INTRODUCTION
E-commerce overview
E-commerce is a form of online business that uses an information technology platform to carry out online purchase, sale, exchange and payment transactions supported by the Internet.
1.2 The role of e-commerce in businesses
E-commerce plays the role of a communication tool that makes it easy to exchange between buyers and sellers anytime, anywhere Thanks to e-commerce, the demand for shopping and exchanging goods has grown rapidly It makes your search and shopping easier.
1.3 Popular types of e-commerce business models in VietNam
B2B is a commercial transaction term such as the exchange of products and services between businesses For example, between a manufacturer and a wholesaler or between a wholesaler and a retailer.
B2C is a form of business selling to individuals, the end consumers These people's business is done online, not in a specific store.
C2C, or consumer-to-consumer e-commerce, represents the fastest-growing business model in the online marketplace This model primarily operates through e-commerce platforms that facilitate online auctions and classifieds, allowing consumers to buy and sell directly with one another.
This business activity is a form of consumers selling goods or services to businesses. Consumers leave reviews or ideas that help businesses develop products in a better way.
B2G, or business-to-government commerce, refers to the electronic transactions between companies and government entities, encompassing activities such as public procurement and licensing This form of e-commerce leverages the Internet to facilitate various government-related processes and enhance efficiency in public administration.
The C2G (Consumer-to-Government) model encompasses online transactions such as paying taxes, purchasing goods from government agencies, and covering university tuition fees Engaging in any monetary transfer to a public agency via the internet signifies your involvement in the C2G framework.
Internet branding strategies
2.1 What is branding on the Internet?
Internet branding involves leveraging online platforms and social media to shape and promote a brand's identity This process focuses on how individuals or businesses establish their presence in the digital landscape through effective digital marketing strategies.
Building an online identity for an individual or brand can effectively be achieved through various platforms such as websites, Google, Facebook, Instagram, and blogs This process often relies on strategies like search engine optimization (SEO) and online advertising to enhance visibility and engagement.
This method helps a brand, product or service attract more potential customers by increasing their visibility online.
With the growth of online platforms, Internet marketing channels have become a way to expand your online identity.
The internet can benefit any business, regardless of its specificity, which is why most companies today choose to extend their brands online.
2.2 Is branding on the internet important?
Online branding is crucial for establishing a business's presence and expanding its reach to a broader audience It embodies the identity of your business, shaped by elements such as your logo, website design, advertising strategies, leadership, and employee culture Effective branding not only sets you apart from competitors but also enables customers to easily recognize your brand and understand what to expect from your products and services.
2.3 What are the branding strategies on the internet?
In today's digital age, establishing a strong online brand is crucial for business success Developing a brand is a lengthy and ongoing endeavor, and over half of businesses achieve success by implementing a well-defined brand strategy.
There are four key types of Internet branding strategies:
DESCRIPTION OF THE BRAND
Brand at a glance
History of establishment and development of Lazada:
Lazada Group, a prominent German e-commerce company founded in 2012 by Maximilian Bittner and supported by Rocket Internet, has established its presence in Southeast Asia As of 2015, Lazada operates across six countries in the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
- Operating until 2015, it was acquired by billionaire Jack Ma's Alibaba Group and the transaction was completed in 2015 Until now, Lazada is still owned by China Alibaba Group.
Lazada's business activities in Vietnam:
Lazada Group, founded in March 2012, is the leading online shopping mall in Southeast Asia and operates as a prominent e-commerce platform in Vietnam.
Figure 1: Lazada brand(jobsgo.vn, 2022)
According to Article 3, Clause 9 of Decree 52/2013/ND-CP, Lazada operates as an e-commerce platform that facilitates online trading for businesses and individuals without requiring a business license Essentially, Lazada acts as an intermediary, creating virtual stores that allow sellers and buyers to browse products and complete transactions By charging commissions and offering discounts to sellers, Lazada maintains product quality and brand reputation while enhancing the online shopping experience.
Figure 2: Business model Lazada (sellercenter.lazada.com, 2019)
Because there are many sellers or suppliers, the richness of products on Lazada is very large Almost anything legal is sold here.
Lazada effectively caters to a wide range of customer needs, offering products such as home appliances, makeup, clothing, and technology Overall, Lazada excels in fulfilling various shopping requirements, although it does not provide fresh and processed food items.
The company associates with more than 3000 suppliers with 500,000 different products at home and abroad.
In 2013, online sales accounted for ẳ of the total online market revenue.
Figure 3: Products on Lazada e-commerce platform (vietnix.vn, 2022)
1.2 Lazada brand vision and mission
Become the largest online shopping platform in the Vietnam market giving shoppers a low-cost experience, many incentives and the best reputable service to consumers. Mission
We prioritize delivering an exceptional shopping experience, ensuring consumers feel confident in the quality and competitive pricing of our products Our brand guarantees hassle-free returns at no cost if the items received do not meet expectations or are of incorrect quality.
