hop magazine no.25 (editorial for horsemove thailand)

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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hop magazine no.25 (editorial for horsemove thailand)

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