Report

e-Commer ce
MarketInsi
ght
Harbol
nas2020
I
ntroduct
ion|Mar
kets
har
eIns
ight|KeyToThe
NextStep
DECEMBER2020•MOM &BABYCATEGORY
Tabl
eofCont
ent
s

01 02 03
I
ntr
oduct
ions Mar
ketShar
e Keytot
heNext
I
nsi
ght Step

Understandingthe Reviewingthemar
ket Findi
ngthekey
publi
cs hopping shareofMom &Baby tobrandsuccess
i
nterestbasedon productsduri
ng withdatai
nsight
Harbolnas2020 Harbolnas2020
tr
ansaction Transacti
ons
01
I
ntr
oduct
ions
E-
Commer
cesShow HugeEnt
hus
iasmf
orHar
bol
nas:
Thes
tat
ementi
sconfir
medwi
thar
eleas
efr
om Lokadat
aquot
ing >1
.3MI
LLI
ON
“Har
bol
nas1
2.1
2:Cat
at1j
utat
ransaks
idal
am 1meni
t”f
rom t
he product
sar
esoldwit
hin
anhourinWes
tJava.
Di
rect
orofShopeeI
ndones
ia,Chr
ist
inDj
uar
to.
“ont
heD-
Dayof(
12.
12)
,12mi
ll
ionpr
oduct
sar
esol
dwi
thi
nthe
fir
st24mi
nut
es,wi
tht
hehi
ghes
tnumberoft
ransact
ion:1mi
ll
ion
pr
oduct
swi
thi
n1mi
nut
e.”s
hecont
inued. >1
.2MI
LLI
ON
Har
bol
nas2020br
oughtgr
eati
mpact
snotonl
ytot
henumberof s
mar
tphoneaccessori
es
ar
es ol
d.
t
rans
act
ion,butal
sot
othe us
age ofe-
wal
let
s as a payment
met
hod.ShopeePayr
ecor
ded 1
8xhi
ghernumberoft
rans
act
ions
t
hanus
ual
,wher
easBankMandi
rir
ecor
dedani
ncr
eas
ednumber
s
oft
rans
act
ionsupt
o60% compar
edt
othepr
evi
ousmont
h. ~2.
5MI
LLI
ON
Stor
agepr
oducts
(home&li
ving)ar
esol
d

~4000
s
kincar
eproduct
s
aresol
d

*
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
02
Mar
Di
ketShar
eInsi
vedeeperi
nt
ght
oours
peci
aboutMom &BabyCat
almar
egor
yi
kets
nt
harei
ns
heecommer
i
ght
ce
s
TheTr
end
A goodinsi
ght
-fol
lowingsys
tem wi
llkeepyoui
nthemar
ketunt
ilt
her
eisevi
dencet
hatt
het
rend
haschanged.(
RichardDennis)

Accor
dingt
othes
tat
ementabove,abr
ands
houl
drel
atet
otheupdat
eddat
atr
end.Ther
efor
e,t
hrought
hisI
nsi
ghtRepor
t

Har
bol
nas2020,whi
chwass
peci
all
ypubl
ishedf
oryou,Compaspr
ovi
deddat
atr
endst
opi
ctur
ethef
utur
eoft
rans
act
ion

abi
li
tyf
oreachcat
egor
yasyourr
efer
ence.Her
ebyt
het
rendofMom &Babycat
egor
yrevenue:

1
.Bef
ore:5-9Dec

2.Dur
ing:1
0-1
6Dec

3.Af
ter
:17-20Dec

DI
SCLAI
MER:Thedat
adi
spl
ayedar
ebas
edont
rans
act
ionsbet
ween1
2-1
6December(
Anes
timat
edper
iodf
rom pur
chas
ingt
he

pr
oductunt
ili
tisdel
iver
edt
otheus
er)
Mom &Babyproduct
srecor
dedmor
ethan
Rp56Bi
ll
ionworthofsal
es

Mar
kethi
stor
yshowedt
heuncer
tai
ntymar
ket
condi
ti
onsf
orbr
andsami
dpandemi
c.However
,thi
s
year
’sannualpr
ogr
am Har
bol
nashadr
ecor
dedmor
e
t
hanRp56bi
ll
ionwor
thofs
ales
.Thef
oll
owi
ng
cat
egor
i eBabyFood62.
esar 2%,Di s21
aper .1%,and
Vi
aDas
hboar
dCompas
.co.
id
BabyBot
tles&Tabl e4.
ewar 7%

BabyBottl
es
BabyFood Di
aper
s &Tableware

62.
2% 21
.1% 4.
7%
*
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
 e-
Commer
ceshopper
spr
eferbabyf
ood&di
aper
s:

