Kuala Lumpur, Malaysia – In terms of which brands in the Malaysian market lead the seasoning, dressings and sauces market, they would be Nestle, Lee Kum Kee and Mars Incorporated. This is according to the latest data released by global data and analytics company GlobalData.
According to the report, the Malaysian seasonings, dressings and sauces market is projected to grow from MYR2.2b (US$527.4m) in 2021 to MYR2.7b (US$664m) by 2026 at a compound annual growth rate (CAGR) of 4.5% over the five-year period of 2021 to 2026.
It also noted that the per capita expenditure on seasonings, dressings and sauces in Malaysia increased from US$6.4 in 2016 to US$7.8 by 2021, and is further forecast to reach US$9.4 by 2026, which will be higher than the regional average of US$9.1, and lower than the global average of US$13.8.
In terms of where these products are distributed, hypermarkets and supermarkets were the leading distribution channel in the Malaysian seasonings, dressings and sauces sector in 2020, followed by convenience stores, and F&B specialists.
For Siddhartha Rodrigues, consumer analyst at GlobalData, the rise in home cooking since the onset of COVID-19 is driving the demand for seasonings, dressings and sauces, which serve as cooking sauces, table sauces, and as ready-to-consume table dips. He added that consumers are looking for high quality products in convenient formats that can easily endow the flavour of restaurant-quality dishes to home-cooked meals and snacks
“As the pandemic wanes, consumers are poised to venture out of their homes more frequently. Owing to their hectic lifestyles, young consumers are seeking healthier seasonings, dressings & sauces with novel flavours in convenient formats that can help them reduce the time spent in preparing and cooking dishes at home,” he said.
Rodrigues added, “They are seeking traditional and innovative flavours that can elevate the taste of home-cooked dishes and snacks and enhance the overall at-home consumption experience. Manufacturers need to expand their product portfolio with multiple flavours to meet the varying demands of consumers.”
Vietnam – A new report by the World Health Organisation (WHO), in partnership with the United Nations Children Emergency Fund (UNICEF) and M&C Saatchi, has unveiled how aggressive marketing tactics have drastically changed how mothers decide as to what formula milk they would like to buy.
In Vietnam, around 92% of Vietnamese respondents say that they have been exposed to marketing tactics related to formula milk in the preceding year. In regards to the top channels where formula milk marketing is seen or heard among mothers, the top three channels in Vietnam were TV (86%), YouTube (35%), and social media (35%).
Another type of marketing tactic mothers often see are free samples, with 28% of respondents saying they receive free samples of formula milk in hospital, 22% receiving free samples of formula milk outside hospital, and 35% from either of them.
Almost one in five women in Vietnam (19%) reported seeing promotional booths in a health setting, offering women promotions, ‘advice’ and free samples, often in exchange for women’s contact information to allow companies to follow up later with consultation calls and promotions. Following that, formula milk representatives contact consumers online, through social media, and on the phone, and present themselves as legitimate sources of advice and support for women.
The report also noted that marketing campaigns in several countries focused on how domestic products are more “tailored to local stomachs” than international products to counter the influence of foreign brands gaining traction with women and health professionals.
“Formula milk companies use sophisticated techniques and misleading messaging to market their products, including scientific language and imagery, pain points, and emotional and aspirational appeals. They also assume a friendly, supportive role to pregnant women and mothers, exploiting vulnerabilities to gain access and increase sales,” the report said.
Malaysia – Rich in culture with an open and diverse community, Malaysian consumers exhibit a unique set of values and behaviour. To conquer today’s Malaysian consumer in an increasingly competitive market, brands and companies must step up to learn every nook and cranny of what makes this market tick.
The pandemic had been the most significant shift in the market in the past two years. In finding new ways of engagement and gratification, consumers had to adapt, form new behaviours, and consequently, give birth to new trends and patterns.
According to the latest e-conomy report by Google, Temasek, and Bain & Company, there have been three million new digital consumers in Malaysia since the start of Covid. This signals that Malaysians are now recognizing a whole new need and, therefore, will expend their attention and energy on an entirely new space – digital – and more specifically, e-commerce.
