O Shopping expects strong show this year

The company will reshuffle its portfolio with strong expansion towards selling beauty products through TV home-shopping as well as new online sales channels, including a website and mobile application.
Suwat Damrongchaitham, chief executive of GMM CJ O Shopping, said that for last year, O Shopping successfully generated sales from beauty products, especially to female shoppers.
They brands feature well-known actors and actresses, including Le Luck France personal care products from Jessada “Lek” Rungsakorn, which achieved Bt226 million in sales last year; Cho Micro Silk powder from “Noey” Chotika Wongwilas and Chame powder puff from Cheer Thikamporn Ritta-apinan, which launched at O Shopping TV shopping channel for the first time in November last year.
Lingerie products also did well, earning Bt204 million in sales last year, as did exercising equipment, which posted Bt72 million in sales last year.
In total, beauty product lines achieved Bt556 million in sales last year, accounting for 25 per cent of O Shopping’s sales revenue across all channels, both TV and online shopping.
“It is also our first successful step in persuading well-known actors and actresses to join our selling activities and product development under license agreement, that will allow those actors and actresses to earn more income,” said Suwat, adding that this strategy would help O Shopping to generate more revenue and profits.
GMM CJ O Shopping posted Bt1.7 billion in sales in 2016, and about Bt1.8 billion in sales last year.
GMM CJ O Shopping is a joint venture set up by GMM Grammy and South Korea-based CJ O Shopping to operate a home-shopping business in Thailand. The company is targeting sales from online channels, aiming to ramp them up to 30 per cent of revenue over three years, from the current 10 per cent.

Overseas plans
It is also planning to explore outside Thailand once it hits Bt3 billion in annual sales (expected in three years) with Myanmar showing the most interesting possibilities. 
Suwat said that currently, 90 per cent of the company’s sales come from television shopping. The company just launched online shopping at the beginning of last year.
There are four major types of screens for the display of media content – TV sets, personal computers, tablets, and smartphones, Suwat noted.
“Consumers aged 60 and up are still familiar with conventional television sets, which have provided them the easiest way to consume content. They don’t need to know or do anything, but just use the remote control.”
Suwat said that he personally believed that television will be around for at least another 10 years.
“Consumers under 60 tend to use the other media screens. Those digital screens require a higher level of knowledge in order to enjoy all their features.” he said.