Fur
ther
mor
e,dur
ingHar
bol
nas2020campai
gn,s
hopper
stendt
oshop

mor ood(
eonbabyf 62,
2%)f
oll
owedbybabydi s(
aper 21
,1%)
,andbaby

f s(
oodgear 4.
7%)
.
BabyFor
mul
a

61
% User
stendt
opur
chasebabymi
lk&di
aper
sasbasi
cneces
sit
y:

Thi
sfactwi
lll
eadbr
andst
ofindmor
eeffect
ivewayst
omas
terHar
bol
nas

2020ast
heBabyFor
mul
apr
oduct
sledat61
% andDi
spos
abl
eDi
aper
swi
th

20.
7%,f
oll
owedbyOt
herpr
oduct
s(Bouncer
,BabyFoodPr
oces
sor
,St
rol
ler
,

Tel
onOi
l,BabyBot
tle,BabyCar
rier&Or
gani
cBabyFood)wi
th8%.

BabyDi
aper
s

20.
7% Caughtoff guar
d,‘
TheOr
ange’def
eat
ed‘
TheGr
een’
:

I
nter
msofbr
andi
ng,Shopeegotmor
eat
tent
iondur
ingt
hecampai
gnas

accor
dingt
othe‘
Prol
og’whi
chwasment
i hat56bi
onedt ll
iont
rans
act
ions

wer
erecor
dedt
hroughoutHar
bol
nas2020.Fur
ther e,76.
mor 3% t
rans
act
ion

edbyShopeeand23.
l 7% wasr
ecor
dedbyTokopedi
a.Shopees
ucces
sful
ly

Ot
her gener
atedRp42bi
ll
ions
alest
hroughoutHar
bol
nas2020!

8% Vi
aDas
hboar
dCompas
.co.
id

*
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
QueenofBabyFormulai
nHarbol
nas2020!
W hi
chposi
tioni
syourbr
and?:
Tr
ibunnewsr
epor
tedt
hatdur
ings
hoppi
ngf
est
ival
ssuchas1
0.1
0

and1
1.
1,BabyGear
1 sandBabyFor
mul
aar
esomeoft
hepr
oduct
s

t
hats
oldt
hemos
t.I
nfact
,af
amousdi
aperbr
andf
rom Japanhas

r
ecor
dedover3,
900t
rans
act
ioni
noneper
iodaccor
dingt
othe

r
ecentdat
arepor
tfr
om Compas
.co.
iddur
ingHar
bol
nas2020!

*
DECEMBERI
NSI
GHT2020•MOM &BABYPRODUCTBYCOMPAS.
CO.
ID
Vi
aDas
hboar
dCompas
.co.
id
 TOP4SKU BasedonSal
esRevenue

1
4.96% 1
4.1
9%

I
DR1 ,
4Bil
li
on IDR1,
3Bill
ion
Enf
agr
ow 3 Pedi
asur
eComplet
e
3000gVanil
a 850gVanil
la

I
DR1 ,
3Bill
ion IDR999Mil
li
on
Pedi
asure Nutri
lon
850gVanill
a Royal3
1
4.1
8% 1
0.44%

Vi
aDas
hboar
dCompas
.co.
id *
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
“TakAdaBocor”ー Lear
! nW hichonei
sthe
Best-
Sel
li
ngDiaperi
nHarbol
nas2020
Wi
tht
het
agl
ine"
TakAdaBocor
!",MamyPokoPant
sdomi
nat
est
he

mar
kets eby33.
har 75%,l
eavi
ngi
tscompet
itorbehi
nd.Notonl
y

bas
edonSal
esVal
uebuti
t oductMamyPokoPant
spr sL30al
so

wi
nst
hecompet
itonofTOPSKU basedonr
i evenueandquant
ity

of28.
73% wi
thRp1
.2Bi
ll
iont
otalr
evenuei
nHar
bol
nas2020.

Vi
aDas
hboar
dCompas
.co.
id
*
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
 TOP4SKU BasedonSal
esRevenue

28.
73% 1
2.64%

I
DR1 ,
2Bill
ion IDR549Mill
ion
MamyPoko SweetyGol
d
Pant
sL30 Pant
s

I
DR547Mi l
li
on IDR482Mi l
li
on
Mer
riesPantsM34 SweetyBronzeDay
L30XL26 Acti
vePantsXL26
1
2.60% 1
1.1
1%

Vi
aDas
hboar
dCompas
.co.
id *
DECEMBERI
NSI
GHT2020•MOM &BABY
PRODUCTBYCOMPAS.
CO.
ID
03
Keyt
otheNextSt
ep
NOTHING I
SMORE
TERRIBLETHAN
ACTIVITYW I
THOUT
I
NSIGHT
-ThomasChar
ly-
 Noti
cet
hebrandposi
tioni
n
e-
Commercewithdat
a

Thecur
rentdat
ainsi
ghti
snotonl
yfort
hebr
and

acknowl
edgementpur
posesbutevenmor
ethant
hat
.

