hop magazine no.25 (editorial for horsemove thailand)
TRANSCRIPT
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8/12/2019 HOP Magazine no.25 (Editorial for Horsemove Thailand)
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8/12/2019 HOP Magazine no.25 (Editorial for Horsemove Thailand)
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The World is Flat:
Thailand & Southeast Asia Market
Southeast Asia, a subregion of Asia located at the south of
China and the north of Australia, are considered very small
in size when comparing to the world at large. Needless to
mention the equine industry which is comparatively tiny in
global scale. But why is it important from now on?
In 10 years time, Asia especially Southeast Asia has evolvedwith an increasing demand in equine industry. Thanks to the
globalization, the International Equestrian Federation (FEI)
starts to trigger the demands in this region and since then
the growth of Southeast Asian Equestrian industry becomes
crucial and are put into concerns. FEI starts to emphasize
more and more on the voices of Asians and move on improv-
ing the competition standard and levels of competition in
Asia along with other different perspectives, for examples,
the allocation of courses, clinics and education, and spon-
soring for local staffs and riders to have international expo-
sures. The national federations in Southeast Asia responds
by planing out a long-term policy to boost their local devel-
opments and inventing more international & world-class
competitions. As a result, the numbers of Athletes, Horses
and Events held in Southeast Asian region are skyrocket-ing (ref: FEI Statistics 2009-2012). Then, there are increas-
ing numbers of imported horses, more knowledgeable riders,
more numbers of staffspecialized in various areas and more
overseas training with worlds top riders. Not to mention the
increasing consumption of world-class products and equip-
ments of any kind which makes the Southeast Asian market,
one of the potential markets not to miss out.Amongst the foreign brands distributed to Southeast Asian
market, we can not deny that some direct users (riders, par-
ents, grooms, vets) are somehow less educated about the
products. Also some distributors rather push on the selling
of equipments instead of showing the brand value and core
benefits of products. This results in the underrated brand
perception and unsteady or even zero sales volume across
the region. So for the brand who wants to expand to this mar-
ket the concern were raised and some projects were unfortu-
nately put on hold. However, in this digital age, Social Media
seems to be the right tool for this niche market. As communi-
cation can flow freely and quickly enough, the brand aware-
ness process which is build up on learning, sharing, and trust
can perform its own mechanic. One example is the social
media site in Southeast Asia so-called HorseMove Thailand.
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HorseMove Thailand
HorseMove Thailand proves to be very successful in build-
ing and gathering up riding community which accounts to
approximately 80% in Southeast Asia; and the rest includes
audiences from Asia Pacific, East Asia, Europe and Australia.
For two consecutive years (2011 & 2012), HorseMove Thai-
land was awarded Top 10 Best Social Media in Asia from the
Equestrian Social Media Award which was recognized by
the FEI.
Objective:
- Generate awareness
- Create positive perception
- Build trust thru Buzz & WOM
- Build community- Maintain loyalty
HorseMove Thailands channels, from Facebook, Twitter, You-
Tube to the Blogging site, are integrated into the Hub to sup-
port the community and conveniently provide the channels
for the individuals or groups who share common interests
to meet, connect and interact i.e. taking parts in comments,
checking news & results, photo lookup, riders meet up, going
to events, etc.
As long as the information is interesting and the sense of
belongings are still there, the seemingly effortless approach
like Social Media will become a very powerful tool because all
communications made are based on trusted relationship and
that makes the positive perception delve deep inside the audi-
ences mind, more and more as time goes by.
Tools:
- Roadshows
- Name the series
- Clinic with top riders
- Product demonstration
- Product reviews & core benefits
- Press Release: company background & history
- Riders Testimonials
- Vouchers/Coupon Promotion
In big picture, competition-wise, leading countries in Sou-
theast Asia like Thailand, Indonesia, Malaysia, Singapore
and the Philippines are working in close-knitted to crea-
te common competitions which local riders and staff
s canexchange their international experiences and knowledge
required in stepping up to international standard and to
develop equestrian sports as a whole. On the other hands,
countries like Cambodia and Myanmar are coming close as
they are on the verge of developing riding facilities, riders,
horses and equestrian events. Surprisingly, just in one year,
Myanmar who is hosting the Southeast Asian Games (SEA
Games) in Nay Pyi Taw city this month managed to include
Equestrian sports which cover 3 major disciplines on borro-
wed horses including Dressage, Show Jumping and Endu-
rance. The test run at Pre-SEA Games in March was proved a
success as 5 out of 8 countries participated. Another positive
outcome after SEA Games 2013 will definitely yield a newer
and brighter chapter of Myanmars Equestrian Industry in
coming years. Lets hope for the best!
