In the process of going global to Southeast Asia, Lazada faces challenges in creative aesthetics due to differences in systems, culture, language and religion between different countries.
Malaysia:
In combination with local Ramadan customs, the advertising period is aligned with the Ramadan time, and the event time information is displayed in the TikTok video to attract local consumers. Use Islamic elements such as the moon, stars and chandeliers to convey information related to local culture and religion to enhance the localization effect of the advertisement.
Philippines:
Design creative content in combination with local festivals and traditional cultural elements. By displaying elements related to Philippine festivals and celebrations in advertisements, such as colored eggs, fireworks, traditional costumes, etc., to create a festive atmosphere and trigger emotional resonance among consumers. For example, during Christmas, Philippine consumers prefer warm-style products and Christmas elements.
Therefore, sellers can prepare goods in advance and carry out relevant promotional activities, focusing on selling Christmas-related decorations, headwear and clothing. In store operations, strategies such as providing promotions and special offers on Christmas Eve can be used to attract customer traffic and increase sales.
In general, merchants should adjust their brand image and promotional content according to local cultural preferences and specific festivals in digital creative marketing. Understanding and utilizing the customs, artistic styles and preferences of the target market can better attract and connect with local consumers, and enhance brand awareness and sales performance.
Lazada uses creative color matching to impress local audiences. In view of the preferences and cultural characteristics of local audiences in Malaysia and the Philippines, Lazada can make corresponding adjustments in creative color matching to impress local consumers.
Malaysia:
Use bright and vivid colors such as blue, red, and orange, because Malaysian people have a preference for these colors. Combined with Lazada’s brand colors, deepen consumers’ impression of the brand. Green, which has religious significance, is also used in business, so green can be used as a background display in advertising videos.
Philippines:
Influenced by local festivals and street culture, Filipinos welcome colorful clothing, architecture and decorations. Therefore, in product placement and promotion, you can focus on using colorful color schemes. This can be fully utilized in promotional videos, using a variety of bright and vivid colors such as red, blue, purple, green and yellow. Special attention should also be paid to the unique means of transportation in the Philippines, such as painted jeepneys and exaggeratedly decorated motorcycles, and relevant colors and elements can be applied to advertising content.
The Philippines is colorful, and sellers on the Lazada platform must pay attention to product colors, sell products they like, and welcome the consumption wave of over 110 million people. For the Malaysian and Philippine markets, sellers on the Lazada platform should pay attention to product color matching and launch products that meet the preferences of local consumers.
The Southeast Asian market is vast, and the systems, cultures, languages, etc. of the countries where the six major Lazada sites are located are different. In order to open up sales, sellers can refer to the strategies of the Philippines and Malaysia, and pay more attention to the matching and use of colors when operating on the Lazada platform to solve the problem of creative aesthetic differences in operations.