1.3 What is the main form of branding of Lazada?
Activities on Digital Marketing channels
Lazada effectively utilizes a wide range of media channels, including TV, online newspapers, Google search keywords, website banners, and social networks, to enhance its promotional activities The company consistently optimizes its website interface, enabling customers to easily find their desired products and streamline the ordering process.
Lazada's e-commerce marketing strategy prioritizes performance marketing to enhance advertising efficiency By leveraging extensive data, performance marketing allows for effective analysis, cost allocation, and optimization of business outcomes For Lazada, each customer interaction is crucial, as they strategically target and redirect efforts towards consumers who show interest in their products, thereby driving demand.
Affiliate marketing is an Internet-based strategy where one website promotes products or services to multiple other sites, earning commissions for customer referrals Participants in these campaigns receive compensation for driving sales or fulfilling specific marketing actions Lazada stands out as a successful player in the affiliate marketing arena, effectively aligning its program with the unique traits of Vietnam's e-commerce landscape, giving it a competitive edge over other major e-commerce platforms.
Figure 4: Lazada Affiliate Marketing (atpsoftware.vn, 2020)
Figure 5: Lazada Affiliate Marketing (atpsoftware.vn, 2020)
Ecommerce site offers a different competitive strategy, such as offering low prices, investing heavily in promotions, and partnering with celebrities.
Figure 6: Lazada sale (thuvienmuasam.com, 2020)
Analyze Lazada's internet branding strategy
2.1 Define brand goals on the internet
Core values of the business
Lazada prioritizes customer satisfaction by dedicating itself to delivering the best online shopping experience The platform not only develops a comprehensive e-commerce system for partners and sellers but also works tirelessly to establish a trustworthy online shopping environment in Vietnam.
Online shopping on Lazada offers unparalleled convenience and an extensive product variety, allowing customers to effortlessly search and compare thousands of items across various categories with just a few clicks This streamlined process significantly saves time and effort compared to traditional shopping methods.
- Trustworthy and Quality: Customers appreciate Lazada's commitment to providing quality and reliable products Quality checks and user reviews help build trust.
- Good customer service: Customers appreciate having an enthusiastic customer support team ready to answer questions and resolve product and order-related issues.
- Promotions and offers: Customers are often interested in Lazada's attractive promotions and offers because it helps them buy products at a more favorable price.
While Lazada has received some negative feedback regarding delivery issues and product quality, the platform is committed to addressing these concerns promptly and effectively.
What is the message you want to convey to customers?
Lazada is the ultimate online shopping destination, offering customers a trustworthy experience with guaranteed quality and exceptional service Shoppers can find everything they need while enjoying dedicated customer support and attractive deals that enhance their shopping experience.
2.2 Find the right internet branding tactics
Shopee: is a rapidly emerging e-commerce platform in Southeast Asia, including Vietnam Shopee offers a wide range of products, fast delivery services and attractive promotions.
Figure 7: Logo Shopee (rubee.com.vn, 2021)
Tiki: is a popular online shopping website in Vietnam They specialize in electronic products, books, home appliances and fashion Tiki focuses on providing a convenient shopping experience and fast delivery service.
Figure 8: Logo Tiki (brademar.com, 2022)
Sendo.vn is a prominent online shopping platform in Vietnam, featuring a diverse selection of products and services that include fashion, electronics, home appliances, and cosmetics The site is also dedicated to offering appealing promotions to enhance the shopping experience for its customers.
Figure 9: Logo Sendo (beco.vn, 2023)
These competitors all offer similar products and services to Lazada and compete in attracting and retaining customers in the e-commerce marketplace.
Shopee has revolutionized e-commerce with its innovative C2C business model and a strong emphasis on mobile shopping The platform features a user-friendly interface, enticing promotions, and efficient delivery services Additionally, Shopee fosters a vibrant community of sellers and buyers, enhancing the interactive online shopping experience.
Tiki operates on a B2C business model, emphasizing customer trust by offering authentic, high-quality products Their thorough product testing and review process ensures valuable insights and feedback from users Additionally, Tiki.vn fosters a secure and convenient shopping experience through swift delivery services and committed customer support.
Sendo.vn leverages a B2C model to enhance buyer-seller interactions while offering appealing promotions and deals The platform is designed for flexibility, enabling sellers to effortlessly set up online stores and manage orders efficiently Additionally, Sendo prioritizes fast delivery and exceptional customer service to ensure a positive shopping experience.
Since then, what tactics has the brand come up with?
Lazada operates under a B2C business model, offering essential tools and platforms that empower businesses to sell online, manage orders, and oversee inventory effectively This approach fosters greater interaction between businesses and customers on the online platform, enhancing overall engagement and reach.
