Comparative study on sales of Thai latex pillows on Taobao and Lazada platforms

Abstract

The objective of this study is to compare the sales of Thai latex pillows on Taobao and Lazada platforms. This study collected Thai latex pillow sales data on Taobao and Lazada platforms. A mixed approach is employed in this study, using marketing mix 7P as a research theory. The study centered on seven factors: product, price, promotion, place, people, physical evidence, and process, to analyze the sales of Thai latex pillows on Taobao and Lazada platforms. This study illustrates that the success of Thai latex pillow sellers on Taobao and Lazada hinges on differentiating strategies tailored to the distinct consumer bases of each platform. Taobao’s focus on quality and authenticity caters to a market segment that values premium products, while Lazada’s emphasis on price competitiveness and variety appeals to a broader, more price-sensitive consumer. Taobao’s promotional strategies are diversified, focusing on increasing transaction values through discounts on threshold spending and incentives for recharge shopping money, and Lazada employs more direct discounts, with a high prevalence of straightforward percentage discounts. For businesses operating on Taobao and Lazada platforms, understanding these dynamics is crucial. Tailoring product offerings and marketing strategies to align with the specific consumer preferences and purchasing behaviors of each platform’s consumer can significantly enhance market penetration and sales performance. The insights from this comparative analysis provide valuable guidance for marketers and business strategists in the e-commerce sector, highlighting the importance of adaptive strategies in diverse market environments.