Tag: LazMall

Singapore – Singapore-headquartered e-commerce for Southeast Asia, Lazada, is taking its marketing to new heights as it announces its very first regional ambassador for in-app mall, LazMall; and it’s none other than top K-drama leading man, Hyun Bin. 

Last October 2020, Lazada has also unveiled a massive first for the brand that similarly involved the K-pop craze – signing on top K-pop actor Lee Min Ho as the first regional-wide ambassador of the brand. Prior to launching regional ambassadors, Lazada’s marketing strategy has always relied heavily on local endorsers, partnering market-specific stars to bring in the engagement with consumers.

Hyun Bin has been a prominent actor among Hallyu, or the term coined for the ‘Korean wave’. He is one of South Korea’s top celebrities and known for K-dramas and movies Secret Garden, Memories of the Alhambra, and The Negotiation. Most recently, his popularity surged even more when he starred as the leading man of the Netflix-produced romantic comedy K-drama, Crash Landing on You. The series gained global craze and afforded both Hyun Bin and the show’s leading lady Son Ye-Jin numerous brand partnerships following the success of the series. 

Hyun Bin_Lazada_LazMall
The first LazMall ad featuring Hyun Bin with an action-filled narrative

On the new ambassador, Lazada Group’s CMO Mary Zhou, commented, “Lazada was the first to bring the virtual ‘mall’ concept to Southeast Asia and we are delighted to welcome renowned superstar Hyun Bin as LazMall’s first regional brand ambassador. With his expansive portfolio of critically-acclaimed films and television dramas, Hyun Bin is a familiar personality respected for his genuine personality and extraordinary dedication to his craft by fans all over the globe. This highly resonates with LazMall’s brand promise of authenticity, quality, and a trusted online destination for consumers to enjoy a convenient shopping experience.”

The announcement comes as Lazada celebrates the third anniversary of LazMall as well as 9.9, the first of the year-end mega campaigns. For starters, Hyun Bin headlines an action-inspired ad. Also known as a great action celebrity, the short ad aims to capture the imagination of fans that is reminiscent of Hyun Bin’s popular action sequences. 

In the TVC, Hyun Bin stars as an agent on a covert mission commanding a crew of operatives. In a fun and celebratory twist, his character targets the mission of releasing thousands of LazMall care packages to the public.

On his LazMall ambassadorship, Hyun Bin said, “I’m very happy to be joining the Lazada family and connecting with fans in Southeast Asia as LazMall’s first regional brand ambassador. I look forward to creating lots of fun times together, starting with the 9.9 shopping festival. I wish everyone good health and hope you stay safe until we can meet again in person.”

He added, “Shooting the short film for the campaign was incredibly fun, especially when we got creative in demonstrating the efficiency, reliability, and variety of products that LazMall offers to shoppers through a secret agent mission storyline.”

LazMall is Lazada’s in-app mall that features flagship stores from both established and starting merchants. This differs from independent sellers in the app. Earlier in August, LazMall introduced a new personalized portal, LazMall Prestige, featuring an extensive portfolio of eight categories with over 50 premium brands such as Bacha Coffee, Bang & Olufsen, Elemis, and Longines, as well as Polo Ralph Lauren, and Salvatore Ferragamo. 

In addition to popular features like Brand Mega offers and an improved returns policy across the region, consumers will gain access to brands through an intimate, visual storytelling experience. This includes an enhanced discovery spotlight via ‘The Prestige Edit’, which features content-rich thematic editorial sections.

In line with the special online launches, Lazada’s mascot Lazzie will also make his idol trainee debut via Lazada’s newest addition on LazGames – Lazzie Star. 

Singapore – E-commerce platform Lazada has announced its first-ever local ambassador in Singapore, choosing celebrity Michelle Chong to represent the brand in the country. The company said this is part of the platform’s continued strategy to engage more with younger shoppers and promote Lazada’s key campaigns.

The ambassadorship will see Chong connect with various audience demographics, and hype brand campaigns in Singapore, starting with Lazada’s ninth birthday celebration on 27 March until the ‘9.9 Big Sale’ in September. 

Michelle Chong is a multi-hyphenate and a ‘familiar face’ in Singapore’s entertainment industry, serving as a producer, writer, director, actress as well as a local entrepreneur who is known for her ability to create memorable TV characters, such as Barbarella, The Noose, and popular online personalities such as Ah Lian, as well as school girl Chiang Ying Wen, among others.

