Next for Lazada: an interactive TV show

Next for Lazada: an interactive TV show

Alessandro Piscini, chief executive of Lazada Thailand, believes millennials are the best group of people to target for e-commerce shopping because they spend the most time online compared with other age groups.
Alessandro Piscini, chief executive of Lazada Thailand, believes millennials are the best group of people to target for e-commerce shopping because they spend the most time online compared with other age groups.

Lazada, the e-commerce company majority-owned by Alibaba Group Holding, will launch an interactive TV show next week, which it says is the first of its kind in Southeast Asia.

Please join us on our Facebook page http://www.facebook.com/bangkokpostlearning

Lazada to launch TV show

Sasiwimon Boonruang

Lazada, the e-commerce company majority-owned by Alibaba Group Holding, will launch an interactive TV show next week, which it says is the first of its kind in Southeast Asia.

With a target on millennials – whom Lazada views as the most potentially active group of online shoppers – the event will be a blend of entertainment, shopping, social media and advertising.

"We are the first e-commerce company to create the concept of a TV interactive show to cater to the millennials as this consumer group is very unique, they want to be inspired and don't like advertising," said Alessandro Piscini, chief executive of Lazada Thailand.

Millennials are 18-34-year-olds, of which there are some 30 million in Thailand, who spend about 7.24 hours online a day, the longest of any group, he said.

"Millennials like to spend and are eager for promotions. They love personalisation and communication. This group of people are important because the time they spend online has been growing every year," he said.

Shopping was ranked eighth among overall online activities by Thais in 2016, but it has jumped to fifth this year, Mr Piscini said, citing Electronics Transaction Development Agency data.

Online shopping is part of the new generation's lifestyle, he said, adding that Lazada is the largest e-commerce company in Thailand today with more than 70 million visits a month.

Mr Piscini said the Lazada mobile application is installed on 45% of all iPhones and 30% of all Android phones in Thailand. The number of products provided on the Lazada platform is rapidly increasing, rising from 5,000 in 2012, to 5 million in 2016. Today, the site carries more than 40 million products, he said.

The company will launch the TV interactive show, a live event called "11/11 Online Festival", on Channel 3 and Lazada TV at www.lazada.co.th/tv on Nov 10, running from 11pm to 12.30am.

"The TV show is the first event of this type in Southeast Asia and the first for e-commerce," said Mr Piscini. It is an interactive show mixing entertainment with shopping and advertising, with Thailand as the first country where it will be introduced, to be followed by Indonesia.

Mr Piscini said the TV programme is part of the synergy of Lazada and Alibaba in expertise, technology, knowledge and experience.

"We see the partnership of JD.com and Central Group having a positive impact because online shopping in Thailand has been growing very fast and it's definitely a hot market," he said.

Learn from listening

Click play to listen to audio for this story, or download to save the file
: :

Vocabulary

  • advertising: telling the public about a product or a service, political candidate, etc. in order to encourage people to buy, use or support it - การโฆษณา
  • agency (noun): a government department that provides a particular service - หน่วยงานราชการ
  • application (app): a program designed to do a particular job; a piece of software - โปรแกรมใช้งาน, โปรแกรมคอมพิวเตอร์
  • blend (noun): a mixture of different types of the same - การผสม, การรวมตัว
  • cater to: to try to satisfy a need - จัดหามาเพื่อคนใดคนหนึ่งหรือคนกลุ่มหนึ่ง
  • chief executive: the person with the highest rank in a company or an organisation - ผู้บริหารสูงสุด
  • citing (verb): mentioning as an example, explanation or proof of something else - อ้าง, กล่าวอ้าง
  • communication (noun): the activity or process of expressing ideas and feelings or of giving people information - การติดต่อสื่อสาร
  • concept: an idea of something that exists; an idea for something new - ความคิด, กรอบความคิด
  • consumer: someone who buys and uses goods and services - ผู้บริโภค
  • create: to make something new - สร้าง, แต่งขึ้น
  • data: facts or information, especially when examined and used to find out things or to make decisions - ข้อมูล, ตัวเลข, สถิติ
  • definitely: certain; having no doubts about something - อย่างแน่นอน
  • e-commerce (noun): business that is conducted on the Internet - อีคอมเมิร์ซ (การพาณิชย์อิเล็กทรอนิกส์)
  • eager: wanting very much to do or have something, especially something interesting or enjoyable - กระตือรือร้น
  • expertise: a high level of knowledge or skill - ทักษะความรู้, ความคิดเห็นของผู้เชี่ยวชาญ
  • generation: a group of people in society who are born and live around the same time - รุ่น (คนรุ่นต่างๆ)
  • impact (noun): an effect or influence - ผลกระทบ
  • inspire: to give people a particular feeling or a desire to do somethng - จุดประกาย
  • interactive: working together or talking or communicating together with other people or with a computer - ซึ่งมีการสื่อสารระหว่างกัน, ซึ่งมีการทำงานร่วมกัน
  • launch: to start a new public service - เริ่มโครงการ, เริ่มต้น
  • lifestyle: the type of life that you have, for example the type of job or house you have or the type of activity you like doing - วิถีทางการดำเนินชีวิต, ลีลาชีวิต, รูปแบบการดำเนินชีวิต
  • majority (noun): more than half of something - ส่วนใหญ่, ส่วนใหญ่ที่สุดของกลุ่ม
  • Millennials (noun): connected with the generation of people who became adults around the year 2000 -
  • overall (adj): total; including all the things or people that are involved in a particular situation; general - ทั้งหมด, โดยทั่วไป
  • partnership (noun): when a company owns and runs a business and shares profits, etc or with another company - หุ้นส่วน, ความร่วมมือ, ห้างหุ้นส่วน, ห้างหุ้นส่วนจำกัด
  • personalisation (noun): designing ior changing something so that it is suitable for the needs of a particular person - การทำให้เป็นของตัว
  • positive: good - ที่ดี
  • potentially: possible in the future - ที่อาจเกิดขึ้นได้
  • promotion: activities done in order to increase the attendance at an event or sales of a product or service - การส่งเสริม
  • synergy: the extra energy, power, success, etc. that is achieved by two or more people or companies working together, instead of on their own - การทำงานร่วมกัน, การประสานกำลังกัน
  • target audience: the intended audience; the intended customers or market for something - กลุ่มเป้าหมาย
  • transaction: the action or process of buying or selling something - การค้า
  • unique: very special, unusual or good - ที่มีลักษณะพิเศษ  เป็นเอกลักษณ์
Do you like the content of this article?
COMMENT