Middle East “her economy” has spawned e-commerce demand
When most of the e-commerce companies are concerned about Southeast Asia and India, the recent interview with “MuCharm” has turned their eyes to the Middle East. According to The PPRO Payment & E-commerce report, Saudi Arabia and the United Arab Emirates ranked among the top 10 countries in the world in e-commerce development with a growth rate of 32% and 33% respectively.
MuCharm wants to do an e-commerce platform specifically targeting the women’s home market in the Middle East. The products include 10 light household items such as Personal Care, Kitchen & Dinning, Loungeware and Bedding. Based on the domestic supply chain, it is oriented to the six markets of the Gulf and establishes its own brand.
Middle East, Women, Home, these three keywords constitute the most basic market positioning of MuCharm. So why do you just look at these three entry points on so many segmentation tracks?
MuCharm’s COO Tian Jialei told that although the infrastructure of the Middle East is backward, the high per capita income brought by the oil dollar makes the local residents’ spending power sufficient. According to statistics, the average order price of orders generated on the MuCharm platform can reach $120. And a large number of young people in Muslim countries are more willing to try new things like e-commerce; in addition, women in the Middle East have natural e-commerce potential in terms of consumer attributes.
At the cultural level, especially in Saudi Arabia, women often do not leave their homes. Even if they go out, it is extremely inconvenient to wrap their black robes. E-commerce is just cutting the demand for shopping at home; compared to the high cost of consumer electronics. The high frequency season of shoes and hats, the universality of light household products can reduce the difficulty of stocking to a certain extent.
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Comparing with JollyChic, Fordeal and other competing products, MuCharm’s biggest feature besides focusing on the female home segment is own inventory. Just like the early Jingdong, like Taobao, the self-provided inventory brings faster delivery speed and higher service quality assurance, but at the same time it is accompanied by heavier