e-Commerce and Cosmetics in Thailand - Market brieffing by Wishtrend Thailand

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Lazada, powered by a loss generating business model, is now worth 1billion USD without generating any profit.
Cosmetics account for 20% of all goods sold through internet
Here is our market brieffing
(Wishtrend Thailand)

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e-Commerce and Cosmetics in Thailand - Market brieffing by Wishtrend Thailand

  1. 1. !! THAI MARKET BRIEFFING September 2014 FOR INFORMATION ONLY [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 1!
  2. 2. 2& THAI&MARKET&BRIEFFING&–&September&2014& ! Table of Contents I/ The Market in Thailand …………………………………………………………......... 4 1. E-Commerce ……………………………………………………………………………………....... 4 2. Social Commerce / Mobile Commerce ………………………………………………………....... 6 A. Social Commerce / S-Commerce ………………………………………………………...... 6 B. Mobile Commerce / M-Commerce ………………………………………………………..... 8 3. Cosmetic Industry in Thailand ……………………………………………………………………......10 II/The Market in SEA ………………………………………………………………........ 13 1. The Cosmetic industry in SEA ………………………………………………………………...….17 2. E-Commerce penetration : Comparaison with China ……………………………………....… 17 III/ Competition in a few words ……………..……………………………………...…. 18 1. Lazada.co.th ……………………………………………………………………………………..... 19 2. Luxola.co.th ……………………………………………………………………………………...... 20 3. Konvy.com ……………………………………………………………………………………….... 20 4. Weloveshopping.com …………………………………...…………………………………….…. 21 5. Tarad.com ………………………………………………...……………………………………..... 22 6. Zalora.co.th ………………………………………………………………………………………... 23 IV/ Social Media Landscape in Thailand ……………………………………….……. 25 1. Facebook ………………………………………………………………………………..……........ 25 2. Instagram ……………………………………………………………………………………….......26 3. Twitter ….………………………………………………………………………………….............. 26 4. Youtube …………………………………………………………………………………................ 26 5. Line …………………………………………………………………………………....................... 27 6. Traffic from social network ……………………………………………………………………..… 28 V/ Environment : Payment & logistics ………………………………………………. 31 1. Payment Medium …………………………………………………………………………………... 31 A. Credit Card ……………………………………………………………………………………... 31 B. Debit Card ……………………………………………………………………………...……..... 31 C. Bank Transfer ………………………………………………………………………………….. 31 D. Cash On Delivery ( COD ) ………………………………………………………………….… 31 E.Over The Counter ( OTC ) …………………………………………………………………….. 32 F. Online payment service (Paypal,Paysbuy,Tarad) …………………………………...…….. 32 G.Payment via mobile ………………………………………………………………………….… 32 ! 2!
  3. 3. !! 2. Local Payment Gateway for bigger margins ……………………………………………….…... 33 A. Bangkok Bank …………………………………………………………………………….… 33 B. 2C2P …………………………………………………………………………………............ 33 C.ThaiEpay ………………………………………………………………………………….….. 33 D.SiamPay ………………………………………………………………………………….……34 E.K-Payment Gateway ………………………………………………………………………... 34 F. Other Payment Gateways …………………………………………………………………. 34 3. Logistics & Delivery ………………………………………………………………………………. 35 A. Make versus buy …………………………………………………………………………… 35 B. Two types of providers …………………………………………………………………….. 36 C.Last-mile delivery …………………………………………………………………………… 36 VI/ The Digital Marketing landscape in Thailand …………………………………. 39 1.Traffic acquisition …………………………………………………………………………………. 43 A.Display …………………………………………………………………………………........ 43 B.Mobile …………………………………………………………………………………......... 44 C.Search …………………………………………………………………………………........ 45 D.Facebook Ads ……………………………………………………………………………… 46 Sources ………………………………………………………………………………….. 49 [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 3!
  4. 4. 4& THAI&MARKET&BRIEFFING&–&September&2014& ! I / The Market in Thailand ! Thailand has a population of roughly 70 million people and a GDP of $646bn, which make it the world’s 24th-largest economy. There are approximately 25 million Thais online with this figure expected to reach 40-50 million by 2015. Unseen by Europe, is the degree to which Thailand’s internet users are “social” – more than three quarters of the online population is on Facebook, making Bangkok the world’s Facebook capital with a Facebook population of more than 8.5 million. 1 . E-Commerce • ASEAN Economy community: Despite the country’s repeated coups and political crises, the economy has continued to grow. Interestingly, political unrest that resulted in the shutdown of the country's capital and other cities in January 2014 and continued for several weeks has proved to be a trigger for online shopping. Some online retailers reported a surge in their website traffic and purchases during the turmoil. With rising disposable incomes, young population, over 100% mobile penetration, high social media influence purchase decisions, rapidly growing e-commerce market with 31 % CAGR, Thailand is one of the most promising markets to invest in – Table A. • Internet Focused Market: With nearly one third of Thailand’s population avid internet users, experts estimate Thailand’s e-commerce market value at US$3billion. Moreover time spent on the internet in Thailand has surpassed time watching TV. Money spent by spending time online is also greater when compared to TV. - Table B. Thailand’s large number of internet users, especially social media participants, makes a comprehensive marketing strategy priceless for an e-commerce organization looking to break into the market. • S-Commerce and M-Commerce : In 2014, first quarter smartphone sales showed a 25 percent increase from Q1 2013, allowing more users to purchase online and on the go. Coupled with the increase in available 4G speeds, these smartphone sales hold great promise for the e-commerce industry in Thailand. ! 4!
  5. 5. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 5! Table A : Thailand’s Market Table B : Internet Vs TV
  6. 6. 6& THAI&MARKET&BRIEFFING&–&September&2014& ! 2 . Social Commerce / Mobile Commerce A. Social Commerce / S-Commerce While only a small double-digit share of Internet users makes purchases over the Internet in online shops, a significant share do so through social networks. Thailand's online audience actively uses social network users; Bangkok is the top city in the world in number of Facebook accounts – See Table A More than half of social network users have participated in social commerce at least once, and over 20% use social networks with online shopping as the primary purpose. The country already shows top rates in mobile shopping: they use social Media sites to make purchase decisions – Table A - users actively adopt shopping options integrated in popular messaging apps, and actively buy and exchange goods through social networks. Mobile tech saturation in the country is astounding, with e-commerce in Thailand boasting 1.7 million Instagram users – See Table B -, 4.5 million Twitter users and a whopping 28 million Facebook users. Even through the recent Bangkok shutdown, e-commerce in Thailand saw a 71 percent increase over three months, with some claiming a 637 % increase in sales from mobile phones. Last month, YouTube launched a localized site for Thailand as the country’s views topped a billion. Table A – Use of Social Media to Make purchase decisions ! 6!
