2020年东南亚消费者趋势报告.pdf

WITH CONTRIBUTIONS FROMFOREWORDCEO,ZALORA GROUPGunjan SoniGunjan SoniWhat a year 2020 has been!From the Covid-19 pandemic to poignant societal movements,the global socio-economic landscape has shifted in ways like never before.As it stands,fashion retail was hit hard,having been deeply affected by mass lockdowns,social distancing,and disrupted supply chains.The inevitable closure of stores,emptied shopping malls,and an insurmountable loss of jobs are all but a few harrowing realities of the pandemic.A daunting aftermath that has impacted us all not only from a retail standpoint but also across the entire fashion community,prompting a total recalibration of perspectives and strategies.This forced introspection has led to an awakening of several megatrends that had been brewing beneath the surface.In Southeast Asia alone,we have discovered how advancements in the telecommunications sector have greatly improved online penetration,making the region one of the most connected in the world.We have also discovered how this vast and diverse panorama of consumers respond to key market triggers,giving insight to unexpected changes in behaviour and lifestyles.Southeast Asia-though often perceived as a homogenised society,its varied races,religions and wholly contrasting cities are what makes it a truly spectacularly unique environment,setting itself apart from its international neighbours.Here at ZALORA Group,we understand the struggles of various players in the fashion,beauty and lifestyle ecosystems to access reliable data on this rarely discussed,yet highly documented demographic.While socio-economic data is easily available,how it applies to retail and consumer preferences alongside actionable insights are unavailable.It is with this in mind that the ZALORA TRENDER Southeast Asia 2020 Report aims to answer the regions most questioned conundrums,fuelled even further by this years unprecedented pandemic.TRENDER,ZALORAs proprietary analytics platform,is where data meets fashion,and today serves as a north star for over 1000 brands to navigate a constantly evolving consumer market.During such unprecedented times,we hope that this serves as not only an introduction to less traversed territories but also as a guide for companies and entrepreneurs who wish to steer their businesses through choppy waters and are planning for 2021 and years ahead.To bring practical application alive,we have collaborated with various leaders and insiders in the ecosystem,offering compelling research and ground-breaking statistics that make sense of this colourful region we call home.I am thankful to our valued partners Google,Ayala Malls,Adyen,Abercrombie&Fitch,Style Tribute and Shiseido,for providing valuable inputs and case studies;the ZALORA TRENDER and Corporate Communication teams for putting this report together;and to everyone who contributed in making this inaugural industry report a comprehensive overview of how the region is changing.nACKNOWLEDGEMENTSABOUT THE EDITORBased in Kuala Lumpur,Malaysia,Amy Yasmine is a freelance editor,stylist,and fashion consultant with six years of editorial experience at Harpers BAZAAR Malaysia as Assistant Editor.With an in-depth knowledge of fashion and luxury,Amys passion for storytelling is often conveyed through thought-provoking features,running the gamut from celebrity cover stories to analytical op-eds.Meanwhile,her inquisitive nature and eclectic interests have led to a series of riveting anecdotes across the landscapes of horology,beauty,travel,and lifestyle.As a multifaceted writer,Amys craft goes beyond the scope of journalism.Understanding the power of compelling imagery,she often pairs evocative narratives alongside creative whimsy,having styled Hollywood,fashion,and musics glitterati,from actress Lucy Boynton to DJ Peggy Gou.Her keen eye for detail is what expanded her styling repertoire,culminating in various multimedia projects including television commercials and digital campaigns.Today,her bubbly and tongue-in-cheek personality lends to a varied skill set which has allowed her to pursue a mlange of artistic endeavours.By harnessing her unique voice,Amy Yasmine blurs the lines between communication and imagination.ADDITIONAL CONTRIBUTORSMarie Lim,Christopher Daguimol,Quiron Aguiar,Ettore Strapazzon,Vasuda Ramesh Sarda,Laura Tasso,Livia Leal,Matej Urban,Illya Nadira,Ira Roslan,Vince Flores,Jessica Wencisly Legaspi,Tejas Kirodiwal,Syuhada Yacub,Tiara Chew,Irdina Zainalabidin,Ver Lin Chia,Agung Ongko,Warren Chau,Royce Chan,Muhd FalliqCONTRIBUTORSRio Mayuga Ayala MallsEunice Velasco Ayala MallsEric CheangZALORA GroupWell SmittinetGoogleAlex LinAbercrombie&Fitch April Hu ShiseidoStephanie CrespinStyle TributeWarren Hayashi AdyenAlessio Romeni ZALORA GroupSilvia ThomZALORA GroupExecutive SummaryABOUT ZALORAZALORA is Asias leading online fashion,beauty and lifestyle destination,part of Global Fashion Group.As one of the regions pioneer large scale e-commerce platforms,ZALORA