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*Introducing the eIQ BrandData series that shares insights to different brand strategies online and how they’re performing on marketplaces across Southeast Asia in collaboration with data tool BrandIQ.

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Electronics is one of the top performing categories online in Southeast Asia, especially during the holiday sales festival period when pricier items are discounted.

The BrandData series this week takes a look at the top two electronic brands on Lazada Indonesia in the Laptop category – Asus and Acer – both of which have an official shop-in-shop on the marketplace.

The performance was measured based on each brand’s search rank for the top five most popular generic keywords for Laptop discovery (according to Google Keyword Planner). The keywords are:

  • Laptop
  • Gaming laptop
  • 2 in 1 laptop
  • Laptop Umum (General Laptop)
  • Laptop Travel

If a browser uses the above keywords to search on a marketplace, products from Asus dominate four out of the five queries and account for the majority of the top 10 results.

Laptop brands Lazada

Asus products came out as #1 in the search result of the top five keywords for Laptop category on Lazada Indonesia. Source: BrandIQ

What does this mean?

Although both brands have an official shop-in-shop on Lazada Indonesia, Asus may have the advantage over Acer by listing a wider product offering online.

On its official store, Asus offers 66 SKUs consisting of 45 laptops and 21 smartphones, while Acer only has 8 products listed on its official store.

Even by taking into account the numerous unofficial merchants on Lazada that sell Asus/Acer products, which brings the total number of products to 2,000 and 1,300 for Asus and Acer respectively, offerings from Asus are still almost double that of its competitor.

And this discrepancy might be the reason why Asus products rank better on Lazada.

Laptop brands Lazada

Why does it matter?

Brand performance on marketplace search ranks is important because almost 57% of Indonesians bypass search engines like Google to go directly to marketplaces to begin their product journey online.

Online Consumer Indonesia


HOW IS YOUR BRAND PERFORMING ON SOUTHEAST ASIA’S TOP MARKETPLACES? 

*Introducing the eIQ BrandData series that shares insights to different brand strategies online and how they’re performing on marketplaces across Southeast Asia in collaboration with data tool BrandIQ.

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The first installation of the BrandData series will take a look at the top three diaper brands in Thailand (MamyPoko, Babylove, and Huggies) and provide an overview of their strategies on the country’s top e-marketplace, Lazada.

With the rise of internet savvy mothers in Thailand; a cohort that places value for money and convenience at the heart of their purchasing decisions, it makes sense that more companies targeting this demographic are looking to reach them online.

Thailand’s $200 million baby diapers market is dominated by Unicharm, specifically by its brand MamyPoko, and BabyLove by DSG International. They each offer a total of 15 product lines on their official stores on Lazada, for example, MamyPoko Day, Night Pants, Babylove PlayPants, and SmilePants.

Meanwhile, direct competitor Huggies offers only two product lines on Lazada: Gold and Little Swimmers.

As more than 82% of babies go through at least three diaper changes a day, most families buy this commodity in bulk. Each of the three brands leverage this consumer behavior by providing bundling options for their products and offer a cheaper average price per item the larger the package.

Diapers brands Lazada Thailand

Average selling price and discounts are given for Thailand’s top diaper brands on Lazada TH. Source; BrandIQ

MamyPoko and BabyLove offer the highest discount of on average 26 – 28% off, but it’s important to note that Huggies starts at a lower average selling price compared to them.

What does this mean?

MamyPoko and Babylove have larger product lines, provide more options, and focus on selling their products in bigger packs. Meanwhile, Huggies’ offerings are more concentrated with fewer bundle options compared to the other two.

These two strategies may impact the brands’ performance in search results at the category level if we’re looking at the “Diaper & Potty” category on Lazada Thailand. MamyPoko and BabyLove dominate the first row of the most relevant products in the category.

Diapers brands Lazada Thailand

Mamypoko and Babylove products dominate the first page of Diapers and Potty category in Lazada Thailand

Download the full infographic here.


HOW IS YOUR BRAND PERFORMING ON SOUTHEAST ASIA’S TOP MARKETPLACES?