Top property developer Mah Sing Group Berhad and leading eCommerce platform Lazada Malaysia joined hands to bring home purchasing online for the first time ever in Southeast Asia. Following the record-breaking success of Lazada’s 11.11 Shopping Festival, the strategic collaboration was formed in conjunction with the upcoming Lazada 12.12 Grand Year End Sale to cater to an emerging breed of online shoppers.
The launch held at Ruyi & Lyn in Bangsar Shopping Centre was officiated by Datuk Ho Hon Sang, Mah Sing Group’s Chief Executive Officer and Christophe Lejeune, Chief Executive Officer, Lazada Malaysia, and witnessed by Yang Berhormat Tan Kok Wai, Malaysian Prime Minister’s Special Envoy to China and Tan Sri Dato’ Sri Leong Hoy Kum, Mah Sing’s Group Managing Director.
“Mah Sing is aware of changing consumer behaviour and preference, especially when it comes to the extensive use of technology to purchase things. We aim to be as innovative as we can in our business and want to reinvent the way consumers shop for homes. Over half the Malaysian population are shopping online, so being the first developer to sell units online on an eCommerce platform such as Lazada, gives us a competitive edge against other developers in Malaysia,” said Datuk Ho Hon Sang, Mah Sing Group’s Chief Executive Officer.
Christophe Lejeune, Chief Executive Officer of Lazada Malaysia said, “We are excited to be the first eCommerce platform in the region to sell properties. After the overwhelming response we received during the 11.11 Lazada Shopping Festival, we are ramping up our efforts to anticipate the changing demands of the constantly evolving and increasingly fearless mobile consumer. Malaysian shoppers are looking for more digital solutions for all their lifestyle needs, and we believe that this collaboration will make affordable homes more accessible to young homebuyers.”
LAZADA-EXCLUSIVE INCENTIVE ON HOMES
Mah Sing home buyers who shop for their homes on Lazada will receive an exclusive 5% Lazada Incentive, worth between RM20,000-RM30,000; the biggest online incentive ever to be offered on Lazada. Mah Sing is therefore confident that this can attract as many digital savvy customers as possible throughout the campaign due to the added deal.
Datuk Ho also said, “This is the first-time properties are being sold on an e-commerce platform in Southeast Asia, and Mah Sing is thrilled to be a pioneer in the Malaysian market. As only selected and limited units are available during the campaign, we encourage shoppers to be quick because the units will be sold on a first-come-first-served basis!”
Mah Sing projects that will be listed on Lazada for 12.12 include M Vertica, Cheras; M Centura, Sentul; Sensa Residence@Southville City, KL South; M Aruna, Rawang; M Vista, Penang; and Meridin East, Johor. Interested buyers can preview homes beginning 28 November 2018 and can add to cart and purchase from 10 to 12 December 2018.
Prospective buyers are also encouraged to contact their banks to check for loan eligibility before booking their unit on the Mah Sing Flagship Store on LazMall during the campaign period. Booking fees are fully refundable if the homebuyer decides not to proceed with the purchase. Once the unit selection, documentation and loan application are finalised, buyers can sign their Sales and Purchase Agreement (SPA) and the new home is theirs.
KEEPING WITH DIGITAL TRENDS, MAH SING CONTINUES TO BE AT THE FOREFRONT OF CHANGE WITH INNOVATIVE CAMPAIGNS
In line with its new tagline “Reinvent Spaces. Enhance Life”, Mah Sing launched its Arts & Lights Play! Vol. 4 in September at its Southville City Sales Gallery in Bangi. Dubbed as Malaysia’s first “Instagram” museum, the inception of Arts & Lights took inspiration from America’s selfie museums such as the Museum of Ice Cream and Colour Factory. The first installation, launched in November 2017, attracted some 47,018 visitors. As of October 2018, it has been visited by 62,018 people, a huge proportion of which are loyal supporters of Mah Sing who have visited previous events. This highly popular marketing initiative has enhanced Mah Sing’s brand exposure as it appeals to the digitally savvy crowd, which constitutes a growing proportion of Malaysians.
Earlier this year, Mah Sing also launched its new mobile app, ‘MY Mah Sing’ to chart a buyer’s entire homeownership process with Mah Sing. The companion app provides assistance in 3 core areas; pre-move in (signing of SPA), living in (key collection) and building a life (growing into a community). Homeowners will get a holistic experience right at their fingertips as the app’s services include but is not limited to an Integrated VP scheduler, Defect Management Report, Property Management Administrator, Real-time photo updates on construction progress and virtual M Club Membership. This launch was in line with Mah Sing’s priority to enhance the lives of its customers.