Louis Vuitton, Volvo tapping Thai social commerce by strategy of Line chat app

BANGKOK (Reuters) – Luxury style and auto manufacturers in Thailand beget turned to promoting their merchandise on Japanese chat app Line amid the coronavirus pandemic, tapping the nation’s rising appetite for social commerce, a top executive said on Thursday.

FILE PHOTO: The emblem of free messaging app Line is pictured on a smartphone on this photo illustration taken in Tokyo, Japan September 23, 2014. REUTERS/Toru Hanai/File Characterize

Brands admire Louis Vuitton, Chanel and Volvo had been among individuals who opened unswerving accounts on the messaging app, which outranks Fb’s WhatsApp and Rakuten’s Viber in Thailand, aiming to connect with users all over a coronavirus lockdown.

“The luxurious category become as soon as forced to adapt on fable of their stores had been closed,” Line Thailand chief commercial officer, Norasit Sitivechvichit, immediate Reuters.

Thailand earlier this 365 days imposed a nationwide curfew and closed retailers for nearly two months to own infections.

“For the length of the pandemic, sellers turned very energetic,” Norasit said, including that others purchased cosmetics and fast-appealing individual goods.

Line, which charges sellers for sending messages and are living streaming, said its monthly energetic users in Thailand grew from 44 million to 47 million this 365 days, its 2nd supreme market after Japan.

Volvo successfully purchased autos on the platform after launching in Would possibly and studying buyer info, its Thailand head of promoting and digitalization, Jean-David Harel, said.

“Now we beget an working out of which models they beget nowadays, which hobby they beget and after they belief to alternate their existing automobile,” he said.

Social commerce is widely accepted in Thailand, the place retailers sell correct away to customers through social media admire Line and Fb’s Instagram.

Line last 365 days launched a feature for retailers to organise inventory and on-line retailer fronts, which now has over 50,000 users.

One other tool to serve sellers with buyer relationship and knowledge administration is slated to commence next 365 days.

E-commerce platform, JD Central would furthermore commence companies for sellers.

Line will soon introduce “MyRestaurant” with its meals offer app, Line Man Wongai, to serve drinking areas, Norasit said. The company furthermore has video-on-demand merchandise.

Reporting by Chayut Setboonsarng; Enhancing by Martin Petty

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