TikTok continues its efforts to support Thai businesses, and collaborations with the Community Development Department (CDD) to enhance the ‘Digital Skills’ of Thai OTOP entrepreneurs, exercising TikTok Shop Academy and tailoring the power of Live Steaming, a critical feature for showcasing local products, to boost business potentials. Committed to advancing the One Tambon One Product (OTOP) on TikTok Shop platform, the company at the same time introduces #ช้อปได้ทุกถิ่น (Shop anywhere in Thailand) under ‘the best OTOP products are now on TikTok Shop’ campaign theme, fostering brand recognition and broadening access to target audiences on the TikTok platform. TikTok is dedicated to sustaining the TikTok for OTOP initiative in partnership with the Community Development Department under the Ministry of Interior.
According to TikTok, most OTOP entrepreneurs participating in the project lacked knowledge and understanding of technology for e-commerce, particularly in areas like i.e. How to ‘creative presentation’ or ‘How to grab viewers’ attention in Live Streaming’, which are relatively new for many of Thai OTOP entrepreneurs. There remains a need for learning behind-the-scenes techniques and equipment. In response, TikTok collaborated with the Community Development Department, and organized customized workshop activities for OTOP entrepreneurs, and a special workshop on ‘Upskill your Live Stream to Up Sell your Shop’. Renowned creators, i.e. Win William, Spritebababi and Flukkaron, and experts from TikTok will share insights and demonstrate techniques aimed at enhancing entrepreneurial skills in this area. In the 1st phase, TikTok provided instruction on setting up a store on the TikTok Shop platform and sharing techniques for crafting video content tailored to OTOP entrepreneurs.
The campaign #OTOPช้อปได้ทุกถิ่น Tiktok Shop ของดีทั่วไทยรวมไว้ที่เดียว (Shop anywhere in Thailand under the best OTOP products are now on TikTok Shop theme) represents our ongoing commitment to supporting OTOP entrepreneurs. By expanding the collection of OTOP products by up to 118%, we reinforce TikTok Shop as the premier marketplace for OTOP goods. Additionally, TikTok gives opportunities to entrepreneurs to collaborate with creators on the TikTok platform, stimulating sales and enhancing product visibility among target demographics nationwide.
The #ช้อปได้ทุกถิ่น (Shop Everywhere) campaign serves as a platform that gathers and promotes OTOP products related content. With over 495 video content created during the launch of this campaign, the campaign has garnered over 137.9 million views, significantly expanding the accessibility of OTOP products to both new and existing target buyer groups, both domestically and internationally. This aligns with the emerging trend of Shoppertainment, which engages consumers, brands, and creators alike, making TikTok Shop an e-commerce platform that offers utter shopping experiences for buyers who are increasingly interested in OTOP products. Furthermore, the total number of visitors to LIVE OTOP product showcases has surpassed 200,000 individuals.
Kornnika Niwattisaiwong, Head of FMCG E-Commerce – Thailand said “TikTok is committed to supporting local sellers and businesses, with a primary focus on equipping OTOP entrepreneurs with digital skills and knowledge. We aim to empower Thailand’s unique businesses to thrive in the rapidly evolving world of e-commerce. To achieve this, we are organizing additional training courses, providing insights from TikTok experts and creators, to enhance the selling and promotional capabilities of OTOP stores continuously. Over the past six months, through the ‘TikTok for OTOP’ project, we have successfully trained over 532 OTOP businesses.”
“The recent workshop organized by TikTok represents a continuation and enhancement of skills development through training, aimed at equipping entrepreneurs with the necessary knowledge to meet their objectives effectively. This year, our goal is to onboard an
additional 500 OTOP businesses into the project. We strongly believe that the knowledge and skills gained by OTOP entrepreneurs will prove invaluable, fostering technological awareness and enabling the creation of innovative income streams in the future. Moreover, it serves to promote local businesses and showcase Thailand’s unique identity to a global audience.”
OTOP businesses who participated in the latest activity with TikTok have emphasized that TikTok is a platform that genuinely supports local community products. It is effective in presenting products and engaging with real customers. Their stories serve as inspiration for other OTOP entrepreneurs seeking to learn how to promote their OTOP stores and sell products online.
“Through training sessions with TikTok and the Community Development Department, we have acquired enhanced digital skills and expanded our business presence on the TikTok Shop platform, enabling us to showcase the uniqueness of local products to a global audience. Importantly, this initiative has also facilitated career opportunities for members of our community, offering them the chance to establish sustainable incomes in their hometowns. We anticipate that Live Streaming skills will serve as another pivotal factor in enlarging our customer base, particularly among the new generation. From the outset, we have honed skills in crafting long-form and short video clips, scripting, and promotions. Moreover, we have gained valuable insights into customer behavior, including reviews, which we can leverage to expand our business in the present and future.” said Khun Wow-Narapim Ratchalee, President of OTOP Kratip Khao Kla Phikunklao Group
