Jet Commerce | Retail is detailed,
Jet Commerce’s wisdom enables Nivea Thailand to operate a highly effective online business.
“Retail is detailed, leveraging a larger marketing campaign with a limited budget.”
— CEO of Jet Commerce Thailand: Derek Wang
In August 2019, Jet Commerce Thailand broke through the siege at Shopee Brand Day and won the first battle, successfully setting proud sales results in the beauty category for Revlon.
This dazzling performance quickly drew the attention of the Shopee platform. Soon after, the platform’s category manager found Jet Commerce Thailand and revealed that Nivea was looking for a partner. At that time, Jet Commerce Thailand was in its infancy, especially after experiencing the predicament of acquiring the brand for nine months, the endorsement of Shopee and the emergence of Nivea were undoubtedly great news. For this reason, Derek and the team quickly got up and got in touch with Nivea.
The 9.9 brand promotion is imminent, the service provider who had been cooperating for half a year suddenly had a wide divergence with Nivea at this time. Whether it was operation strategy, sales target, stock quantity, or purchase-sales-inventory management, both parties were completely at a deadlock. The more serious problem is that this service provider is the main body that registers and operates Nivea Official Store of Thailand (Nivea Official Flagship Store) online. The Nivea brand lacks initiative and is completely passive, and major promotional activities are forced to stagnate.
If Nivea accepts the service provider’s operation strategy, Nivea can continue to operate the existing Nivea Official Store normally and the activities are held as scheduled. However, bearing the high-value promotion target will make the situation hopeless. If things carry on this way, Nivea will only become more and more passive. If Nivea abandons the existing Nivea Official Store and opens a new one, Nivea will be able to firmly control the brand operation initiative in its own hands, and Nivea can also reapply to reclaim the name of its official flagship store. It’s just that all of the painstakingly managed store traffic could be in vain. Starting from scratch, everything in the future is a huge unknown variable. No one can guarantee whether it is good or bad, for the time being, the Nivea brand is in a dilemma.
“If possible, from scratch, from the ground up, we are willing to work with Nivea to rebuild online influence.” Derek firmly expressed his thoughts to the head of Nivea after a long conversation.
As if seeing the ray of light at the dawn, the perseverance of Jet Commerce making people feel at ease, or timely assistance touching their hearts, Nivea immediately decided to collaborate with Jet Commerce Thailand.
At this time, Nivea paid the most attention to “how to hold the entire 9.9 promotion smoothly and end it perfectly”, so the Jet Commerce Thailand team did not get too entangled in the details, focusing on the big and letting go of the small, with a definite purpose. After fully listening to Nivea’s needs and suggestions, Jet Commerce quickly put the best resources into store operation and preparation, completing the store opening and overall design in just one week, and then carrying out product storage, personnel arrangements, and related inspections in record time. Ensure that all processes are completed smoothly and accurately.
New start, new store, new design, a new partner. In the 9.9 promotion assessment, Jet Commerce handed over a satisfactory answer to Nivea. Under the full promotion of Jet Commerce, Nivea’s new store on the Shopee platform not only received the traffic of the entire promotion but also achieved a 200% increase in sales! After that, it quickly jumped to the top 3 in the online personal care category, and held the throne firmly, continuing to draw a high growth curve.
With the rapid expansion of cooperative business volume, Jet Commerce has also fully “grown” professional operation services in Nivea’s industrial chain, from the original design, CRM and other online operation modules that tend to be essential, to quickly upgrade to cover strategy One-stop services including consulting, store operation, integrated marketing, customer service and consumer management, warehousing and logistics, and technical support.
“There is a saying called ‘Retail is detail’.” “Imaging the Big from the Small, I believe that through in-depth analysis of numerous details, you can use a limited budget to leverage larger marketing. In Nivea’s services, Jet Commerce attaches great importance to the impact of data, insists on a data review of each operation process, and continuously achieves breakthrough growth for the brand.” Derek said.
Product sales data analysis. Products are the foundation of a brand. As a brand service provider, we need to switch perspectives in a timely manner. From the perspective of brands and products, we should think about what consumers are thinking, and reversely promote product optimization and upgrading. Therefore, Jet Commerce attaches great importance to product data analysis. Nivea has a variety of products such as women’s skincare, men’s skincare, and body skin care series. What concepts and ideas are used in product development? What are the sales of each product line? What is the awareness and acceptance of the product by local consumers? … these are questions to ponder.
In the early stage of Nivea’s operation, Jet Commerce conducted detailed and meticulous research on its product line. Through product data analysis, Jet Commerce found that men’s skincare series products have great sales potential and are very suitable for the local consumer market. The weak performance is due to weak marketing promotion.
