Future of e-commerce in Thailand & ASEAN - UNESCAP of Ecommerce in Thailand... · Future of...
Transcript of Future of e-commerce in Thailand & ASEAN - UNESCAP of Ecommerce in Thailand... · Future of...
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Future of e-commerce in
Thailand & ASEAN
By Pawoot Pom Pongvitayapanu
• Founder & CEO TARAD.com
• President of Thai E-Commerce Association
• CEO of efrastructure group
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Speaker Profile
■ Social: Pawoot is Thailand IT and E-Marketing GURU. Now we be consultant for Government and big
corporate. All people accepted his online marketing knowledge and abilities.
■ Current:
■ Education:2007 – 2009: Master Degree 2 : Executive MBA : Sasin Graduate Institute Chulalongkorn University
2000 – 2001: Master Degree 1 : Internet & E-Commerce : Assumption University
1993 – 1998: Bachelor Degree : Architecture : Rangsit University.
■ Name: Pawoot (Pom) Pongvitayapanu
■ Others: Published many educational books regarding E-Commerce & E-marketing ( more than 35 Titles)
and be guest speaker to University, Government and Private Sector
CEO & Founder e-frastructure inc.
TARAD DOT COM Co ., Ltd.
Director & Founder Thoth Zocial, Winter Egency, Comparison, Pay Solution
President & Founder Thai E-Commerce Association
Columnist KrungThepThurakij News Newspaper, BrandAge,
Radio Host FM 96.5 MCOT, FM 106 Family News Ch 3, FM 101 INN News
Teacher UTCC, Sriphathum, Bangkok University
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Agenda
My experiences in starting up his e-commerce platform
The stumbling block during the early days of start up
wish list for government to help e-commerce start up and growing the
ecosystem in Thailand and ASEAN
the strengths and weaknesses of Thailand or ASEAN policies in
promoting e-commerce in the market
My biggest concern in the next 3-5 years
Advice to Governments in ASEAN to become more policy friendly to the
e-Commerce industry in ASEAN and Asia in the general
Advice to Governments for supporting new technology and promotion of
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My Experiences in starting up
e-commerce platform
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Who is efrastructure Group
Full E-Commerce Service Group Company, Long history more than 16 years
1999
Build up ThaiSecondhand.com 1st E-Classifieds in ThailandApril 8,
1999
2001 2009
Setup TARAD.com Company
The largest B2C Shopping Mall
TARAD.com join with Rakuten Group
Split TARAD Solution from TARAD.com
Start Up with 3 Friends
Year 1999Join with Rakuten Japan
Year 2009
More than 250 staff in group company
2011 2012 2013
Re-Brand from TARAD Solution
to Winter Egency
Founded Zocial IncFound e-fra inc.
Acquired Thaiepay.com, RedRank.
Comparison
2014 2015 2016
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Founded in 1999 in Thailand. Efrastructure own 2 marketplace & full service of E-Business that can cover all business need. With huge assets and brand awareness
Executive Summary
• 1st and the largest B2B2C and C2C Marketplace in Thailand more than 17 years.
• 3 Million Member, 270,000 merchants, 4 Million Items, Traffic 5.8 Million/Month
• Services cover E-Commerce, E-Payment, E-Marketing and E-Education
• GMV from all services more than 40 Million USD
• Partner with Rakuten in 2009-2016
Customer
E-KnowledgeE-Marketing
(Advertising)
E-Marketplace(Customer)
E-Logistic &
WarehouseE-Commerce
(Channel)
E-Payment(Transaction)
● E-Commerce Platform● Shopping Cart ● Payment, E-mail,
Domain● Rewards Program
● B2C Marketplace● 4 million items● >3 million members● Open Shop and Sell here
● Full Advertising Service● Google Facebook
Advertising● E-Mail Marketing● Search Optimization● More...
● Payment Service Provider (PSP)
● Full Payment Services Onilne and Offline Payment
● Social Payment
● Shipping Service Provider (SSP)
● Shipping Gateway and Management
● Shipping Comparison and Consolidation
● E-Business Education● E-Learing● In-House Training● Book and Publishing
● 1st C2C Marketplace● Sell everything here● 1.8 million items
● Price Comparison● Traffic and Leads Generation● Price Prediction and Trend● Big Data Analytics
● Fulfillment Service● Warehouse and Storage● Pick Pack Service● Shipping Management
Ads *
*
* Affiliate Company
Group
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What’s Business Need To go online?