  7. 7. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 7! Table B – Facebook Use ! # City Country Facebook Users Users/Population T1 Bangkok Thailand 8,682,940 104% 2 Jakarta Indonesia 7,434,580 34% 3 Istanbul Turkey 7,066,700 63% 4 London UK 6,139,180 74% 5 Bogota Colombia 6,112,120 82% 6 Sao Paulo Brazil 5,718,220 30% 7 Mexico City Mexico 4,294,820 23% 8 Santiago Chile 4,129,700 73% 9 Mumbai India 3,700,460 19% 10 Buenos Aires Argentina 3,533,840 29%
  8. 8. 8& THAI&MARKET&BRIEFFING&–&September&2014& ! Table C - Most Instagram Locations in 2013 # Location City 1 Siam Paragon Bangkok 2 Times Square New York 3 Disney Land California 4 Bellagio Fountains Las Vegas 5 Disney World Florida 6 Staples Center Los Angeles 7 Central Park New York 8 Dodger Stadium Los Angeles 9 Bangkok International Airport Bangkok 10 The High Line New York B. Mobile Commerce / M-Commerce E-commerce in Thailand holds nothing but favorable forecasts for the smartphone usage – Table D. A strong indicator came last month as the country’s second company to launch 4G just delivered a month earlier than expected. 4G availability launches the Thai e-commerce market into global attention, bringing with it a much wider variety of products, services, businesses and exchange methods for Thailand’s consumers. Thailand is the second only to China in the Asia-Pacific region In terms of mobile shopper penetration, Shopping via mobile messaging apps is very popular in Thailand. One such popular app, Line, has over 5 million accounts participating in mobile flash sales which it runs in cooperation with prominent brands, such as Maybelline, and online shops, such as Tarad.com. Such sales have proved to be a huge success, with some promotions selling out in a matter of minutes. M-Commerce Will See a Strong Growth : Mobile Commerce is going to grow faster than desktop due to mobile internet accessibility and devices -Table E -. Research shows that 90% Thais online report being able to access the internet from their mobile phones which shows that there is a huge market. 51% of Thais with mobile internet access made an online purchase in the last three months – Table F - and 55% have done price comparison between online and offline channels. This shows that O2O (online to offline) commerce is a huge trend in the future. ! 8!
  9. 9. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 9! Table D – Smartphone usage in Thailand Table E – Devices in Thailand
  10. 10. 10& THAI&MARKET&BRIEFFING&–&September&2014& ! Table F – Mobile Purchase in Thailand 3. Cosmetic Industry in Thailand • Consumers’ rising sophistication through the exposure to international beauty trends via the internet and other media saw them more focused on improving their overall image. • During 2013, there were an increased number of male bloggers publishing the benefits for men of using cosmetics, thus also spurring the willingness of more males to start using these products. The male skincare market is anticipated to reach about 373M USD in 2017. • The Thai skin care market will grow by 3 % per year trough to 2017, according to a recent report by Companies & Markets • The domestic skin care market is dominated by l‘Oreal who claims to be the largest overall cosmetics company in the country. • The expansion of male cosmetics market in Thailand is a key factor in driving growth. Also the strong penetration of beauty clinics in Thailand drive consciousness in both men and women. ! 10!
  11. 11. !! Table A : Thailand’s Imported Perfumes & Toilet waters 2012-2014 Table B : Thailand’s Imported Cosmetics 2012-2014 [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 11!
  12. 12. 12& THAI&MARKET&BRIEFFING&–&September&2014& ! Table C : Thailand’s Imported Make-Up & Skincare 2012-2014 ! 12!
  13. 13. !! II / The Market In SEA With forecasts that Asia will be home to over half of the world’s population by 2020 and 1/3 of the world’s consumer spend, it is perhaps only natural to expect that eCommerce activity to the region is booming . Since 2010, $6.9B has been invested in 383 deals involving Asian eCommerce companies. Deal volume and funding activity to the region are up 31% and 56% year-over-year (YoY) respectively. [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 13! • SEA has 2x the population of the US • SEA is evolving into one addressable market with ASEAN free trade zone in 2015 • SEA is an emerging market with a potential growth of 28,8% in 3 years vs 2.3% for the US. – Table A • Singapore, Malaysia, and Thailand have higher GDP per capita than China but Indonesia, Philippines, and Vietnam are catching up quickly • Over 145m people expected to achieve a disposable income greater than 3k USD by 2015 - Table B • Though the 3rd largest population center in the world, minimal focus on technology sector until now has created a unique greenfield opportunity • Approx. 200M additional internet users gaining access this decade – Table C • Rapidly accelerating internet and smart phone penetration driving this trend. A step-change increase in internet access is expected over the next 5 years • SEA is the social media capital of the world. Social networks are powerful and expansive, core to the internet adoption revolution • SEA’s total e-commerce market size is expected to reach $24B USD by 2015 • If E-commerce represented 7% of retail sales, the market size in Thailand, Philippines, and Indonesia alone would be $50-100B USD – Table D • E-commerce penetration is relatively low but ramping up quickly, Internet access, smart phone availability, hyper connectivity through social media driving rapid rise in E-commerce – Table E • Investors now funding more targeted vertical plays as reach of E-commerce expands. Investors seizing opportunity to scale up cheaply and be #1 in a specific vertical, as E-commerce seen as certainty in SEA. EX : Reebonz- Regional luxury flash sale site – 40M$ invest in 2014 / Luxola – Regional online beauty site- 10M$ invest in 2014 • Lack of shopping malls in rural areas and tier 3/4 cities positions online as the only real alternative • Studies on China demonstrate how the average online shopper outside big cities has a higher share of wallet directed to online spending • Fashion and Beauty account for 50% of non-consumable retail sales. In more developed markets Fashion and Beauty consistently rank as top E-commerce categories- Table E
  14. 14. 14& THAI&MARKET&BRIEFFING&–&September&2014& ! • Asia-Pacific is the fastest growing region on the global B2C E-Commerce market. Between 2013 and 2018 it is forecasted to grow by over 20% annually and surpass North America to become the number one region worldwide in terms of B2C E-Commerce sales. The large population base coupled with increasing Internet connectivity and disposable incomes set the stage for this rapid growth. • In 2014, 75% of the population of Most of SEA will have access to a mobile and about 50% to internet - Table F Table A - E-Commerce Forecast ! 14!
  15. 15. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 15! Table B - The rise of SEA middle class Table C - Internet Penetration in SEA
  16. 16. 16& THAI&MARKET&BRIEFFING&–&September&2014& ! Table D- Sales Forecast Th, PH & ID Table F : Digital Hot Spots ! 16!
