Nearly 10,000 Tmall Brands Enter Southeast Asia via 'One-Click Light Overseas Expansion,' with Double-Digit Quarterly Growth in Transaction Value

At the recently concluded Lazada Brand Gala, official data revealed that as of the end of the first half of 2026, less than a year after the launch of Tmall's 'One-Click Light Overseas Expansion' initiative, nearly 10,000 Tmall brand merchants had joined, with participating merchants consistently achieving double-digit quarter-on-quarter growth in transaction value. During the 9.9 Mega Sale, growth opportunities across Southeast Asian countries and product categories further diverged, with notable growth seen in Thailand's fashion sector and Vietnam's esports category. 'Southeast Asia is increasingly difficult to summarize as a broad "big market." The proposition for Chinese brands expanding into Southeast Asia is evolving—from seeking an "overall market dividend" to targeting more specific category and consumer segment opportunities,' said a Lazada representative. Data shows that in Thailand, young consumers' demand for fashion, trends, and lifestyle products continues to release. Since the start of this year, fashion category transaction value on Lazada Thailand has seen sustained growth, with the 9.9 Mega Sale recording over 30% growth in fashion transaction value compared to the 6.6 Mega Sale. Behind this strong sales performance, beyond solving channel issues, are emerging Chinese fashion brands entering Southeast Asia, attempting to integrate into the fashion and lifestyle context of local young consumers by building brand awareness through localized fashion content and social media, ultimately driving purchase conversion. For example, Crying Center, leveraging Lazada platform campaigns, achieved multiple-fold sales growth and gained insights into local demand based on transaction results, securing real market validation. Unlike the Thai market, Vietnam's growth opportunity lies in the esports category. From March to July, electronics contributed over 30% of Lazada Vietnam's related transaction value. During the 9.9 Mega Sale, esports-related category transaction value grew more than 100% compared to the 6.6 Mega Sale, with keyboards and mice contributing nearly 90% of the transaction value; Chinese brands such as AULA, MOVESPEED, and KTC saw transaction value more than double. During this period, Lazada tapped into the gamer community, partnered with local esports teams, leveraged professional players' real usage scenarios to strengthen product awareness and trust, and then reached vertical gamers through KOLs, KOCs, and community content, converting interest into purchases. Compared to the previous esports week, Lazada's esports marketing campaign saw over 20% growth in exposure, and three livestream sessions generated more than triple the sales volume. 'Different markets require different solutions, but the underlying logic is consistent: first identify where growth occurs, then find the scenarios where target consumers are, and finally convert opportunities into business through local marketing and transaction resources,' Lazada officially stated. Going forward, as more Chinese brands enter Southeast Asia through Tmall's 'One-Click Light Overseas Expansion,' they will all need to further answer: which market suits which category, where target consumers are, and what combination of marketing and transaction resources is more likely to drive growth.

This article was first published on Ebrun's official website.