Now more and more Chinese brands are beginning to pay attention to the past successful experiences of big sellers. They no longer simply pursue return on investment in the early stages, but explore brand building and make many attempts in marketing and promotion. For the Southeast Asian market, if sellers want to succeed, the following three points are very important.
1. Digital marketing
Digital marketing, whether it is a new brand, a new brand entering the market, or an international brand, sellers need to publish it on local social media Some relevant content. This content must be consistent and convey a unified brand language to deepen the impression of buyers. The overall marketing needs to have a plan, because one of the main characteristics of social media is the fast pace, but sellers need to update content at different time nodes, such as Double 11, Double 12 and Christmas. How to ensure freshness and a fast pace of interaction requires action.
2. Localized marketing
Southeast Asian users. Internet users in these places often use social media, and the scale of mobile phone users is also large. Also, the culture is very diverse. In such an environment, digital marketing certainly cannot be one-size-fits-all.
In a diverse country composed of different cultures and races, the cultural factors of different religions and festival celebrations should be taken into consideration when conducting brand promotions. Some brands even need to start marketing promotions from the Chinese community, because many Chinese people have been baptized by domestic advertising exposure, which is actually an example of respecting localization.
3. The frequency of rigid products in the Southeast Asian market is the same as that of domestic products
The outbreak of new domestic consumption is triggered by domestic per capita GDP growth, intergenerational changes, channel changes and other factors. In fact, it is similar in Southeast Asia, but it may still require localized adaptation for product development.
Take beauty cosmetics as an example, such as Generation Z users, international fans, extreme light luxury, high cost performance, etc. These are the common needs of users in the field of beauty and cosmetics. However, there are real needs for implementation by local users.
For example, in the Indonesian market, local users may be somewhat different from those in China. Local girls’ needs for pressed powder are long-term oil control, concealing pores, and no makeup look, so they don’t have to worry about the color number. These are the common needs of local female buyers in Indonesia.
Starting from these actual needs, the demand is the same frequency, but the adjusted products cannot be the same thing. Things used by young girls in China cannot be directly distributed to Indonesia. Sellers must be targeted. When developing, adjusting, and customizing, product ingredients should also consider local product certification, packaging design should conform to local culture, and colors should respect local aesthetics, etc.