  17. 17. !! Best#sold#items#in#China#over#Internet# 60# 50# 40# 30# 20# 10# [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 17! 1. The Cosmetic industry in SEA • Interestingly, the Asian men's skincare market is the largest in the world. Emerging countries such as Thailand, posted a healthy performance in Thailand over the past few years and is anticipated to register a positive performance with a YOY growth rate of 5% in constant value terms to reach BTH 12.2 billion in 2017. • Indonesian cosmetic sector is developing at a solid pace with sales of cosmetics in urban areas for the first half of 2013 increased by 9.4% to US$53.8 million compared to the same period in 2012. Cosmetics sales in rural areas of Java also jumped by 27.5% year-on-year to Rp 82 billion in the first half of the year 2013. • Singapore’s beauty and personal care market grew to US$1.46 billion (S$1.85 billion) last year, a 5.8 per cent increase from 2012. This value is expected to reach US$1.53 billion (S$1.94 billion) by the end of this year. • Skin care in Philippines remained the second largest category in beauty and personal care in 2012, following hair care. In 2012 sales reached Peso 31 billion, with sales increasing by 4% in current value terms. • Sales of cosmetics in Vietnam were nearly US$ 436 Million in 2012 and are expected to reach US$ 492 Million by the end of 2014. ! 2.E-commerce penetration : Comparaison with China China, an example of the speed at which E-commerce penetrates a market. The same drivers that drove 10x growth in China’s E-commerce market over last 5 years are expected to drive 5x E-commerce growth in SEA ! 57# 46# 41# 35# 29# 27# 25# 23# 22# 20# 0# Fashion#and#Shoes# Media# Cosmetics# Electronics# Home#Decorations# Cell#Phones#and#Accessories# Toys# Computers# Home#Appliances# Foods# (%#of#shoppers)#
  18. 18. 18& THAI&MARKET&BRIEFFING&–&September&2014& ! III/ Competition in a few words , Top 5 competitors : Lazada.co.th , Konvy.com, luxola.co.th, weloveshopping.com, tarad.com , Deals website are very present in the market but do not offer a large choice of products / brands. , Big marketplace like lazada or weloveshopping have a lot of french brands but few products available. , Major french brands are missing : Bourjois, L’Oreal Paris , L’Oreal professionnel, le petit marseillais, Make up for ever, Sephora The enclosed Excel document “competitors” give us a glimpse of the competitive landscape in Thailand. Major E-commerce website / Market place like lazada, konvy are well established in the market and propose a lot of french brands. We saw in the first part that France is the first exporter country for cosmetics in Thailand which shows a real interest for french brands. However some major cosmetic players remain absent. Beautyfromfrance.com goal is to gather all those french brands and major players under one marketplace and make them accessible to thai people in one click. Common features / Pattern , Fast delivery - within 7 days , Good customer service : Live chat, email , call center , Similar design for the marketplace – No subcategories , one large categorie with a lot of products , All have a Membership system and Points Reward , No return policy for cosmetics , Payment : Credit /Debit, Paypal, OTC, COD , Presence on all the main social networks : Facebook, Twitter, Google+,Youtube, Pinterest, instagram , Give a discount for newsletter subscription ( in Bth or % ) , Deals & discounts all the time / Sale category ! 18!
  19. 19. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 19! 1.Lazada.co.th : , Lazada Indonesia : ! 30 percent of Lazada’s regional revenue is from Indonesia. ! ! 250,000 visitors per day to its site. ! 20 % monthly growth and expects to make US$6 to 7 billion in sales over the next few years. ! Lazada is currently building its own logistical operations. , Lazada Malaysia : ! Aims to capture 5 percent ( currently 5%) of its e commerce market, potentially generating US$80 million in annual sales by 2015. ! Launch local Bahasa Malaysia website to attract the Malays in Malaysia, which makes up more than 50 percent of the entire population. , Lazada Vietnam : ! Possibly did US$15 to 20 million in sales last year. ! 10 percent of transaction now comes from mobile ! From launch until January 2013, Lazada Vietnam has received over 25 million visits, with 15 million of them being unique visitors. ! 10% of lazada transactions Lazada transactions in Vietnam were done by credit card, mobile application launched 10 days ago, and already “accounted for 10 percent of transaction volume”. While Lazada as a whole has raised more than USD236 million in multiple rounds of funding, Lazada is really investing in not just e-commerce, but also supply chain, logistics, warehousing, mobile commerce, regional network of e-commerce services, localization, not forgetting hiring as well as marketing. Adding all of this up, Rocket Internet companies like Lazada and Zalora are really powerhouses that currently spur the whole e-commerce network and ecosystem in this region, thereby justifying the huge amount of capital injection it needs. Lazada Thailand ! Lazada Thailand takes up most of Lazada’s marketing budget (reported to be at US$30 million), sales expected to reach US$50 million this year. ! Sale in Thailand are expected to top 48.33 million USD ! About 5 millions visitors per month ! Bounce rate : 40% ! Traffic mostly comes from referral ( 30% ) According to Lazada Southeast Asia CEO Maximillan Bittner, Thailand is their fastest growing and one of their biggest online shopping site, after a year in operation in five countries in the region. Due to that, Lazada Thailand takes up the biggest portion of Lazada’s marketing budget, reported to be in the US$30 million range. The number of online shoppers is forecast to reach 30 million by 2017. To leverage on that, Lazada will introduce a mobile app service for its website to support smartphone and tablet users, earmarked to be happening this month. Some 15 percent of Lazada’s 4 million visitors each month arrive via mobile phone. Expect sales in Thailand to top US$48.33 million (about THB 1.5 billion) this year. This suggests that Lazada Thailand owns 3.2 percent of the e-commerce space.
  20. 20. 20& THAI&MARKET&BRIEFFING&–&September&2014& ! 2.Luxola.co.th Luxola bills itself as the first legitimate online beauty store in South East Asia. It competes with other online beauty stores selling grey and black market products. It boasts itself as the only online beauty store in the region selling 100% authentic products and being backed by every single brand they work with. A year after its founding, Luxola started shipping to Malaysia, Indonesia, Thailand and Brunei. It plans to ship to more countries in 2013 such as the Philippines and Vietnam. Alexis Horowitz-Burdick, the CEO of Luxola. “Traction has been great so far. I can tell you we have roughly over 200,000 members and around 25,000 customers,” she revealed. Traffic Data : • Luxola .com ( no data for Luxola thailand cause it’s just been lunched) • About 450 000 visitor per month • Bounce rate : 37% • Traffic source mainly from direct ( 44%) • Thailand was about 8% of the traffic so 36 000 visitor per month from thailand 3.KONVY.com Konvy.com is Thailand’s No.1 Cosmetic Website that bringing you outstanding value cosmetic and beauty products straight to your door. Every day, we offer the latest sales, discounts and bargains from over 300 leading cosmetic and perfume brands, you're sure to find something uniquely yours. Traffic Data : • About 6M visitor per month • 56% Bounce rate • Estimated time on page : 8:00 min • Traffic mostly from referral (44%) & Search ( 45%) – Only 8% direct traffic ! 20! ! !