has established a strong presence throughout the region,particularly in Singapore,Indonesia,Malaysia,Brunei,the Philippines,Hong Kong,and in Taiwan,enjoying over 50 million visits per month.With an extensive collection of top international and local brands,ZALORA is a curated platform,where shoppers can find all the things they love in one place.Customers can discover authentic products from over 3000 brands across a variety of categories,from apparel,shoes,accessories,beauty,pre-loved,and lifestyle,which include essentials and home&living products.As a customer-first brand,ZALORA is powered by a team of innovators,committed to providing a seamless shopping experience across mobile,tablet,and desktop.With a broad network of logistical service,ZALORA is known for speedy and reliable deliveries,as well as offering multiple payment methods,including cash-on-delivery across its markets.ZALORA also provides up to 30-day free returns and free delivery after a certain spend.ZALORA continues to delight shoppers with their unlimited next-day delivery subscription,ZNow,and give customers more value with ZALORAs signature Cashback programme.ZALORA also made it easier for shoppers to buy products based on their style inspiration with ZALORA visual search function,Complete the Look and Get the Look feature!ZALORA prides itself to be an industry enabler through innovations such its data analytics platform,TRENDER,that provides brand partners valuable insights and 1SS(One-Stock Solution)a modular multi-channel e-commerce fulfilment service,that allows brand partners to consolidate their stocks in ZALORAs e-fulfilment centres.Putting the customers and brand partners at the centre of our innovation,ZALORA is the online destination that connects everyone to the limitless world of shopping possibilities.HARNESS ZALORAS EXTENSIVE DATA ECOSYSTEM&GAIN INSIGHTS INTO TRANSACTIONAL,BROWSING AND CUSTOMER DATA FOR YOUR BUSINESS.TO FIND OUT MORE ABOUT TRENDERPlease contact our support team at trender-ABOUT TRENDEREnvisioned with retail intelligence in mind,TRENDER is ZALORAs latest analytics solution where fashion meets data.Powered by our team of in-house experts,brands can now fully benefit from ZALORAs trade intel derived from more than 50M+monthly visits.As one of the innovators of large-scale e-commerce in the region,ZALORAs years worth of trade provides brands with a holistic view of the evolving retail landscape in Southeast Asia.With a comprehensive database,we pride ourselves on having the largest number of highly qualified,fashion-focused,and purchase-intent audiences in Southeast Asia,making us perfectly positioned to predict fashion and lifestyle trends than anywhere else within the region.And given the intricacies of todays retail climate,we believe that it is through such transactional data,businesses can best meet a consumers ever-changing needs.DAILY LIVE SALES AND WEEKLY INVENTORYTRAFFIC COMPARISONSRETURN RATE MONITORCOMPETITIONDASHBOARDCOVID-19DASHBOARDCUSTOMER AND PRODUCT INSIGHTSCombining the power of AI and forecasting,ZALORAs TRENDER is the north star for every brand trying to optimise their approach in Southeast Asia.In todays heavily-digitised landscape,information is undoubtedly crucial.From geo-segmentation to buying behaviour,our partners will now have more access to valuable data like never before.TRENDER consists of two products:(1)TRENDER Basic-as a monthly circular,which provides ZALORAs brand partners with the quickest access to leading industry data.Specifically designed for ZALORAs medium&long-tail sellers,BASIC is aligned to the needs of our brand partners throughout the season and who are interested in gaining access to key market,product&customer insights.It is perfect for brands who do not require a high level of customisation but want to stay on top of trends in their particular market and category.Brands will also have the option to expand their standard subscription by adding additional reports in the various categories and markets that they are interested in.(2)TRENDER Professional-is a self-service business intelligence tool,where brands can analyse filterable views and drill-down capabilities.One can also take advantage of ZALORAs benchmark data and compare their performance with over 3,000 local and global brands.Brands can upgrade their subscription plan to gain access to more features such as data extraction,API integration,and the ability to fully edit their own dashboard.Since the launch of TRENDER in April 2020,we now have over 1000 satisfied brands subscribed to TRENDER.Tailormade and customised to suit any retailer,TRENDER also offers performance evaluation alongside an in-depth COVID-19 consumer analysis.In fact,TRENDER released a COVID-19 Sales Dashboard to help subscribed brands understand the shift in the retail trends during these uncertain times.Insights include analysing the shift from mobile to desktop and help track the change in customers demand and shopping behaviour pre and post