Classmate Official Store 360 Report 2022-10-14 17.05.57.pdf

10/14/22, 5:06 PM Classmate Official Store 360 Report 2022-10-14 17.05.57
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Classmate Official Store
x Shopee 360 Review Report
Date: 09-10-2022
Copyright © Shopee Limited. Trademarks belong to their respective owners. All rights reserved.

User Name haihaint Shop Name Classmate Official Store
Location Quận Hà Đông Products Main Categories Stationery, Women Bags, Baby & Kids Fashion
Top GMV Categories Stationery, Women Bags, Baby & Kids Fashion
Top GMV Products Type Writing & Correction
Type of Seller Business
Price Range VND 276 - VND 275.000 Average Selling Price VND 13.096
Stock Coverage
Program involved JBP Seller Package Star Seller Exclusivity FS No Min Spend Active in CFS Paid Ads Discount Tagged
Seller Profile

Average Daily Order
44
Total SKU
460
Live SKU
386
Available to Purchase
83,9%
Late Shipment Rate
0,0%
Non-Fulfillment Rate
0,0%
Store Rating
4,9
Chat Response
94,4%
Average Shipment
1Days
Seller Performance

Overall Performance
Seller NMV increased by 25888.78%, from 199.000 (Oct 2021) to 51.717.670 (Sep 2022). Seller ADO increased by 136600.00%, from 1 (Oct 2021) to 1.367 (Sep 2022).

GMV Performance (Last 12 Months)
Seller GMV increased by 30794.69%, from 199.000 (Oct 2021) to 61.480.435 (Sep 2022). Seller gross order increased by 155200.00%, from 1 (Oct 2021) to 1.553 (Sep
2022).
YoY Growth 30794.69% YoY Growth 155200%

Flash Sale GMV Performance (Last 12 Months)
Flash Sales GMV Contribution grew in line with ramp up in campaign intensity
Non-FS GMV(VND) 199,00 K 628,65 K 1,31 M 1,01 M 244,50 K 805,31 K 10,39 M 20,02 M 22,61 M 50,71 M 115,46 M 59,60 M
FS GMV(VND) 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 1,33 M 1,23 M 1,77 M
GMV(VND) 199,00 K 628,65 K 1,31 M 1,01 M 244,50 K 805,31 K 10,39 M 20,02 M 22,61 M 52,04 M 116,68 M 61,37 M
Oct 2021 Nov 2021 Dec 2021 Jan 2022 Feb 2022 Mar 2022 Apr 2022 May 2022 Jun 2022 Jul 2022 Aug 2022 Sep 2022

* The Vertical lines are average daily NMV and average daily order (last 12 months).
* Data for the normal campaign day do not include peak day.
Shopee Campaign Peak Day Performance
Participating in Shopee's mega campaigns has helped boost orders and GMV significantly.
Average Order uplift during campaign period NA, while NMV uplift during campaign period NA.
Average Order uplift during Peak Day NA, while NMV uplift during Peak Day NA.

Overall Performance versus Competitors
Compared to top competitors in your category, Seller grew broadly in-line.
Seller only joined Oct in 2021 and achieved its targets.
Important to continue good growth momentum and cooperate further with Shopee
* Top competitors are the top 10 sellers in the same main category as your shop.

Category Overview (Last 12 Weeks)
Most of your sales come from Stationery - Writing & Correction

Assortment - Growth
Seller has been adding new SKUs regularly; new SKUs a key sources of orders
123 new SKUs added per quarter
Up to 65 new SKUs introduced in Q2 and Q3
SKUs < 10 months old contribute to majority of orders
Month

Assortment - Growth
In general, new SKUs an important driver of orders in the Stationery category
Majority of orders are for SKUs < 10 months old
Seller has been adding new SKUs regularly; new SKUs a key sources of orders
Shop has ~86,0% of SKUs < 12 months old, compared to ~68,9% for competitors
Month

