Bangkok--31 Oct--Central Pattana
- Highlighting the model of 'Theory-Training-Transformation' to support over 80 SMEs for two consecutive years. With more than 50% growth rate, SMEs have expanded their branches in CPN to cover over 8,000 square meters of retail space
- Build successful brands including: 1) 'DIVANA', a luxury spa brand that has been able to establish a sustainable business with its unique lifestyle cafe; 2) 'ChouNan', an Asian style fast-food restaurant that has successfully transformed its business under the concept of 'Urban Lifestyle' and 3) 'Yellow Spoon', a bakery business that started with a wholesale model and has now successfully managed its brand expansion into several different formats
- Continue 'Center of Life' vision; preparing to support local SMEs to permanently enter modern trade, with pilot models to be implemented at CentralPlaza Chiangmai Airport and CentralPlaza Khon Kaen by the end of 2018
Central Pattana Plc (CPN), Thailand's leading developer and operator of shopping centers, has announced substantial success in supporting new SMEs through 'CPNlead Year 2', in which CPN has joined hands with Thammasat University to encourage learners to 'Learn, Act and Succeed for Real' in order to help Thai entrepreneurs (whether they are small or large brands) to achieve sustainable growth and increase their competitiveness internationally. With 40 brands (which are of different sizes and business types) participating in the program, CPN has also welcomed new entrepreneurs who aim to develop and increase income distribution in their local communities.
After completing the course, various brands have managed to enhance their businesses and develop new and interesting concepts. The three brands with the most outstanding business models are 'DIVANA': from a luxury spa brand to a unique lifestyle cafe, 'ChouNan': an Asian fast-food restaurant with a new concept of 'Urban Lifestyle', and 'Yellow Spoon': a unique bakery that has expanded its business into many different formats.
Mr. Preecha Ekkunagul, President and CEO of CPN, said: "In a time when running a business has become more challenging, entrepreneurs, whether small or large, need to adapt themselves in order to build a strong business with sustainable growth. With the 'Center of Life' vision, CPN also aims to support Thailand's SMEs and startups in Thailand following government policy at all levels. We are conducting the program using two main approaches, firstly, by giving knowledge and secondly, by creating more sales opportunities. Giving knowledge – we filled SMEs in the CPNlead program with comprehensive knowledge by sharing our experience and expertise with both well-established businesses and new brands in Bangkok and nationwide, without any limitations that would require them to expand their businesses exclusively with CPN. As a 'big brother' in the retail industry, CPN aims for this course to become a springboard for entrepreneurs to grow together. We have held the course for two consecutive years and it has supported and helped to build over 80 businesses, and many brands have been able to continue further growth or are now ready to engage in co-creation with CPN."
Mr. Preecha added: "In addition, we also support SMEs by creating sales opportunities in high-potential locations in CPN's shopping centers nationwide under projects such as 'SMEs Market Place', where we open our space to welcome over 5,000 local SMEs who bring OTOP products, agricultural products and popular provincial items to our shopping centers nationwide. This year, CPN is aiming to upgrade this project to a higher level still by creating the 'Destination Concept' as a sales space and channel in the form of modern trade, with permanent zoning for local entrepreneurs. This concept will initially be applied at CentralPlaza Chiangmai Airport and CentralPlaza Khon Kaen. We will select recommended and popular items and products from local areas to be available in this new zone. We are also cooperating with the Department of International Trade Promotion (DITP) to select entrepreneurs nationwide to participate in the project. The SMEs zone will be open in December 2018 and is expected to cover all of our branches nationwide by 2019. It is expected that over 1,000 local entrepreneurs will participate in this project."
Mr. Pakorn Parttanapat, Chief Operating Officer of CPN, said: "We recognize the potential of the new generation with creative ideas and we are ready to help them grow their businesses. We are selecting and seeking rising stars for the retail industry, so we can help train and equip them with suitable 'business weapons' in the CPNlead course, which is held under the concept of 'Growth and Success with Great Partnership'. This is designed for the 'Win-Win-Win' concept of success i.e. SME learners will be able to grow, shopping centers can expand their range of products and diversity of services, and consumers are presented with a higher number of choices and quality products."
"Today, the substantial success of CPNlead is that we have been able to help new SMEs build successful businesses and assist in terms of new business models, innovations, product development ideas (after learning about the needs of consumers), workshop participation with fellow entrepreneurs, brand concepts, interesting 'story-telling' creation for consumers, and marketing strategies for the era of 'Hyper Connected Consumers' together with digital communication etc. Over 50% of entrepreneurs participating in the course (both the first and second year) were able to grow further and expanded their branches with CPN to cover over 8,000 square meters of retail space in total," said Mr. Pakorn.
Asst. Prof. Pitipee Ruammake, Lecturer in Marketing, Faculty of Commerce and Accountancy at Thammasat University and director of the CPNlead course said: "The CPNlead course aims to help Thai SMEs grow and to equip them with 'Retail Success Formula', specially designed for this course. The will learn to plan systematically and do business professionally. Besides passion most entrepreneurs have, they tend to think and take action by their own, making them lack the business' big picture. We have encouraged them to look at the long-term growth of their businesses. In the second year of the course, we are focusing on Co-Creation, where we let each brand co-create new products together in order to spur out-of-the box thinking and continued development while focusing on a customer-centric concept and creating a seamless experience. The pop-up store model in the form of creative market called 'YOUNIQUE Market' has also played a major role in SMEs' success. This helps individual entrepreneurs eliminate a trial-and-error approach. Many of the participants have discovered new products and business partners from this course and have successfully put the learning into practice."
Dr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing of CPN, said: "CPN is the first company in the retail industry to initiate a training course for Thai SMEs. CPNlead has a unique concept of 'Theory-Training-Transformation' and is packed with know-how and new case studies, and most importantly, knowledge that the participants are able to put into practice for real. The new generation of businesspeople is very creative and has passion, and CPN wants to help them pursue their dreams, therefore, we have joined hands with members of the course board to help select three outstanding brands that are making excellent progress, with the ability to invent new business models as follows:
1) Winner: Ms. Karnpitcha Kieatkhajornrit from DIVANA, the business has grown from the delicacy of the spa. With passion and creativity, the business model has been transformed into a unique lifestyle cafe under the name of 'DIVANA Signature Cafe' and has established a sustainable business with the concept of connecting the brand with places where the cafes are located. The 'DIVANA Landmark' is a sustainable foundation for this out-of-the-box and constantly growing business.
2) 1st runner-up: Mr. Kulawachara Bhurichayawarodom from Chounan, an Asian fast-food restaurant that presented the 'Transformation Concept', which combines 'Urban Lifestyle & New Japanese' and has changed its strategy from product-centric to customer-centric as well as inventing new signature dishes such as 'Moon Gyoza'. The brand has fulfilled the needs of fast convenience and a perfect destination for fast-food as well as creating more sustainability for the local community through ChouNan Farm and Craft Center projects.
3) 2nd runner-up: Ms. Mintira Vichayawongtirakul from Yellow Spoon, a bakery brand that pays attention to the details of every one of its baked items to ensure their highest quality. This business started from a wholesale business model that focused on online channels and it has successfully managed its brand expansion to open several new branches. It also had the idea to engage its new store concept in many forms while supporting and maintaining the brand's identity. With its strength in production, the brand has been able to control product quality fully despite expanding the business into a larger retail scale."