COVID-19,such as increase in sales in nightwear and activewear categories.By providing more visibility and insight into their products and audience,TRENDER enables brands to drive their businesses strategy,not just on ZALORA,but throughout all sales channels from design to delivery.Visits per month50M+Organic social following8M+Brands3000+App downloads20M+CONTENTSINTRODUCTIONCHAPTER ONECHAPTER TWOAre We Out Of The Woods?Exploring A Diverse LandscapeConsumer ProfilesPurchase Frequency:The Future Is FemaleGet Plugged InRemote ConnectivityThe End Of Shopping Malls?Not Quite YetOmnichannel:The Be-All,End-All?Shopping BehaviourA New Age Of Apparel:From Zoomchic To Keeping FitBeauty:Its All PersonalLuxury Goods:Quality Vs.QuantityUrban Nesting:Capitalising On ComfortChildrens Wear:A Retail GoldmineShoppers In Southeat AsiaWhere People ShopShopping Behaviour136910111713141516171922232425CHAPTER THREEEXECUTIVE SUMMARYThe New Retail LandscapeMoving AheadContent And Influencer Marketing On Social MediaCall For SustainabilityDigital WalletsThe Changing Demand In FulfillmentShopping FestivalsAugmented RealityContent Is KingExclusive Editorials:/Covers27432931323336384042This 2020,winds of change are on the horizon.As a result of the ongoing COVID-19 pandemic,fashion retail in Southeast Asia has changed drastically,identified as one of the hardest-hit industries.What once was a thriving and dynamic ecosystem is now marred by disrupted business operations,forcing radical transformations in consumer behaviour and values.In the past,brick and mortar stores have been at the cornerstone of fashions retail industry.But as health and safety concerns became increasingly paramount as with the practice of social distancing there has been a marked shift in favour of online shopping.In a recent analysis by Bain and Facebook,47 per cent of consumers throughout Southeast Asia reduced their offline purchases,against an astounding 30 per cent who have increased their online spending in the first half of 2020.Meanwhile,businesses are revealed to have embraced omnichannel,diversifying their respective e-commerce infrastructures to meet an ever-evolving consumer need.With the impact of COVID-19 firmly in the consumers mind,the rise in discretionary spending has become more apparent as consumers gravitate towards value-for-money or essential purchases instead.This was evident in a Capillary Tech statistic,which showed Southeast Asias apparel and fashion retail sales plunge to 66 per cent during the peak of the regions lockdown.Its important to note that even as restrictions began to ease,Southeast Asias badly-hit economy suggests that the industry isnt entirely out of the woods.Any initial signs of recovery will be short-lived,with projections from the Singapore Retailers Association showing that sales in the country are expected to drop by about 50 per cent in the long run due to a weakened economy.Additionally,the regions vast multicultural background poses myriad of complexities for players across the e-commerce chain:from an assortment of sizes and economic growth to various faiths and ethnicities.THE ROAD AHEAD:ARE WE OUT OF THE WOODS?A compass through unchartered territories.Given the uncertainties that lie ahead,businesses must recognize that the retail industry will continue to change and evolve beyond a stable climate.Given the uncertainties that lie ahead,businesses must recognise that the retail industry will continue to change and evolve beyond a stable climate.Adaptability in this regard is what will steer most businesses out of the storm.With an agile approach,a focus on staying customer-centric,and a nurturing of mindsets towards growth,green shoots of recovery can be expected within the entire ecosystem.During such unprecedented times,this report aims to provide business decision-makers with a clear roadmap to understand and effectively navigate the new normal within the retail industry.As Southeast Asias fashion retail authority,ZALORA seeks to translate the value of data of current realities while capturing future opportunities,solidifying its legacy as one of the pioneers of large-scale online shopping in the region.By harnessing a decades worth of fashion transaction data consolidated through its platform as well as valuable information from partners like Google,ZALORA will shed light on potential consumer megatrends,as well as what the future of fashion retail in Southeast Asia in the age of a COVID-19 pandemic would entail.nIntroduction12Zalora Southeast Asia Trender ReportZalora Southeast Asia Trender Report2Zalora Southeast Asia Trender ReportEXPLORING A DIVERSE LANDSCAPEChapter 1:Southeast AsiaExploring A Diverse LandscapeC ompared to its Eastern counterparts,Southeast Asias developing tech-centric communities and low labour costs is fast attracting star-studded industry players,with the likes of Google and Apple shifting their product lines to countries such as Malaysia and Vietnam.Meanwhile Taiwanese iPhone assembler Pe