Watches/Sunglasses Q3 Assortment development

Transcription

1 Watches/Sunglasses Q3 Assortment development

2 Agenda Introduction to Watches Sub Categories focus Brands we re interested in Tips to boost sales

3 Introduction to Watches LOGO Sales Distribution by Country Watches grew 1.2x between May-16 and June-16 Indonesia and Thailand are the biggest markets for Watches (53% of SEA NMV).

4 Introduction to Watches LOGO By Gender CUSTOMER DEMOGRAPHICS By Location By Age Group 44% 56% 52% 48%

5 What do countries like? LOGO Military/High Specs Watches Sport Watches Bundle/couple Watches Higher end Watches Value for money

6 Agenda Introduction to Watches Sub Categories focus Brands we re interested in Tips to boost sales

7 Tips to boost your sales Before we start let s talk about the golden formula LOGO Golden Formula UV (Unique Visitor) x CR (Conversion Rate) x AOV (Average Order Value) = Revenue 1 2 Increase your free traffic via: 1. Correct categorization 2. Attributes filling (brands, colors, size, materials ) 3. SKU grouping to show all colors available Increase your CR via: 1. Price competitiveness 2. Detailed photos of your product 3. A comprehensive description explaining the features, material sales Sales SALES!

8 Follow the trends! Check what s working at the moment with a simple click LOGO What type of assortment does the customer buy? The best is to go on Lazada websites, and check out: - the pricing and - the model trend of the hot selling product! Where can you find the best selling SKUs? Browse the websites and search for the subcategories you re interested in Don t forget that all markets are different! - Lazada Indonesia: - Lazada Malaysia: - Lazada Thailand: - Lazada Philippines: - Lazada Singapore: - Lazada Vietnam: If you can source the same product cheaper than what is currently selling on Lazada,, do not forget that you can multisource. You ll start selling within a minute! How can you multisource? Contact your Account Manager/ PSC. They will do the necessary due diligence and multisource your SKU if products are exactly the same.

9 Increase your free traffic - Fill the attributes How to improve findability of your product LOGO Critical attribute (Must fill) Additional key attribute (Strongly suggest to fill)

10 Subcat Style, trends: Watches the ultimate fashion accessories

11 Men Watches Key Trends What we re looking for Description Trend: Casual Leather Short description: One of our bestselling style. Casual Style with leather strap, metal dial sometimes with chronograph sub-eyes. Color: Strap (Brown, Black, Blue); Dial (White, Black, navy) Material: Strap (Leather) Trend: Casual Striped Straps Short description: Casual and comfortable style designed with changeable Nylon striped straps, dial size mm. Color: Strap (contrast color, multi-color); Dial (White, navy, grey, black) Material: Strap (Fabric, Nylon) Trend: All-black & high specs Style: High specs watches with all-black case, strap and dial. Effortlessly cool and undeniably masculine Color: all-black Material: Strap (Stainless steel, Fabric, rubber) Trend: Highly Mechanical Watches Style: Affordable vintage business with transparent dial and leather strap Color: Strap (Black, brown); Dial (Silver, gold, white) Material: Strap (leather, stainless steel) Categorization Men>>Watches>>Casual Men>>Watches>>Casual Men>>Watches>>Fashion Men>>Watches>>Business

12 Women Watches Key Trends What we re looking for Description Trend: Rose gold Short description: Metal Rock Rose Gold Tone Ladies Watch with rose gold tone case, bracelet strap and dial Color: Strap (rose gold, white); Dial ( rose gold, white) Material: Strap (stainless steel, Leather), Dial (stainless steel, quartz) Categorization Women>>Watches>>Business / Fashion Trend: Diamond elements Short description: Lady s watches with snow-set diamonds in strap or case Color: Strap (silver, gold, black, white); Dial (silver, gold, black, white) Material: Strap (stainless steel, Leather), Dial (quartz, stainless steel) Women>>Watches>>Fashion Trend: Colorful Candy Watches Style: Fashionable style with fresh and vivid single or multi color on strap or case Selling price: <10 USD Color: Many colors Material: Strap (rubber, silicone, fabric), Dial (quartz, stainless steel) Women>>Watches>>Fashion/ Sports