Recognizing this, affiliate marketing Commission Factory and MARKETECH APAC have teamed up topresent the Malaysia Market Insight 2022, which delivers to be the extensive one-stop report that brands and industry players can refer to in order to get ahead of the game and win today’s Malaysian consumer – to do the right thing, be at the right place, and at the right time.
“The e-commerce market in Malaysia is large and one of the fastest growing digital economies in SEA. Businesses aiming for successful expansion into the Malaysian market should prepare themselves with cultural and economic insights to help learn about the market and localise themselves. Our report is a great tool for businesses to better understand how to unlock the market’s potential, from both retailer and affiliate partner point of view,” said Amanda Calkins, publisher development team lead at Commission Factory.
The Malaysia Market Insight 2022 combines and makes sense of leading local and regional statistics and insights to deliver a deep dive into Malaysian consumer behaviour and helps companies reach this diverse market in the most authentic and effective way possible.
This report is specially designed for e-commerce retailers that want a snapshot of the Malaysian market. It is also suitable for brands wanting to venture inside the Malaysian market and those currently operating in the market itself; moreover, the report looks at the Malaysia affiliate and partnership landscape.
The report is divided into two main parts: ‘Malaysian Values’ and ‘Shopping Habits’. ‘Malaysian Values’ guides not just local but also international brands to be culturally aligned with the market, while ‘Shopping Habits’ looks at the main themes of Malaysians’ consumption preferences.
Some of the top values that Malaysians hold dear are ‘Face’, the value of appropriateness; the importance of group considerations – collectivism over individualism; and also the strength of ‘social hierarchy’ where age, education, as well as the assets one possesses determine how one treats another.
On ‘Shopping habits’, the report tackles how Malaysians are weighing their options online vs offline and how cross-border e-commerce is growing massively in importance to the market. The report also discusses seasonality as a constant vital feature of Malaysian shoppers’ journey, with the country inherently having a multitude of holidays in a year.
MARKETECH APAC’s Editor Shaina Teope comments, “With the fast changes this pandemic, consumers’ needs and demands have become more nuanced, begging for a more granular approach from brands. This is where the importance of targeted and overarching reports like the Malaysian Market Insight comes into play. The report takes a 360-degree view of the Malaysian consumer, looking at the values and culture shaping him, and how this affects the way he lives out his consumption patterns.”
Tokyo, Japan – Investment and asset management has become the norm for people to grow their money, and more and more young people in Japan are showing interest in these topics and discussing them more frequently with their peers, new research from comprehensive real estate service platform RENOSY shows.
More than 70% of the young people in their 20s interviewed say that they do discuss asset management with their friends while only 30% of the older generation in their 50s discuss it. In addition, around 60% of interviewees in their 20s said that they do not worry about the assets build-up arrangement they are doing for now.
However, around 80% of the people interviewed answered that they feel they do not have enough money to support their lives after retirement relying on pension only.
In terms of the average amount they are willing to spend on investing, the average amount of investment for the younger generation is about ¥50,000 per month, while the older generation responded to an average of ¥150,000 per month.
“Since asset management will become part of the new high school curriculum starting from April 2022, we are expecting to see the younger generation become more cautious and familiar with money,” RENOSY said in a press statement.
In terms of the woes of the respondents in regards to having enough money to support investment after their retirement, the company remarked, “As people tend to live longer nowadays, the issue of finance after retirement will become a more and more serious problem for most people. As a result, we could see from the research result that 87% of the people we interviewed feel anxious about the financial arrangement after retirement.”
Last 2 December, MARKETECH APAC, in partnership with Adzymic, gathered marketing leaders from top brands in the Philippines to discuss the future of personalization in marketing in 2022.
Moderated by Marilyn Romero-Ventenilla, senior director for communications and marketing at Teleperformance Philippines, the panel roped in Allenie Caccam, head of marketing of AirAsia Philippines; Anvey Factora, the head of marketing communications, e-commerce and retail at Canon Philippines; and Mark De Joya, chief operating officer of Max’s Restaurant.
Data – leveraging it to learn and adapt to the nuances of the consumer – this is what all marketers agree as the sureshot personalization strategy that will sail brands in the right direction, no matter what the changes will be in 2022.
Factora of Canon Philippines said in the panel that planning way too ahead would turn counterproductive to the situation at hand since the consumer is rapidly changing in tandem with the fast shifts in the pandemic. Coming up with multiple strategies then would be the best approach.
