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What is BNK48?

BNK48 is a Thai idol girl group modeled after Japan’s AKB48. Consisting of 52 teen idol members, the Thai group recently rose to prominence and is currently into its second generation.

Who are the most popular BNK48 members?

With so many members, we looked at ecommerce analytics to rank them by popularity. Popularity here being measured using the following proxy metrics from the BNK48 official store on Shopee Mall. Data was provided by ecommerce analytics and reviews platforms BrandIQ and ReviewIQ, respectively.

  • Number of likes
  • Number of reviews
  • Average rating (out of 5 stars)

 

Specifically, we looked at ‘debut photoset’ SKUs as these have a version for each of the BNK48 members.

Results

Based on the number of Likes, the top 5 BNK48 members are:

Based on the number of Reviews, the top 5 BNK48 members are:

Based on Average Rating, the top 5 BNK48 members are:

To be frank, average ratings are probably more a sign of product quality rather than the specific member’s relative popularity. However, we’ll include their average ratings here just for reference.

The top two members are Bamboo and Minmin, both tied with a 4.8 average. They are followed by 12 members tied for second place with a 4.7 average.

[table id=8 /]

Disclaimer

This study was performed with the following limitations in mind:

  • BNK48 second generation has a total of 27 members, but the debut photoset SKUs available on the BNK48 Official Stop on Shopee Mall only covered 22 members
  • Data was collected and analyzed on September 10, 2018. Any other date may have shown or show different numbers
  • Quality of the actual debut photoset product may have influenced the number of purchases, therefore the number of reviews

Takeaways

  • Previously, few tools existed for brands to monitor and analyze the general consumer sentiment. With the increasing popularity of social media, brands started to pay more attention to metrics such as ‘likes’, with tools available to track these metrics
  • However, with ecommerce becoming a bigger part of our daily lives, brands should also look at ecommerce platforms like Lazada and Shopee as a rich and dynamic data set
  • With tools like BrandIQ and ReviewIQ, brands can track and analyze consumer behavior and sentiment on marketplaces, in addition to tracking their own performance as well as benchmarking against competitors selling similar products

Customer reviews matter for brands selling online. Studies have shown an increase of 161% in conversion rates when adding user generated product reviews.

Amazon of course has become the gold standard for high quality user generated reviews. Unfortunately for brands in Southeast Asia, getting customers to leave reviews is hard. Users don’t proactively write reviews and when they do, the content is short and not very helpful.

In this article, we’ll look at some of the brands that are doing well in terms of ratings and reviews on Lazada Thailand and identify some ways for other brands to get more quality reviews.

How do Ratings & Product Reviews help brands?

Ratings and product reviews help brands increase sales on marketplaces in three ways:

  1. Getting more traffic

Products reviews are basically user generated content on a brand’s product detail page. This content helps increase the ranking of that particular page on Google, therefore driving more offsite SEO traffic, leading to more sales.

In addition, higher ratings and more content also help the brand rank higher in terms of onsite search, i.e. users searching while on Lazada or Shopee.

  1. Increasing conversion rates

High ratings and positive, holistic user reviews also help increase conversion rates from the brand’s product detail page into checkout. Based on ecommerceIQ research, social proof or friend and family recommendations is a top 3 customer acquisition channel for marketplaces like Lazada and Shopee, demonstrating how important reviews are for conversions.

  1. Improve and defend brand equity

Marketplaces attract grey sellers. Genuine reviews from real users help distinguish your products from those of grey sellers or knock-off products.

Findings from our study

For our research, we looked at how the top brands that have an official shop-in-shop presence on Lazada Thailand perform in terms of ratings and reviews.

Specifically, we looked at and compared the below metrics. (Please note that you’ll be able to download the full data set with all these metrics by brand at the very end of this article. Click here to go there right now.) Please keep in mind that the ratings and reviews data was collected separately over a short period of time so minor discrepancies are to be expected.

  • Quantity:
    • Number of ratings
    • Number of reviews
    • Number of SKUs with at least one rating
    • Number of SKUs with at least one review
  • Quality:
    • % of SKUs with at least one rating
    • % of SKUs with at least one review
    • Number of ratings with at least 3 stars
    • Average rating
    • Average length of reviews (character count)

Based on the above metrics, we identified the following patterns and findings:

  • Top 18 official shop-in-shops are responsible for 80% of all the ratings (out of 161 official shop-in-shops tracked in this experiment)
  • Top 22 official shop-in-shops are responsible for 80% of all the reviews (out of 161 official shop-in-shops tracked in this experiment)
  • Average length of a review is 83 characters
    • This is how 83 characters looks like (short right?):

      “Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula ege”

  • The top 3 categories with the most reviews are:
    • Health & Beauty (33,002 reviews, 46% of total)
    • Mother & Baby (23,970 reviews, 34% of total)
    • Bags & Travel (3,165 reviews, 4% of total)
  • The top 3 categories with the longest reviews are:
    • Health & Beauty (avg. 98 characters)
    • TV, Audio / Video, Gaming & Wearables (avg. 81 characters)
    • Mobiles & Tablets (avg. 76 characters)
  • The top 3 categories with the least reviews are:
    • Pet Supplies (7 reviews)
    • Sports & Outdoors (8 reviews)
    • Laundry & Cleaning (107 reviews)
  • The top 3 categories with the shortest reviews are:
    • Tools, DIY & Outdoor (avg. 37 characters)
    • Groceries (avg. 38 characters)
    • Cameras (avg. 45 characters)

Full table of data (best viewed on desktop or tablet)

Want do download the full Excel spreadsheet? Sign up here with your email and receive a download link.

Key Metrics By Category:

[table id=5 /]

Key Metrics By Brand:

[table id=6 /]

Full Raw Data:

[table id=7 /]

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