Cheap deals, diversified brands to drive e-commerce CNY sales

By NUR HAZIQAH A MALEK / Pic By ISMAIL CHE RUS

E-commerce platforms are expect ing the upcoming Chinese New Year (CNY) to drive up sales, thanks to last-minute buyers seeking for heavy discounts on various products and services.

The festive season will also be taken advantage of by e-commerce sites, by providing attractive discounts and packages to potential buyers.

11street Malaysia CMO Jenny Tay said with just a couple of weeks to go before CNY, higher sales revenue is anticipated due to high traffic from shoppers searching for last minute deals.

“Based on our observation from our past festive campaigns, we noticed that this seems to be our customers’ purchasing trend,” she told The Malaysian Reserve (TMR).

Tay highlighted that during festive seasons, customers are more willing to spend on items for their families, than the usual personal shopping.

“This is provided that the deals are attractive and give them greater savings.

“Understanding our customers’ needs for great quality products at exceptional value, we have partnered discerning brands during the campaign,” she added.

11street, however, does not foresee any substantial change from its 2018 performance.

“With that said, we are hopeful that 11street would continue to grow and surpass the benchmark set in 2018,” she added.

Tay said 11street Malaysia’s customers have slightly changed in terms of shopping trends, with top performing categories having moved away from electronics.

“Although mobile IT, as well as electronics remain on the top performing categories on our platform, products within the range of health and beauty, and baby, kids and toys have risen in demand and has contributed significantly to an increase in our revenue,” she said.

ShopBack Malaysia country GM Alvinraj Gill (pic) said people generally think CNY preparation is about food and clothes, but there is more than that.

“To make things easier for shoppers, we organise it into home and living, fashion and beauty, food and groceries, and last-minute deals,” he said.

He said this year, over 40 online stores are working together with ShopBack Malaysia to offer up to 30% cashback.

“Last year, we managed to help users to save more than RM1 million of cashback from the super deals we promoted during the CNY campaign period.

“This year, we expect a 100% increase and hope our users can save more than RM2 million cashback to their bank accounts,” he said.

As of Dec 31, 2018, over one million Malaysians use Shop-Back Malaysia to save and the total cashback given has passed RM30 million.

Currently, various campaigns have been launched by e-commerce platforms to attract customers, such as Shopee’s Kongsi Fa Cai which will be ongoing until Feb 6, 11street’s ONG-some (until Feb 2) and Lazada’s CNY megasale which ended last Friday.

A cashback application integrated with Shopee and Lazada, ShopBack Malaysia also has its “9ood 9ood New Year” campaign until Jan 29, which will be followed by its “Last Minute CNY” sale from Jan 30 to Feb 4.

Last week, TMR reported that Shopee expects higher transactions following its partnership with seven brands to open up respective online Shopee stores.