Trade Logistics

What Are the Indispensable Necessities in the Southeast Asian Market?

Necessities Highly Correlated with Climate

I. Heat Relief and Cooling Products  

     Southeast Asia is predominantly characterized by a tropical climate (with average annual temperatures between 25-32°C and humidity often exceeding 80% during the rainy season), making a range of cooling products daily essentials.  

     1.Fans: There is strong demand for fans with "high airflow + high durability" tailored to the hot and humid environment. For example, the portable mini-fan customized for Southeast Asia by Shenzhen Jisu Technology not only boasts a **19-hour battery life** (adapting to unstable power supply in some areas) but also features a *splash-proof shell* (to cope with sudden rainfall). In 2024, annual sales in Southeast Asia reached 30 million units, with annual revenue exceeding 1 billion RMB. On TikTok Shop's platforms in the Philippines, Thailand, and Vietnam, this type of mini-fan ranked first in sales for six consecutive months.  

      Preferences vary by country: Consumers in the Philippines and Indonesia prefer desktop fans with "multiple wind speeds + USB charging" (suited for households with limited space); rural areas in Vietnam and Malaysia tend to choose "high-power + wall-mounted" fans (to handle humid and hot conditions); neck fans are popular among young people in Singapore and Thailand (meeting commuting and outdoor activity needs). Companies can adjust products for different markets, such as adding dust-proof motor designs for the Vietnamese market (due to frequent dusty weather).  

     2.Cooling Mats: Traditional bamboo and grass mats are gradually being replaced by upgraded products in the Southeast Asian market due to issues like "poor breathability and susceptibility to mold." Ice silk mats (cool to the touch, easy to clean) and linen mats (moisture-absorbing and breathable) are experiencing annual sales growth of 40% in Vietnam, Indonesia, and Thailand. A Zhejiang-based mat manufacturer reported that ice silk mats accounted for 65% of its exports to Southeast Asia in 2024, far exceeding the 20% share of traditional bamboo mats.  

     Clear national preferences: Thai consumers favor "printed ice silk mats" (aligning with home aesthetics); the Indonesian market values "foldable and easy storage" (many small households); Vietnam shows higher acceptance of "latex cooling mats" (promoting healthy sleep concepts). Note: Mats exported to Indonesia must comply with SNI certification standards for formaldehyde content (≤75mg/kg) to avoid customs clearance issues.  

     3.Ice Makers: With the growth of Southeast Asia's middle class (exceeding 300 million people in 2024), household ice makers have transitioned from "premium products" to "daily necessities," especially in urban households in Singapore, Malaysia, and Thailand, where demand for making cold drinks and chilled food is rapidly increasing. According to feedback from a Ningbo appliance company, ice maker exports to Southeast Asia increased by 52% year-on-year in 2024, with small models with "daily output of 5-10kg" accounting for over 70% (more suitable for household use). Designs with "pastel colors + compact body" are particularly attractive to female consumers.  

     Important considerations: Voltage fluctuations are significant in the Philippines and Indonesia (180-240V), so ice makers require built-in voltage stabilizers; entering the Malaysian market requires obtaining SIRIM certification 1-2 months in advance, so product launch timing must be planned accordingly.  

II. Sun Protection Products

     Southeast Asia's proximity to the equator (with annual average UV indexes of 10-12 in Singapore and Malaysia) makes sun protection products a hard necessity.

     1.Sun-Protective Clothing: Although some consumers still hold the belief that "sunscreen cream alone is sufficient," Chinese sun-protective clothing brands are gradually gaining market share with "high cost-effectiveness + professional protection." For instance, the Chinese sun protection brand represented by Atticlo has opened six physical stores in Singapore, with each store generating nearly 1 million RMB in annual sales. Its "UPF50+ sun-protective clothing" is well-regarded in local fitness and outdoor clubs for being "breathable and non-stuffy," with plans to enter the Vietnamese and Thai markets in 2025.  

     Market strategies should be differentiated: Consumers in Singapore and Malaysia are willing to pay a premium for "brand + design" (e.g., urban commuting sun-protective clothing with reflective strips); Indonesia and Philippines prioritize "cost-effectiveness," with basic sun-protective shirts priced at 50-80 RMB selling better. It is recommended to include "sun protection knowledge brochures in local languages" with products to enhance consumer awareness.  