Lazada prioritizes reputable and high-quality products, frequently providing promotions, discounts, and incentives for its customers The platform has formed partnerships with well-known brands and major retailers across Vietnam and Southeast Asia, enhancing its diverse product portfolio to better serve customers.
How does the brand design the web?
Lazada's website is designed with diverse features such as easy and fast search, user- friendly interface, flexible shopping cart, easy to customize quantity and product
12 characteristics, clear product list It is clear and has a chat box for customers to easily contact when having problems with the website.
Lazada's user-friendly and visually appealing web design effectively attracts first-time visitors, featuring a well-organized main menu that categorizes products for easy navigation The site prominently displays promotional offers, enabling customers to discover better deals effortlessly With its vibrant colors and clear advertising imagery, Lazada enhances the shopping experience Additionally, the homepage's search bar simplifies the process of locating sale items, while the platform prioritizes customer feedback and product reviews to foster engagement and trust.
Figure 10: Lazada website (Lazada.com.vn, 2022)
Lazada enhances customer attraction through convenient features such as filtering products by brand and price, utilizing special offers, vouchers, and discounts, as well as enabling keyword searches The website's product pages are meticulously designed to include comprehensive product information, detailed descriptions, high-quality images, and customer reviews, ensuring an informative shopping experience.
Figure 11: Lazada website (Lazada.com.vn, 2022)
Lazada offers a variety of payment options for customers shopping on its website or app, including bank transfers, credit card payments, and cash on delivery This ensures a quick, simple, and secure payment experience for all users.
Lazada's website is expertly designed for convenience and professionalism, enhancing the product experience while providing entertainment for users Its simple yet sophisticated interface ensures a pleasant shopping atmosphere As customer shopping needs grow, Lazada continually updates its website to improve service quality, ensuring smooth operation and high security for all users.
2.4 Content creation for the website
How did the brand choose to make content?
Use social media channels for communication such as Twitter, Facebook, Instagram, Google Ads bidding to surpass your competitors in the keyword search bar thereby
14 increasing website recognition, approach and build trust for customers, make the most of the content on the website.
Lazada strategically invests in prominent Key Opinion Leaders (KOLs) such as Tran Thanh, Ninh Duong Lan Ngoc, Mono, and Miss Grand 2021 Nguyen Thuc Thuy Tien to enhance brand visibility These influential artists promote Lazada across various social media platforms and through banner ads on the Lazada website, effectively reaching a wider audience.
Reviews & recommendations
With the above strategies, Lazada has done a great job in building a brand on the Internet.
The good thing about this strategy is that Lazada has:
Lazada prioritizes product variety and quality by operating primarily under the C2C model, emphasizing genuine stores like Lazada Mall This focus allows consumers to access well-known brands such as Lancome and Estee Lauder, which are not available on competing platforms like Shopee, thereby enhancing confidence in product authenticity and quality.
- There are many promotions and discounts on products Have a strong online advertising system, and learn to use media to interact with customers and communicate with them intelligently.
- Customer service: Lazada offers customers 24/7 support, product guidance and a very flexible return policy.
However, there are still some bad points of this strategy are:
- Regarding the application interface, Lazada often receives negative feedback from users because the interface is quite complicated and difficult to use when compared to the familiar shopping application Shopee.
Lazada's focus on a Marketplace model has led to a less diverse ecosystem, resulting in a reduced number of sellers and a limited selection of products available on the platform.
- Slow delivery speed: There is some feedback from customers that sometimes Lazada's delivery speed is slower than its competitors.
Lazada has established itself as a leading e-commerce platform in Vietnam through effective branding and promotion strategies To sustain its top position in the online retail market, it is crucial for Lazada to address and improve its weaknesses.
CONCLUSION
Lazada has established itself as a leading online retail brand in Vietnam and Southeast Asia through effective branding strategies By leveraging diverse customer outreach methods across social media and various communication channels, Lazada enhances customer experience with reliable services, including excellent customer support, efficient delivery management, and a flexible return and exchange policy, fostering trust and satisfaction among its users.
To enhance its credibility and reputation while ensuring customer satisfaction, Lazada must address its weaknesses Furthermore, ongoing investment in new technologies and customer access channels is essential for Lazada to sustain its market share in the competitive e-commerce landscape.
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Lazada is a leading e-commerce platform in Vietnam, offering various promotions and deals through its app Users can enjoy exclusive vouchers, personalized recommendations, and better deals by shopping via the Lazada app The platform provides comprehensive customer care, including assistance with orders, shipping, returns, and refunds Additionally, Lazada emphasizes its commitment to customer satisfaction and privacy protection, while also offering an affiliate program for those interested in selling on its platform For ongoing updates, users can check the help center and stay informed about new offers and policies.