* Statistical period: 18-07-2022 - 09-10-2022
Assortment - Price Sensitivity
Majority of orders are for products in <0,0 - 7,1K, but high priced products have higher average GMV
Continue to introduce new SKUs in 0,0 - 7,1K price range to grow your orders
Boost your sales by also adding SKUs in the > 57,0K price range

Buyers - New & Repeat Buyers
Number of buyers has grown steadily with orders; >99,2% of shop’s buyers are new
Potential to grow new buyers into repeat buyers by investing in good customer service
Strategy for Growing Your Buyers
Attract New Buyers
Participate in Campaigns, Flash sales and Live streaming
Utilize paid ads
Build loyalty by offering Follow Shop prize
Cultivate Repeat Buyers
Offer good post-sales services via chat
Update Feed regularly to showcase new products
Utilize CRM to broadcast new promotions
Total Buyers Rise19.950%

Tier 1 Cities are Ha Noi, Ho Chi Minh City, Da Nang
Tier 2 Cities are Hung Yen, Vinh Phuc, Dien Bien, Bac Kan, Hai Duong, Lao Cai, Ninh Binh, Quang Ninh, Yen Bai, Lai Chau, Bac Giang, Lang Son, Ha Nam, Thai Binh, Ha Tinh, Hoa Binh,
Nghe An, Cao Bang, Bac Ninh, Nam Dinh, Son La, Thanh Hoa, Hai Phong, Ha Giang, Tuyen Quang, Thai Nguyen, Phu Tho
All other cities are Tier 3 and below
Buyers - Demographics (Last 12 Weeks)
Majority of your buyers are Female (aged 30-34) residing in Tier 1 Cities
Promotions or assortments should be targeted at this demographic for more reach
Expanding into nearer demographics will also help to consolidate your market share i.e. “19-24 age group” or “Tier 2” cities residents

Buyers – Payment Channels (Last 12 Weeks)
Key Payment method is Cod, followed by Shopee Pay Wallet V2 and Shopee Pay Giro.

Buyers - Spending Behavior By Gender (Last 12 Weeks)
Minor differences in spending analysis in platform between Male and Female buyers in your shop
An average female buyer spent more in a year; she purchased cheaper items but in a higher volume compared to your average male buyer

Buyers - Spending Behavior By City (Last 12 Weeks)
Buyers residing in Tier 1 cities spent more, purchased more expensive products as well as in higher volume
There are small differences between buyers from Tier 2 and Tier 1 cities.
Your promotions and assortments should revolve around targeting suburban shoppers, to increase the spending of buyers from Tier 2 and Others cities who should have higher
spending power.

Buyers - Spending Behavior by Age (Last 12 Weeks)
There are only minor differences in spending across different age groups
Your shop's 35-39 years old group is the biggest spenders of platform.
While 35-39 years old purchased the most number of items, they tend to purchase cheaper items

Commercial Contribution in Each Price Range
* Impression is when more than 50% of image of your shop's item is shown on a user's screen for more than 1 second. View is when a user enters the product detail page of an item.
Sales Funnel Overall
Impression (traffic) is the biggest driver of growth in sales; invest in driving more traffic to your products
Broadly stable CTR and CR
Falling basket size suggest room to encourage buyers to add-on or bundle products
Impressions 47,4 K 38,2 K 488,1 K 3,0 M
Click-through Rate 2,4 % 2,1 % 3,6 % 4,3 %
Views 1,1 K 810,0 17,5 K 128,5 K
Conversion Rate 3,0 % 4,6 % 7,0 % 7,7 %
Buyers 34,0 37,0 1,2 K 9,9 K
Sales per Buyer VND 63 K VND 56 K VND 43 K VND 23 K
Sales VND 2,1 M VND 2,1 M VND 53,0 M VND 229,8 M
Quarter Q4 2021 Q1 2022 Q2 2022 Q3 2022

Traffic by Month
Traffic increased significantly during campaign periods
Campaign periods provide opportunities for shop to increase sales, e.g. by offering promotions

