As the global retail sector transitions firmly into the post-pandemic era, brands looking to expand into Southeast Asia are encountering a rapidly evolving digital landscape. Addressing these critical market shifts, Hong-Kang Huang, Business Development Manager at GDT ASIA, took the stage at the recent 2022 Cross-Border E-Commerce Trend Summit to deliver a comprehensive roadmap for navigating the complexities of the Thai market. His keynote highlighted how proprietary marketing technology (MarTech) and localized social commerce strategies are fundamentally changing the way international brands establish profitable footprints abroad.

Reflecting on the volatility of recent years, Huang noted that consumer behavior in Thailand fluctuated significantly alongside pandemic peaks, heavily impacting sectors like fast fashion and cosmetics while driving unprecedented demand for household goods. However, the most profound lasting change has been the acceleration of conversational and social commerce. Huang pointed out that while platforms like Facebook, Instagram, and LINE remain foundational, TikTok has triggered a new wave of consumer engagement. Unlike in Taiwan, where TikTok serves primarily for brand exposure, the Thai market has fully embraced “TikTok Shop,” allowing consumers to seamlessly transition from discovering a product via short-form video to making a direct purchase within the same application.

Beyond navigating platform algorithms, Huang addressed a critical pain point for brands investing heavily in cross-border influencer marketing: the fragmentation of performance data. To solve this, GDT introduced a revolutionary KOL database and affiliate management system during the summit. This proprietary tool empowers brands with end-to-end operational visibility, utilizing advanced URL tracking and custom discount codes to monitor every individual influencer’s conversion rate—from initial landing page clicks to final sales. By automating profit-sharing and consolidating analytics into a single dashboard, the system eliminates the inefficiencies of manual data processing. The commercial impact of this MarTech innovation is substantial; Huang revealed that brands utilizing the system this year successfully slashed their marketing costs by an average of 50%, achieving a much higher return on investment while driving positive sales growth.

Looking ahead, as Thailand reclaims its status as a global tourism hub and physical shopping rebounds, Huang emphasized that a robust Online-to-Offline (O2O) strategy is no longer optional. He advised digital-first brands to implement hybrid fulfillment models, such as online purchasing with in-store pickup, and to leverage pop-up counters in Thailand’s renowned department stores. This approach not only serves as a low-risk testing ground for physical expansion but effectively captures the revitalized foot traffic, ensuring that brands remain agile and highly competitive in Asia’s dynamic retail ecosystem.

隨著全球零售產業穩步邁入後疫情時代，亟欲拓展東南亞版圖的品牌正面臨著數位與實體通路的劇烈變革。在日前盛大舉辦的 2022跨境電商趨勢論壇 上，吉遞特 (GDT ASIA) 商務開發經理黃宏康受邀登台，為企業主精準剖析了泰國市場的最新戰略佈局。他的分享深度揭示了行銷科技（MarTech）與在地化社群商務，如何成為國際品牌在海外市場實現高效獲利的核心引擎。

回顧過去幾年的市場動盪，黃宏康指出，泰國消費者的購物習慣隨著疫情高峰產生了顯著的板塊移動。雖然美妝與快時尚曾因民眾減少外出而受到衝擊，但家用品的需求卻逆勢大增。而這段期間留下來最深遠的影響，莫過於「對話式行銷」與社群電商的全面普及。黃宏康特別點出，儘管 Facebook、Instagram 與 LINE 依然是泰國的社群基石，但 TikTok 挾帶短影音的強大優勢，正掀起一波無法忽視的流量新浪潮。與台灣目前主要將 TikTok 作為品牌曝光渠道不同，泰國市場已高度整合了 TikTok Shop，讓消費者在觀看影音後，能毫無斷點地直接在平台上完成購買決策與結帳，形成了極具爆發力的銷售閉環。

在掌握流量趨勢之餘，黃宏康也直擊了品牌在執行跨國網紅行銷時最常面臨的痛點——成效數據碎片化與追蹤困難。為此，GDT 於會中首度展示了其優化開發的「網紅資料庫與成效系統」。這套專屬 MarTech 工具整合了精準的 URL 追蹤與專屬推薦碼技術，能深度監測每一位 KOL 從引導至到達頁（Landing Page）到最終結帳的完整轉換率。系統不僅能自動化計算分潤，更讓商家得以透過單一儀表板即時掌握行銷投資報酬率（ROI），徹底告別過去耗時的人工作業。這項技術的商業效益驚人，黃宏康透露，今年導入該系統的合作品牌，平均大幅節省了約一倍的行銷成本，在預算優化的同時，更帶動了整體訂單的強勁成長。

展望未來，隨著泰國邊境解封與觀光客回流，實體通路正迎來強勢復甦。黃宏康強調，單純仰賴線上流量已不足以應對市場變化，企業必須積極擬定 O2O（Online-to-Offline）虛實融合戰略。他建議電商業者可推動「線上購買、實體取貨」的履約模式，並善用泰國百花齊放的百貨產業，透過設立快閃櫃作為進軍實體通路的試金石。這不僅能有效測試線上與線下的雙向導流潛力，更能精準攔截百貨商場復甦的龐大購物人潮，確保品牌在瞬息萬變的亞洲跨境市場中，持續保持領先的競爭優勢。