The shopping rush started at the stroke of midnight at Lazada's Online Revolution mega-sale. The number of items sold within the first 60 seconds this year more than tripled from last year, Lazada said, and nearly eight in 10 people shopped with their mobile devices, reflecting the growing mobile penetration rate in the region.
Among the most popular items were the Xiaomi Mi A1 mobile phone, L'Oréal skincare products, Huggies diapers, Dumex milk formula and digital players, Lazada said. Also sought after by shoppers were items from the Taobao Collection, which were curated from the world's largest online marketplace owned by Alibaba. They included watches, men's and women's apparel and kitchenware.
In a Lazada first, a star-studded gala show was held in Bangkok to count down to the sale's midnight start in Thailand, mirroring what parent company Alibaba Group has made an 11.11 tradition. The interactive TV show, which was aired on Thailand's popular Channel 3 and livestreamed on Lazada TV, featured Thai celebrities singing and taking part in interactive games. The 90-minute extravaganza drew more than 150,000 new Lazada app users.
Lazada's group CMO Charles Debonneuil said the inaugural TV programme underscores the synergy and sharing of ideas between Lazada and Alibaba. "Shopping doesn't have to be boring. By mixing entertainment with shopping we wanted to create a more engaging and enriching experience for the young generation of shoppers we cater to throughout Southeast Asia. We have been overwhelmed by the amazing feedback received from our customers," he said.
In its 6th year, the Online Revolution shopping event themed Shop the Universe, is the biggest yet, thanks to the overwhelming media and consumer interest in Lazada. This is exemplified by the dominant position that Lazada has as the most-mentioned brand across all media regionwide*.
For 11.11 Lazada lined up 26 million deals that offered discounts of up to 90%. Lazada also rewarded shoppers for shopping online. It partnered leading brands such as Citibank, HSBC, Expedia and Petronas to give shoppers the chance to win items like free trips, discount vouchers and enjoy rebates in addition to enjoying the deals on its sites.
During the sale consumers chose from Lazada's 3,000 official stores by some of the best known local and international brands and 250 million local and international products, a sevenfold increase from last year (2016). Only some 1,000 physical malls put together can carry a product range this big.
Last year, shoppers ordered 2 million items on just the first day of the event. This year, the highlights of Online Revolution will be on 11.11 and 12.12 (12 December). Shoppers in six countries can look forward to millions of products from around the world – from branded cosmetics, apparel and fashion accessories, to TVs and other electronics, household essentials and even pet food – at 'out-of-this-world' prices.
*According statistics by media intelligence firm Meltwater, Lazada garnered more than 65% in share of voice.
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