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HorseMove Thailand
En esta direccin se mueve el social media HorseMove Thai-
land del Sureste asitico. De hecho, HorseMove Thailand ha
logrado construir y recoger alrededor de si mismo la comu-
nidad ecuestre regional, representada por casi el 80% de los
individuos procedentes del Sureste asitico y del rea Asia y
Pacfico, Asia oriental, Europa y Australia. Durante dos aos
consecutivos (2011 y 2012) el Top 10 Best Social Media en
Asia fue conferido a HorseMove Thailand por el Equestrian
Social Media Award, reconocido por la FEI.
Objetivo:
- Generar conciencia
- Crear una percepcin positiva
- Construir la confianza a travs del boca a boca- Constuir la comunitad
- Mantener la fidelizacin
Los canales de HorseMove Thailand, de Facebook a Twitter,
desde YouTube hasta el blog, estn integrados para sostener
la community y permitir el encuentro, el contacto y la inte-
raccin entre cada uno de los individuos o de los grupos que
comparten intereses comunes para que participen en los
comentarios, controlen noticias y resultados, vean fotos, se
pongan al da sobre los encuentros entre jinetes o sobre la
organizacin de eventos.
Si las informaciones son interesantes y existe un marcado
sentido de afiliacin, el acercamiento mediante los social
media, que en apariencia no necesita de ningn esfuerzo es
un instrumento muy potente. De hechos, todas las comuni-
caciones se basan en una relacin de confianza que hace
posible que con el paso del tiempo la percepcin positiva se
enrace cada vez ms en la mente de los usuarios.
Instrumentos:
- Roadshow
- Denominacin serie
- Talleres con jinetes de primera categora
- Demostracin de productos
- Resea productos y principales ventajas
- Comunicado de prensa: historia de la empresa
- Jinetes testimonios
- Promocin con bonos/cupones
Dentro de una perspectiva ms general, los pases ms im-
portantes como Tailandia, Indonesia, Malasia, Singapur y Fi-
lipinas estn trabajando para crear competiciones comunes
donde los jinetes y el personal local puedan intercambiarse
experiencias e informaciones para alcanzar los estndares
internacionales y contribuir al desarrollo de los deportes
ecuestres en general. Mientras tanto se acercan tambin los
pases como Camboya y Myanmar donde se est ponien-
do en marcha la creacin de estructuras para los deportes
ecuestres, el adestramiento de jinetes y caballos y la orga-
nizacin de eventos. Es sorprendente que en un solo ao,
Myanmar, que hosped en Naypyidaw los juegos del Sureste
asitico (SEA Games), haya logrado incluir en el programa
tres disciplinas importantes, Dressage, Salto de Obstculos
y Endurance con caballos prestados.
El sector se est desarrollando con fuerza
La equitacin se difunde porel Sureste asiticoDurante 10 aos, Asia y sobre todo el Sureste asitico, ha re-
gistrado un aumento de la demanda en el sector de la equi-
tacin. Gracias a la globalizacin, la Federacin ecuestre in-
ternacional (FEI) empez a operar en esta regin y desde ese
momento el crecimiento del sector de la equitacin en el Su-
reste asitico se volvi crucial y muy atractivo. La FEI ha em-
pezado a dar cada vez ms voz a los asiticos y a mejorar los
estndares y los niveles de las competiciones en Asia junto
a otras perspectivas, por ejemplo la asignacin de cursos, ta-lleres, la esponsorizacin del personal local y de jinetes para
realizar una exposicin internacional. Las federaciones na-
cionales del Sureste asitico han respondido elaborando una
poltica de largo plazo centrada en la promocin de nuevos
progresos a nivel local y organizando varias competiciones
internacionales. En consecuencia el nmero de atletas, ca-
ballos y eventos en el Sureste asitico est aumentando de
manera vertiginosa as como el consumo de productos in-
ternacionales y equipamientos de todo tipo; esto hace que el
mercado del Sureste asitico sea un mercado potencial que
no hay que descuidar.