Traffic (Paid Ads in Past Quarters)
Shop’s regularly spends on ads to drive traffic
Shop is spending more on ads, and efficiency (impressions and items per ad) is also increasing.
For every VND spent on ads, 3,2x more is generated in sales, comparable to competitors’ average of 4,0x.
Paid Ads Expenditure in Past Quarters
Ads published 14 28 573 686
Total spend (VND) 93 K 55 K 3 M 14 M
Total ad impressions 578,0 231,0 48,5 K 515,7 K
Items sold via ads 3,0 5,0 582,0 2,4 K
Impression per ad 41,3 8,3 84,7 751,7
Items sold per ad 0,2 0,2 1,0 3,4
Quarter Q4 2021 Q1 2022 Q2 2022 Q3 2022
3,2X 4,0X

Traffic (Paid Ads in Last 12 Weeks)
Shop mainly spent on keywords ads - could make better use of shop ads or target ads to drive sales.
Top Keyword Ads
1 17,7% 11,5%
2 bútclassmate 0,4% 5,0%
3 bọc sách 2,7% 5,0%
4 bútmáy 1,0% 4,0%
5 cặp học thêm 1,2% 3,7%
6 bút máy 1,6% 2,8%
7 bọc sách plastic 3,1% 2,5%
8 túi bọc sách 1,4% 2,4%
9 cặp nhựa học thêm cho
bé
0,3% 2,0%
10 bọc vở 2,6% 2,0%
No. Key Words % of spent % of GMV

Conversion (Marketing tools)
Shop has leveraged on 6 out of 6 marketing tools in Seller Centre; potential to leverage on other tools
Tools not utilized include: XX

Classification of Products Strategy for Growing Your Buyers
Super Stars Rising Stars
Potential Stars Falling Stars
Product Performance Analysis - Invest in Your Rising and Potential Stars
Rising Stars: 69 Super Stars: 19
Falling Stars: 303 Potential Stars: 69
Product Impressions
Conversion Rate
These are your top products. Join our Flash Sales
and Campaigns to grow further.
Use marketing tools and improve your price and
listing quality to increase sales.
Increase your traffic to these products via Shopee
Ads, Flash sales, Top Picks, In Shop Flash Sales etc.
Understand buyer's preferences, choose more
suitable products.

Super Stars Rising Stars Potential Stars Falling Stars
What they are High Traffic
High Conversion
Best-selling products that power
your shop's sales
High Traffic
Poor Conversion
Viewed by many shoppers but not
sold often; to fix
Low Traffic
High Conversion
Attractive products but low views;
untapped potential
Low Traffic
Poor Conversion
Low views as well as not sold
often
SKUs 19
% of SKUs 4,1%
69
% of SKUs 15,0%
69
% of SKUs 15,0%
303
% of SKUs 65,9%
GMV VND 19,1 M
% of GMV 8,0%
VND 141,9 M
% of GMV 59,3%
VND 39,3 M
% of GMV 16,4%
VND 39,1 M
% of GMV 16,3%
What you can do
Product Performance Analysis - Invest in Your Rising and Potential Stars
Accelerate sales momentum with
continued investment
Continue to invest in
generating traffic
Keep your prices
competitive
Improve products to drive higher
conversion
Adjust your prices to make
them competitive
Make your listings more
attractive (title, images,
description)
Maximise potential by boosting
traffic
Invest in paid ads
Nominate products for
campaigns & flash sales
Improve your product title
with relevant keywords
Focus attention on other products
Don’t restock products
Minimize warehousing cost