Wi
thi
nsi
ghtt
hatcont
ainscompl
eteandr
eal
-ti
me

Mar
ketShar
e,TOPSKU,TopBr
and,andTopsel
li
ng,

i
twi
lleaset
hebr
andt
otr
ackandobser
vet
hegr
owt
h

oft
hei
rownper
for
mance.Thi
swi
llal
sohel
ptomoni
tor

compet
itor
stogi
veabet
terover
view f
or

deci
sion-
maki
ngpur
poses.
Measur
ingt
hebr andi
nsi
ght
i
ne-Commer ce
Mar
ketShar
e:A br
ands
houl
dabl
etomeas
uret
heover
all
pr
oductmar
kets
har
eine-
Commer
ce.Mar
kets
har
eist
he
pr
oduct
’st
otals
alesf
rom acompanywi
thi
nacer
tai
n
per
iodt
imecompar
edt
othepr
oduct
’st
otals
alesi
nal
l
mar
ket
place.

Br
andPosi
tions:Br
andsi
ne-
Commer
cecont
inuet
ogr
ow,
t
her
efor
e,acompanyneedst
orecogni
zet
hebr
and
pos
iti
ons
othatyoucanmeas
ures
trat
egyanddes
igna
bet
tercampai
gnt
ogai
ncr
edi
bil
it
yandl
eadt
hemar
ket
.
Definiti
onofKeyI
nsi
ghtMet
rics
thatshoul
dbeownedbyabrand
Somebrandsplannedt hes
t r
ategywi thoutanyreal
-ti
mer el
ated-
dat
as otheyneverreali
zedtheirposit
ionandstr
engt
h
i
ne-Commer ce.Therearesomemet ri
cswhi char
erequiredtomeasuretolear
nt hebrand’sposi
tionine-Commerce
andseetheoveral
lcompetitors’val
ueswhi chwil
lhelpthebrandtodesi
gns tr
ategyandi mprovi
sef orsal
esval
ue
i
mprovementine- Commerce.
CompasDat
aDi
scl
aimer:
•Thedat
adisplayedbyCompasare bas
edonpr
oduct
sfr
om t
het
op2e-
commer
cei
n
I
ndonesi
a(Tokopedia&Shopee)
•Thedatadis
playedarebasedonproduct
sthatar
er atedwi
th4s
tar
sormor
e,whi
ch
hasal
readycovered99% oft
hesal
esinthemarketplace

•Thet
otals
alesandsal
esr
evenuear
ebas
edont
henumber
sof‘
products
old’s
hown
i
nthemarketpl
ace.
•Cat
egor
ymappi
ngonCompasdependsonwhatt
hes
ell
eri
nputoneachpr
oduct
.
•SKU mappi
ngi
sdoneby“
ful
ltexts
ear
ch”s
imi
lar
itymet
hod.
•Hi
stor
icaldat
aiss
ubj
ectt
ochangebyt
hequal
it
yoft
hepr
oductmappi
ng.

Ot
herRef
erences:
ht
tps
://l
okadat
a.i
d/ar
tikel
/har
bol
nas
-121
2-s
hopee-
cat
at-
1-j
uta-
trans
aks
i-dal
am-
1-meni
t
ht
tps
://bl
og.
jakpat
.net
/har
bol
nas
-201
9-what
-you-
need-
to-
know-
jakpat
-sur
vey-
repor
t/
EbookOmni
lyt
ics:ht
tps
://
omni
lyt
ics
.co/i
ndus
try-
repor
t/s
hopee-
11-
11-
trendi
ng-
fas
hion-
product
s-i
n-s
out
heas
t-as
ia
CNBC :ht
tps
://
www.
cnbci
ndones
ia.
com/
news
/202005041
91737-
4-1
561
89/kacaunya-
dat
a-ekonomi
-i
ndones
ia-
gar
a-gar
a-covi
d-1
9
Geti
ntouch

Compas. co.idi
sanact i
onabl
e
marketinsightdashboardthat
navi
gateyourbus inessint
oa
bett
erstrategicdecisi
onsduri
ng
therapi
dgr owthofIndonesi
a’s
e-Commer cechannel .
Cont
act
Doyouhaveanyques ti
ons?
htt
ps:
//compas.co.
id/
contact
-us
/
+62877-11
10-
3262( What s
Appchatonl
y)
www.compas.co.i
d
@compas .
co.
id

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