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向偉大航路出發前，關於東南亞電商不可不知的十件事

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TeSA
TeSA

SESURA的創辦人胡為民，以「向偉大航路出發前，關於東南亞電商不可不知的十件事」為題進行分享，他大方分享這兩三年來在東南亞經營購物網站的心得，也為大家帶來第一手的東南亞電商情報。

Business
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540+M CONSUMERS IN SEA 249 100 90 67 31 5 Indonesia Philippines Vietnam Thailand Malaysia Singapore Population (Million) 42 45 24 40 37 43 32 29 27 31 26 27 14 14 25 16 22 19 8 7 17 9 10 8 4 5 7 4 5 3 0 20 40 60 80 100 Vietnam Thailand Singapore Philippines Malaysia Indonesia 15-24 25-34 35-44 45-54 55+ Southeast Asia online populations are relatively young
Increasing Penetration Internet, Mobile, Smartphone Source: ASEAN Secretariat, VNNIC, APJII, company data, UBS estimates.
INDONESIA 650M MALAYSIA 170M SINGAPORE 3.7M VIETNAM 320M THAILAND 350M PHILIPPINE 430M
PAYMENT METHOD & PERCENTAGE CASH ON DELIVERY 67% CREDIT CARD & Paypal 21% OTHERS ( eMoney, Counter / ATM transfer ) 12%
Top 5 eCommerce Sites by Traffic in Each SEA Country are Dominated by International Players Source: Alexa as of 27 April 2015, News articles, Crunchbase, TechinAsia, Euromonitor （1) Includes online retailer and marketplace sites only and excludes online classifieds/forums and daily deals sites (2) Based on the retail market size of the respective country
東南亞宗教分布圖
Funding Levels have Spiked in Recent Years... Source: Bank of American
Free Shipping 56% Price 24.5% Give Away 12.7% Voucher 5.4% Others 1.2% Source: SESURA 2014 member survey
胡為民 wilson.hood@sesura.com

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向偉大航路出發前，關於東南亞電商不可不知的十件事

Editor's Notes

  1. 東南亞六國約有5億4千萬消費者, 除新加坡之外, 其餘五國的年齡在34歲以下的族群, 均佔該國總人口60%以上, 消費族群非常年輕, 所以在網路上消費的主力商品, 男性以3Ｃ為主, 女性則以流行服飾, 烹調廚具, 以及嬰幼兒用品為主, 約與台灣2005年的狀況差不多
  2. 東南亞的手機普及率為112%, 手機到達率與已開發國家落差不會太大, 但開通行動上網的比率偏低, 除了新加坡之外, 其餘五國的行動上網開通率都在30%左右, 依據SESURA的經驗, 每日流量的高峰時間會落在上午的8點到10點, 12點半到1點半, 以及下午的三點半到五點半, 大多是在公司使用電腦上網購物 行動商務在東南亞大約還需要2-3年的發展時間
  3. 東南亞六國除越南之外, 社群網站到達率均在80%以上, Facebook是到達率最高的社群網站, 約有二億註冊用戶, 除Facebook之外, Instagram , Pinterest 及Twitter也是當地頗受歡迎的網站 所以Facebook廣告的成本相較其他如Google AD會便宜許多, 以SESURA的經驗, 平均獲得一個粉絲的成本約NT$1.5–NT$3.0, 平均 CPC 約 NT$0.8-NT$1.5 但轉換率只有0.5%-1%
  4. 除新加坡及馬來西亞之外, 其餘各國的信用卡發行量均低於1%, 而在網路購物尚未普及的狀況下, 消費者對於網路交易的信任度明顯偏低, 除了在下單前的猶豫期變長, 下單前的詢問次數變多之外 貨到付款是目前大部份消費者可以接受的付款方式 以SESURA的經驗, 67%的訂單選擇貨到付款, 21%使用信用卡及Paypal, 12%則是使用當地的金流系統, 如：手機簡訊付費, 臨櫃繳款, 以及ATM轉賬等 即時如此, 貨到拒收, 或是查無此人的比例也只有3.2%,
  5. 由於東南亞的電商/網路產業均以國外網站為主, 因此當地並沒有太多有實務經驗的人才, 依據東南亞最大的人力網站Jobstreet的資料, 最缺乏的人才依序為: 軟體及IT工程師, 2. UX及UI設計師 3. 網路行銷 (非買廣告)的人才 依據SESURA的經驗 當地如果這一類的技術人才, 大多會以接案, 或是以跨國性的大公司為主要選項
  6. 目前東南亞電商仍多以綜合性的平台為主, 主要是B2C及B2B2C的 Marketplace為主, 目前還沒有看到以公司官網為主要銷售管道的狀況… 從這張表可以看出, Rocket internet旗下的Lazada及Zalora是東南亞的的local king Amazon及ebay的海外購物在東南亞也有非常高的到達率 大陸的阿里巴巴, 淘寶及Aliexpress是不可忽視的重要競爭者 （中文是台灣的優之外, 也是大陸的) , Local平台除了早期進入者之外 很難跟這些國際巨鰐競爭
  7. 雖然說東協是除了歐盟之外, 全世界第二大的經濟體, 但千萬不能把東協當作是單一市場操作 東協各國, 均有各自不同的語言, 宗教及文化的差異也非常大 此外, 東協各國的GEP差距也頗大, 因此, 東協各國需以不同的策略來進入市場