Lelong.my embarks on brand lifting exercise

PETALING JAYA: E-commerce player Lelong.my is embarking on a brand lifting exercise to boost its appeal to the younger generation.
Speaking at a media briefing today, founder and managing director Richard Tan said the aim of the exercise is to re-introduce the brand to the younger generation. He said the brand, which has been around since 1998, may already be familiar among those who are in the 40s age bracket.
The exercise entails the revamping of its website, enhancing buyer and seller experience by enabling easy navigation in the marketplace and also through a two-day carnival which began today. The carnival featured some 16 merchants of the Lelong.my and LMall.my website.
Lelong.my is owned by homegrown e-commerce company Interbase Resources Sdn Bhd. Besides Lelong.my, Interbase also manages a number of other websites, including LMall.my, Groupme.my, Pretty.my and Superbuy.my.
These e-commerce websites collectively record an average monthly gross merchant value of RM30 million.
Tan said the company is targeting a double digit growth in terms of transaction this year with the value for each transaction averaging between RM100 and RM150.
“In terms of competition we want merchants to sell at good value instead of selling at cheaper prices. We want to get small merchants to come on board, not necessarily only the bigger ones. The bigger ones can sell anywhere,” he said on the company’s competitive advantage against competitors.
"As a local player in e-commerce, we want to do our best to help Malaysian small and medium enterprises (SMEs) both big, small and very small to embark on their e-commerce journey and find their home on Lelong.my. For larger brand owners and retail chains, we have our LMall.my to serve their needs,” he added.
Lelong.my which sees about 400 to 500 merchant sign-ups a year, charges a yearly subscription fee for merchants to set-up an e-store to trade on the website.
Besides that, the company also provides training programmes for potential merchants on the techniques on running an e-store on the website.
Tan said the e-commerce site allows the buyer and seller to forge a relationship which carries on beyond the e-commerce site, and transactions are done directly between the two parties. Lelong.my features over 8,000 active online stores selling over RM1.6 million worth of products and services.
The products sold on Lelong.my include mobile phones, laptops, cameras, electronic gadgets, household goods, fashion and accessories, beauty products and personal care items, toys and frozen food.