The marketing social website of Shopee has increased a lot over the years, being popular internationally by the people. For evidence, Shopee is the largest online marketplace in southeast asia with 343 million visits per month. Also based on their group, the company reported revenue of $2.9 billion, a growth of 29% from 2021 to 2022. They profited 19% year-over-year, from $0.9 billion to $1.1 billion. Being one of the biggest companies of the world, Shopee was created in Singapore in the year of 2015 by the local billionaire businessman, Forrest Li, who additionally created another company denominated: Garena in 2009.
A brand identity consists of the business values and how the company communicates those values through its products and services. This is what the brand says, how visually it is represented with images and designs and what the brand wants their clients to feel when intersecting with the products. But, what is Shopee branding? Shopee’s marketing strategy is to increase brand knowledge and also promote your business. The first stage is to create a simple and unique logo, to easily be recognized and remembered like Shopee, the asian company has their logo that’s made by a white bag with an orange letter S in the middle representing the name of the company. Their stated values are that they believe in online shopping and that should be accessible, easy and enjoyable. This is the vision Shopee aspires to deliver on the platform, every single day. Furthermore, they believe in simplicity and integrity, providing a life that is honest, down to earth and true to yourself. Shopee’s mission statement and goal is the transformative power of techonology that they believe to change the world, making the consumer’s life better by providing a platform that connects the consumers and the sellers within one community.
The brand strategies are a way that companies use to show themselves and their products, Shopee also use it to present their materials, their principal scheme is the “Mental Triggers: the power of copywriting”. This method is divided in three strategy steps: 1- Scarcity: The denominated Scarcity is a strategy to use the products and coupons in their benefits. In particular, Shopee uses a timer in an exact product to make the consumer more thoughtful and maybe think that they are gonna lose a big opportunity to buy the product. For example, when you are in a game store and you desperately go buy the skin because it has a limited day and hour for you to get it. 2- Social Proof: Another method that Shopee uses to encourage their consumers, is the social proof that’s based on a product review, that the consumers evaluate the product by the five stars and comment about it on the Shopee website. Also when arriving, sometimes, the consumer takes some photos and makes videos showing the product for other consumers to see how they are and how it is made. 3- Authority: The third and last scheme Shopee uses, is the authority because it is not sufficient to offer good opportunities to retain the client, while the prices are good, a lot of users make punctual purchases, but not necessarily are faithful to the company. When a connection is created with the public, the brand can guarantee not just a unique purchase, but a lot of other future purchases. To generate an identification with their public, Shopee invested in influence marketing. For instance, when Shopee created publicity with the Barões da Pisadinha, a common Brazilian musical group between the target audience of the company, for example, increased the consideration of the users, bringing them closer to the brand. For last, another scheme that Shopee uses ( not Mental Triggers), is to make good prices and free shipping.
Shopee’s advertising is based on their ads that are the point of creation of pay ads on the marketplace and help you achieve your business goals, be it reaching shoppers interested in your products, increasing your sales or building your brand. That’s why usually people prefer buying products in Shopee than other companies, because they know that a product that is more expensive in those companies, have a lower price in Shopee’s platform and even a better quality than a smartphone that is selled in Amazon or Magazine Luiza. Another fact that makes people prefer it, is the reason that Shopee try to influence their consumers by offering coupons, free shipping, and official products of the brand. Furthemore, Shopee’s customer service team and Shopee Seller Support provide comprehensive seller support. Over the last years Shopee has grown up a lot in the international market, attracting users and sellers. Since it arrived in 2019, Shopee has been the app most used by Brazilians for mobile purchases, like this passing a lot of companies like iFood. Furthermore in this year (2022) a interview was made with some Brazilians asking them what app they use more, and the majority said that Shopee was the best one for them, like this making asian companies the favorite one for them. Another way that Shopee uses to influence their consumers, is that the company encourages users who have already purchased the product for estimates on their pages. This incentive reverts to benefits that can be used in other purchases. These estimates, however, are highly influential factors for new buyers.
In conclusion, we can say that Shopee is a company with a lot of strategies and knows how to influence their consumers and how to make them buy their products. Their brand strategies, but mainly the “Mental Triggers: the power of copywriting” that is divided in three strategy steps: Scarcity, Social Proof and Authority is really good and it is what makes the company grow up a lot. Furthermore, Shopee tries to influence their clients by offering coupons, free shipping, and official products of the brand. In the end, the search to quickly send their products to the consumer is another important point that maintains the client’s faithfulness, because with a lot of storage points, the product can get faster where the client asked. For example, if someone from Espirito Santo ordered a Smartphone, since Shopee has a store in São Paulo, the product will get faster than a Shopee storage located in Singapore. That’s why, for evidence, most Brazilians prefer Shopee instead of other companies for buying products. The marketing is also forced by sponsorships that Shopee does with famous people, like: Cristiano Ronaldo, Jackie Chan, Black Pink, Barões da Pisadinha, Larissa Manoela, Toni Gonzaga, Xuxa and Joe Taslim. With those influencers, people will have more confidence in Shopee, because a bigger influencer is a sponsorship of people of Shopee. Additionally, Shopee sponsorship Tik Tok making ad for them in Shopee’s website and vice versa, with Tik Tok making advertising for Shopee. So considering their success, it was from their branding strategies.
Works Cited
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“How Does Shopee Branding and Marketing Strategy Work?” Ginee, 4 Apr. 2022, ginee.com/my/insights/shopee-branding.
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