At the beginning of August, Hema's own brand products were listed on Singaporean e-commerce giant Lazada. This is the second stop for Hema to test the waters of the “supply chain overseas” since entering the US market in April of this year.
Hema products sold on the Lazada website
The Southeast Asian market is mainly concentrated in countries such as Thailand, Malaysia, Singapore, and Vietnam, with a total population of about 0.6 billion people. Among them, Singapore is a predominantly Chinese country. It has the same eating habits and language and cultural foundation as the Chinese market, making it a popular destination for Chinese restaurant brands to go overseas.
Southeast Asian consumers focus on tastes when it comes to food. “spicy,” “high-calorie,” and “fast food” are high-frequency keywords. Hema and Lazada buyers and supply chain teams conducted thorough research on items suitable for the Singaporean market, and spicy casual snacks and side dishes: crispy kelp knots, pickled pepper crispy bamboo shoots, spicy dried radish, etc. were selected and put on the shelves; hot spicy spicy noodles and turkey noodles, which are popular in domestic sales, are also among the influencer products on social platforms this time. The first batch of about 10 SKUs will be on sale on Lazada on August 1, and the range of products will continue to be expanded later.
Lazada Group is Southeast Asia's flagship e-commerce platform. Since its establishment in 2012, Lazada has been committed to promoting the development of markets such as Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commercial and technological innovation.
At the beginning of April this year, Hema's own brand products went on sale at Dahua Supermarket, the largest Chinese supermarket chain in the US, and Yami, the largest Chinese shopping site in North America. It was the first stop to go overseas. In the first week of the launch of the Yami website, “Hema” products rose to number one in the new product rankings on the east and west coasts of the United States. The sales volume in July increased 3.6 times compared to May, and the sales performance was impressive.