:

1.Google: In Southeast Asia, Google is one of the most widely used search engines.

2.Yahoo: YahooYahoo is used in Indonesia, the Philippines, Malaysia and Vietnam and is also one of the commonly used search engines.

E-commerce platform:

1.Shopee: From Singapore, it is the largest e-commerce platform in Southeast Asia.

2.Lazada: From the Philippines, Lazada is a relatively large e-commerce platform in Southeast Asia.

3.Tokopedia: From Indonesia, allows individuals and businesses to open and easily manage their own online stores.

4.Bukalapak: Currently one of the leading e-commerce platforms in Indonesia.

5.Tiki: It is the second largest e-commerce platform in Vietnam.

6.Blibli: From Indonesia, Blibli is the pioneer platform of the largest online mall in the Indonesian market.

7.Sendo.vn: a Vietnamese shopping website that sells fashion and cosmetics products.

International exhibition

Bangkok International Motor Show (Bangkok International Motor Show) : Held in Bangkok, Thailand, is one of Asia's largest auto shows.

Singapore Airshow: Held in Singapore, it is one of the largest aerospace exhibitions in the Asia-Pacific region.

Kuala Lumpur International Electronics Expo (Kuala Lumpur International Electronics Expo) : Held in Kuala Lumpur, Malaysia, is an exhibition in the field of electronics and technology.

Manila International Auto Show: Held in Manila, Philippines, it is one of the largest auto shows in the region.

Thaifex - World of Food Asia: Held in Bangkok, Thailand, is one of the largest food and beverage exhibitions in Asia.

Consumer demand

If you want to develop the Southeast Asian market, you need to have a general understanding of consumer demand, interest preferences, national culture, economic conditions and other factors in each country.

Singapore:

Singapore consumers have high requirements for product quality and brand, and focus on buying genuine products. They like to buy clothing, 3C products and household items on online shopping platforms, and are willing to pay for products that are shared socially. In addition, Singapore consumers are less price sensitive and more focused on the quality of products and services.

Malaysia:

Malaysian consumers have a high acceptance of Chinese products, and they like to buy products that promote activities and rational consumption. Malaysia has a large Muslim population, so there is a greater demand for products such as beauty, personal care, maternal and child products and accessories. In addition, Malaysian consumers like to interact with brands through social media platforms and are more inclined to choose products such as 3C, beauty, apparel and home.

Thailand:

Thai consumers have a moderate acceptance of Chinese products, they like to try new products and are willing to pay for products and services. Thai consumers are more price sensitive and therefore tend to choose affordable products. In addition, Thai consumers like to buy 3C and small household appliances on online shopping platforms, and are interested in social shopping.

Indonesia:

Indonesian consumers have moderate acceptance of Chinese products, and they are more inclined to choose affordable products. Indonesia's millennial Muslim population is the main user group, so there is a greater demand for products such as beauty care, maternal products and accessories. In addition, Indonesian consumers prefer to get promotional information from social media and TV ads, and are highly price sensitive.

Philippines:

Philippine consumers have a moderate acceptance of Chinese products, and they are more inclined to choose affordable products. Philippine consumers like to buy Chinese smartphones, beauty care and home furnishings on online shopping platforms. In addition, Filipino consumers like to shop on social media and buy goods online that cannot be found locally.

Vietnam:

Vietnamese consumers are less receptive to Chinese products, but the number of young consumers is higher. Vietnamese consumers like entertainment as well as promotion, and are keen to buy new and authentic products. They are more likely to choose items such as clothing and small household appliances. In addition, Vietnamese consumers prefer to buy goods on online shopping platforms and are highly price sensitive.

The needs and preferences of consumers in Southeast Asian countries vary according to geographical, cultural, economic and other factors. When we develop the market, we also need to formulate corresponding marketing strategies and product strategies according to the market demand and consumer preferences of different countries, so as to better meet the needs of consumers and improve market competitiveness.

Marketing strategy

First, develop marketing strategies for different markets

In the Southeast Asian market, due to the differences in culture, economy and consumption habits of various countries, enterprises need to develop corresponding marketing strategies for different markets. For example, in developed countries such as Singapore, we can focus on brand and product quality and attract consumers through high-end products. For developing countries such as Vietnam, we can focus on affordable and cost-effective products.

Second, choose the right marketing channels and partners

In the Southeast Asian market, companies can choose from a variety of marketing channels and partners to promote products and services. For example, products can be sold through online e-commerce platforms such as Shopee, Lazada, Tokopedia, etc. At the same time, some Southeast Asian countries often use Chinese B2B platforms such as alibaba.com and Made-in-China.com, and you can also choose to cooperate with local distributors or agents. Expand the market through physical stores or exhibitions. In addition, social media such as wechat, Facebook, Instagram can also be used to promote the brand and attract fans.

3. Use social media for marketing

In the Southeast Asian market, the influence of social media is gradually increasing, and companies can use social media platforms to promote products and services. Some countries in Southeast Asia can release product information, activity information and other content through Weibo, Tiktok and other platforms to attract consumers' attention and interaction, and international platforms such as Facebook and Instagram should also be distributed at the same time. In addition, word of mouth marketing and brand promotion can also be carried out through cooperation with Internet celebrities, opinion leaders, etc.

4. Participate in exhibitions and activities in Southeast Asia

Participating in exhibitions and events in Southeast Asia is one of the important ways to expand the market. Enterprises can participate in the exhibition to showcase their products and services and build connections with potential customers and partners. At the same time, it is also possible to enhance brand awareness and influence by participating in local activities such as cultural festivals and sports events.