7
Marketing
Main Site Landing Page Market Place
Fulfilment (Warehouse + Shipping)
Tracking & Analytic
Social Media
Payment
E-Mail Mkt
Affiliate Branding
Social Media
Strategy
Campaign
EN,TH, CN, ID, MY
Customer & Business Support
2.
3.
4.
Customer
Channel
Domestic International
1.
5.
6.
KnowledgeSeminar Book E-Learning7.
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Tag #THECA
Vision
“Utilize E-Commece to increase
efficiency for Thailand Business”
Founded in 2006 (9 Years)
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Tag #THECA
Thai E-Commerce Association
• Found in Year 2005
• More than 500 member
• Centralize of Thailand E-Commerce Industry
• Working with Government and other
organization
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Tag #THECA
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Tag #THECA
Thailand E-Payment Association (TEPA)
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Tag #THECA
Thailand E-Logistic Association (forming)
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Tag #THECA
3 Associations Working To Drive
Thailand E-Commerce
13
Thai E-Commerce Association
Thai E-Payment Association
Thai E-Logistic Association (Club)
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The stumbling block
during the early days of start up
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BUBBLE or Real
Growth?
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Startup Bubble Competition Graph
17
Company A. Company B.
Year
1
Year
2
Year
3
Year
4
Year
5
Year
6
Year
7
Reven
ue
Time
Exit from Market
Keep Going
Company C.
Company who enter to the right time and
have more money will win the game.!
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Customer Win?
• In short term, Customers take benefit from
dumping with good product and lower price
• But in long term.When market has few players,
Maybe the price of product will rise into general
price.
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Case Study :: Dumping in Hotel business
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Hotel Business
Price WarHuge Marketing Budget
Customer is happy
Become Market LeaderThere are big customer database
Monopoly in Market
• Have big customer data
• Control market price
• Suggest customer with suitable price
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What happen after Alibaba buy Lazada?
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What happen after Alibaba buy Lazada?
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Support 27 languages
Free Shipping All Over the World
LightInTheBox, a publicly-traded Beijing-based ecommerce
company. LightIntheBox CFO Robin Lu told me in an
interview:
"We are very close to the manufacturers. Any individual consumer, from anywhere
in the world, if they order something through our website, they can pick it out from
the manufacturer, which means the consumer is more flexible than purchasing
from Wal-Mart. You can buy anything you want."
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Who’s the Real
winner?
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How government help e-commerce startup in TH & ASEAN?
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How Thai Government Support E-commerce Startup
● Regulation, Law and Tax policy encourage Thai
Startup to run business in our country
● Build entire barrier in term of tax and regulation
for international player for “Fair game” in e-
commerce market
● Budget to support thai entrepreneur and e-
commerce startup to showcase in other country
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Thailand or ASEAN policies in promoting e-commerce in the market
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Tag #THECA38
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My biggest concern in the next 3-5 years
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China’s internet giants go global (TH & SEA too!)
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Tag #THECA47
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Tag #THECA48
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Tag #THECA
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Tag #THECA
Support 27 Languages
LightInTheBox, a publicly-traded Beijing-based ecommerce
company. LightIntheBox CFO Robin Lu told me in an
interview:
"We are very close to the manufacturers. Any individual
consumer, from anywhere in the world, if they order
something through our website, they can pick it out from the
manufacturer, which means the consumer is more flexible
than purchasing from Wal-Mart. You can buy anything you
want."
