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Shopee taps girl group BINI to attract Filipino Gen Zs

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ABS-CBN News

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/171688267853720240528 bini.jpg" style="width:950px" class="fr-fic fr-dib"/><span id="isPasted" style="color:rgb(65, 65, 65);letter-spacing:normal;orphans:2;text-align:left;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial;display:inline !important;float:none">Members of BINI perform their hit song &quot;Salamin, Salamin&quot; on stage after being introduced as Shopee ambassadors. Karen Flores Layno, ABS-CBN News </div>MANILA -- Shopee on Tuesday formally introduced the OPM girl group BINI as its newest brand ambassadors as part of the e-commerce platform&#x27;s efforts to tap into the Filipino Gen Z market.The 8-member group dazzled attendees of the launch event with performances of their hit songs &quot;Salamin, Salamin&quot; and &quot;Pantropiko.&quot; &quot;We are really excited to work with Shopee dahil kami po mga Shopee users din po kami,&quot; said BINI member Jhoanna. &quot;Hopefully mas tumagal pa po ang pagsasama namin ng Shopee.&quot; When asked about the items in their shopping cart, most of them mentioned items for their home, such as organizers, and for their pet cats.Huiyan Pan, Shopee&#x27;s regional marketing lead, said they aim to build a community with Gen Zs at heart and BINI is the perfect fit for their brand. &quot;We&#x27;d love to collaborate with ambassadors and representatives whom they (Gen Zs) can relate to and ultimately represent this generation,&quot; she said.&quot;Their (BINI) energy and youthful vibe aligned with the online shopping experience that we want our users to have -- easy, feel good, reassuring, effortless,&quot; she added. Citing a recent study by Shopee on its users in the Philippines, Pan noted that Gen Zs use e-commerce platforms as their primary touchpoint for shopping, and are &quot;very discerning and particular about quality.&quot; &quot;As digital natives, Gen Zs have come to expect very high-caliber, seamless shopping experiences that go beyond product selection,&quot; she added. &quot;This expectation extends post-purchases, such as simple and hassle-free return and refund processes.&quot; In response to their findings, Shopee enhanced its existing app features and added new ones, such as the option to check their parcel before accepting it.&quot;When you see the &#x27;COD Unbox Return on the Spot&#x27; logo in your order details page, you can request to inspect your parcel on the spot before you accept it. This gives an added reassurance that the item you purchased is exactly what you want. You can easily choose to return the parcel on the spot by just handing it back to the delivery rider,&quot; Pan explained. &quot;And with our enhanced refund and return policy, buyers don&#x27;t need to contact sellers to return a product or ask for a refund. With a tap on the screen, you can easily file your return and refund request through the app itself,&quot; she added. Aside from marketing and user experience, Shopee also extends its efforts to reach the Gen Z market through its newest community program. Dubbed Digiskwela, the initiative aims to &quot;empower communities to thrive in this digital economy,&quot; according to Pan.&quot;This year, we&#x27;re focusing on honing the entrepreneurial spirit of Gen Zs by teaching them the basics of affiliate marketing,&quot; she said. &quot;Students will be able to earn commissions when they have their network buy from their own Shopee recommendations.&quot;&quot;We&#x27;ll pilot this program in a few public universities in Metro Manila and the Greater Manila area as well.&quot;<div><a href="https://news.abs-cbn.com/entertainment/2024/5/28/bini-joins-list-of-teen-vogue-s-girl-groups-to-watch-in-2024-922">BINI joins list of Teen Vogue’s ‘Girl Groups to Watch in 2024’</a></div><div><a href="https://news.abs-cbn.com/entertainment/2024/5/14/bini-reaches-5-million-monthly-listeners-on-spotify-939">BINI reaches 5 million monthly listeners on Spotify</a></div>

Shopee on Tuesday formally introduced the OPM girl group BINI as its newest brand ambassadors as part of the e-commerce platform's efforts to tap into the Filipino Gen Z market.

Shopee on Tuesday formally introduced the OPM girl group BINI as its newest brand ambassadors as part of the e-commerce platform's efforts to tap into the Filipino Gen Z market.