     2.Sun Protection Accessories: According to Google Trends data, searches for "sun protection" in Southeast Asia increased by 60% year-on-year in 2024. Sales of sun protection accessories on cross-border e-commerce platforms grew rapidly: sun protection sleeves sales increased by 125% year-on-year, with "fashionable and personalized sleeves" featuring cartoon patterns and gradient colors surging by 210% (especially among young people in Vietnam and Thailand). "Facekinis" that cover the nose and mouth and provide UV protection are popular among motorcycle commuters in the Philippines and Indonesia. The factory orders of Shenzhen seller Sun Fei increased threefold in 2024.  

     Attention to detail: Singapore and Malaysia have higher material requirements for sun protection accessories (e.g., ice silk sleeves must pass skin irritation tests); the Thai market requires product labels to include "sun protection labeled in Thai," otherwise products may be delisted. Consider developing combination sets for outdoor scenarios, such as "sun sleeves + face cover + sun hat," to increase average order value.  

Daily Consumption Necessities

I. Food and Beverages

     1.Basic Ingredients: Southeast Asian consumers have consistent demand for "fresh and affordable" basic ingredients, with preferences varying by country. According to data from Thailand's Grab platform, eggs (annual sales exceeding 100 million units), drinking water (over 90 million bottles), and fresh vegetables (primarily water spinach and kale) consistently top the bestseller list. Among these, "aseptically packaged eggs" saw a 35% annual sales growth in the Philippines and Indonesia (adapting to underdeveloped cold chain logistics in these regions).  

     Country differences: Vietnamese consumers prefer "small-packaged rice" (5kg/bag, suited for smaller household sizes). A Guangxi grain company exported over 20,000 tons of small-packaged rice to Vietnam in 2024; due to halal requirements, "HALAL-certified milk" accounts for over 80% of the Malaysian market. A Chinese dairy company launched coconut-flavored milk, achieving a 60% placement rate in local supermarkets; demand for "frozen vegetables" in Indonesia is growing (28% year-on-year increase) as they save preparation time and fit fast-paced lifestyles.  

      Precautions: Exporting fresh ingredients must comply with the destination country's quarantine standards. For example, Thailand requires vegetable pesticide residues to be ≤0.05mg/kg, and Indonesia has strict Salmonella testing requirements for eggs, requiring quarantine certificates to be processed three months in advance.  

2.Specialty Foods: Local delicacies create stable consumption scenarios and drive demand for related ingredients. Thailand's somtam (green papaya salad) receives over 4.4 million orders annually, spurring demand for products like "ready-to-eat shredded green papaya" and "special fish sauce." A Guangdong food company's ready-to-eat shredded green papaya, which can be mixed directly after opening, sells over 100,000 bags monthly in Thailand's 7-Eleven stores; Indonesia's national dish "Rendang" (beef stew) has increased purchases of "coconut milk powder" and "dried pandan leaves" by 30% annually. A Hainan spice company's freeze-dried pandan leaves, which preserve flavor well and have a long shelf life, captured 25% of the local market share.  

      Additionally, Southeast Asia's "night market economy" drives exports of specialty snack ingredients: Demand for Vietnamese pho has driven exports of "pho-specific rice noodles." A Yunnan rice noodle factory exported 15,000 tons of ingredients to Vietnam in 2024; the popularity of Philippine "halo-halo" (mixed shaved ice) has boosted sales of "colored nata de coco" and "condensed milk." A Shanghai food company's small-packaged condensed milk sells over 50,000 units monthly on the Philippine e-commerce platform Shopee.  

     3.Beverages: The Southeast Asian beverage market shows trends of "functionalization + localization." In Thailand, black coffee orders exceed 4.6 million cups annually for its refreshing effects, with a preference for "high-concentration instant coffee" (like G7 coffee concentration). A Yunnan coffee company adjusted its formula accordingly, increasing exports of instant black coffee to Thailand by 42% in 2024; functional drinks have a penetration rate of over 60% among young people. Indonesia's "energy drink" market is valued at $1.2 billion. A Chinese beverage company launched an energy drink containing "Tongkat Ali extract," achieving an average monthly GMV of over 5 million RMB on TikTok Shop Indonesia.  