Superstars - Your Top Products
1
Nhãn Vở Có Keo Dán Sẵn CLASSMATE Chất Liệu Giấy Bóng
Nổi Bật, Họa Tiết Công Chúa Dễ Thương 15 Cái/Tập CL-NT226
11.439 (+65%) 597 82,2% (+694,1%)
2
Sáp Dầu Hải Hà MONAMI Thiết Kế 12 Màu Vỏ Giấy, Chât Liệu
Mềm Mịn, An Toàn, Dùng Để Tập Tô Cho Bé 67786749839
105.570 (+1.419%) 395 11,1% (+7,5%)
3
Bút sáp màu Hải Hà classmate CR201/202/203 tập tô vẽ tranh
cho bé
42.487 (+511%) 279 15,1% (+46,1%)
4 Bút gel Hải Hà pro office GP500 ngòi 0.7mm 41.594 (+498%) 205 13,6% (+31,9%)
5
Bút Gel CLASSMATE Ba Màu Xanh Đen Tím Ngòi 0.5mm
GP02-ME
11.436 (+64%) 205 37,6% (+263,5%)
No. Items Impression (vs 25% quantile) Orders Conversion (vs 25% quantile)

Potential Stars - Boost Traffic via Paid Ads to Drive High Sales
1 Dạ màu Hải Hà classmate CL-WC311 tập tô vẽ cho bé 3.854 (-45%) 279 22,3% (+115,2%)
2 Hộp bút dạ màu Hải Hà classmate CL-WC461 tập tô cho bé 3.452 (-50%) 251 22,1% (+113,4%)
3 Bút Gel CLASSMATE In Hình Ngòi 0.5mm CL-GP204 4.606 (-34%) 62 28,7% (+177,6%)
4
Keo Khô Dán Giấy CLASSMATE 9g Tiện Dụng Họa Tiết Siêu
Nhân GT09-SK
6.919 (-0%) 57 25,4% (+146,0%)
5
Bút Bi Học Sinh CLASSMATE Nét Thanh Mảnh Mực Đều Đẹp
CL-BP101
3.959 (-43%) 57 21,6% (+108,3%)

Rising Stars - Optimise Listings to Drive Conversion and Sales
1
Sáp màu siêu sạch Hải Hà classmate CL-
CS201/CS202/CS203/CS204 tập tô an toàn cho bé
108.433 (+1.460%) 505 9,2% (-10,6%)
2
Bút Xóa Băng Kéo CLASSMATE Thiết Kế Nhỏ Gọn CL-CT500
CT120
100.832 (+1.350%) 425 9,6% (-7,3%)
3 Decal bọc sách, bọc vở cấp 1 Hải Hà Classmate DC305, DC304 58.737 (+745%) 319 5,7% (-44,7%)
4
Nhãn vở có keo dán sẵn CLASSMATE Breakfast 15 Cái/Túi CL-
NT233
71.933 (+935%) 189 3,5% (-66,4%)
5
Bọc Sách Giáo Khoa Hình Gấu Dễ Thương CLASSMATE, Chất
Liệu Trong, Dẻo, Bền Chống Thấm CL-NC202
56.281 (+710%) 143 3,8% (-63,7%)

Operational Performance
Current Quarter Penalty Points
0
vs Last Quarter +0
Lost Sales in Last 12 Weeks
-
Cancellation - Return/refund -
Preferred Seller Status
Not Eligible
# of months in past year 1
Most Recent Violations (Current Quarter) Preferred Seller Criteria Contrast
No Data
Net orders (last 30 days) 1.075 ≥100
Unique buyers (last 30 days) 1.038 ≥50
Chat response rate 95,04% ≥75,00%
Shop rating 4,93 ≥4,00
Non-fulfillment rate 1,96% ≤8,00%
Late shipment rate 0,00% ≤8,00%
Pre-order listing 0,46% ≤30,00%
Pre-order listing violation days 0 ≤2
Penalty points (this quarter) 0 ≤0
Penalty status NO NO
Date Points Violation Reason Criteria Latest Target

Operational Performance
Shop has good operational performance throughout the last 12 weeks
Small spike in NFR and LSR during campaigns (11.11 and 12.12) → potential to better prepare for campaigns

Classmate Official Store 360 Report 2022-10-14 17.05.57.pdf

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