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Lazada: Alibaba as bridge to China & big data provider

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Alibaba will pave the way for Chinese retailers to sell in Thailand through Lazada & open opportunities for Thai retailers in China & globally.


Lazada: Alibaba as bridge to China & big data provider

Suchit Leesa-nguansuk

Lazada is Southeast Asia's largest e-commerce website.

The Chinese e-commerce giant Alibaba acquired Lazada earlier this year in April (see here).

Lazada plans to use Alibaba Group's strength to provide big data and analytics services and help online vendors boost sales.


"Big data" means "data sets that are so large or complex that traditional data processing applications are inadequate" to deal with them.

Increased computing power and connectivity via the internet have made the collection and analysis of data from almost every human activity possible over the last decade or so. 

Increasingly, companies seek to make use of this data for business purposes using statistics to make predictions and extract value from the data (see here).


Lazada's working together with Alibaba (collaboration) will provide benefits both to retailers and in Thailand and China.

Chinese retailers and manufacturers will be able sell their products in Thailand through Lazada's website.

Likewise, Thai online retailers will be able to sell their products in Alibaba's online marketplace to China and the world.


Lazada will use Alibaba's big data platform for online merchants.

This will help Lazada better understand consumer purchasing behaviour and create value for users, according to Alessandro Piscini, chief executive of Lazada Thailand.

Lazada will continue its business operations as usual and has no plans to rebrand even though it is part of Alibaba now.


Mr Piscini said the closure of Ensogo's business operations in Thailand and five other Asean countries would have no impact on consumer confidence in Lazada's activities.

Lazada has a different business model from Ensogo, he said, as it doesn't apply a discount coupon strategy.

Mr Piscini acknowledged that policymakers and consumer protection authorities must closely monitor e-commerce companies to make sure they deliver on what they promise to consumers.


Mr. Piscini said Thailand's online retail market will continue to grow thanks to the rapid adoption of 4G smartphones and increasing numbers of mobile internet users.

The average Thai person spends 7.4 hours per day on different media platforms, with mobile phones accounting for 3.1 hours of that total.

This demonstrates that online sales channels are increasingly playing a more important role among Thai users, said Mr Piscini.

In addition, 69% of Thai smartphone users do research online before making a purchasing decision.

This is why companies need to allocate more money for digital media for ads, catalogues and promoting their product.

Lazada, in collaboration with 300 leading brands in Thailand, yesterday launched its Super Brands Deal campaign, offering discounts of up to 80% on products and services available on the website.


Mr Piscini cited a report conducted by the marketing research company Neilsen suggesting that by 2019, of every US$10 dollars (roughly 350 baht) of retail purchases made globally, at least one dollar would go online.

Global online retail sales will more than double between 2015 and 2019, accounting for over 12% of global sales by 2019.

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according to (prep): as stated or reported by somebody/something - ตามคำบอกเล่า, ตามรายงาน

accounting for (verb): being -

acknowledge : to accept or admit that something exists, is true or is real - ยอมรับ

acquire : to get; to obtain - ได้มาซึ่ง

activity (noun): a thing that you do for work, interest or pleasure, or in order to achieve a particular aim - กิจกรรม

adoption (noun): starting to use something new - การนำมาใช้, การรับเป็นของตน

allocate (verb): to give out an amount of or share of something - แบ่งส่วน

analytics (noun): the discovery and communication of meaningful patterns in large amounts of information - วิเคราะห์วิทยา

authority (noun): a person or government agency who has the power to make decisions or enforce the law - เจ้าหน้าที่ผู้มีอำนาจ

behaviour : the way that someone acts or behaves - พฤติกรรม, การกระทำตัว

boost : to increase - เพิ่ม

brand : a type of product made by a particular company - ตรา, ยี่ห้อ

brand (noun): a particular type or kind of something - ชนิด

campaign (noun): a planned series of activities designed to persuade voters to vote for a particular candidate or political party - การรณรงค์หาเสียง

catalogue (noun): a complete list of items, for example of things that people can look at or buy - บัญชีรายชื่อ

channel (noun): a method for doing something - วิธีการ, ช่องทาง

chief executive : the person with the highest rank in a company or an organisation - ผู้บริหารสูงสุด

cited : mentioned as an example, explanation or proof of something else - อ้าง, กล่าวอ้าง

closure (noun): the shutting down of a school, factory or other business or service - การปิด