     Localized flavors are key: Malaysia prefers "teh tarik-flavored beverages." A tea beverage company's packaged teh tarik accounts for over 40% of sales in local Chinese communities; Vietnam has strong demand for "lemon tea." A company added "lemongrass," allowing the product to command a 20% premium in the Vietnamese market; the Philippines popularizes "mango juice drinks." A domestic juice factory uses Philippine mango concentrate, achieving an annual sales volume of over 8,000 tons due to its "authentic taste."  

II. Personal Care and Cosmetics  

     1.Cosmetics: The market is growing rapidly with clear segmented demands. Vietnam's cosmetics retail market is expected to reach $2.7 billion by 2027, with skincare products growing at 11.7% annually. "Sun protection skincare" accounts for over 35% (due to strong UV radiation). A Chinese cosmetics brand launched an "SPF50+ PA++++ sunscreen" with added aloe vera to soothe skin, selling over 20,000 bottles monthly on Lazada Vietnam.  

     Chinese brands stand out with high cost-effectiveness: JMCY's double-ended lip tint in the Philippines, known for being "waterproof, sweatproof + 60-second quick-dry," achieves an average monthly GMV of 8 million RMB. It launched localized shades like "mango orange" and "coconut powder," with a repurchase rate exceeding 40%; demand for "makeup palettes" in Indonesia is growing (55% year-on-year). A Shenzhen cosmetics company launched an eyeshadow palette with "Balinese pattern packaging," garnering over 1 million exposures on TikTok Indonesia and driving a 68% sales increase.  

     Regulatory attention: Vietnam requires cosmetics to be labeled with "ingredient lists in Vietnamese," Indonesia requires BPOM certification (taking 2-3 months), and Malaysia requires HALAL certification. Non-compliant products will be delisted.  

     2.Personal Cleansing and Care Products: The trend is shifting from "basic cleansing" to "efficacy + natural ingredients." In the shampoo sector, Malaysian consumers prefer "anti-hair loss shampoo" (humid climates can easily cause hair loss). A Chinese brand added "coconut oil essence + ginseng extract," ranking among the top three in local supermarket sales; demand for "anti-dandruff shampoo" in Indonesia accounts for over 40% of the market. A company's anti-dandruff product containing "zinc pyrithione" achieved export sales exceeding 5 million bottles in 2024.  

     Body wash and toothpaste also show efficacy trends: "Whitening and moisturizing body wash" accounts for over 50% of the Thai market. A domestic company added "rice extract," aligning with local whitening needs, and sells over 30,000 bottles monthly; demand for "fluoride toothpaste" in Vietnam is growing (32% year-on-year). A toothpaste company launched "fruit-flavored fluoride toothpaste for children," achieving a 70% placement rate in mother-and-child stores in Vietnam.  

     Furthermore, natural ingredients are more favored: Sales of "shampoo containing plant essential oils" in the Philippines increased by 45% annually; "aloe vera body wash" accounts for over 30% in Malaysia. Companies can adjust formulas accordingly to enhance competitiveness.  

Necessities in the Energy and Industrial Sectors

I. Energy and Mineral Resources  

     1.  Nickel Ore: Indonesia holds 21 million tons of nickel reserves (53% of the global total), making it a core supplier in the global new energy. With the surge in demand for ternary lithium batteries (global installed capacity increased by 45% year-on-year in 2024), demand for nickel metal remains strong, attracting increased investment from Chinese companies: Zhongwei Co., Ltd. invested 12 billion RMB to build a nickel-based new material industrial park on Indonesia's Morotai Island, with an annual production capacity of 120,000 tons of nickel metal, meeting 15% of global demand for high-nickel ternary precursors; Tsingshan Group has built a full from "nickel ore - stainless steel - lithium batteries" on Sulawesi Island, with nickel ore mining volume exceeding 3 million tons in 2024, driving local supporting logistics and equipment demand.  

     Note: Indonesia has banned the export of raw ore since 2020, only allowing the export of processed nickel products (such as nickel iron, nickel hydroxide). Companies must set up processing plants locally; additionally, they must sign "local content agreements" with the Indonesian government, committing to a local employment rate of no less than 70% and local procurement exceeding 30%, otherwise they may face mining rights risks.  