“I think the best approach or strategy is to come up with multiple strategies that you can realistically activate in this constantly evolving world that we all have right now because at the end of the day, if you plan in advance, maybe a year, it may not be as effective as it could be in the next three weeks or two weeks because of all the lockdowns happening, because of all these pandemic variants coming into the picture,” said Factora in the panel.
When the pandemic struck in 2020, Canon Philippines greeted a boulder of a challenge with the creative and imaging industry being one of the badly hit industries. Since local travel came to a halt and events all pivoted to virtual, there had been less reasons for people to buy and invest in imaging products.
Caccam of AirAsia Philippines, on the other hand, shared what the airline industry had to deal with in order to retain consumers amid shut local and international travel. Being a highly regulated sector, Caccam shared that answering to multiple stakeholders became a top challenge for AirAsia. Aside from thinking of ways to keep the airline in consumers’ top-of-mind, it also inevitably carried the responsibility to build up the confidence of travelers as travel gradually reopens.
“So when the pandemic hit, everything was constantly changing; from safety protocols to travel regulations, imagine the coordination that needed to happen for us to personalize our marketing efforts. It was definitely a challenge.”
Max’s restaurant, a well-known local F&B brand in the Philippines, meanwhile, was thrust fast into digital transformation during the pandemic. Its COO Mark De Joya on the panel shared that from being an analog brand, it has become something that is very much reliant on digital fulfillment.
Leveraging data acquisition in 2022
With the consumer now becoming more unpredictable due to the rapid changes in lifestyle, it demands brands be more granular and targeted in their approaches; and marketing leaders agree that this can be achieved by continuously obtaining real-time data.
Caccam said, “I think personalization based on data will help us offer the right product at the right time [and] at the right price. So this is hard but by listening to customer pain points from different channels and combining it with data trends, I think brands can stay relevant.”
Moving forward in the pandemic, consumers would be zeroing in on brands that bring greater convenience considering the inevitable distress the current situation is causing them. With this, Caccam also believes being a one-stop-shop for customers would be a crucial determinant of how they choose what brands to trust.
“So it’s really creating that personalized trust and being a one-stop-shop for your customers especially because I’m in the airline industry and you know our product is basically really good service, so I think that’s one personalization strategy that I would stick with coming into 2022 which is a recovery period for our industry,” said Caccam.
This is also something that De Joya agrees with, especially that Max’s is part of a larger group together with local and franchised F&B brands.
“Personalization comes from having more and more parts to stitch together and with the array of brands we have, covering separate cohorts and different territorial strengths [has grown in importance],” said De Joya.
De Joya adds how the current times present a good opportunity to experiment combining brands, or for that matter, services together in order to create a new value for consumers.
“We have such a great opportunity here to blend our brands together and make sure that if I’m not eating Sinigang today and I want to eat pizza tomorrow, and I want donuts on the weekend, [we] are able to blend together the branded offerings,” said De Joya.
De Joya further comments, “So our definition of personalization here is understanding that there is more to life than the dish in front of you or the particular dish that we’re craving. It’s an integrated ecosystem of different brands which leads to several service platforms that we had to come up with…just to be able to make sure that we’re all able to offer that variety.”
While on the maturity of data acquisition, De Joya says, “I think [data] is something that we have truly invested many resources into. We really [are] able to identify the nuances in the behavior of our customers now not just the basic stuff like frequency, recency, [or] basket size but even trying to get the nuances [such as] what sort of dishes do they favor [and] what are the cross-brand usages that they have.”
With this, Factora agrees, “Data remains to be king when you [personalize] campaigns. You have to understand really how your customers are, how the data would be helpful to that campaign. I think the best approach in terms of creating a holistic strategy towards personalization is number one, properly understand your data. Having the right platform is important [together with the] right message and right channel.”
The panel was part of the webinar What’s NEXT: Digital Marketing in the Philippines which was held last 2 December 2021. Register here to gain on-demand access.
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The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected]for an opportunity to have your thought-leadership published on the platform.
