O Shopping eyes client bases in provincial market
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Amid fierce competition among local TV home-shopping operators, GMM CJ O Shopping, the operator of 24-hour channel O Shopping, is planning to expand its customer base to the provinces by rolling out a series of marketing activities and promotions.
Peera Lucksanapirak, marketing communications director at GMM CJ O Shopping, said yesterday that the company has earmarked about 5 per cent of sales for marketing activities including roadshows and promotions in key provinces outside Bangkok.
Bangkok contributes about 60 per cent of sales while the rest is from upcountry. By year-end, the company expects to get more than 50 per cent from upcountry, where purchasing power is strong. The company has set its sales target at Bt500 million this year.
The company will also produce more live shows for its home shopping TV channel, which is available on satellite and cable TV networks including GMM Z, PSI, DTV and CTH. Its 30-minute live show for product demonstration currently airs on Wednesdays and Fridays and should move to a daily schedule by October.
To expand its viewer base, the company also brought another product-demonstration programme to run twice a week on Channel 6, which is operated by Freesize Broadcating, a joint venture of leading content producer Workpoint Entertainment and PSI Holding, the country’s largest manufacturer and distributer of C-band satellite TV dishes.
CEO Sung Nak Je said Thailand’s home-shopping market is expected to see growth rise 25 per cent to Bt10 billion from Bt7 billion last year. TV Direct is the market leader with sales of Bt2.2 billion.
The company expects this to be a good year. Since launching the home-shopping channel in June last year, it has booked Bt100 million in sales.
GMM CJ O Shopping is a 49:51 joint venture of South Korean home-shopping giant CJ O Shopping and Thailand’s leading music and entertainment conglomerate GMM Grammy. It has registered capital of Bt540 million.
