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MARKET REVIEW: Indonesian Reaction of Indonesia’s Cyber Monday; HARBOLNAS

Cyber Monday is USA’s online shopping day that held on the first Monday after Thanksgiving holiday. It was held on December 1st this year. The term ‘Cyber Monday’ was first introduced on November 28th 2005 through Shop.org press release entitled “Cyber Monday Quickly Becoming One of the Biggest Online Shopping Days of the Year”. It becomes huge and being as one of the national shopping events in US.

If United States has Cyber Monday as term to persuade people to shop online, so does Indonesia. HARBOLNAS is Indonesia’s Cyber Monday. HARBOLNAS or Hari Belanja Online Nasional (National Online Shopping Day) has been held by over than 70 Indonesia’s e-commerce on December 12^th 2014. They sell their stuff with higher discount and various promo together for a day.

HARBOLNAS started in 2012 by one of big Indonesia’s e-commerce: Lazada.co.id. Lazada collaborated with other e-commerce after that to make it continues. Online media such as Yahoo! ID and Detik, and telecommunication’s company as Telkomsel and XL gave them support too.

Lazada only with the support of Telkomsel collaborated with 7 e-commerce in 2012. Then it continue to grow in 2013 and became 23 e-commerce. In 2014, the number of participants increased 10 times (78 e-commerce) that also broke the record number of online shopping this year. In one day HARBOLNAS presents hundreds of thousands of the best deals of the e-commerce industry players from various categories, started from lifestyle, fashion, gadgets and electronics, travel, F&B, until the property.

A telecommunication practitioner as well as Indonesia’s Chairman Internetindo Data Center (IDC) said this is the second times of this year Indonesia’s internet traffic achieve the highest number after Indonesia’s election campaign period. The normal internet traffic is 150 up to 160 Giga. But on December 12th the number raise up to 170,2 Giga bps, slightly below 180 Giga bps─Indonesia’s election campaign period’s internet traffic.

Zalora, one of the collaborated e-commerce, upgraded their system up to three times faster because of sales spike on that day. There was 30.000 sales transaction that never been predicted before. Zalora’s site became slower but not until down. So for HARBOLNAS next year, Zalora will be prepare one month earlier than this year.

JAKPAT surveyed 2906 respondents from user of JAKPAT Mobile Apps randomly to all age ranges and all provinces in Indonesia to find out Indonesian response about HARBOLNAS. Does this survey would answers the high of Indonesia’s internet traffic? The fact that Indonesia rank in the top 10 markets globally for use mobile phones to shop online is suspected will affect this survey too.

 

We asked about respondent’s knowledge about HARBOLNAS. 54,40% answers they knows about it and 45,60% answered they doesn’t know it at all.

When we asked about the source of their knowledge about HARBOLNAS, social media get the highest vote (33,87%) followed by information from e-commerce site (15,30%) and newsletter e-commerce e-mail (11,23%). The rest of options like information mouth to mouth gets 9,61%, Google Ads gets 7,67%, banner ads gets 7,06%, Kaskus (largest Indonesian community) gets 6,59%, message via handphone gets 1,80%, blog gets 2,92%, and billboard ads gets 0,72%. Besides the options that we gave to them, 3,24% respondents answers other resources. When we look at the answers based on age range, the majority vote still end up on the social media option.

Then we asked to respondents about visiting e-commerce site after gets information about HARBOLNAS. 67,61% answers yes, they visiting the e-commerce site. 32,39% answers no, they’re not visiting any of e-commerce site. ‘Yes’ answered by most respondents in age range 30-35 years old but ‘No’ answered by most respondents in age range 36-39 years old. A small gap still can give absolutely different answers.

73,15% respondents admits that they didn’t buy anything on HARBOLNAS event and just 26,85% admits that they bought something.

With the increasing internet penetration, HARBOLNAS should be more effective to encourage people shopping online so it should be held continuously. Andi Huzain, the SVP Marketing and Business Lazada Indonesia says that “E-commerce industry in Indonesia is expected to grow to US $ 25 billion in 2016”. This being supported too by Indonesian online shopping habit. Indonesian people who interest to shopping online increase quickly every year. This HARBOLNAS is made to satisfying that desire and increase the attractiveness.

“This is reflected by the results of research in 2013 which showed that one out of two consumers in Indonesia which has been exposed to information via the Internet will have a tendency to try to shop online. This is a great opportunity for the e-commerce customer in Indonesia to mature the e-commerce ecosystem by presenting the best experience in online shopping”, says Andi Huzain more.

Interested to do the same survey? Register with JAKPAT now and create a survey from your dashboard and send it to our 20,000+ mobile respondents.

Source:

http://m.probmr.com/read/615/traffic-internet-meningkat-saat-harbolnas.html

http://www.infokomputer.com/2014/12/fitur/harbolnas-cyber-monday-dan-singles-day-surganya-pebelanja-maya/

http://economy.okezone.com/read/2014/12/13/320/1078784/zalora-bukukan-hampir-30-ribu-transaksi-di-harbolnas

http://tekno.kompas.com/read/2014/12/12/17293967/Harbolnas.Trafik.Internet.Indonesia.Tak.Lazim.

http://nurudin.jauhari.net/sukseskan-hari-belanja-online-nasional-harbolnas.jsp