Southeast Asia e-commerce giant Shopee, on the eve of its annual most important "9.9 Super Shopping Day" big promotion
Southeast Asia e-commerce giant Shopee, on the eve of its annual most important "9.9 Super Shopping Day" big promotion, announced a major strategic move: for the first time, it will fully open its offline creator and KOL incubation base, "Shopee House," to affiliates from all channels.
This move aims to, through online and offline linkage, maximally activate the affiliate marketing ecosystem, to build an unprecedented scale traffic matrix for the upcoming 9.9 big promotion.
"Shopee House": from offline base to online traffic's source place
"Shopee House" was initially a physical space Shopee provided for its contracted influencers and content creators, integrating product display, live broadcast shooting, content co-creation, and training exchange.
And this strategic upgrade's core, lies in breaking the original "contracting" barrier. Now, any member registered on the Shopee affiliate marketing platform has the opportunity to be invited into Shopee House, to participate in exclusive brand activities and product experience sessions.
Linkage of affiliate ecosystem, preparing for the 9.9 Super Promotion
Shopee's strategic intent with this move is very clear, which is to, at the crucial 9.9 promotion node, detonate all the potential of its affiliate marketing.
By letting affiliates personally experience products, raise content quality and conversion rate; by activating affiliates from different fields, build diversified traffic entrances; by providing a direct communication bridge, strengthen the connection between brands and affiliates.
This series of moves, aims to upgrade affiliate marketing into an online and offline linked three-dimensional marketing battle.
Revelation for cross-border sellers: The value of off-site traffic and content marketing highlights
Shopee's this action, for all platforms' cross-border e-commerce sellers, transmits a clear signal:
Competition for on-site traffic is increasingly fierce, actively planning and utilizing off-site traffic, especially content-driven affiliate marketing, is becoming unprecedentedly important.
The platform is heavily investing to build its own content ecosystem and influencer resources. As a seller, if you cannot keep up with this trend, and actively integrate your own products into this ecosystem, it is equivalent to giving up a big piece of a high-quality traffic source.
Insight
Shopee's move highlights the importance of off-site traffic. Sellers can no longer rigidly stick to on-site, they must learn to "borrow strength to strike a blow."
To successfully leverage off-site traffic, first, you must return to the product. Use "high-frequency word mining" tools, analyze user pain points, to create a "good product" worthy of being recommended by KOLs.
Second, you must gain insight into off-site user needs. Through the "off-site demand research" function, analyze Google and YouTube hot topics, to find the best entry point for content marketing.
Finally, use the "ranking list monitoring" function, to timely discover hot-selling items that succeeded through off-site traffic acquisition, learn from their strategies, and efficiently plan your own off-site marketing.