The retail landscape in APAC is very diverse and distinct from the rest of the world and has evolved considerably since the onset of Covid-19. The global pandemic has led to an explosive growth in the e-commerce industry, with consumers across the APAC region having shifted their shopping habits online to cater for life under pandemic related-lockdowns and restrictions. These new behaviors are here to stay.
Malaysia is the digital pulse
At the current rate of e-commerce growth, Malaysia is set to become the ASEAN digital pulse. With strong government support, the country has paved its way into e-commerce acceleration. A young population and social media growth have also aided the development of e-commerce in Malaysia.
Reprise in collaboration with Google, recently released a consumer study into online shoppers buying behavior and preferences across the APAC region, interviewing 13,000 shoppers. The study uncovered that 66% of online shoppers in Malaysia are willing to try new brands and may not be loyal to any one brand, while perceived value for money and promotions are the second reason Malaysians prefer to shop online.
Infographic from Reprise
Meanwhile, the most common reason, apart from shipping fee/time, for not buying products online across all product categories is the ‘inability to touch and feel before buying.’ This was also the reason cited by more than half of online shoppers for buying clothing, shoes, and accessories.
Promos, browsing offline & what we see is what we want
Malaysians are hungrier than the rest of their Southeast Asian counterparts, and the growth statistics demonstrate it. The frequency of buying is much higher in Malaysia compared to the APAC average, and rather than impulse, Malaysian online purchases are promo-driven. Two key things that are seen happening are that women are more experimental, and men are more loyal; and Malaysians prefer to browse offline before coming home to buy online.
Infographic from Reprise
The study looks at some categories of interest. With grocery, it is observed that Malaysians are most concerned about the look and feel of final products compared to what is shown. This is an indicator that the category needs to evolve more as Malaysians are disappointed when they do not receive what they perceived to see.
The study also indicates that categories like pet food, toys, health & beauty, and automotive do not require store trials as much as categories like furniture, appliances, and fashion, which shows there are numerous opportunities for brands to grow the commerce route for themselves, now more than ever. This indicates that while some categories have evolved to not require store trials, more categories will likely follow suit with greater usage of augmented reality and other technologies which will improve and enhance the virtual shopping experience.
The customer journey is the holy grail
What all of this shows is that consumers expect the same level of experience across platforms, regardless of whether they are online or offline. It boils down to how the experience is crafted online and requires thought to go into it, much more than just listing and selling, for the brand to create an overall online shopping experience. This experience is what brands need to focus on heavily, beyond media.
With this growth in e-commerce, brands need to now look at replicating the physical store experience for consumers, to ensure customers don’t drop off in the time it takes them to move from in-store to home. While growth in e-commerce means there is a need to create new channels for brands, with or without minimal cannibalization of existing channels, there is a bigger need for brands to look at their entire journey.
Auditing the complexities of e-retail
In today’s world, the e-retail space has tangled into one another, making the customer journey more complicated – e.g. mobile searches when in a retail outlet prior to making an offline purchase for price comparison. However, navigating through these complexities is possible when brands dig deep to evaluate their media and non-media assets. By starting with the website and marketplace brand stores which are their flagship stores online, brands can ensure that potential customers have a smooth e-retail experience overall.
A priority for brands should be in minimizing and eliminating points of friction to create an ideal shopping experience. Malaysian consumers have indicated that the shipping and returns process are top pain points.
Build trust, reviews matter
With 46% of online shoppers emphasizing product information for making purchase decisions, optimizing product content on marketplaces has become critical for brands to stand out in the cluttered environment. Every 1 in 2 Malaysians do their product research online using social media platforms, and almost 40% of the online shoppers also refer to online search portal for the same. Which brings the question – how can brands capture the imagination of people online, and how can they maintain trust?
Media channels have evolved to cater to e-commerce with every major digital advertising platform having commerce suites, hence brand engagement, creativity, and innovation continue to be key differentiators. Brands can further build trust by tackling information asymmetry, and consistently displaying content that is true and accurate.
Part of the onus also lies with consumers, as people constantly seek reviews as a key parameter for purchase. The survey indicates that reviews on the website are just as important as those on marketplaces. This is an area of opportunity for brands as good brand reviews will improve customer satisfaction scores and sales.
Brands can empower customers to leave reviews, respond to these reviews, and ensure an ideal brand health score online. In the survey, it is seen especially across the toys and consumer electronics categories, with social media and the online retailer website being the top two sources for research across the category.
