RS set for big push for MPV segment

It will introduce new innovations and offer high-quality products from leading brands in joint ventures while new deals are being sealed in the beauty category. Recently, the company recruited honey-skinned beauty “Namtan” Chalita Suansane to share her beauty secrets in a new campaign “Who says tanned skin can’t be radiant?”. It features Magique Herblisse, using story-telling strategies to highlight the benefits of health and beauty products, trageting health and beauty-conscious consumers. The campaign is expected to accelerate growth of the company's revenure to Bt10 billion in 2022.
Surachai Chetchotisak, CEO of RS Public Company Limited, said: " Our MPC (Multi-platform Commerce) business has been growing steadily and generates about 60 per cent of our income, through Lifestar which offers health and beauty products, home and lifestyle products, accessories, and electronic & gadgets. The growth of MPC has reached a new high as it has witnessed more penetration through various platforms such as Channel 8, Thairath TV, and Cool Fahrenheit, reaching more than 20 million people in total. Additionally, there are online platforms such as www.shop1781.com, LINE@shop1781 and LINE@COOLanything. These products are also available via LifestarBIZ or direct sales representatives. After a big lot transaction with BTS Group Holdings, the combined size of the two comanies' database stands at 35 million with consumers 35-year old and above forming the majority of RS's base, while BTS database mostly comprises consumers under 35. It means RS can benefit from the database of BTS as it does not duplicate with its own.
The company saw opportunities in partnering with BTS in two aspects - synergy and amplifying RS’s MPC business. BTS will serve as an additional platform, and there will be more joint efforts to take health and beauty products to another level, as well as launching new products.
RS plans to expand its telesales team from the current 500 with more skilled and experienced workers, aimed at catering to repeat purchases and offer recommendations and tips round the clock.
The company will relocate its office early next year to accommodate more than 2,000 telesales staff members. Currently, more than 1.3 million people have purchased its products with the number increasing by 20,000 a month.
There are omni channel communication and marketing strategies to link the online and offline worlds to facilitate better consumers' access to the products.
To make its products more interesting, RS resorts to endorsement through famous presenters such as seasoned actress Duangta Tungkamanee being the presenter for S.O.M Lingzhi Sun, Channel 8 actress “Fai” Weluree Ditsayabut for Magique skincare brand, and singer “James” Ruangsak the presenter for haircare brand Revive, and superstar Pete Thongchua who is the presenter for S.O.M. CMAX coffee. To further highlight the benefits of the products, RS makes use of its programmes Sai Jai Klai Rok and Beauty Club on Channel 8 to help consumers learn more about the products from real users as well as celebrities. For instance, S.O.M I-Care is presented by “Ton” Trakarn Punthumlerdrujee, S.O.M DTX is presented by “Yui” Pattamawan Kaomulkadee, Revive Black Shine Anti-aging Hair Serum is presented by Padthai Deejai Deedeedee, as well as real users who have seen real results from using the products. In the last quarter of the year, there will be 2-3 new products in the health and beauty category.
Consumers today care more about health products and Thailand is fast becoming an aged society. People care more about their health by eating healthy food and exercising. Food supplement products are increasingly popular. In the 4th quarter of the year, which is the high season, the MPC business has prepared new product launches in the Health and Beauty category. These products are new innovations which meet international standards. The new products will be under the brand S.O.M. CMAX and a few others, and they will be backed by strong management and marketing strategies throughout the year. The products are expected to be well-received by consumers and will soon become champion products.
Surachai adds, “RS is committed to our vision in generating big growth and stability in the long run. We are open to new partnership opportunities to expand our business and reach new customers. We have deals with partners in upstream beauty. All this will help take RS to our goal of 10 billion baht revenue by 2022 as planned.”