During Chong’s key campaign promotions, she will introduce her three popular characters, namely Ah Lian, Chiang Ying Wen, and Sonia, whom local audiences are familiar with. Lazada believes that this strategy will help them better connect with all consumers on the platform, from households to young millennials and Gen Z shoppers, who shop for daily essentials and quality goods from LazMall and RedMart. 

The engagement activities will cover various touchpoints, including radio and television broadcast, outdoor media, and social media platforms on Lazada Singapore, as well as Chong’s own platforms, and Lazada’s live streaming channel LazLive.

Commenting on her ambassadorship, Chong said that being Lazada’s first local ambassador is a dream come true for her and expressed that she is honored to be associated with such a forward-thinking brand that has great taste and foresight.

Meanwhile, the Chief Marketing Officer of Lazada Singapore, Wook Kwon, said that the company is thrilled to have Chong as Lazada’s first ambassador in Singapore, saying that Michelle is one of the nation’s top comedic talents, and easily the most recognizable female comedic actress in the country, having created memorable characters that have resonated with a diverse audience.

“She will be able to effectively reach the younger generation with a relatable sense of humor, which ties in well with our strategy to connect more with shoppers on LazMall and RedMart as well. Beyond that, she has built a successful career and business for herself, and shares the same entrepreneurial spirit that Lazada supports,” said Kwon.

Furthermore, Kim Hoon, business development director of entertainment agency Left Profile, said, “We are excited about this collaboration and are humbled by Lazada’s recognition of Michelle’s talent and versatility in creating and personifying characters that entertain and touch different strata of audiences.”

Singapore – Southeast Asia fans of global sports apparel brand Nike has now more ways to avail of its products with its new flagship store in eCommerce platform Lazada.  

With the new store in LazMall, Lazada’s in-app ‘mall,’ Nike is able to directly retail to consumers across five countries – Indonesia, Malaysia, the Philippines, Singapore, and Thailand.

According to Ken Yamada, GM of Nike direct digital commerce in Southeast Asia and India, the flagship store will be complimenting Nike.com and its existing strategic partnerships to enrich its offerings and choices for consumers within the Nike digital ecosystem.

“This venture enables us to consistently offer product accessibility, enjoyable shopping experiences, and a wide variety of innovation and design to our regional consumers in line with our digital growth,” said Yamada.

The initial phase will give consumers access to a wide variety of Nike products online – from footwear to apparel and equipment for men, women, and kids. The assortment will continue to evolve to cater to the unique tastes and needs of consumers in each market.

“Lazada is proud to serve as Nike’s online retail partner for Southeast Asia. Consumers across Southeast Asia will be delighted to have first-hand access to a wide assortment of Nike’s world-renowned designs, especially in the upcoming 11.11 shopping festival,” said Jessica Liu, co-president and regional head of commercial at Lazada Group.

The new collaboration between Nike and Lazada has kicked off in the Philippines, Indonesia, Malaysia, and Singapore, and will be made available in Thailand soon.

Singapore – Ahead of its 9.9 shopping festival and in conjunction with LazMall’s second anniversary celebration, Lazada has unveiled a refreshed look for its brand and has introduced as well four new features to its platform. 

LazMall’s signature hues of red and black have been accentuated for the revamped look. In addition to fresh visuals, the company said that it will be offering brands increased visibility and traffic as well as improved quality of consumer leads. 

LazMall is the in-app virtual mall of eCommerce platform Lazada which was launched in 2018.  

Today, the company adds four new features: Beat the Price, Brands for You, a brand directory, and a new follow button. 

With Beat the Price, deal-seekers can discover market-beating prices on a daily assortment of top-selling products. Brands for You, on the other hand, is the platform’s customization of recommended brands based off user interest and recent interactions with the LazMall channel.

Meanwhile, Lazmall will now offer a comprehensive directory of all brands. The channel also now comes with a ‘follow’ button, where users can follow their favorite brands and sellers to get access to the latest updates on deals and offers.

“LazMall plays a key role in Lazada’s overall business strategy as local and international brands look to advance their presence and growth through an omnichannel approach in Southeast Asia. By strengthening the consumer online commerce journey, we provide brands with more avenues to diversify and increase their consumer touchpoints,” said Jessica Liu, co-president, and regional head of commercial at Lazada Group.