Project Background
The merchant is a clothing trader from the Chinese mainland, mainly dealing in pure cotton casual T-shirts. In Q3 of 2025, it expanded its Shopee Southeast Asia site (Singapore and Malaysia), but due to regional aesthetic differences, ambiguous size matching, and untargeted marketing, the monthly sales volume in the early stage was only over 100 pieces. It urgently needs to enhance the ability to create best-selling products and increase user repurchase.
Core operation strategy
1. Product localization transformation: Adjust the size range to suit the body shapes of Southeast Asian users and add a "large-sized loose style". Combining local trend preferences, traditional Malay patterns and Singaporean landmark elements are integrated into the T-shirt prints, while marking the product details in multiple languages (both Chinese and English).
2. Data-driven product selection: Relying on the company's intelligent product selection tool, track the hot sales trends of the Southeast Asian clothing category on Shopee, focus on promoting the two major categories of "Hong Kong-style retro short-sleeved shirts" and "commuting loose T-shirts", and optimize the keywords for direct train placement.
3. Construction of repurchase system: Set up "15% off for orders over 2 items" and "exclusive discounts for members", and push new product launch reminders through Shopee Chat to establish a repurchase chain for users.
Project outcome
After two months of cooperation, the monthly sales volume of pure cotton T-shirts in summer increased from 120 to 546, among which the proportion of Malay pattern designs exceeded 40%.
The overall repurchase rate of the store has increased from 5% to 18%, which is much higher than the average repurchase rate of 10% for the Shopee clothing category.
The combined monthly sales of the dual sites in Singapore and Malaysia exceeded 24,000 Singapore dollars, and the ROI remained stable at 1:6.5.