Therefore, Jet Commerce specially created a special promotion for the Nivea men’s series. With a fast and high-frequency strong promotion strategy, the Nivea men’s series that had been sluggish for a long time was quickly pushed into the TOP 5 men’s care category on Shopee and continued to maintain the top-selling position
Online marketing data analysis. Traditional operation thinking is easy to fall into such a logical cycle: if there is an investment in marketing resources, there will be good sales performance; if there is no investment in marketing resources, there will be no good sales performance. Therefore, once the performance is not good, the brand operation is the “culprit”. Jet Commerce and Nivea jumped out of this fixed “accountability” thinking, and paid more attention to the conversion data of marketing activities, advertising clicks, bounce rates, etc., and applied them to optimize Nivea’s online advertising display position, improve keywords and long-tail keyword search, insight into the full picture of user portraits, etc., and jointly formulate more effective marketing strategies.
Consumer behavior data analysis. Although Jet Commerce seems to be geared toward brands, it is the same as brands, it will eventually return to the terminal and face consumers. If you want to seek new breakthroughs and new growth, consumers are the best entrance. Jet Commerce and Nivea collaborated to see which gifts and promotions are most attractive to consumers through activities such as limited-time buy gifts, full discount promotions, and TOP Spend (super consumers); Through the threshold setting of free shipping coupons, what percentage of free shipping acceptance is the highest, and what amount of coupons has the highest usage rate and cancellation rate, can bring the greatest satisfaction to consumers and activate the brand traffic pool. Imaging the Big from the Small, Recognizing telltale sign, the in-depth analysis of these detailed data has brought a significant deepening and re-promoting effect to the online operation of the Nivea brand.
Jet Commerce has insight into the voices of consumers and integrates with the heart and mind of the brand. We approach problems through the lens of products and consumers and drive sales growth through services in order to realize brand value.
From operating only Nivea’s single channel on Shopee in the early days, to quickly catching up with Nivea’s sales on Lazada platform, Jet Commerce impresses Nivea with its services and data, allowing them to rest assured that they can operate Shopee, Lazada, JD and even online omnichannel operations by themselves.
The integration of Jet Commerce and Nivea stems from the same idea and thinking at the same frequency. The two parties have also actively carried out in-depth layouts and exploration in the past few years. In the process of digital integration, efficient management and efficient brand online marketing, each other becomes more and more intimate.
In terms of Digital Integration and Efficient Management, the data supports the Nivea brand’s effective feedback and efficient decision-making. Jet Commerce has also made significant efforts in this regard to facilitate Nivea’s efficient management.
On the one hand, Jet Commerce introduced the UPFOS Order Fulfillment Management System to open up the data ports of Nivea’s various platforms in Thailand. Through this highly efficient and integrated order management system, Nivea brands can simply log in to UPFOS to automate the management of their entire online platforms, orders, activities, and processes.
On the other hand, Jet Commerce and Nivea have jointly incubated a set of BI data systems that fit the Nivea brand itself, jumping out of the normal seller’s perspective – focusing on traffic and sales, opening up a diversified and comprehensive perspective of the brand. Jet Commerce has specially developed an analysis system and modules from the perspective of products for Nivea. Nivea can clearly see the market performance and intuitive analysis of each product through each product line, and can also make recommendations based on actual dynamic needs, jointly update and build an upgraded BI data system. Now, this system is not only highly recognized in Nivea Thailand, but also used by Nivea in other countries in Southeast Asia where its brand is located.
In terms of efficient brand online marketing, since Nivea is a fast-moving consumer goods brand, compared with other categories, it has a more significant and higher frequency demand for marketing. At present, at the online operation channel level, Jet Commerce and Nivea are jointly conducting some new beneficial attempts, such as Line, Facebook, live broadcast and other new channels; at the marketing delivery management level, it has been possible to achieve internal and external support for Shopee, Facebook, Google and other sites Tracking of all channel delivery and conversion data.
“Nowadays, Brands’ online channels and tactics are becoming increasingly diverse. If Nivea wants to try more new channels and platforms, whether it’s warehousing logistics or resource support, as long as it’s within Jet Commerce’s capacity, we’ll do our best. We will do everything we can to support”Derek said “Jet Commerce and Nivea complement each other well, and we appreciate what Nivea has brought us.”
In the future, the two parties will take “marketing efficiency improvement” as an essential anchor to actively create a future together. Nivea can provide the gentlest care for the skin, and Jet Commerce will provide the most secure protection for Nivea.
Article Spoiler
About Derek’s part-time job
Let me tell you quietly, Jet Commerce also provides brand operation services in Singapore, and the CEO of Singapore is also Derek. Since the brands have abroad expanded to Thailand, why not travel all over Southeast Asia together?
Not only in Southeast Asia but also in Latin America, Jet Commerce Brazil is gradually opening its business. Latin America, here we come! If you need to contact Jet Commerce, please do so.
