Mah Sing Setting a New Precedence with Lazada


Are Malaysian’s ready to buy houses on Lazada’s e-commerce platform? According to Benjamin Ong, Mah Sing’s Senior General Manager and Head of Southern Region (Johor), the answer is yes. In constantly trying to innovate the home purchasing experience, Mah Sing Group Bhd offered residential properties for sale during Lazada’s 12.12 sale day. The collaboration is the first of its kind in Southeast Asia.

“We always want to try new things and that’s why we sat down with Lazada and decided to launch our homes on their platform during the 12.12 sales. The idea took 6 months to be finalised as Lazada has never worked with any developers before and furthermore, no developers have done this prior to us so the mechanism and the legalities behind pulling off this collaboration took time to formulate,” said Benjamin Ong.

Mah Sing offered an exclusive 5% incentive for Lazada buyers. The projects listed online include M Vertica, Cheras; M Centura, Sentul; Sensa Residence@Southville City, KL South; M Aruna, Rawang; M Vista, Penang; and Meridin East, Johor.

When asked about the first day of sales, Benjamin said, “We sold 6 units to date which is very encouraging and it was quite unexpected. This was a learning process for both parties and with the results, we’ll be studying this strategy further to see how we can leverage this for the future.”

To secure a unit, buyers need to pay a RM3,000 registration fee through Lazada’s platform. The fee is fully refundable if your purchase is unsuccessful or if the buyer does not want to proceed with the purchase.

Benjamin also explained that buyers, upon placing their bookings on Lazada, will be given a grace period to visit the respective show unit to finalise their purchase which will be done offline.

Speaking about the property market as a whole, Benjamin said, “For Johor, 2018 was actually a better year compared to 2017 so we a quite positive about 2019. At Mah Sing, we strongly believe that we must provide what buyers want and that’s why we have a range of products which are kept affordable and accessible. There is a lot of speculation that it is difficult to sell high-rise properties in Johor but we managed to sell all our international lots at our recently launched high rise Meridin Bayvue in Sierra Perdana, Pasir Gudang.”

“You have to be sensible and give what the market wants, like any other product. We can’t keep saying we must create the demand but instead, we must understand what the customer wants and give them that. We must keep changing with the times. The millennial buyers have different wants and needs and the Johor market is very different to Klang Valley and Penang so we as the developer must know and understand the demand,” added Benjamin.

The 12.12 sale day is a continuation to the successful 11.11 Singles’ Day Sale. The online shopping holiday is the partial invention of e-commerce powerhouse Alibaba – the owner of popular shopping websites Taobao and Tmall.

Lazada Group is a Southeast Asian e-commerce company founded by Rocket Internet in 2012, and owned by Alibaba Group. As of 2014, Lazada Group operated sites in Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.