Por lo que se refiere a las marcas extranjeras distribuidas en
este mercado, no podemos negar que algunos usuarios (jine-
tes, padres, caballerizos, veterinarios) estn menos instrui-
dos en materia de productos. Adems, algunos distribuido-
res prefieren centrarse en la venta de los equipamientos en
vez de expresar el valor de la marca y las ventajas esenciales
de los productos. De esto deriva una percepcin subvalorada
de la marca y un volumen de ventas irregular, o incluso re-
ducido a cero, en toda la regin. Por lo tanto, para las marcasque quieren difundirse en este mercado existen motivos de
preocupacin incluso porque desafortunadamente algunos
proyectos los han dejado en estado de espera.
Durante esta era digital los social media parecen ser el mejor
instrumento de comunicacin para este segmento. Puesto
que la comunicacin se genera de manera libre y bastante
rpida, el proceso de conciencia de la marca, que se constru-
ye a travs del aprendizaje, de la comparticin y de la con-
fianza, puede producir su propio mecanismo.
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Xanthus Thailand
Xanthus Thailand was founded in
Bangkok, Thailand in the 90s under
the management of Col.Fuangvich An-
iruth-Deva aka Col. Sam, top Thai ath-
lete and medal gainers in various Asian
Games and Southeast Asian Games,
who was the person overseeing the
development of Thailand Equestrian
since the very early years and is still
acting as the Secretary General of Thai-
land Equestrian Federation.
Back then, Xanthus Thailand was the
very first tack shop ever in Thailand,
distributing all kinds of imported equip-
ments, horse feeds and supplements
for equestrian sports from the high- to
mid-range price. In 2013, the company
changed hands to another young vi-
sionary, a brain-child of Col. Sam Tor
Chalermcharn Yotviriyapanit. Tor is an
entrepreneur of a social media com-
pany HorseMove Thailand, who also
works as an equestrian event organizer
and a keen Dressage rider with special
degree in FEI Dressage and Eventing
official.
In addition, Col. Sam and Tor run the
riding school called Phoenix Riding
Academy where they both are trainers
in all riding levels from beginners and
up, and also the mentors to many young
generation riders who sets a plan to ac-
complish their dream goal in Elite/In-
ternational level.
Xanthus ThailandXanthus Thailand, el distribuidor de
Prestige para Tailandia, Myanmar,
Laos, Camboya y Vietnam, fue fundada
en Bangkok en los aos Noventa por el
Coronel Fuangvich Aniruth-Deva, lla-
mado tambin Coronel Sam, gran at-
leta tailands ganador de varias meda-
llas durante los Juegos asiticos y del
Sureste asitico. El Coronel Sam se ha
ocupado del desarrollo de los deportes
ecuestres en Tailandia desde el princi-
pio y es todava Secretario general de la
Federacin tailandesa de los deportes
ecuestres. Xanthus Thailand ha sido la
primera tienda de arreos en Tailandia
que se ha ocupado de la distribucin de
todo tipo de equipamiento de importa-
cin, de forrajes y de integradores
para los deportes ecuestres de nivel
medio-alto. En 2013 la sociedad pas
en las manos del delfn del Coronel
Sam, Tor Chalermcharn Yotviriyapa-
nit. Tor es el empresario que est por
detrs del social media HorseMove
Thailand y adems es un organizador
de eventos en el mbito de los depor-
tes ecuestres y un jinete apasionado de
dressage asimismo juez FEI para Dres-
sage y Eventing.
El Coronel Sam y Tor dirigen una es-
cuela de equitacin que se llama
Phoenix Riding Academy y son instruc-
tores para todos los niveles desde prin-
cipiantes en adelante, asimismo men-
tores de muchos jvenes jinetes que
quieren realizar su sueo a nivel Elite/
Internacional.
Colonel Sam and
Chalermcharn
Yotviriyapanit with
Prestige managers and
R&D staff
Coronelo Sam
y Chalermcharn
Yotviriyapanit con
los directivos de
Prestige y el personal
de Investigacin y
Desarrollo
Right-hand photo:
Colonel Sam with
Chalermcharn
Yotviriyapanit
Coronel Sam con
Chalermcharn
Yotviriyapanit
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