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Thai government plans global export push for 2013/14

Online and conventional media co-opted into major initiative aimed at revitalising Thai trade in 63 international markets.

Photo: Thaitrade.com: expected to deliver US$1.8 billion in revenue.
Thaitrade.com: expected to deliver US$1.8 billion in revenue.

Thailand is seeking to boost its levels of exports through aggressive global promotions over the next 12 months. The campaign will run in both conventional media and through a number of online channels as the country seeks to revitalise its global trade.

Organised by Thailand's International Trade Promotion (ITP) department, the initiative will include a number of individual campaigns targetted at sectors identified as priorities by the government. Among the already agreed target sectors are products for the elderly, educational items and those likely to attract institutional consumers.

Launching the campaign, Nuntawan Sakuntanaga, Director General of the ITP, said the initiative would utilise a variety of overseas media to ensure a higher global profile for Thai goods. This activity is to include magazine, television and outdoor advertising in a number of international markets.

Explaining the campaign more specifically, she said: "Thai trade ambassadors in 63 countries worldwide are drawing up plans to penetrate their markets. They will categorise which types of products should be promoted in each market and the specific media required for advertising them."

As well as traditional advertising, the department has also prioritised online trading. This will see it encourage more businesses, particularly small and medium-sized enterprises and One Tambon One Product ("tambon" being a Thai local government unit) traders, to use online channels to lower their operational costs, while targetting a wider group of potential buyers.

As well as promoting the exports of goods, the initiative is also aimed at building global awareness of the Thai services sector. In light of this, the ITP is planning to promote the country's strengths in the provision of digital content (for software, games, animations, songs, TV dramas and movies) as well as its suitability as an event destination.

This new initiative follows on from the ITP's earlier launch of www.thaitrade.com, a dedicated B2B e-commerce channel aimed at promoting the country's products to an international audience. According to government figures, the initiative is expected to deliver US$1.8 billion worth of revenues across 43 different international markets.

At present, some 1,000 companies have signed up to participate in the initiative, with the ITP claiming to have identified those Thai businesses most suitable for international trade. As well as developing the online presence, the ITP will also be promoting the site offline in a number of target markets.

As part of the initiative, the ITP has already established trade partnerships with a number of existing b2b portals. To date, these include: ebay.com, alibaba.com, rakuten.com, Pantavanij.com and hktdc.com.

Sunny Chau, Bangkok Office

Content provided by Picture: HKTDC Research
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