Economy
Thai SMEs Urged to Adopt 'Taste & Trust' Strategy Amid E-commerce Shifts
Expert Anis Osathanugrah advises Thai SMEs to focus on branding and community building to survive the influx of Chinese e-commerce competition and AI-driven market saturation.
At the recent Trade Exponenti event, business expert Anis Osathanugrah addressed the evolving landscape for Thai small and medium-sized enterprises (SMEs). According to Prachachat Business, Osathanugrah highlighted the risks posed by the rapid expansion of Chinese capital within the Thai e-commerce sector, which he described as a scenario where businesses could face sudden disruption.
To remain competitive in what he terms the 'New Economy,' Osathanugrah suggests that Thai SMEs must pivot toward a 'Taste & Trust' strategy. This approach emphasizes the development of strong CEO branding and the cultivation of dedicated consumer communities. By focusing on these human-centric elements, he argues that local businesses can better navigate the challenges of 'AI Overload,' where automated content and algorithmic competition threaten to overshadow traditional market players.
For residents and business owners in Thailand, this shift underscores the growing importance of differentiation in an increasingly digital and globalized marketplace. While the strategy offers a potential roadmap for resilience, the long-term effectiveness of these branding efforts against large-scale international platforms remains to be seen. Observers are watching to see how local SMEs will implement these community-focused tactics in practice as the digital landscape continues to evolve.