TikTok is fast becoming the marketing platform of choice for businesses of all sizes in Thailand, particularly as the summer shopping season approaches. With consumers planning to increase their spending during the upcoming Songkran festival, TikTok's insights reveal significant trends poised to influence retail strategies.
According to recent consumer insights shared by TikTok Thailand, 98% of users are intending to either maintain or increase their spending during the Songkran and summer months. This notable figure highlights the potential for brands to engage effectively with consumers during this peak shopping period. The research conducted by Kantar shows how users are actively seeking promotions, with 70% on the lookout for discounts and special offers from brands.
Sirinith Virayasiri, Head of Business Marketing at TikTok Thailand, remarked, "The forthcoming Songkran and Summer periods are pivotal as consumers are ready to spend more. This is the perfect opportunity for brands to increase awareness and preference, launch new products, and build stronger engagement.” With this feedback, brands are encouraged to create compelling content on the platform to directly influence purchasing decisions.
Further statistics indicate notable behaviors among TikTok users over the festive period. For example, 58% plan to make purchases through TikTok Shop, underscoring the platform's influence on consumer choices. During Songkran, content consumption on the app spikes, with 63% of users spending more time engaging with various content types.
JUBILE, known officially as Billy Enterprises, is tapping these trends to expand its market presence. Anurath Pornprakat, the CEO, unveiled ambitious business goals for Q1 2025, focusing on new strategies and collaborations—most prominently with global player PopMart. Through their joint campaign Jubilee x PopMart, featuring the Sweet Bean collection, the company aims to attract younger audiences by aligning with contemporary cultural trends. The first quarter of 2025 is set to be impactful, driving revenues via collaborations and innovative product offerings.
Pornprakat has shared insights about how government initiatives, such as the E-Receipt 2.0 system, are stimulating consumer spending. "We aim to expand our market by developing and enhancing new strategies to capture business opportunities," he explained, emphasizing the importance of adapting to the economic environment to boost customer engagement.
Currently, JUBILE thrives with solid sales figures, reporting 389.14 million baht ($12 million) and net profits of 37.11 million baht ($1.1 million) for Q4 2024, providing evidence of the company’s resilience against economic pressures. The strategy moving forward includes targeting premium luxury segments and forging partnerships to expand its customer base both locally and internationally.
The overall atmosphere for consumer businesses in Thailand is shifting, with digital marketing platforms like TikTok standing at the forefront of this change. It enables brands not just to showcase products but to craft engaging narratives through influencer collaborations, fostering community around brands.
While companies prepare for heightened consumer engagement this summer, experts urge brands to leverage the unique features of platforms like TikTok. The power of creator communities and the tools offered on TikTok can help brands successfully connect with their target demographics. Educational initiatives to empower marketers with navigational insights are key to maximizing platform potential, especially during culturally significant times like festivals.
These dynamics highlight the importance of adaptability as brands navigate the changing consumer landscapes. The collaboration between JUBILE and TikTok's strategies speaks volumes about the innovative paths companies are employing to resonate with today's audiences.
Embracing shared economic growth will be a significant focus for 2025 as both small and large businesses aim to capture the resurgence in consumer confidence and spending driven by digital engagement and strategic collaborations. The continuous evolution of how brands communicate with consumers will be integral to shaping successful market outcomes.