     2.Power Equipment: Inadequate grid coverage in many Southeast Asian countries (e.g., only 40% in rural Myanmar, ~55% in Laos), coupled with economic growth driving a 6%-8% annual increase in electricity demand, creates hugedemand for power equipment and engineering. Indonesia's new energy expansion faces grid adaptation issues: About 20% of the electricity generated from wind and solar projects on Java Island cannot be grid-connected due to insufficient transmission capacity, creating demand for "smart transformers" and "flexible transmission equipment." A Chinese power equipment company exported 800 smart transformers to Indonesia in 2024, a 65% year-on-year increase; Vietnam plans to add 10 GW of wind power installed capacity before 2025, driving procurement of "wind turbine towers" and "grid-connected cables." A Jiangsu cable company won a project in Binh Thuan Province, Vietnam, with an order value exceeding 300 million RMB.  

     Country differences: The Philippines prefers "small diesel generators" (to cope with frequent power outages, with imports reaching 50,000 units in 2024); Malaysia focuses on "smart grid transformation," with growing demand for "power monitoring systems" (40% annual increase); Thailand promotes "distributed photovoltaics," boosting sales of "household inverters." A Shenzhen company's micro-inverters hold a 28% market share in Thailand.  

II. Industrial Raw Materials and Components

     1.Electronic Components: Southeast Asia's electronics industry is upgrading from "assembly" to "manufacturing," shifting component demand from "mid-to-low-end" to "high-precision." Vietnam's electronics manufacturing scale exceeded $80 billion in 2024. Factories like Samsung and Foxconn increased procurement of "high-precision resistors/capacitors" and "microchips" by 35% annually. A Chinese electronic components company set up a warehouse in Binh Duong Province, Vietnam, achieving "next-day delivery" and surpassing 500 million RMB in revenue in 2024; Malaysia has a developed semiconductor packaging and testing industry, driving demand for "semiconductor packaging materials" (e.g., epoxy molding compounds, lead frames). A Shanghai materials company developed high-temperature-resistant packaging material, capturing 22% of the local market share.  

     Additionally, new energy vehicle electronics demand is exploding: Thailand's new energy vehicle production exceeded 300,000 units in 2024, driving demand for "automotive chips" and "BMS (Battery Management System) components." A Guangdong electronic company supplies BMS connectors to Thailand's NETA Auto factory, with average monthly orders exceeding 100,000 sets; Indonesia's new energy vehicle industry is starting up, increasing demand for "charging pile controllers." A domestic company's smart controller, compatible with Southeast Asian voltage (220V), has a penetration rate of over 30% among local charging pile companies.  

     2.Metal Materials: Infrastructure construction and manufacturing development in Southeast Asia drive stable demand for metal materials. Vietnam's infrastructure investment exceeded $30 billion in 2024 (including highways, ports), with procurement of "rebar" and "galvanized steel sheets" reaching 8 million tons. A Hebei steel company used bonded warehouses in Haiphong Port, Vietnam, to shorten delivery cycles to 7 days, with sales exceeding 1 million tons in 2024; Malaysia's automotive manufacturing industry (annual capacity of 1.5 million vehicles) drives demand for "aluminum alloy sheets." A Shandong aluminum company's automotive aluminum alloy sheets, 30% lighter than traditional steel, entered Proton's supply chain with an annual supply of 50,000 tons.  

     Attention needed: Some countries have special requirements for metal material imports. For example, Indonesia requires steel to comply with SNI 07-3730-2019 standards (tensile strength ≥345MPa); Thailand imposes a 5% tariff on aluminum products (though FTA members can enjoy preferences). Companies need to plan supply chains and tariff costs in advance.  

      Furthermore, "industrial park construction" in Southeast Asia drives demand for supporting materials: Projects like Indonesia's new capital Nusantara and Malaysia's Iskandar Special Development Zone have huge procurement needs for "steel structures" and "color steel plates." A Chinese steel structure company won an office building project in Indonesia's new capital with a contract value exceeding 250 million RMB, driving exports of supporting products like welding materials and fasteners.