Dubai Chocolates by PHINIX STORE Go Viral on Shopee Live

 

Dubai Chocolates by PHINIX STORE Go Viral on Shopee Live

Malaysian Local Sellers Capitalise on Unique Niche Online

KUALA LUMPUR, 8 November 2023 - PHINIX STORE is the local homegrown seller

 responsible for making Dubai Chocolates go viral on Shopee Live. Deploying a creative 

and systematic approach to live selling, founders  Husman Setta and Khaled Hassan, 

also known as Abang Ah Ah switched from a social commerce site to Shopee Live in 

July 2023 and saw Malaysian candy lovers place more than 1,000 orders per day with

 them, far outstripping their initial targets of 50 orders a day. 

They attribute their rapid growth, of up to 90% uplift in sales, to the fact that 

Shopee Live has the right audience familiar with the platform and primed to shop 

on livestream events, compared to other apps in their experience where audiences

 were seeking entertainment but not shopping.

“At the time, these chocolates were not that well known on social media or other 

platforms…

Now I can say that 90% of our daily sales come from Shopee Live, especially from 

returning customers. We get to build customer relationships and have good 

interactions with our customers. Sometimes, our customers have become like friends 

to us, they join the livestream to ‘hang out’. Even offline, sometimes the customers 

recognise us and say hi to us, and we talk as well,” Husman said.

 

 

For PHINIX STORE in particular, the freedom to communicate with the audience intimately 

on their new branded content channel, to provide live education about how to store and serve

 their chocolates, and conduct two-way conversations in real time allowed them to build 

brand trust quickly. 

Taking advantage of Shopee’s integrated solutions for ecommerce sellers, PHINIX STORE 

first attracts new audience traffic by offering Shopee Coins, then polls customers on Shopee

 Live to conduct user research on what products will sell out, uses their sales reports to figure

 out the best window to livestream, and influences conversion and loyalty by rewarding 

customers with gifts. 

Khaled, who hosts all livestream events, explains how he drives urgency and spontaneity

 during the short windows of purchase: “We have a timer countdown for promotion times 

for the users to come in and rush for the products on special price during game sessions. 

We also reward loyalty: if they buy a certain quantity of products, for example, we give 

them free gifts. With every purchase of more than 1kg of chocolate, we give them 100g free.”

Kenneth Soh, Head of Marketing at Shopee Malaysia, said, “We are so happy that 

PHINIX STORE has found the secret sauce for local sellers to succeed online. 

Shopee Live has been accelerating as a new and effective way to create two-way, 

personalised engagements between sellers and buyers to drive on-the-spot sales. 

We intend to empower even more local  businesses to scale online in this way.”

Commenting on plans for the future and aspirations for other Malaysian sellers like 

themselves, Khaled and Husman agree, “Our plan is to expand our business outside 

of Malaysia via Shopee International Platform, with our perfume product, Hush, 

and food products. We call on all sellers to have an online shop with Shopee to 

expand their market reach. Shopee provides the best platform to sell and promote 

products. Shopee also can teach us how to sell products for those without any 

knowledge in live streaming.”

To date, PHINIX STORE has accumulated 74,000 followers on Shopee. These 

followers have bought 85,714 kilograms of Dubai Chocolate, and 163,000 pieces 

of Milo Energy Cubes. The store also offers luxury perfumes and sambal, 

catering to local tastes.

Penang Sportswear Brand Promotes Malaysians’ Active Lifestyles on Shopee Live

 

Kuala Lumpur, 2 November 2023 - Earlier this year, Elgini Apparel Sdn Bhd (Elgini), a Penang-based sportswear brand, acquired a 30,000 square foot factory in Nibong Tebal to meet the growing demand for their affordable and high-quality sportswear. Elgini credited the strategic shift to online, with a particular emphasis on live streaming, as one of the key factors for their growing popularity in the local market.

 

Joining Shopee in November 2020, Elgini immediately started participating actively on the Shopee Live platform after recognising its potential to help sellers grow their online reach, build communities, and better engage with users in real-time. Elgini utilises the platform's tools and features, such as Shopee Coins, Shopee Live Games, and Live-exclusive Vouchers, to increase sales revenue, buyer engagement, and the number of followers.

One of Elgini's proudest achievements is their high rate of customer satisfaction, leading to a significant number of repeat buyers, and they boast 310 thousand followers with 4.9 star ratings from almost 500 thousand reviewers on Shopee.

 

In September, Elgini observed that their live streaming on Shopee contributed to almost half of their total sales. During the recent 10.10 campaign, their Shopee Live sales increased by 1.9 times compared to regular days, and they achieved a peak viewership that was 3.7 times higher than usual. Their primary target audience consists of Malay buyers, and Shopee Live serves as a direct link to this demographic.

 

During their live sessions, hosts wearing Elgini attire drive sales by interacting with customers in real-time and providing product education. They showcase a range of clothing items, including windbreakers, yoga pants, and best-selling tracksuits (more than 700 thousand sold), emphasising features that cater to the preferences of Malaysians, such as cooling, stretchy materials, and modest styles. These products are popular with Malaysians of all backgrounds, ages, and sizes, popular among riders and outdoor enthusiasts who engage in sports, hiking, jogging, aerobics, gym workouts, travel, or leisure at home.

 

These sessions run for two to three hours each throughout the day, with sellers going live for up to 14 hours daily to maximise reach. From their observation, their live stream sessions perform exceptionally well, particularly when they pin their stream at the top of the Shopee Live page and at night. Regular live streams also allow Elgini to forge deeper bonds with users, leading to the building of strong online communities and loyal customer bases.

Mr. Lim Chong Soo, the CEO of Elgini said, "Shopee Live is a platform of choice for Elgini that has helped us scale and succeed online. It helps businesses seamlessly engage shoppers and deliver fun and enjoyable shopping experiences while effectively reaching out to and engaging users who are browsing and actively looking to buy. Looking ahead, Elgini Apparel has exciting long-term strategic plans for our Shopee livestream where we are eager to expand our creativity and engage viewers with improved features for a better shopping experience."

 

Originally an Original Equipment Manufacturer (OEM) with 15 years of industry experience, Elgini transitioned into an independent brand in 2018 and joined Shopee in 2020. Being both the brand owner and producer allows them to adjust pricing to meet customer needs, allowing them to achieve their mission of offering affordable, high-quality sportswear to all Malaysians.