Bangkok--20 Aug--Mind Touch
The local largest English language bookstore chain has revealed the new booming trend of children's books to serve the new lifestyle of modern parents
Asia Books, Thailand's finest English language bookstore chain, which covers over 67 branches in the Kingdom, today, announces its proactive business plan to mark the 4oth anniversary of its operation in Thailand. The bookstore chain will invest over 20 million baht to kick off its celebration campaign, entitled “Asia Books on Chapter 40th”. The company has also revealed that children's books trend is flourishing serving the new lifestyle of modern parents. It expects to achieve over 1,000 million baht in sales by the end of this year.
Phumate Manuphibul, Managing Director of Asia Books Company Limited, a leading operator of English language bookstore chain, reveals that the bookstore market in Thailand is expected to be growing at 10 % per annum of the overall market value of about 2,000 million baht.
During the 40 years of its operation, Asia Books has focused on its management principle under “The Sanctuary of Imagination” concept, which is the offer of quality imported books and magazines to its customers. Over the past two years, the company has undergone the re-brand image as well as expanding its bookstores network through the merger with 'Bookazine' bookshops resulting in the increase of branches to 67 at present.
“For this year, in order to celebrate the 40th Anniversary in Thailand, Asia Books has invested over 20 million baht to the launch of “Asia Books on Chapter 40th” campaign, which is aimed at reinforcing the leadership position of Asia Books by showing our thanks and appreciation to our customers and our responsibility to the Thai society. The celebration campaign will include services to ensure highest customers’ satisfaction such as adding rare books section and those demanded by local readers, especially “New Knowledge” and “New Idea” books, expansion of children's books category to cater to the growing trend in Thailand as modern parents encourage their kids to read and learn outside classes as well as improving their English proficiency as English is an international language and a necessity in today communications. So far, children's books have achieved the highest growth in sales.
To celebrate its 40th Anniversary, Asia Books has launched sales promotion and member relationship campaign to express thank and appreciation to its customers such as the 'Cash Back Reward' campaign held during July 30 — December 31 this year allowing individual customers to collect 5 stamps in exchange of up to 40% discount for the purchase of any 1 book or 4 stamps for 400 baht cash coupon. Asia Books member can also enjoy the bonus of quadruple accumulated points during the same period of time. At the same time, we have also planned the official launch of “The Lost Symbol”, the latest novel from Dan Brown, the famous author of “The Da Vinci Code”. We have prepared special gifts for the first 40 real fans of Dan Brown, who bought the books at 4 participated branches on September 15 which is the official launch date worldwide. In addition, Asia Books will also offer “Gook Book Great Value” or Buy 3 get 1 free for Art, Cooking and Children Books campaign as well as the Used Book Values 15% off campaign giving customers 15% discount when bringing in any used book to buy the new book. All used books will be then donated to various foundations.
Asia Books has also introduced its new online “Worldwide Ordering Services” via its website, www.asiabooks.com with reasonable price, convenient and speedy services. During the introductory period, all orders will be delivered to the destinations within Thailand free of charge.
In addition, Asia Books in collaboration with Mater Dei School has also initiated “English Sound Book” project for the blinds and schools in rural areas to be used as the tools for English teaching. As part of this project, we will launch “Asia Books' Readers’Theatre Competition” story reading competition aimed to encourage the use of English among the children as well as promote assertiveness, self confidence, book reading and creativity. Not only that the winners will receive scholarships but their works will then be compiled in the form of sound books and donated to schools for the blind and schools in rural areas so as the underprivileged students will have the opportunity to develop their English skill that is considered as an important success factor today. It’s also our intention to show our responsibility and contribute to the Thai society on the 40th anniversary occasion.
Part of the 40th Anniversary celebration is the exhibition and celebration event to be held in November this year, together with the launch of the book entitled “Asia Books on Chapter 40th”, which has been specially developed for this occasion. Its main objective is to contribute to the society by promoting reading among Thai people and educate them on the importance and benefit of reading. Asia Books on Chapter 40th will feature the lifestyle, favorite books, and key benefits earned from reading of 40 successful and well recognized persons from various professions. The books will be given as a compliment to our valuable customers.
At present, Asia Books leads local bookstore market with sales of over 1,000 million baht and target growth over 10% per annum. The company plans to open 2-3 new bookstore outlets this year, including the recently opened Asia Book branch in Central Lad Prao and Bookazine branch at Chiang Mai airport. It also plans to penetrate the Northeastern region in the near future.