  21. 21. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 21! 4. Weloveshopping.com Weloveshopping.com believes mobile trading is the e-commerce trend to follow in Thailand, the website planned to launch mobile services to allow people to conduct consumer-to-consumer (C2C) electronic transactions, to enhance its existing e-commerce platform. It will also offer more services to its online merchants, such as providing e-commerce integration to merchants' back-end systems and developing more market segments. Individual users will be able to apply to sell products piece by piece on Weloveshopping.com and open mobile-wallet accounts via their mobile phones. Once they get an online merchant code, they will be able to upload details of their product, including a photo, a short description and a price. The product will be categorised in the mobile marketplace at Weloveshopping.com, which is currently visited by about 180,000 buyers every day. Once that product is sold, the seller will get money via their mobile wallet. It will be virtual money provided by True Money. They will then be able to withdraw it from their True Wallet account at an ATM or through a bank account. Buyers who visit the website from mobile phones will be able to access product details, but not buy and make payments. These services are in the pipeline. Apart from the existing 200,000 online merchants, they expect to take on increasing numbers of merchants this year . They will also develop new market segments for new types of products, such as 'Brand' for brand-name products and 'Trend & Design' for trendy and design products. There will be more products and more businesses online this year. Weloveshopping.com would also offer a so-called "WeTrust" system as a guarantee, to help build consumer confidence in e-commerce transactions. Under the WeTrust concept, Weloveshopping.com will hold on to customers' payments for 7 days before sending the money to merchants. If, in that time, the customer complains about the product bought from the website, the money will be refunded. The success factor at Weloveshopping.com was the support of online payments powered by True Money. This provided a wide range of payment channels for people buying online, including mobile payment, ATMs, bank accounts, credit cards, debit cards and True's mobile wallet system. The overall e-commerce market this year is expected to grow by about 40 per cent, so Weloveshopping.com is aiming for the same growth rate. The e-commerce-market expansion is expected to result from a general growth in Internet-related businesses following the rising number of Internet and mobile Internet users. Last year, online transactions with a total value of around Bht9 billion flow through Weloveshopping.com. This year they expect the value of online transactions to increase by 30 per cent, to around Bt12 billion. Traffic Data : • About 360 000 visitor per month • 40% Bounce rate • Estimated time on page : 8:00 min • Traffic mostly from referral !
  22. 22. 22& THAI&MARKET&BRIEFFING&–&September&2014& ! 5. TARAD.com Traffic Data : • About 5M visitor per month • 56% Bounce rate • Traffic mostly from search ( 75% - 11% paid search / 89% organic ) – 10% direct traffic The one shining light so far for Rakuten in Southeast Asia has been Thailand, where, despite recent political unrest, sales on Rakuten's sites are strong. The company started selling in Thailand in 2009, ahead of Amazon and China's Alibaba, by acquiring the Thai online retailer Tarad.com. Tarad's December online gross merchandise sales were double their previous year's figure. Last November, Tarad became Thailand's largest online retailer by site visits, overtaking Thai rival Weloveshopping, according to U.S. research firm comScore. The Thai e-online retail market is estimated to have been worth around $5 billion in 2013. This pales in comparison to Japan's e-commerce market, which is estimated to have been worth more than $100 billion in 2013, but the Thai online market is growing faster -- more than 30% in 2013. Historically, Tarad has made money from ads on the site and merchants’ payments for rent of their online shop space. Part of Tarad’s new strategy has been to hive off most of Tarad.com’s small merchants to TaradPlaza.com, while the company assumes a larger role between merchants and customers by providing advice and services to 2,000 or so of the most ambitious merchants. t’s not clear to me how much the Tarad.com is now involved in product shipping but “a full-service fulfillment plan” including packing and delivery is in the works. ! 22! !
  23. 23. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 23! 6. Zalora.co.th Traffic Data : • About 2M visitor per month • 53% Bounce rate • Traffic mostly direct ( 30%) – 17% display traffic ! Earlier in March, theyhave over 500,000 daily visitors on their website. Zalora just informed us that they have also crossed their one millionth order milestone. They have also released an infographic revealing some interesting statistics - Table A : ! Current product listing: 6,218 beauty products, 8,687 dresses, 6,930 heels, 7,714 men’s shirt, 417 watches, and 2,738 sneakers ! Zalora has 20,023 square metres of warehouse space across the region, enough to fill five football fields ! 23,375 new products are uploaded to Zalora every week ! Zalora has shipped orders to 16,853 towns ! 17.9 million visitors go to Zalora’s website every month. With over 300 local and international brands and an aggressive Month on Month Revenue growth of 20%, online shopping has clearly been revolutionized. ZALORA, Asia's leading online shopping destination for fashion products, now anticipates a 100-per-cent increase in sales in Thailand this year, against the 50-per-cent growth targeted by the company at the beginning of the year. This is largely because the prolonged political unrest in the country has caused many Thais to change their shopping behaviour in favour of the online channel. About 45 per cent of Zalora's online orders are made from smart phones and tablets, with the remainder from portable PCs. Strong customer base in the online channel, with 850,000 users on Facebook and 500,000 subscribers inthe e-mail newsletters. Zalora is the largest fashion online community in Thailand, with more than 2 million visits per month, Among the market challenges there is a general lack of trust and an extreme lack of suitable payment systems. Back in 2012, Zalora paved the way with a somewhat revolutionary (or perhaps novel) payment idea. Zalora was the first B2C company to introduce cash on delivery as a payment method. The introduction of this payment method proved to be a real game-changer – these days more than two thirds of all orders at Thailand’s biggest online fashion stores are settled by cash on delivery.
  24. 24. 24& THAI&MARKET&BRIEFFING&–&September&2014& ! Table A : Zalora’s millionth order milestone ( Singapore ) ! 24!
  25. 25. !! IV/ Social Media Landscape in Thailand • 10% of social-media users now shop online • Thai spent on average 3.7h /day on social media - Table A • The top three goods purchased via social media were clothes, shoes or bags; information-technology gadgets, computers or mobile phones; and cosmetics. • The most popular price ranges for purchases on social media were Bt501-Bt1,000 (40.7%) and [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 25! Bt1,001-Bt5,000 (33.7 %). • The reasons people buy products via social media are convenience, good promotions, trust of the seller, crowd purchase, and recommendations by friends, the survey showed. • Top three social-media services in Thailand are Facebook (92.2 %) Google Plus (63.7 %) and LINE (67.1%). Most people access social media via smart phones, while most access the Internet via desktop computers. – Table B Social commerce in Asia-Pacific is thriving in 2014, with e-commerce players investing in social media platforms and with social networks diversifying their activities in ecommerce. Established ecommerce groups, such as Alibaba and Rakuten, are investing in social network to take advantage of the numerous potential consumers offer by social media. South East Asia has been one of the most social media-active areas of the world for quite a while now, and Thailand perfectly fits the trend. As we can see on our recent report about Facebook, Twitter and Instagram in Thailand, numbers are big – Table C. A 130% mobile penetration, over 24 million Facebook users and a heavy usage of platforms like Instagram and Twitter. How can these data be used by companies that want to target the Thai online population? 95.5 million mobile phones out of a population of 67 million is a big number indeed. How many of them are active on social networks? – Table D & E 1.FACEBOOK ! • 28 millions Facebook users in May 2014 • 51% of the users are women • The number one activity Thai people do on Facebook is ‘like’ posts (7.1 billion likes are clicked in the nation), followed by sending private messages (5.5 billion) and posting comments (1.3 billion) • Over 16 millions also use Facebook mobile • Over 55% return daily In Thailand, there are currently over 10,000 Facebook ecommerce pages selling products and services, with some of these turning over $100,000 monthly. The social commerce phenomenon is sweeping the region, with significant growth also occurring in Malaysia, Indonesia and Singapore. Facebook is obviously a popular choice because it presents a lower barrier to entry for the ecommerce market, requiring less capital than setting up and running traditional ecommerce sites.
