Marketing – Consumer needs and expectations in the digital world are constantly changing. According to the latest research in Asia-Pacific markets jointly surveyed and published by TikTok and Boston Consulting Group (BCG) titled ‘Shoppertainment: APAC’s Trillion-Dollar Opportunity’ or “Shoppertainment: Asia-Pacific’s $1 Trillion Opportunity”.
A survey of six markets across Asia-Pacific, including Thailand, Indonesia, Vietnam, Australia, South Korea and Japan, found that Shoppertainment or a trading experience resulting from entertainment become the key to success for the e-commerce era. The most interesting thing is Thailand is one of the fast growing e-commerce markets and plays a key role in moving the industry forward.
E-commerce has become part of the daily lives of people and businesses. Shoppertainment Shopping trends through viewing content that entertains shoppers to make it easier to reach consumers It’s an interesting and exciting theme. spark of credibility to users and to build a community. with several key drivers Whether it’s creators, users, or even brands themselves.
From the research results, it is predicted that Shoppertainment It will create approximately $1 trillion worth of opportunities for brands. In Asia-Pacific by 2025, Indonesia, Japan and South Korea markets will contribute 67% of Gross Market Value (GMV) in Shoppertainment by 2025 and Shoppertainment. will also grow 63% per annum as compared to the Compound Annual Growth Rate (CAGR) for the markets included in the report. during the next 3 years
In addition, the ‘Shoppertainment: APAC’s Trillion-Dollar Opportunity’ findings also indicate that Shoppertainment It is likely to grow more rapidly in the Southeast Asian markets of Thailand, Vietnam and Indonesia, respectively, as these three countries hold the largest share of the e-commerce market. and this entertainment-driven region There are factors that stimulate demand and supply. Consumers in the region have shown that Shoppertainment It had a huge impact on their lives.
Among the six markets in the Asia-Pacific region Thailand is at the top of Shoppertainment adoption.
1. Video content: Thailand is one of the most popular video content addicts.
It is ranked as the 4th most time spent viewing content. after Indonesia, Australia and Vietnam, which is an opportunity
Great for businesses to market and communicate their brand or product with video. to reach more consumers
2. Entertainment content leads to purchase: Thais seek entertainment and enjoy content that makes themselves happy and meets their needs. The combination of entertainment and shopping in recent years can increase viewing interest and higher purchase opportunities. Thailand is ranked second in the market at Kon.
Entertainment content has become the most powerful factor and affects purchasing decisions. followed by Vietnam, Australia and South Korea.
3. Unplanned buying behavior: The buying behavior and attitudes of Thai people have changed. The growth of e-payment, mobile banking and e-commerce has resulted in consumers becoming more familiar with digital shopping through a variety of channels. especially the new generation of Thai people Unplanned buying behavior tends to be number one. followed by Australia, Indonesia and Vietnam.
4. Seek and discover new things: Thai people have a habit of wanting to discover new experiences. to create a different identity Therefore, they are always eager to discover new brands and products. Thai consumers are willing to try and buy new products from different brands. whether brand new A lesser-known brand Or even a well-known brand but have never tried it. If the product is suitable for one’s style and preferences. Research shows that Thailand ranks second after Vietnam. To like to discover new brands and products. followed by Indonesia, Australia and South Korea.
5. Creator Motivated: Thai people who use the internet all the time and are actively using various platforms tend to follow creators who share similar tastes or lifestyles. and spend more time consuming content from
these creators These creators have a huge impact on consumers’ purchase intent and their purchasing decisions, motivated by their personal opinions and recommendations. Thailand ranks number one for product trials and purchases according to creators. followed by Vietnam, Indonesia and South Korea.
6. Shoppertainment deployment: Thai consumer demand has evolved in the direction of shopping-led entertainment. Thailand is therefore the number one market for exposure. Shoppertainment the most, followed by Vietnam, Indonesia and Australia. Thais love to enjoy fun and entertaining content that makes them happy without being pressured to buy. Brands should therefore avoid making too many sales presentations. Then turn to the approach entertainment first, commerce second to make a great impression and give consumers an amazing experience on their purchasing journey.
The reporter further reported that Issue 5 is stated that Thai people use the Internet all the time and use various platforms. According to THOUGHTFUL, the social media market in Thailand is There are approximately 57 million Thais using social media, or about 8% of the total population.
The period of use is as follows. Surf the Internet for about 9 hours a day. and play social media for about 3 hours a day In terms of social media access among Thai people, it was found that they reached Facebook up to 50%, YouTube 43%, Tik Tok 36% and Instagram 29%.
The survey by TikTok and the Boston Consulting Group (BCG) continues that every market is unique and requires a different growth strategy. For the brand Vietnam and Thailand are considered Mainstay Markets, which marketers should try to expand further while piloting other markets. Thai consumers love to enjoy happiness and entertainment. and has a high trust in celebrities and important influencers. and always like to follow trends Indonesia is an important and growing market with huge trading potential (Star Markets), while Japan and South Korea are High Potential Markets and Australia is Future Growth Markets.
Brands can skip Shoppertainment By conducting marketing that meets the emotional needs of consumers through storytelling and education. through the video first not forcing decision be accurate along with trends and recommendations clear information This leads to immediate consumer purchase.
Brands can achieve their goals through Shoppertainment’s “4C’s,” which include:
1. A well-planned campaign strategy that minimizes problems while focusing on entertainment.
2. Customer segmentation that identifies the right customers at the right time. to inspire change in behavior of emotional needs
3. Channel management with specific resources to take advantage of key commercial opportunities of Shoppertainment
4. A content guide that takes a video-first approach to inspire and inform consumers to incentivize purchasing decisions.
interest link including the brand’s products to meet the needs of consumers through entertainment will open new routes Let consumers discover results that deliver results that lead to continuous purchases. With Shoppertainment, brands and businesses have the potential to succeed from $1 trillion opportunities.