Livestreaming: A Localization Needed in ASEAN Countries
In Japan, the normal B2B approach, such as trade shows, catalogues, in person visits, has benefitted the brands operating domestically. However, things change with the diminishing population of Japan, pushing brands in Japan to expand overseas. We all know that the business tactics that worked in the home country might not work in another country, which is why localization is a must for brands that expand overseas.
In this article we will be looking at adopting livestreaming for brands that are looking to expand to ASEAN.
Livestreaming = Commerce + Entertainment
In a world that is increasingly favoring entertainment, livestreaming is a perfect match to hook general audience to the products. Customers not only value the product, but also the experience of purchasing the product. Livestreaming is where you can immerse your customers in the “purchasing experience”. The experience in turn may become an actual sales point. For example, bookstore chain Yurindo in Japan once sold four thousand encyclopedias in 10 minutes after livestreaming.
The Comfort of Time and Space
Sometimes when people are in a physical store, they just have the urge to decide things on the spot. They might end up buying things because of pushy or hard selling sellers, or maybe because of the embarrassment of not buying anything after stepping into a store, or any other reason you name it. But everything becomes different when you are on your TikTok watching livestream. Chances are you might feel less pressured about giving it a second thought and feel more comfortable coming back to the product listing if you are still interested.
Mobile First Culture
Most people in ASEAN countries encounter phones in their lives but less of desktop computers, compared to countries like Japan in which operations are more desktop computer oriented rather than mobile phones. This is the reason why some companies might struggle when they expand to ASEAN countries, one of them being them not realizing a higher majority (55%) of people in ASEAN countries are mobile-first. This mobile-first culture allows penetration by social media that utilizes livestreaming, such as TikTok, etc.
When it comes to introducing your service or product to another country, you need to localize it before bringing it to the market shelves. In the case of ASEAN countries, livestreaming might be the localization you need to know to succeed in expansion.
We Vintage Management have experience helping over 500 companies to expand to other countries. If you are considering expanding your products or services, please contact us for a private discussion.
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