The right people & the right strategy
The biggest challenge for brands when it comes to e-commerce is in crafting the e-retail experience, customer engagement, and omnichannel marketing strategy. Additional investments are needed, in terms of resources and talents, however, there is often a lack of proper structure around how each related department works together. While there is an intent to craft the e-commerce strategy, a lack of knowledge is often one of the biggest hurdles.
To overcome this, brands need to focus on a holistic platform strategy to drive a smooth, frictionless e-commerce experience. The role of media will of course remain crucial to driving consumers to brand stores whether D2C or e-retail, but the experience of shopping online will decide the level of success brands can expect to see in e-commerce.
Consumer behavior as we know it from offline retail may change when it comes to e-commerce. The digital e-commerce consumer is likely to behave very differently across existing channels, and there is a need for marketeers to study these digital behaviors to craft the experience. Brands also need to cater to the right information at the right place by having a strong content strategy in place. For agencies working with brands, the objective is to understand e-commerce in the context of each business and share an assessment of requirements with brands to form a journey forward.
Remember… experience, experience, experience
Ultimately an e-commerce offering is about providing an experience. How that offline experience is translated online is what distinguishes one agency from another.
This article was written by Sujith Rao, managing director of Reprise for performance & tech.
Sydney, Australia – More younger consumers in Australia are utilizing social media to conduct product research and discovery before deciding to purchase a product, the latest survey from cloud-based e-commerce solutions ChannelAdvisor notes.
According to the survey, 64% of 18- to 25-year-olds have researched products on Instagram during the past 12 months, while 67% of 26 to 35-year-olds have researched products on Facebook within the same period.
Despite that, social media use for product research remains the least-used online channel for product research, with only 6% of all respondents using it. Search engines or organic search remains to be the go-tochannel for product research, which is used by 37% of respondents. This is followed by brand websites (23%) and marketplaces or retailer sites (35%).
In regards to what affects a consumer’s purchasing decision, price takes the lead with 79% of the respondents agreeing so, followed by availability (55%), reviews (44%), delivery speed (42%), brand name (35%), and payment options (35%), and flexibility of delivery time (22%).
“The survey results are clear: consumers aren’t buying products and interacting with companies the way they did before 2020. Consumers want convenience at each stage of the buying journey — from research to sale. Brands and retailers need to shift their focus to their consumers’ demands,” said Mike Shapaker, CMO at ChannelAdvisor.
The survey also noted that factors such as a product being out of stock (61% of respondents), a possible better price (46%), negative reviews (35%), unclear product information (32%), as well as unclear product images (26%), and too few reviews (17%) are reasons why consumers would abandon online purchases.
For the upcoming holiday season, about 36% of surveyed consumers plan to do more holiday shopping online this year, while 42% of survey respondents plan to use ‘buy online, pick up in-store’ or curbside options this season. Meanwhile, 7% plan to do less holiday shopping online.
“Ahead of peak season, they’ll [brands and businesses] need to reimagine and reinforce e-commerce strategies to take advantage of these permanent changes, as their competitors will soon begin doing the same,” Shapaker added.
Singapore – Despite many consumers now reducing their budget for shopping and fearing shopping in-store due to pandemic concerns, about 93% of Southeast Asian consumers say that they will shop more across digital commerce sites this festive season, new insights from marketing technology company InMobi shows.
According to the report, about 39% of respondents have said that this is the first time that they will be trying out online shopping.
A positive sentiment is evident across online shoppers in the region, saying they want to learn about a product (39%) and explore product categories (71%), as well as making a purchase (69%). Some 24% of respondents declared that they would spend more on online shopping for the holiday season, while 47% planned to reduce their budget for in-person shopping.
“Despite a tough 2021, Southeast Asians are still gearing up for the year-end holiday shopping season, which has traditionally been the most active period for e-commerce sales in the region. More shoppers than ever are going online and spending more money online, most using their mobile phones to explore, discover and purchase. The time is right for brands and marketers to leverage mobile-first marketing to attract the interest of the connected festive shopper this year,” said Rishi Bedi, vice president and general manager for Southeast Asia, Japan and Korea at InMobi.