  26. 26. 26& THAI&MARKET&BRIEFFING&–&September&2014& ! 2.INSTAGRAM • More than 1 555 000 users • Average of 656 follower/user • 178 photo/user • 159000 photo/day • 82% of photo taged • 69 like/post • 8 selfie / day • 2 comments/post Facebook-owned photo-sharing app Instagram seems to be unstoppable in Thailand: the most photographed place in 2013 was the Siam Paragon mall in Bangkok. The Bangkok Airport (Suvarnabhumi Airport) ranks among the top 10 as well. But it’s not just about tourists: Thai stars are a big thing on Instagram. Actress Pachrapa Chaichua has 1,8 million followers, young drama actors Nadech Kugimiya and Prin Suparat well over 500 thousand. 3.TWITTER • Thailand twitter user : 4,5 millions • 5M tweet/day • 200 000 active user /day • Most tweet between 10pm and midnight Throughout 2013 there were more than 1.7 billion tweets in the Thai language. Those were tweeted by 1.73 million users. The penetration of Twitter in the country is reflected by the presence of the most important brands and personalities on the platform. The largest Thai mobile provider (DTAC) counts over 180 thousand followers on Twitter. 4.YOUTUBE • 2500 upload video/day • 5.3 millions videos of youtube posted by Thai people YouTube is still seeing great growth in Thailand, and is now up to 630,000 channels within the nation, adding up to 5.3 million videos uploaded by Thai users. The top video cateogry for these guys and girls is music. ! 26! ! ! !
  27. 27. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 27! 5. LINE • Of the 33 million Line users in Thailand, 5.5 million users opted in to participate in the flash sales. • 8 Flash Sales over 2 moths with 5 retail brands • The massive reach the sale had utside Bangkok (40%) where credit card penetration is famously low may have been possible by Cash on Delivery ( COD ) • At its peak time, there were over 20,000 participating in a sale at the same time. • Orders were coming in every 20 seconds on average. • Close to 70 percent of buyers are female • Although most mobile views of the sales event came from Samsung users (46 percent), the majority of purchases – 70 percent – came from Apple devices. ! Line has 300 million users (26 millions in Thailand ). In December 2013, the Japanese messaging app Line launched Line Mall, a C2C retail platform. Besides, retailers can sell their products via channels on Line social network. Flash sales have been organised, with time-limited deals. For example, the brand Maybelline New York did a flash sale late 2013: products have been sold out within 13 minutes. Line belongs to the Japanese group Rakuten, which takes advantage to Line platform to promote sales on its ecommerce platform Tarad in Thailand. Thailand’s Electronic Transactions Development Agency (ETDA) reports that over 90 percent of web users in Thailand use social media. In addition, a mall in Bangkok is the number one most Instagrammed location in the world, while the city itself is known as Facebook’s capital city. The top three social media channels in Thailand as of last July were Facebook (92.2 %), YouTube (63.7 %), Line (61.1 %). Here are some indicators that the Japan-based chat app could be taking over Facebook in Thailand: • Line is devoting more resources than Facebook to growing its market share Line is devoting more resources than Facebook to growing its market share While the closest Facebook office to Thailand is in Singapore, Line has just recently opened a new office in the heart of Bangkok on Sathorn road, making this the fourth office after Korea, Japan and Taiwan. Although Facebook can work remotely to support users in Thailand, a local presence shows the commitment Line has for the market. In addition, Line also announced that the company is looking to hire more people to support the team in Thailand • Line is catching up with Facebook in its Thai user base Line and Facebook have very close user numbers in Thailand. According to Facebook Ads, it still leads with roughly 26 million users, while Line now has 24 million users. The gap has shrunk considerably. • Line knows about payment issues Line also knows the credit card issues that Thai people have and have begun offering alternative ways for Thai people to buy • People are shopping like crazy on Line Social ecommerce is big in Thailand. Even when the country’s economy suffered from political unrest, ecommerce was one of the industries that still saw growth. Thais don’t only rely on online marketplaces like OLX to find products, they use Facebook and Instagram to browse too. Since it’s still
  28. 28. 28& THAI&MARKET&BRIEFFING&–&September&2014& ! a grey, untaxed market, there’s no absolute value on how big it is. But it’s safe to assume that any Thai on Facebook or Instagram must have seen one or two merchants trying to sell their products on these channels. Line saw this as an opportunity. It ran a flash sale that pulled in 5.5 million shoppers. It also started partnering with smaller retail startups to offer an m-commerce service to its customers. So far, there doesn’t seem to be merchants who have conducted flash sales of this scale on Facebook. 6. Traffic from social networks Website Traffic from social network s Faceboo k Youtub e ! 28! Twitte r Instagra m Linkedi n Others ( DailyMotio n, Reddit, Pocket,..) Weloveshopping.co m 2.3% 80% 18% 0,5% 1,5% Konvy.com 6.44% 59% 39% 1% 1% Luxola.com 6.73% 62% 36% 0,5% 1,5% Lazada.co.th 11% 82.3% 17% 0,3% 0,3% 0,1% Zalora.co.th 12.24% 93% 6% 0,7% 0,3% Tarad.com 1.66% 93.5% 5.6% 0.5% 0.5% Table A: Time spent on social media
  29. 29. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 29! Table B : Thailand’s Social Media Table C : Social Media growth
  30. 30. 30& THAI&MARKET&BRIEFFING&–&September&2014& ! Table D :Thailand Snapshot Table E : Social indicators ! 30!
