Comparative Study on Sales of Thai Latex Pillows on Taobao and Lazada Platforms

The objective of this study is to compare the sales of Thai latex pillows on Taobao and Lazada platforms. This study collected Thai latex pillow sales data on Taobao and Lazada platforms. A mixed approach is employed in this study, using the 4Ps of marketing mix as a research theory. The study centered on four factors: product, price, place, and promotion, to analyze the sales of Thai latex pillows on Taobao and Lazada platforms. This study found that Taobao’s clientele favors products with perceived higher quality, underscored by a focus on imported materials and health benefits. Lazada’s consumer base predominantly opts for non-branded, cost-effective options. Taobao’s pricing spans a wide spectrum, indicating a strategy to attract diverse market segments, whereas Lazada’s competitive pricing is indicative of targeting price-conscious consumers. This study offers valuable implications for marketers and platform operators, highlighting the necessity for tailored strategies to meet the distinct preferences of each platform’s customer base.