Phusit Ratanakul Sereroengrit, Director General of the DITP, reveals the department’s strategies and plans for 2022.
According to him, the DITP will continue using the principle of “marketing before production” as instructed by Deputy Prime Minister and Minister of Commerce, Jurin Laksanawisit. Commercial diplomats have been assigned to study global market demands to facilitate market entry for Thai exporters as well as to find opportunities for Thai local products to go global. They will also emphasise the need to adopt new technology and innovations to help drive exports in the New Normal era.
As for exports, the focus will be on maintaining current markets and expanding into new markets, especially those with high import potential. At present, Thailand exports less than its potential and there is a possibility to increase export value. The DITP will organise both online and offline activities to promote trade for Thai entrepreneurs, where they will be urged to make use of e-commerce platforms to reach consumers worldwide. Trade negotiations will be conducted through using the Smart OBM system with AI technology to enhance the efficiency of business matching and increase the value of sales.
Another priority will be the Bio Circular Green Economy (BCG) economic model, which has been announced as part of the national agenda by the government. Thai businesses operating under BCG will be supported through cooperation with other agencies to find new international markets, including developing more public relations campaigns domestically and internationally in order to increase competitiveness, GDP and income for entrepreneurs at all levels.
To promote trade in 2022, the DITP will organise 159 events: 74 in Thailand and 85 internationally. The objective is to develop and increase competitiveness in three areas, developing the potential of entrepreneurs, products and services, and marketing channels. The DITP will take Thai entrepreneurs to various international trade fairs, both those organised by local agencies and by the DITP, including TOP THAI Brands, Mini Thailand Weeks, SMEs pro-Active project and other online and offline activities.
Other strategies include:
- Increase collaboration with private sector by hosting meetings with business clusters to assess the export situation of main products and services. In addition, the DITP will hold talks to foster good relationships with Import Associations and traders in Thailand and abroad, as well as to take advantage from the network of Honorary Trade Advisors (HTA) to the Ministry of Commerce.
- To promote exports of BCG and innovation products, as well as to support business practices in the Next-Normal era, where businesses will be able to adapt to a changing world and shifts in consumer behaviour.
- Build confidence and relationships with large enterprises through “Thailand Global Business Partners” scheme to honour importers, maintain existing customers and attract new importers.
- Use online platforms for disseminating trade information from the DITP, including podcasts or online TV channels for Thai businesses to gain knowledge, keep up with the latest trends and consumer demands in the global market, as well as trade regulations covering all regions of the world.
- Promote hybrid marketing to open markets, strengthen relationships and build commercial network. Entrepreneurs will be supported via offline and online activities, including online events that will continue to promote digital commerce such as the Smart OBM system and Virtual Trade Shows. In addition, the department’s digital service system infrastructure will be developed to provide efficient services.
- Conduct confidence surveys for international importers as well as market studies and in-depth surveys of purchasing and consumption behaviour and use the information to analyse market trends and forecast exports.
- Promote businesses supporting exporters to enhance efficiency, reduce costs and create business networks by organising events, where exporters from various industries will have an opportunity to meet entrepreneurs from supporting businesses, including marketers, branding specialists, designers, graphic designers, packaging manufacturers, logistics and supporting technology service providers.
Translated by Manisa Phromsirpranee.