  31. 31. !! V / Environement : Payment & Logistics 1. Payment Medium ! , More than 2/3 of all online order are paid by cash on delivery , Payment promotion is a good way to increase a certain way of payment , 17 million credit cards in Thailand , 40 millions of debit cards holder but only 1% uses them to pay online , Local payment gateway supports payments through Thai Baht rather than US dollars and [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 31! leaves merchants with higher margins. In the past, Thailand e-commerce companies were only using one medium for online payments: the credit cards. However despite their efforts credit cards have never been popular enough. To solve this issue, more payment systems are developing and users now face many choices: credit cards, debit cards, online payment services, bank transfer, payment over the counter or via mobile and finally cash on delivery. Which ones have really proven to be good payment solution for e commerce companies? A. Credit Card Thai people do not massively use credit cards (only 14 million card holders) mainly due to a large scandal in the early 2000′s that still plays on the minds of consumers. However it is evolving positively. For instance on TARAD.com, credit cards have become the top payment channel, it makes up more than 48% of total payment share. B. Debit Card In 2013, many banks started pushing online debit card payments to enable over 35 million card holders to pay online. In this context Rakuten TARAD.com launched an innovative debit card payment promotion campaign in January 2013 during which the company has recorded an impressive 120% increase in debit card use. During the campaign, consumers were receiving a 10% discount after spending over THB 1,000 for any purchase. C. Bank Transfer Bank transfer is still one of the most popular online payment method in Thailand. Why? Partly because not everybody has credit cards and besides it is the less complicated channel for most people who are accustomed to it. More than 80% of Thai people still like and trust to pay money via bank transfer. D. Cash on Delivery (COD Back in 2012, Zalora paved the way with a somewhat revolutionary payment idea. Zalora was the first B2C Company to introduce cash on delivery as a payment method. The introduction of this payment method proved to be a real game-changer – these days more than two thirds of all orders at Thailand’s biggest online fashion stores are settled by cash on delivery. The conversion rate on COD is higher than bank transfer and bank service combined. The pay ratio, which is people who add the item to the cart and actually pay for it, for COD is 90 %. Cash on Delivery helps to reduce monetary risks for consumers and extends the shopping market to those who lack access to transfer payment services but it tends to be a more problematic means of exchange since it exposes retailers to the risks of loss, theft and nonpayment.
  32. 32. 32& THAI&MARKET&BRIEFFING&–&September&2014& ! E. Over The Counter ( OTC ) There is still a strong use of over the counter payment methods (where the shopper receives a barcode via email and must pay for the goods at a physical location). This method is especially prevalent with higher average ticket retail merchants. F. Online payment service ( PayPal, Paysbuy, Tarad) While all Thai banks provide e-payments options, three firms have emerged as strong contenders in online payment services: Paysbuy, PayPal and TARAD. G. Payment via mobile Thailand also has MPay and True Money services to support users that would like to make a payment via mobile. Users are obviously finding it more convenient to shop and make payments online. That’s the fastest-growing trend in online shopping in Thailand. In January 2013, only 11% of purchases on Thai shopping site Tarad.com were made with smartphones or tablets; by December, they accounted for 33%–a 300% leap. Within three years, the majority of purchases on the site will be made from mobile devices. To sumup , the credit card penetration of 5% is not an inhibitor to online retailing . Including debit cards and in-store cards, the penetration rate gets closer to 30% in Thailand. There are a plethora of online secure payment systems, ranging from paypal, ThaiEpay.com, Paysbuy.com (a subsidiary of Total Access), Aeon/Swiff and www.123.co.th. We think data from these systems also underestimates the actual online consumption trends; the majority of online shoppers pay cash on delivery (COD), even if they have a credit card, due to the immaturity of the market. In addition bank-to-bank (Bk2Bk) transfers in the C2C market are common; online banking penetration is 72%. In more rural communities, ATMs and '7-Eleven' stores are increasingly used for bill payment or money transfers. ! 32!
  33. 33. !! 2. Local payment gateway for bigger margins While international online payment gateways like PayPal, WorldPay and others work in Thailand, local merchants prefer local payment gateways because of the difference they make when it comes to exchange rates. Working with a local payment gateway that supports payments through Thai Baht rather than US dollars leaves merchants with higher margins. Some of the local payment gateways that enable merchants to sell online include: A. Bangkok Bank Bangkok Bank online payment gateway enables merchants to accept credit card payments. The main features of the service include: , Accept Visa, MasterCard and Bangkok Bank credit cards , Set up recurring payments, telephone and mail order payments and POS payments , Transfer funds to your Bangkok bank account , Check transaction reports , The service is only available to merchants that have an account with Bangkok Bank. Check the [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 33! application requirements for the service. B.2C2P 2C2P allows businesses to accept online payments even from customers without credit cards. The company began operations in 2003 and is fast becoming one of the largest Asian payment gateways. 2C2P online payment features include: , Transaction fees range from 3.75% to 4.20% depending on the card processed , Set up recurring billing , Accept payments in multiple currencies , Easy integration with most shopping carts , Business intelligence to understand customer behavior , Customer can pay using virtual credit cards , 2C2P offers robust fraud protection through tokenization technology. C. ThaiEpay Thaiepay offers e-commerce payment solutions in Thailand. With the payment solution provider, merchants can accept Visa, MasterCard and American Express at their websites. Other features of the service include: , Support offered in both Thai and English , Transactions summaries available on demand , 4% transaction fees for Visa and MasterCard and 4.75% fees for AMEX , Monthly fees of 3.99% transactions + USD49 , Accept up to 9 different currencies , Thaiepay system is verified to be secure by VeriSign.
  34. 34. 34& THAI&MARKET&BRIEFFING&–&September&2014& ! D. SiamPay SiamPay enables merchants to accept both mobile and online payments. The company offers a payment gateway and thus merchants do not need a merchant account, SSL certificate of other additional hardware or software. SiamPay features include: Accept payment through PayPal, AliPay, China Payment Service and others , Accept all major credit cards , Set up recurring billing , Multi-currency support including THB, USD, AUD, EUR, HKD, SGD, GBP and JPY , Transaction charges range from 3.5% to 4.0% , PaysBuy PaysBuy enables customers to sell or receive online payments easily. The service works very similar to PayPal. Merchants can accept payment from Visa, MasterCard or local bank accounts at their websites. No merchant account or shopping cart is needed to receive payments with the gateway. PaysBuy offers different packages for individuals and businesses. Check their fees schedule on loading or withdrawing funds to your PaysBuy account. E. K-Payment Gateway K-Payment Gateway is another payment gateway that serves merchants in Thailand. The service is provided by K Bank and merchants must have been in business for at least three year and a registered capital of at least two million Bhat. Due to its high start-up costs, the service is best suited for well established businesses. F. Other Payment Gateways Apart from the above payment gateways, there are other local and international providers such as TaradPay (website available in Thai), SCB Internet Payment System, Sbuypayment, PayPal, Skrill (Moneybookers) and Google Wallet that work with Thailand merchants. ! 34!