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Tag #THECA
Free Shipping All over the world
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Tag #THECA
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Advice to Governments in ASEAN to become more policy friendly
to the e-Commerce industry in ASEAN and Asia in the general
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Data from 24 Agencies in Thailand
by DAAT and TNS
Thailand Online Media Spending
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Spending by Disciplines
Data from
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Spending by Disciplines Growth by Volume
Data from
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63
รายได Facebook ป 2016 = 967,330,000,000 บาท(27.6 M USD) YoY +57%
ก าไร 357,595 ลานบาท (10,217 M USD) YoY +177%
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64
รายได Google ป 2016 = 3.13 ลานๆ บาทYoY +20%
งบประมาณแผนดนไทย 2016
2.73 ลานๆ บาท
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มาตราการภาษเวบไซตขายของมาแลว
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Online Tax
ธรกจออนไลนทตองยนแบบแสดงรายการภาษ1. Catalogue Website
2. E-Shopping
3. Community Web
4. E-Marketing
5. E-Marketplace
6. Stock Photo
7. Google Adsense
8. SEO
9. Affiliate Marketing
10.Game Online
E-commerce
E-Marketing
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Problems
มการเกบภาษแกรายผประกอบการรายยอยทสรางรายได แตยงไมมมาตรการการเกบภาษจากผประกอบการตางชาต อยาง Facebook และGoogle ทสรางรายไดในประเทศไทย อยางเปนกอบเปนก า
Facebook’s state and federal tax rates total 84.8 percent % in USA
Source :: http://www.siliconbeat.com/2016/11/03/facebook-google-apple-tax-rates/
https://www.theguardian.com/technology/2016/jan/22/google-agrees-to-pay-hmrc-130m-in-back-taxes
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Problem
Lack of knowledge for tax policy in online business
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Tax policy issue in vision of Thailand E-
commerce Association
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Current Situation
● ทางกรมสรรพกรก าลงจะกวดขนการเกบภาษกบกลมผประกอบการ E-Commerce โดยไดตดตอไปยง ผใหบรการเวบ
ส าเรจรปและ E-Marketplace ของไทย โดยไดขอรายชอผประกอบการ E-Commerce จากกลมผใหบรการ
ดงกลาว เพอกรมสรรพากรจะตดตอไปยงผประกอบการ E-commerce ดวยตวเอง
● ทางสมาคมผประกอบการพาณชยอเลกทรอนกส ยนดสนบสนนการจดเกบภาษอยางถกตองอยางเปนระบบ จงไดเขาไป
คยกบทานอธบดกรมสรรพกรฯ วาขอใหสมาคมฯ ไดรวมกบทาง กรมสรรพกรในการท างานรวมกน ใหความรกบ
ผประกอบการ E-commerce โดยกรมสรรพกรอยาขอรายชอจากผใหบรการเวบส าเรจรปและ E-Marketplace ของไทย
แลวน าไปตดตอกบผประกอบการโดยตรง เพราะหากกรมสรรพกรด าเนนการดงกลาว จะท าให
○ ผประกอบการยงไมมความเขาใจเพยงพอ จงเกดความหวาดกลว และจะหนหรอปดกจการ E-Commerce ซง
เหตการณนเกดขนมาแลวหลายกรณ
○ จ านวนผประกอบการ E-Commerce และผใหบรการเวบส าเรจรปและ E-Marketplace ในประเทศไทย จะไม
สามารถด าเนนธรกจได เพราะผประกอบการ E-commerce จะหลกเลยงการใชบรการกบผใหบรการในประเทศ
ไทย เพราะหากใชกบผใหบรการไทย จะตองถกน าสงขอมลใหกรมสรรพกร จงอาจจะเปลยนไปใชวธการขายบน
Facebook หรอ Instagram หรอใชผใหบรการเวบจากตางประเทศแทน ตลอดจนใชวธการโอนเงนผานธนาคาร
แทนการช าระผานระบบบตรเครดต
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Advice to Governments for supporting new technology and
promotion of new talents in local markets
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Solutions
ทางสมาคม ฯ ยนดและขอเสนอตวเปนตวกลางในการท างานรวมกบทางกรมสรรพกร ไมอยากใหกรมสรรพกรลงไปตดตอกบผประกอบการโดยตรง โดยสมาคมฯ มแนวทางความรวมมอและสรางความเขาใจแกผประกอบการกบการเสยภาษอยางถกตองคอ
● รบฟง ผประกอบการวามปญหา แนวทาง ค าแนะน า เกยวกบการเสยภาษอยางถกตอง (Public Hearing) โดย
รวมมอกบ สมาคมฯ และภาครฐทเกยวของ
● วางแผนเชงบวก ในการเชญชวนผประกอบการ E-commerce มาเสยภาษอยางถกวธ
○ มาตรการเชญชวน (ไมเกบยอนหลง)
○ วางแผนการเกบภาษแบบงายๆ สะดวกๆ เชน การจายประเมนแบบเหมา กบผประกอบการขนาดเลก
มากๆ
● การสรางแผน กระตนและโนมนาว ใหผประกอบการหนมาท าอยางถกวธ (Stimulation)
○ สรางความเทาเทยมกบผประกอบการตางประเทศ มาตรการการเกบภาษจากตางประเทศ แอพตางๆ,
การโฆษณาออนไลน, บรการช าระเงน
○ การกระตนใหผประกอบการไทยขายออกนอกประเทศผานทางออนไลน (ไมเสยภาษ)หรอมบางอยาง
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Thailand 4.0 :: Startup situation
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Kob Kun Kub
Pawoot Pom Pongvitayapanu • President of Thai E-Commerce Association
• CEO of efrastructure group
• Founder & MD Rakuten TARAD.com
E-Mail : [email protected]
• Linkedin.com/in/pawoot
• Instagram.com/pawoot
• Twitter.com/pawoot