collaboration : working together with someone else - การร่วมมือ

conduct : to do something in an organised way; to carry out — - ลงมือทำ, ดำเนิน, ปฏิบัติ

confidence : being certain of your abilities or of having trust in people, plans, or the future - ความมั่นใจ

consumer : someone who buys and uses goods and services - ผู้บริโภค

continue : happening or existing for a period of time without interruption - ซึ่งติดต่อกัน, ซึ่งต่อเนื่องกัน

coupon : a small piece of printed paper that you can exchange for something or that gives you the right to buy something at a cheaper price than normal - คูปอง, บัตรแลกสินค้าที่ได้จากร้านค้า

deal (noun): an agreement to buy/sale something, especially which gives one side a big advantage - การตกลง, การตกลงราคา, การซื้อขาย

decision (noun): a choice or judgement that you make after thinking and talking about what is the best thing to do - การตัดสินใจ

deliver : to do what you what you are expected to do; to produce or provide what people expect you to - ทำตามความสามารถ

demonstrate : to show something clearly - แสดงให้เห็น

digital : using a system of receiving and sending information as a series of the numbers one and zero, showing that an electronic signal is there or is not there - ซึ่งรับส่งข้อมูลด้วยการใช้ตัวเลข

discount : a reduced price or rate - การลดราคา

double : to become twice as big, twice as much or twice as many - เพิ่มเป็นสองเท่า

global : throughout the world - ทั่วโลก

globally : throughout the world - ทั่วโลก

impact (noun): an effect or influence - ผลกระทบ

insist : to keep saying very firmly that something is true - ยืนกราน ยืนยัน

launch : starting something - การเริ่มต้น

leading (adjective): among the first and most important in a group - ชั้นหนึ่ง, ชั้นแนวหน้า, ชั้นนำ

make sure : to ensure; to make certain that something happens or is done - ให้การยืนยัน, รับรอง, ให้ความมั่นใจ

manufacturer : a person or company that manufactures a product - ผู้ผลิต

media : radio, television, newspaper, the Internet, considered as a group - สื่อ

merchant : a person or business that buys and sells goods, especially one that trades with other countries - พ่อค้า, ผู้จำหน่าย, คนขาย

model : a simple description of a system, used for explaining how something works or calculating what might happen, etc - แบบจำลอง

monitor : to regularly check someone/something - จับตาดู เฝ้าระมัดระวัง

online : controlled by or connected to a computer or to the Internet - ออนไลน์, การเชื่อมต่อผ่านระบบเครือข่ายทางคอมพิวเตอร์

operations : the activity or work done in an area of business or industry - ปฎิบัติการ

opportunity (noun): a chance to do something, or a situation in which it is easy for you to do something - โอกาส

pave the way for (verb): to create a situation in which something can happen - ปูทาง

platform (noun): a type of media or way of distributing information , e.g., websites, newspapers, magazines, video, etc. -

platform (noun): the type of computer system or the software that is used; a technology -

policymaker (noun): a person involved with creating a plan of action agreed or chosen by a political party, a business, etc. - ผู้กำหนดนโยบาย

promote : to encourage or support something - สนับสนุน

protection : the act of protecting somebody/something; the state of being protected - การอารักขา, การปกป้อง

provide : to give someone/ something that they want or need - จัดหาให้, จัดเตรียมไว้ให้

purchase : the process of buying something - การซื้อ

purchase : to buy something - ซื้อ

rapid : happening quickly - อย่างรวดเร็ว

rebrand : to change the image of a company or an organisation or one of its products or services, for example by changing its name or by advertising it in a different way -

research : a careful study of a subject, especially in order to discover new facts or information about it - การวิจัย

retail : to sell directly to the public for their own use - ขายปลีก

retailer : a person or company that sells goods directly to the public for their own use - ผู้ขายปลีก

role : the position or purpose that someone or something has in a situation, organisation, society or relationship - บทบาท

strategy : a plan or method for achieving something, especially over a long period of time - ยุทธวิธี, แผนการ  

suggest : to show that something is possibly true - ชวนคิด

total : including everything; being the amount or number after everyone or everything is counted or added together - ทั้งหมด

usual (adj): normal; that happens or is done most of the time or in most cases - เป็นปกติ, ธรรมดา

value : how much something is worth in money or other goods for which it can be exchanged - มูลค่า

vendors : people who sell things, e.g., food or newspapers, usually outside on the street - พ่อค้าแม่่ค้าหาบแร่แผงลอย


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