  35. 35. !! 3. Logistics & Delivery With the cost of logistics to GDP in Thailand on a declining trend – Table B – from 18% to about 15% over the past 6 years, there is abundance of opportunity as Thailand has a geographical advantage in ASEAN – Table C - that connects it to China where most global goods are manufactured. Thailand will especially be a very ideal market for the logistics industry with the AEC (ASEAN Economic Community) agreement between all ASEAN countries to collaborate on trade facilitation. Nonetheless, the positive impact created by the logistic trade barrier drop will also make the e-commerce market very competitive. Urban hubs, “second cities” and rural backwaters all present their own unique challenges. In many of the region’s urban hubs, such as Bangkok, traffic can be a nightmare and slow down delivery times to levels that are unacceptable for customers. Crime, corruption and other security issues, such as government protests, can also disrupt delivery. In more remote areas, by contrast, the challenge is in developing a fulfillment system that can affordably put products in the hands of people who are spread out and live far from distribution hubs. Even though the infrastructure in general is good – Table D, there are very few logistic providers equipped for B2C operations, partly due to the fact that up until two years ago there was simply no demand for these services. The Thai state postal authority is still not very reliable, but improving as we will see below. Most other operators only cover selective areas of the country and are in general very pricey. Basically, there are no mid-tier providers: either companies go with the affordable, but unreliable, state provider or they go with the pricey but fast and reliable premium providers such as acommerce. The last option but also the most expensive, is to have your own delivery fleet. A. Make versus buy In western economies, leading-practice companies often keep their core competencies in-house and outsource other functions to third parties. In effect, they “make” what they’re best at and “buy” the rest. In APAC, this approach may not work because not a lot of large-scale third parties can deliver consistent, region-wide services. The challenge, therefore, is either building lots of in-house operations or a complex network of service providers (cobbling together hundreds of smaller operators to provide comprehensive service or cover a large geographic area). The other option is developing dual-sourcing or even multi-sourcing strategies and foster tighter relationships with tier-two and tier-three suppliers. In a volatile environment, companies can reduce risk by knowing – and working more closely with – their “suppliers’ suppliers.” A large conglomerate in Thailand could not find enough high-quality logistics service providers to handle inbound movement of raw materials and supplies, and outbound transport of finished goods. The company therefore decided to create its own internally managed third-party logistics ( 3PL) services focuse on serving all the rganization’s divisions and ensuring consistent service quality and price. [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 35!
  36. 36. 36& THAI&MARKET&BRIEFFING&–&September&2014& ! B.Two types of providers , Premium provider such as aCommerce : aCommerce Delivery provides the fastest, most convenient, and innovative delivery option enabling consumers to get their online purchases within a day. They use real-time tracking that provides end users with a personalized dashboard where they can watch their packages being delivered in real time on a GPS-enabled map. , Thailand national post : The government mandates Thailand Post to develop fully serviced and easy-to-access business channel for small to medium size e-Commerce businesses in Thailand; including e-Marketplace, warehousing, distribution, related financial services, and return management. The channel will operate by the end of 2013 to better serve the promotion of locally produced handcrafts and unique cultural products called “OTOP” across the country in an attempt to redistribute national income more evenly within the country.Thailand Post is setting up its wholly-owned subsidiary, Thailand Post Distribution Co.,Ltd., which is expected to start operation within the first quarter of 2014. The new subsidiary will provide distribution and 3PL/4PL logistic services to help reduce logistics cost, especially for those businesses in rural areas by utilizing the backhaul capacity and to provide businesses with total solution that can meet all the requirements of customers in a single network. It is the government’s initiative that tries to develop strong regional business areas. Thailand Post will develop a specific solution utilizing advance IT system in term of logistics, warehousing, and distribution services in order to support trading activities of those provinces, and also links them to the future infrastructure, such as high speed trains etc C. Last-mile delivery Last-mile delivery can also be challenging, especially in countries with an inefficient post office. Customer experience is key to the success of online retailing, and with a high proportion of transactions based on 'cash-on-delivery', online platforms and retailers require confidence that the last-mile delivery does not tarnish the experience. This has led to many online vendors and providers building dedicated fleets of motorbike distributors in metropolitan areas, as well as using more sophisticated third-party logistics providers. Table A : Delivery Stats ! 36! ! !
  37. 37. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 37! Table B : Thailand’s Logistics Cost Table C : Logistical advantage of Thailand
  38. 38. 38& THAI&MARKET&BRIEFFING&–&September&2014& ! Table D - Infrastructure Quality ! 38!
  39. 39. !! VI/ The digital Marketing landscape in Thailand • In 2014 the digital spending were of 5,863 Million Baht ( 38,03% growth since 2013 ) –Table A • In 2014 Digital ads reprented only 4,82% of the spendings – Table B • In 2014 Spendings in the skin care preparation ad industry represented 12%, Hair about 7%,Toiletries 4,5%, cosmetics 3 % = more than 25% of ads spending in the Beauty industry.- Table C & D [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 39! Table A : Digital spending 2012 – 2014 Table B : Digital Vs Offline ads ! !
  40. 40. 40& THAI&MARKET&BRIEFFING&–&September&2014& ! Table C : Spending by industries in 2013 Table D : Spending by industries in 2014 ! ! 40! !
  41. 41. !! Table E: Offline / Online Marketing – Multi-channel experience! ! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 41! !
  42. 42. 42& THAI&MARKET&BRIEFFING&–&September&2014& ! Table F: Uses of the differents types of traffic acquisition !! ! 42! !
  43. 43. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 43! 1. Traffic acquisition ! • DISPLAY : All types of banner ; eg Banner ad / Banner in game / Banner Video • SEARCH : SEO / SEM / mobile search • MOBILE : Mobile ad / Mobile app / SMS • FACEBOOK AD : All facebook Ads product / Installed ads • SOCIAL : Page management / Blogger / Seeding / Influencer/ tie in eg .VRZO A. Display ! In Thailand, display ads represents 41,01% of the digital spendings, it’s the most used type of paid traffic acquisition. – Table A Banner ads that have been used rapidly by the web marketers to drive traffic to their web site has two dominant formats, animated and non-animated banners. Many researches study the effectiveness of the banner ad through click-through rate and copy testing , but there are very few trying to explore the effect of different types of banner ads. A banner ad with pull-down menus, which generate more interactivity, attracts more attention and has a strong persuasive impact than a static banner. Animated banner ads result in quicker response and better recall than non-animated banner ads. Table A : Spendings in Digital Marketing
  44. 44. 44& THAI&MARKET&BRIEFFING&–&September&2014& ! ! 44! ! ! B.Mobile ! ! Thailand was the 9th biggest mobile advertising market in the world last quarter, with banner ads soaring 30 % year-on-year to more than 2 billion delivered to 12.4 million Thais. Mobile marketing is defined as “the use of the mobile medium as a means of marketing communication” or distribution of any kind of promotional or advertising messages to customer through wireless networks. More specifically, it is using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Mobile devices include mobile phones, smart phones, and tablets (such asApple’s iPad and Samsung’s Galaxy Tab). It is now a growing digital tool to support online marketing campaigns. There are many forms of mobile marketing – Table A - such as Short Message Service (SMS), Multimedia Message Service (MMS), In-game Mobile Marketing, Mobile Web Marketing, and Location-based Services. Technologies enabling mobile marketing include 3G, EDGE, GPRS, Wi-Fi, SMS, GPS and USSD. Mobile marketing is used to support all other marketing tools and tactics such as viral marketing (with the culture of online sharing), customer relationship management (by staying in touch with customers), corporate social responsibility (by publicizing social marketing campaigns), online advertising (in forms of content sponsorship and banners), and guerilla marketing (making use of low cost or free media to influence the target audience). In a nutshell, the evolution of mobile marketing has resulted in new and fashionable ways of marketing the businesses, cost reductions, increased profitability, and hi-tech image. !
