Baby products, fitness equipment to get a lot of love in 2021


Martin Cu

When the COVID-19 pandemic struck, consumers around the world changed their shopping behavior. In the Philippines, we have seen an increase in online shopping, with around 30% of Filipinos purchasing groceries online.

At least half of Filipino consumers are expected to maintain their preference for shopping online after the pandemic is over.

Sales trends

1. Maternity and baby

The UP Population Institute and the United Nations Population Fund estimate a baby boom in 2021 with around 2.56 million babies born this year. To compete in this space, online sellers need to focus on baby and maternity essentials, such as infant feeding / breastfeeding and newborn care items, as opposed to luxury items. .

On Shopee, pajama sets, bibs, baby wipes and reusable diapers are some of the best-selling items in the Babies & Kids category, with thousands of sales per month. Baby cots are among the most popular products on Lazada. Meanwhile, breastfeeding related items – ice packs, storage bags, supplements like malunggay tea – are bestsellers on

2. Accessories for sanitation

If there’s one thing we have learned from the COVID-19 pandemic, it’s not to skimp on security measures. We anticipate a sustained demand for personal protective equipment, such as masks, face shields and disinfectants.

3. Beachwear and accessories

This year, local travel restrictions are expected to ease with the announcement of vaccinations on the horizon. With tourist destinations like Boracay and Palawan opening their borders to local tourists with heightened security precautions, other destinations are expected to follow suit during the year. As confidence in local travel increases, entrepreneurs can expect a modest increase in demand for travel essentials such as beachwear and other travel accessories.

4. Kitchen and baking tools

The explosion of new food vendors during the pandemic says it all: People are spending more time in their kitchens. And that rediscovered love for home cooking will stay, according to research into coronavirus consumer behavior. Searches for “cook” and “cook,” and related terms have also skyrocketed, according to Google Trends.

It is wise to consider selling cooking and baking tools, supplies, and equipment. Search Facebook buy and sell groups for cooks and bakers to find out what people are looking for. Explore the most popular food items on Facebook and Instagram, and determine the tools and supplies needed to make them.

5. Fitness equipment

The demand for home fitness equipment has increased. Not surprisingly, as gyms across the country are either closed or open with limited capacity. Best sellers on Shopee and Lazada include yoga mats and jump ropes. But other brands selling large equipment and weights also flourished. Companies such as Play Hard Fitness have started offering delivery services to their multi-station home gyms during their quarantine, and have even joined top online sales as 12.12.

Sellers can also focus on verticals, especially if it is in their best interest. For example, if you want to become a triathlete, sell clothing, equipment, and supplements that help triathletes train.

Another area to capitalize on is the need for people to be outside and escape the city after long months of community quarantine. Case in point: Google searches for “cycling” and “cycling” have increased.

6. Equipment and fashion of the WFH

Even before COVID-19 broke out, many Filipinos were already working from home (WFH). The Philippines is the fastest growing gig economy market in the world, and these freelancers tend to work for overseas clients.

The WFH is here to stay. So think about things that make the job easier. Find the best value for money monitors, wireless keyboards, ergonomic chairs, standing desks, lamps and more.

Amplify your brand with effective marketing

It is crucial to meet buyers where they are. Even if a business has its own e-commerce website, there is still a need to be present on the platforms where buyers are most comfortable to browse, ask questions, and make purchasing decisions. It would be wise to keep abreast of the most relevant marketing trends for the coming year.

1. Conversational commerce

With more consumer-to-consumer and social selling transactions underway, messaging apps are now an important tool in any ecommerce seller’s arsenal. A 2019 study commissioned by Facebook showed that 66% of Filipinos who made purchases through messaging platforms planned to spend more on e-commerce purchases in the future.

The Philippines is one of the biggest c-commerce enthusiasts in Southeast Asia. No surprise, 97% of Internet users in the country use chat applications.

But you don’t need the statistics to tell you that. You’ve probably noticed that your buyers like to ask you questions on Messenger or Viber.

2. Sales, promotions, flexible payments

Filipinos are looking for more flexible options and lower prices. To meet this demand, you can organize sales more frequently or on a larger scale.

Try out creative ways to list your products for sale or give away freebies. Examples include product bundles, tiered pricing, and free shipping for a minimum purchase.

3. Tap into online communities

Raise your hand if you are now part of an online barter group or if you have joined an online community for plantitas or other enthusiasts.

If groups like these allow sales positions, it is worth the time and marketing effort here, as there is great potential for group members to be interested in your products.

Or if you are considering something that you can manage for the long term, consider starting your own interest group.

4. TikTok

TikTok took the bored and quarantined world by storm in 2020, and it’s not going away anytime soon.

Of course, first make sure your target customers are on TikTok. It will take a lot of time and creativity to get your brand noticed on the platform, so there should be a clear potential ROI here.

But can TikTok really influence buying decisions? According to this list of “TikTok-approved products that you never thought you needed in your life”, yes, you can. Weird experimental announcements

Could 2021 be the year when Filipino companies dare to make surreal and original commercials like these viral videos from Japan and Thailand? The RC Cola ad might have left you confused, but admit it, it got people talking.

And based on the social media buzz, it looks like after surviving the weird year that was 2020, people are ready for more of this kind of weird marketing campaign.

Before posting a video designed to create a buzz, make sure you’ve planned your marketing funnel. Where do people go after seeing your video? Provide links to relevant website pages, blog posts, or product listings to increase conversion.

6. Wake-up advertising message

Filipinos love it when brands address issues they care about, including COVID-19, in their marketing campaigns.

Millennials in particular expect brands to speak up. But Gen Z goes even further and expects brands and their employees to keep their word by supporting and contributing to social causes.

So be careful not to shoot yourself in the foot. Don’t wake up for the sake of being woken up, choose an issue that is really close to your heart and that you are able to support.

7. Video marketing

On Facebook, videos have higher engagement among Filipinos compared to other types of posts.

If you don’t have a YouTube channel yet, you may want to consider starting one, if your audience is there.

But if you plan to access a lot of social networks (TikTok, YouTube, Instagram, Facebook), make sure you don’t get overwhelmed. You can schedule your videos so that each shoot covers material that can be broadcast on each platform. You can have a video on YouTube and cut it into different segments and lengths for posting on other platforms. In this way, you can hit many birds with one stone. -CONTRIBUTED

The author is the country leader of Ninja Van Philippines.

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