Earlier this year, Elgini Apparel Sdn Bhd (Elgini), a Penang-based sportswear brand, acquired a 30,000 square foot factory in Nibong Tebal to meet the growing demand for their affordable and high-quality sportswear. Elgini credited the strategic shift to online, with a particular emphasis on live streaming, as one of the key factors for their growing popularity in the local market.
Joining Shopee in November 2020, Elgini immediately started participating actively on the Shopee Live platform after recognising its potential to help sellers grow their online reach, build communities, and better engage with users in real-time. Elgini utilises the platform's tools and features, such as Shopee Coins, Shopee Live Games, and Live-exclusive Vouchers, to increase sales revenue, buyer engagement, and the number of followers.
One of Elgini's proudest achievements is their high rate of customer satisfaction, leading to a significant number of repeat buyers, and they boast 310 thousand followers with 4.9 star ratings from almost 500 thousand reviewers on Shopee.
In September, Elgini observed that their live streaming on Shopee contributed to almost half of their total sales. During the recent 10.10 campaign, their Shopee Live sales increased by 1.9 times compared to regular days, and they achieved a peak viewership that was 3.7 times higher than usual. Their primary target audience consists of Malay buyers, and Shopee Live serves as a direct link to this demographic.
During their live sessions, hosts wearing Elgini attire drive sales by interacting with customers in real-time and providing product education. They showcase a range of clothing items, including windbreakers, yoga pants, and best-selling tracksuits (more than 700 thousand sold), emphasising features that cater to the preferences of Malaysians, such as cooling, stretchy materials, and modest styles. These products are popular with Malaysians of all backgrounds, ages, and sizes, popular among riders and outdoor enthusiasts who engage in sports, hiking, jogging, aerobics, gym workouts, travel, or leisure at home.
These sessions run for two to three hours each throughout the day, with sellers going live for up to 14 hours daily to maximise reach. From their observation, their live stream sessions perform exceptionally well, particularly when they pin their stream at the top of the Shopee Live page and at night. Regular live streams also allow Elgini to forge deeper bonds with users, leading to the building of strong online communities and loyal customer bases.
Mr. Lim, the CEO of Elgini said, "Shopee Live is a platform of choice for Elgini that has helped us scale and succeed online. It helps businesses seamlessly engage shoppers and deliver fun and enjoyable shopping experiences while effectively reaching out to and engaging users who are browsing and actively looking to buy. Looking ahead, Elgini Apparel has exciting long-term strategic plans for our Shopee livestream where we are eager to expand our creativity and engage viewers with improved features for a better shopping experience."
Originally an Original Equipment Manufacturer (OEM) with 15 years of industry experience, Elgini transitioned into an independent brand in 2018 and joined Shopee in 2020. Being both the brand owner and producer allows them to adjust pricing to meet customer needs, allowing them to achieve their mission of offering affordable, high-quality sportswear to all Malaysians.
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