2020年东南亚消费者趋势报告.pdf
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1、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 m
2、ass 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
3、 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
4、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 percei
5、ved 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 lifest
6、yle 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 As
7、ia 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 m
8、arket.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 applicati
9、on 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 Shiseid
10、o,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 EDITORBase
11、d 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
12、 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
13、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 vario
14、us 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
15、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 O
16、ngko,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 Summa
17、ryABOUT 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 Phi
18、lippines,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 acr
19、oss 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
20、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 shopp
21、ers 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!
22、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 ZALORA
23、s 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 DAT
24、A 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 ZALORA
25、s 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
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