However, nearly 64% of consumers are still ‘undecided’ or are ‘completely unplanned’ on their online shopping experience, giving brands the opportunity to capture this market.
The report also noted that there are three key buyer personas that are emerging across Southeast Asian consumers for the holiday season, namely bargain hunters (64% of respondents), category explorers (26% of respondents) and brand lovers (10% of respondents).
In terms of spending, some 51% of Indonesians planned to spend over IDR 500,000 for their online shopping, while one in five Singaporeans will spend more than S$1000, with the average Filipino family shelling out ₱7627 for the festive season.
Meanwhile, clothing and accessories, groceries, gadgets, and home appliances emerged as the most in-demand product categories across Indonesia, Singapore, and the Philippines.
“Since 2020, the consumer shift towards mobile shopping has meant a surge in the adoption of InMobi’s shoppable media and online to online/offline commerce solutions by brands for maximizing ROI. These solutions, along with our unique deterministic audience targeting on programmatic, will play an even more significant role for brands in this online festive season,” Bedi concluded.
Singapore – With Black Friday sales fastly approaching and planned by various brands, around 54% of Singaporean adult shoppers say they are willing to shop during these sale drops, only if the discounts given are ‘enough and right’, found a survey from global comparison platform Finder.
The latest survey found that Singaporean adults need an average discount of just under half price or 48% from the original price to partake in the shopping event. Furthermore, 15% say they’ll need a whopping 90% discount for them to shop the sales, while 13% say they’ll buy something in the sales if it’s half price with 8% willing to shop if it’s discounted by 25%.
By age group, the survey found that 18 to 24 year olds are much more likely to shop during the Black Friday sales, with 65% saying any type of discount could catch their eye, with 41% across 45 to 54 year olds, and 46% of those aged 65 and above stating the the same.
The survey also notes that Singaporean men are more likely than women to have their interest piqued, with 58% of men saying they’ll shop if the discount is big enough compared to just 48% of women.
Singapore – In order to aid the influx of businesses that are now slowly opening up due to easing pandemic restrictions, data and artificial intelligence company ADA has launched a new dashboard that features data-driven insights on the changing consumer behavior in Southeast Asia and South Asia, widely disrupted by COVID-19.
Said index, called ‘The Recovery Index’, leverages ADA’s in-house data management platform, XACT, and was built with anonymized data sourced from millions of mobile devices and apps. While not a traditional economic indicator, businesses can use the dashboard to guide their decision-making by observing consumers’ mobility and digital consumption in near real-time.
Users of the dashboard, which is free to access, can drill down from the regional view to the national and state-level in eight countries, namely Singapore, Malaysia, Indonesia, Thailand, Philippines, Cambodia, Sri Lanka, and Bangladesh.
A sample screenshot of ADA’s ‘The Recovery Index’
Some of the notable insights lifted off the index as of September 22 include countries in the Southeast Asian region, where for instance, the Philippines where footfall at malls and F&B outlets had recovered fully in June this year before declining to 70% of pre-COVID levels currently following a recent shift in lockdown policies in Manila.
In Indonesia’s case mobility has recovered more quickly in Java where Jakarta is located compared to surrounding islands. Footfall at F&B outlets has climbed to 110% of pre-COVID levels while footfall at malls has fully recovered. Usage of business and productivity apps, however, has collapsed to 60% of pre-COVID levels, even as usage of fitness apps has surged to 140%.
Lastly, in Malaysia, the main economic hub of Klang Valley is leading the recovery vis-a-vis other corridors in the Peninsula and the Bornean states. The recent easing of lockdown measures has seen footfall in malls jump to 130% of pre-COVID levels, even as road density and other mobility indicators are yet to fully recover.
For Srinivas Gattamneni, chief executive officer at ADA, part of the reason the dashboard was released was in response with the COVID-19 pandemic that has caused to business and to consumers, affecting them how they shop, where they go, and what they do on a daily basis.
“We created this dashboard as a resource for businesses to make sense of and respond to the ‘new normal’ in consumer behavior. The dashboard can serve as a guide to what has changed pre- and post-pandemic in terms of shopping, app usage, and mobility, allowing marketers to pivot their customer acquisition and retention strategies in an environment that continues to be volatile,” Gattamneni stated.
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