13 Subcat Style, trends: Sunglasses the most fashionable statemaking tools

14 Men Sunglasses Key Trends What we re looking for Description Trend: Browline Frame Color: Black, Brown, Gold Lens Color: Black, Blue, Green, Yellow, Mirrored Material: Nylon, Stainless Steel Trend: Squared Shape: Squared Frame Color: Black, Tortoise (Brown) Lens Color: Black, Brown, Flash Color Material: Nylon, Acetate Trend: Aviator Frame Color: Gold, Silver, Black, White Lens Color: Tortoise, Green classic, Flash Color Material: Stainless Steel Categorization Men>>Eyewear>>Sunglasse s Men>>Eyewear>>Sunglasse s Men>>Eyewear>>Sunglasse s Trend: Flash Lenses Selling price: <25 USD Frame Color: Gold, Silver, Black, White Lens Color: Flash Color Material: Nylon, Stainless Steel Men>>Eyewear>>Sunglasse s

15 Women Sunglasses Key Trends What we re looking for Description Trend: Cat eye Frame Color: Black, Brown, Gold Lens Color: Black, Blue, Green, Yellow, Mirrored Material: Nylon, Stainless Steel Trend: Oversized Shape: Squared Frame Color: Black, Pink, Tortoise (Brown) Lens Color: Mercury, Black, Brown, Flash Color Material: Nylon Trend: Aviator Frame Color: Gold, Silver, Black, White Lens Color: Tortoise, Green classic, Flash Color Material: Stainless Steel Trend: Flash Lenses Selling price: <25 USD Frame Color: Gold, Silver, Black, White Lens Color: Flash Color Material: Nylon, Stainless Steel Categorization Women>>Eyewear>>Sunglasses Women>>Eyewear>>Sunglasses Women>>Eyewear>>Sunglasses Women>>Eyewear>>Sunglasses

16 Agenda Introduction to Watches Sub Categories focus Brands we re interested in Tips to boost sales

17 Chinese Brands LOGO

18 International Brands LOGO

19 Agenda Introduction to Watches Sub Categories focus Brands we re interested in Tips to boost sales

20 Tips to boost your sales Before we start let s talk about the golden formula LOGO Golden Formula UV (Unique Visitor) x CR (Conversion Rate) x AOV (Average Order Value) = Revenue 1 2 Increase your free traffic via: 1. Correct categorization 2. Attributes filling (brands, colors, size, materials ) 3. SKU grouping to show all colors available Increase your CR via: 1. Price competitiveness 2. Detailed photos of your product 3. A comprehensive description explaining the features, material sales Sales SALES!

21 1 Increase your free traffic How to improve findability of your product LOGO Categorization 1. It will determine where the SKU will be featured on Lazada 2. Improve findability of your SKU (via the category tree, accessible from anywhere on the website) 3. Improve searchability of your SKU (via the search bar, accessible from anywhere on the website) And increase sales! How to categorize your SKUs Attributes and Brand filling - Grouping and Variation Attributes are used: - So that customers can filter - For merchandising purposes The more attributes you fill, the more likely your product will show up! Grouping can increase the exposure of your SKUs and improve CR: - All the colors available can be seen on the catalogue page - All the variation on the product page as well Where can you fill the attributes How can you group your SKUs? Submit Color Grouping Request File to your Account Manager/ PSC You can find the related document on Lazada University!

22 2 Improve your Conversion rate Pricing and content are the most important Price competitiveness 1. It will determine where the SKU will be featured on Lazada 2. Improve findability of your SKU (via the category tree, accessible from anywhere on the website) Content Your product page is your salesman. - It should list all the features and benefits of your product - A long scrolling page works well, allowing users to see lots of detail about the product. How to check your uncompetitive SKUs Where can you fill the attributes LOGO Go to Products > Manage your products in Seller Center: you will access your Product Overview. You can then click on the Uncompetitively Priced Button to see all your uncompetitive SKUs and Match competitor s price 1. Unique selling point (Highlights): short bullet description 2. Detailed pictures of your product: front/back/details - Shooting on a model can increase conversion 3. Good quality images: mirrors the quality of your product 4. Long description: mix of text, pictures, videos, size chart Deal submission for the upcoming campaigns For each campaign, we have banners on the main (called highlights) section of the website To participate, there is always a required discount to offer the best to our customers Where can you submit Campaigns reminder always pop up on Homepage of Seller Centers! Click on Join the promotion to have more details! > Each country is different, please check your all your Seller Center account