跨境电子商务双语教程 案例库第4章.docx

《跨境电子商务双语教程》案例库 Case Bank for 《Bilingual Course of Cross-Border E-Commerce》 2023年1月 In January, 2023  Chapter 4 Online Marketing and Planning of Cross-Border E-Commerce 第4章 跨境电商网络营销与策划 Case 1：See how ZALORA leads the Southeast Asian fashion cross-border e-commerce platform through social media marketing In 2012, the online fashion and beauty product shopping platform ZALORA was established in Singapore, and at the same time, there are sub-web pages in Indonesia, Thailand, Vietnam, the Philippines, Brunei and Malaysia. According to the company's financial report in the first quarter of 2021, ZALORA has a total of 3.3 million active users in Southeast Asia, with quarterly sales of nearly 10 million dollars. According to IPrice's research report, ZALORA has become Indonesia's fashion e-commerce platform with the highest monthly average visits in the third quarter of 2021, reaching 2.6 million times. The main audience of ZALORA is young consumers aged 26-30. ZALORA obtains traffic through social media such as Facebook, TikTok, YouTube, etc., which are popular with young people, through advertising, event marketing, content promotion and other diversified ways to improve its popularity. Facebook establishes social media homepage ZALORA establishes a homepage on Facebook to publish product advertisements and brand content, and attaches shopping links on the official website to the homepage to improve the purchase rate of the store. At present, ZALORA's Facebook page has attracted 8 million followers. ZALORA uses social media to promote the brand concept, including the new clothing ads shot by models, the style of wearing the same style as the stars, and the open-box trial of online celebrities. During the marketing of major nodes such as the "Double 11" and "Double 12", ZALORA filmed advertising films to pre-announce promotional activities to attract consumers to the website for consumption. At the same time, ZALORA uses Facebook's advanced positioning tool to f