I can’t deny that Digital lifestyle of today’s people Must have to use LINE, a communication platform that meets various lifestyles. because in addition to sending messages in a normal way There is also the matter of accessing content in the form of series, news, or spending with payments. and the fact that there are many responsive applications to choose from. But because of its large user base, LINE has the opportunity to reach a large number of people quickly.
However, having been in service for almost 10 years (8 years in Thailand), the author himself was one of the participants in the launch event of LINE for the first time in Thailand. and saw the interesting development of LINE Thailand has always understood that efforts to drive services. Line has both success and failure. Most of the services are trying to adapt quickly to the domestic situation.
Norasit Sitthiwetwichit Deputy Chief Commercial Officer, LINE Thailand, said that in the past 10 years, LINE has played an important role in connecting people and technology under the mission of Closing the distance and developing a digital living infrastructure for Thai people. Not only responding to individual lifestyles, LINE is an important platform that drives business to digital with ease and accessibility for Thai people of all ages and genders.
And with the outbreak of the COVID-19 crisis, we have seen an increasing number of Thai people adapting to digital through their connection to the LINE platform, increasing in various business segments. It further reflects LINE’s potential as a powerful tool that can drive the Thai economy forward sustainably.
Increased store digital adoption
with the Covid-19 situation Causing the traditional sales channels to be closed down due to heavy impact online shopping Delivery It has become a new sales channel that every brand has to adapt to, whether it is access to brand tools. Immediate response to customer service including fast delivery, etc.
LINE has seen a growth in Digital Banking usage through LINE API from 2019 to the beginning of 2021 in monthly (Monthly API Message) increase by 80% by providing Digital Banking service instead of providing information of Banking service only. alone, it grew exponentially by 2.8 times during that time. This reflects the adjustment of financial and banking businesses in Thailand to use LINE OA from a communication channel to providing Digital Banking services and to build familiarity and prepare consumers across the country to fully embrace Digital Banking services. at present
and some businesses see opportunities have adapted to the digital world One of the interesting business segments is the Luxury Goods Business Group in Thailand. During the years 2019 – 2021, luxury brands have turned to use LINE OA as a means to reach a growing Thai customer base overall. Up to 60% of the luxury brands that have activated LINE OA the most is luxury cosmetics group, accounting for 54% of all luxury goods.
Next is luxury fashion with a ratio of 35% and luxury vehicles with LINE OA at 11%. It was also found that luxury fashion brands Despite having the lowest average number of followers compared to luxury cosmetics and automotive brands. But there was a peak of discussion. One-to-one conversations via LINE OA up to 5,000 messages in a day. 60% more than luxury fashion brands
point out the modifications From one-on-one service in the mall to a service One-to-one online chat or chat commerce instead, which is a major change. Especially a variety of world-class brands in the western world. into the context of doing business online in the oriental world Unprecedented in the marketing of these world-class luxury brands.
With its role as a platform to help create success in digital business transformation to reach Thai people Both for the financial business and luxury goods (Luxury) during the past year. In 2021-2022, LINE aims to be an important platform to drive the Thai economy as a whole. Emphasis is placed on small and medium-sized enterprises (SMEs), which are the cornerstones of the Thai economy.
With a share of GDP up to 45% and more than 3 million people across the country. survey results from The Office of the National Economic and Social Development Council (NESDB) revealed that SMEs that were the most affected during the COVID-19 crisis were food businesses, which resulted in a 37% drop in GDP, followed by businesses. transport and retail, with a reduction of 21% and 3.7%, respectively.
In the midst of this crisis, LINE found LINE OA growth rate, with the restaurant segment having the highest LINE OA activation rate (YoY) at 212%, followed by the retail segment at 191%. LINE Thailand is dedicated to developing platforms and tools to drive these Thai businesses. To enhance the use of LINE from just a communication tool. It is a tool to increase efficiency in doing business. in order to be able to continue to compete in the post-Covid era
LINE Thailand Food Business Group designed MyRestuarant, a LINE OA enhancement tool specifically for restaurant businesses in Thailand. in store management to the management behind the shop Analysis of data from food orders and direct linking of delivery to LINE Man services.
LINE Thailand Retail Group designed MyShop, a tool that enhances LINE OA’s sales efficiency. The easiest to use, comparable to using LINE with an online storefront. inventory management system Full support for purchasing products via talk or Chat Commerce. Payment system connected to Rabbit LINE Pay, customer invitation system with LINE POINT, advertising system with LINE ADS PLATFORM, transportation system with all companies, especially Thailand Post.
In the past year More than 7X more MyShop active stores, 257% more active stores (compared to Apr 2020-2021 YoY growth), and Gross Product Value (GMV) at Approximately 2,000 baht, with the fashion and cosmetic business being the highest group of products that open the MyShop store
For SME fashion businesses, LINE also has a LINE FASHION ANNUALE project that was held this year. To push Thai entrepreneurs to the world stage
In addition to the business sector The most important organization groups to drive Thailand are public service groups. With the potential of LINE platform reaching 49 million Thai people, LINE OA has become an important intermediary for public service groups. and many government organizations To update information, provide knowledge and provide services in various fields. for Thai people such as hospitals, utilities, water, electricity, provincial administration, districts, communities, including government agencies.
especially in the situation of the COVID crisis, such as hospital appointments Informing and receiving payment for electricity and water bills Receiving important information about the community without having to travel to a service location, etc. LINE realizes that these public services, although not directly affecting the economy But it is also considered as the heart of Thailand that should drive towards a digital world for the benefit of the country as well.
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