Singapore, 24 September 2020 – Surpassing last year’s sales figures within 14 hours, one in four residents in Singapore visited the Lazada app during the five days of the recent 9.9 LazMall Big Brands Sale. This strong response to the Lazada-Mediacorp partnership, coupled with the robust growth of eCommerce activity since early this year (fuelled partially by safety measures and the circuit breaker period to manage the COVID-19 pandemic), has sent a strong signal that consumer confidence is being restored in Singapore.
The content-commerce collaboration combined the convenience of Lazada’s eCommerce offerings with Mediacorp’s slate of shoppertainment content to provide an engaging shopping experience, continuing both companies’ commitment to support local businesses and merchants.
Purchases during the first two hours nearly doubled compared to last year’s sale, with total sales across all five days of the 9.9 LazMall Big Brands Sale exceeding last month’s 8.8 National Day Sale by over 40 percent. Beauty, electronics and grocery products took the lead and dominated consumer shopping carts in Singapore (see attached infographic).
The 9.9 LazMall Big Brands Sale also registered the highest number of Lazada app downloads by new shoppers during a sales event, in a clear indication of the public’s anticipation and awareness generated by the publicity and engagement across Mediacorp’s extensive network.
The positive public reaction towards the 9.9 LazMall Big Brands Sale is a demonstration of the vast potential of driving commerce via content solutions, and the value placed by consumers in a novel and engaging shopping experience.
Carey Chong, Chief Operating Officer, Lazada Singapore said: “9.9 was a record-breaking campaign, where we saw the highest ever number of sellers and traffic on Lazada, even as consumers continued to do their shopping online. We saw a sharp spike in demand for digital products, such as eVouchers for F&B outlets, and for tourist attractions and staycation packages, as local businesses start to adopt a more omni-channel approach to drive traffic back to their stores. With travel restrictions and social distancing measures still in place, there is a growing interest among consumers towards experiences away from home and as we move into the year-end period, we hope to offer shoppers more value and variety, and will continue to support our sellers with innovative offerings and solutions on Lazada.”
Parminder Singh, Chief Commercial and Digital Officer, Mediacorp said: “The results of this ground-breaking partnership have exceeded our expectations and are a significant milestone for Mediacorp’s partnership-based business model. This partnership has pushed new boundaries in content-commerce collaborations, creating many industry firsts and demonstrating the effectiveness of omni-media storytelling for commercial results. We look forward to leveraging our partnership-based business model to drive results for many more businesses.”
Founded in 2012, Lazada Group is the leading eCommerce platform in Southeast Asia. We are accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. With the largest logistics and payments networks in the region, Lazada is a part of our consumers' daily lives in the region and we aim to serve 300 million shoppers by 2030. Since 2016, Lazada has been the Southeast Asia flagship platform of the Alibaba Group, powered by its world-class technology infrastructure.
Mediacorp is Singapore’s national media network and largest content creator. Its purpose is to create engaging and trusted content, as well as to connect communities and inspire people. Mediacorp engages over three million people in Singapore daily across four languages on its digital platforms including meWATCH, meLISTEN and CNA.asia, six TV channels and 11 radio stations. Beyond Singapore, Mediacorp also has a growing international audience through CNA and content distributed across markets.
With a focus on nurturing talent and growing the sector, the company is committed to investing in nation-wide initiatives like Star Search, Anugerah, Yaar Antha Star and SPOP, commissioning a wide variety of work from local content creators, and collaborating with institutes of higher learning. As Singapore’s first local Multi-Channel Network in partnership with YouTube, Mediacorp is also committed to developing a network of digital content creators.
For advertisers, Mediacorp has partnered industry-leading brands like ESPN, Mothership, Popcorn, Singapore Tatler, theAsianparent, VICE, YouTube and 99.co to form the Mediacorp Digital Network in offering more effective content-driven solutions.
Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards.
For more information, please visit mediacorp.sg.