Hema's Overseas Expansion Continues: Private Brand Launches on Lazada, Targeting Southeast Asian Market

Hema's Overseas Expansion Continues: Private Brand Launches on Lazada, Targeting Southeast Asian Market

Hema's Overseas Expansion Continues: Private Brand Launches on Lazada, Targeting Southeast Asian Market

Following its entry into the US market in April this year, Hema has further extended its reach to Southeast Asia. Its private brand products officially launched on Lazada, the leading e-commerce platform in Singapore, in early August. This second stage of "supply chain overseas expansion" aims directly at the vast consumer market in Southeast Asia.

It is understood that Southeast Asian consumers have unique preferences in terms of food, with keywords like "spicy", "high-calorie", and "fast food" frequently appearing among local consumers. Hema, with its keen understanding of this market demand, conducted in-depth research with Lazada buyers and supply chain teams, carefully selecting products suitable for the Singapore market.

The first batch of products launched includes about 10 SKUs, covering spicy snacks and side dishes such as crispy kelp knots, pickled pepper crispy bamboo shoots, and spicy dried radish. In addition, popular products in China such as the "La La La La La Noodles" and "Fire Chicken Noodles" are also on the list. These products have gained immense popularity on social media platforms.

Lazada, as Southeast Asia's flagship e-commerce platform, has been dedicated to driving market development in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam since its founding in 2012 through commercial and technological innovation. Its powerful platform resources and coverage provide strong support for Hema's expansion in the Southeast Asian market.

It is worth mentioning that Hema's private brand products performed exceptionally in their US debut in April. Launched in 99 Ranch Market, the largest Chinese supermarket chain in the US, and Yamibuy, North America's largest Chinese online shopping website, they topped the new product charts on both the West and East coasts in their first week. July sales even saw a 3.6-fold increase compared to May, demonstrating strong market competitiveness.

Hema's entry into the Southeast Asian market is not only another successful implementation of its "supply chain overseas expansion" strategy but also marks the continuous expansion of the Hema brand influence. With its high-quality products and services, and its accurate grasp of local market demand, Hema is poised to achieve greater success in the Southeast Asian market, setting a new benchmark for Chinese brands going global.

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