Welcoming 2018, Bhinneka e-commerce has prepared several programs related to their strategic vision. The programs are based on their performance review
back in 2017. The current strategy emphasizes on the shifting needs of
Indonesians as e-commerce’s consumers. Bhinneka will multiply product
choices of lifestyle devices and household needs next year.
“We are confident that 2018 will be a dynamic year for Bhinneka. Prepared
with business review internal in 2017, we already arranged some focuses
supposedly with maximum potential. We are wary of Indonesia’s retail
shifting, as well as the evolution of millennials’ lifestyles. In addition,
to other necessary factors by all means,” Brand Marketing Manager of
Bhinneka, Irina Marwan, said.
Further explained, the shifting affecting changes on spending patterns in
the country, will continue to expand. According to Bhinneka’s data
throughout 2017, it is projected that there will be first purchaser (the
first-time online shopper) growth around 10-20% next year. It shows the
growing number of people aware of electronic transactions.
“This trend is inseparable from millennials’ existence who has been exposed
as a potential new consumer having varied characteristics from their
previous generations, including in spending pattern,” said Marwan.
In consumer retail or individual consumption, Bhinneka still concentrates on
computer, communication, and electronic devices. Primarily on gadget and
household needs, in lifestyles category.
Irina states, the market absorption rate of gadget products is strongly
influenced by trends and producers’ acts. For instance, smartphone took its
high rate of market absorption in 2017 in various price ranges, from an
affordable one to a super-premium; started from a senior brand that
reappeared such as Motorola and Blackberry, to a smartphone brand with
special series features.
The names above with a number of premium flagship such as iPhone 7 and
iPhone 7 Plus which were just officially marketed in Indonesia in the first
quarter of 2017. There were also Samsung Galaxy S8, followed by Samsung
Galaxy Note 8. Thereon iPhone 8, iPhone 8 Plus, and iPhone X towards the end
of the year. All of them came with an improved camera technology, including
the front camera.
“It is most likely that the trend and enthusiasm in smartphone products will
continue next year, and it will not only happen in young consumer groups.
Thus, Bhinneka will further explore gadgets and consumer electronics in
lifestyles category. There are also household needs included in this
category such as food processor, mixer, coffee maker, to vacuum cleaner,”
she said.
Bhinneka also has the latest research results of GfK (Society for Consumer
Research, Germany) Indonesia about its market prediction in 2018. The
absorption growth in telecommunications occupies the second highest position
of 7.8% this year. Meanwhile, in small domestic appliances, it is predicted
to increase nearly 5%.
“Small domestic appliances are identical with efficiency and is categorized
as lifestyles. It is different from home appliances in general categorized
as household needs,” She continued.
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Original article is in Indonesian, translated by Kristin Siagian