  45. 45. !! [TYPE&TEXT]& [TYPE&TEXT][TYPE&TEXT]TYPE&THE&DOCUMENT&TITLE! ! ! 45! Table A : Mobile Marketing Communication ! ! Table B : Mobile Marketing , a rising star ! C.Search ! !!N ever before in the history of advertising has it been possible to spend only 5 dollars, write a couple of online ads, and get instant access to over 100 million people in less than 10 minutes….. In 2000, Google introduced “Google Adwords”; a PPC (pay per click) product specifically tailored for new websites, as new websites generally take 12 months of longer to rank well in the search engines and generate new traffic, leads and sales. Adwords was aimed at getting these new websites traffic and sales within a few days after starting a campaign. But the learning curve for adwords is over 1 year; meaning many companies have to use licensed Adwords agencies to get the job done. - PPC : Google, Yahoo and Bing all offer PPC (Pay Per Click); Google covering over 60% of the market. The strengths of PPC are : • range : thousands of keywords can be used • speed : campaigns can be setup in less than 2 weeks • cost : any daily budget is possible • targeting : in any country, city and in any language • timing : at chosen days or time-windows/day • ad-format : text ads, banner ads, video • and most important ad position : top 5 ad positions can be guaranteed in less than 2 weeks
  46. 46. 46& THAI&MARKET&BRIEFFING&–&September&2014& ! , SEO (Search Engine Optimization) is as old as the search engines. There are over 300 Million websites! There are millions of results appearing in search engines. Most potential customers never look beyond the results of the first page or two of the search engines. A good SEO strategy makes sure that your website is one of them.. With a higher conversion rate over paid traffic and other mediums, organic search traffic is highly valued and contested. Getting a top 10 placing is vital for any measurable results but very rare to happen organically, this is why industries big and small have all invested in having SEO as a core medium within their marketing plan D. Facebook Ads ! In Thailand, Facebook has 27 million active users monthly, around 90 per cent of them using mobile devices. Of all online platforms, Thais spend the most time on Facebook. According to a study by global researcher TNS, Thais now spend an average of 2 hours and 35 minutes on Facebook every day. This had resulted in 57 % of users discovering a new brand, product, or service on Facebook. Thais' buying decisions are strongly influenced by what they see on Facebook. They will source recommendations from people they trust, friends and peers, and seek product information when looking for new products or before making a purchase decision from a brand's page. This insight has become a defining part of SMEs' marketing strategy. Social platforms, especially Facebook, are now playing an important role in driving the trend of what is called 'online-to-offline' e-commerce. This actually means a social platform can help an SME easily set up its online presence with a Facebook page, then also help it reach its target customers with Facebook Ads. Social platforms' online ads drive offline purchases successfully as well. Facebook is a vital platform for start-up businesses. Companies uses their Facebook page to inform and to engage with the online community, while using Facebook Ads to reach potential target customers and draw them back to its website. Have a look on Table A to D for more data about Facebook ads. Table A : Facebook organic reach ! ! 46! !
  47. 47. !! [TYPETEXT] [TYPETEXT][TYPETEXT]TYPETHEDOCUMENTTITLE! ! ! 47! Table B : Facebook ad types overview! ! ! !
  48. 48. 48 THAIMARKETBRIEFFING–September2014 ! Table C D : Facebook ad’s CTR, CPC, CPM per industry !! !!!!!!!!!!!! ! ! 48!
  49. 49. !! Sources [TYPETEXT] [TYPETEXT][TYPETEXT]TYPETHEDOCUMENTTITLE! ! ! 49! ! - Ubifrance Thailand , Socialbakers.com , Lazada.co.th , Konvy.com , Zalora.co.th , Weloveshopping.com , Tarad.com , Luxola.co.th , Similarweb.com , PDF : Fippinsight : World digital media factbook 2013-2014 , PDF : Internet trends 2014 , PDF : Lazada Kinnevik rocket Capital Market Day | May 2014 , PPT :Social Commerce : the transforation of ecommerce with Social computing , Forbes.com : Rakuten Remodels Thai Shopping Site Tarad.com | May 2014 , Digitalintheround.com : SOCIAL MEDIA MOBILE IN THAILAND: NUMBERS, MAIN PLAYERS AND TRENDS |23 JAN 2014 , Blog.hootsuite.com : The State of Social Media in Thailand |January 2014 , Venturevillage.com : “There will be 50 million Thais online by 2015″: The founder of Zalora Thailand on why we should brace for a Southeast Asian boom| May 22nd 2013 , http://thumbsup.in.th/ - LINE pArtners with E-Commerce Enabler , aCommerce and l ‘Oreal for Thailand Market Bid , Social, Digital and Mobile in Thailand by Simon Kemp in News on 3 January 2012 at 15:06 , tigermine.com - E-commerce in Southeast Asia: Opportunities and Challenges for Continued Growth in 2014 by Will Greene on January 16, 2014 , Popularity of Facebook in Thailand makes its ads effective, companies say - The Nation August 27, 2014 1:00 am , www.digitalbuzzblog.com : Infographic: Asia-Pacific Social Media Statistics , euromonitor.com : Colour cosmetics in Thailand | August 2014-09-23 , e27.co o Lazada’s new marketplace: More like Amazon, or Rakuten? o PayPal’s Seller Protection program comes to APAC this October 11 |Sep 9, 2013 o Here’s Lazada’s scoresheet on conquering Southeast Asian e-commerce | june 20, 2013 o Echelon 2014: What’s the future for payments in Southeast Asia? |Jun 13, 2014 o Zalora hits 1M orders with 17.9M monthly visitors in the region o Resource |May 14, 2013 o Thailand’s top e-commerce entrepreneur says “Don’t follow the market, create it! ‘’ |Dec 7, 2012 , Acommerce : o The State of E-Commerce in Thailand| May 23, 2014 o Mobile Commerce : Explosive Sales Channel in Thailand | February 5 th 2014-09-23 3 Key learning from Facebook’s Thailand Event and How aCommerce drives E-commerce conversion | August 27th 2014 o Bangkok Shutdown : How aCommerce Maintains E-Commerce Ops in the Midst of Political Unrest | February 5th , 2014 o Opportunities and Bottlenecks : An inside Look at E-Commerce in the Philippines with aCommerce CEO Ray Alimurung | May 6th 2014
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  51. 51. !! !! [TYPETEXT] [TYPETEXT][TYPETEXT]TYPETHEDOCUMENTTITLE! ! ! 51! ! ! ! contact!:!wish@bagamail.com!I!www.wishtrendthailand.com!

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