Ms. Suthita Bhirombhakdi, Deputy Managing Director of The Platinum Group Public Company Limited, commented on the Platinum Empowering SMEs 2025 or "Rack to Rise" project, saying, "This project, initiated in 2014 and now in its 11th year, originated from the concept of retailers being more than just business partners, but also friends who are ready to grow together. The term "Rack to Rise" was coined to reflect our sincere commitment to promoting and supporting the development of retailers' potential for strong growth, beyond simply selling on racks in stores as in the past. This presents a significant challenge, especially in this era where customer behavior is changing daily. Therefore, we must urgently develop ourselves to keep pace with these changes. Building a strong foundation today is a crucial step towards stable and sustainable growth in the future." The 2025 concept is "Social Content to Social Commerce," aiming to enhance online sales opportunities for merchants by linking them to their physical stores, their primary base (On Ground plus Online). Platinum Fashion Mall has partnered with TikTok Shop Official, a popular e-commerce platform with the potential to reach a new generation target audience, to equip the 12 participating merchants with skills and methods for effective LIVE selling. This will enhance their competitiveness in On Ground sales alongside LIVE Online sales for maximum efficiency.

Ms. Kannika Niwattisaiwong, Head of FMCG, E-Commerce, TikTok Shop Thailand, revealed, "TikTok Shop is pleased to partner with Platinum Fashion Mall to launch Thai fashion stores into the world of LIVE Commerce through The Next Seller 2025. We believe LIVE Commerce is a new platform that allows small merchants to become viral stars and truly thrive on TikTok. This project is not just a competition, but a real-world platform where merchants can experiment, learn, and actually sell. They will also receive support from TikTok Shop, including special coupon campaigns, workshops from experts, and marketing tools on the platform. We're excited to see Thai shops go from storefronts to livestreaming, reaching people across the country, proving that Thai fashion is alive, growing, and transcending in the digital world. Ultimately, the secret to success on TikTok Shop is to never stop learning, daring to try new things, and continually improving until success."

Ms. Suthita added, "This year marks a significant transformation with the Reality Game Show format, allowing shops to learn and practice every step of the way. Top influencers and sellers will serve as gurus, along with three mentors who will provide guidance and skills development. Teams will be divided into competitions to find the ultimate seller, called "The Next Seller 2025." Shop owners will gain an understanding of how to sell on TikTok Shop and intensively practice livestreaming skills, including effective communication, creative expression, and building a strong brand image. The ultimate goal is for participants to learn and practice from start to finish, enabling them to confidently leverage their experience to build their brands, drive sales, and expand business opportunities for their shops."

At the launch event, we were honored to welcome Ms. Chalisa Chatiwattananon, Partnership, TikTok Shop, and Ms. Phakrada. Sriphongphankul, Seller Management - Acquisition, TikTok Shop, came to train and introduce sales techniques on TikTok Shop. There was also a speaker, Ms. Nutchanat Dr.chai, an expert in marketing and online sales, who joined as the main guru of the program to provide knowledge and important techniques on the day. This was followed by a draw to divide teams into 3 teams (4 stores per team). Each team will have 3 top-level influencers as team mentors: Mr. Ratchakrit Pariyapunyapha (Mentor Turk), Ms. Khanthanan Wattanachatwong (Mentor Nuebie), and Mr. Suphakit Oopkam (Mentor Thomas). The mentors' missions are to provide close advice and coaching to each team in conducting LIVE missions. They will also lead their own teams to compete in LIVE selling products to win the season's best seller. Topics include how to build an identity, create content, build a brand, open sales channels, and techniques for selling products on TikTok to be successful. Each store will create their own video content and live-sell their products via TikTok Shop on their own Facebook page, with one store per week for 12 weeks. The event will conclude with a live-sell event for all stores in the 13th week. A highlight is that TikTok Shop will provide discount coupons to generate sales opportunities and increase followers for each store. Finally, the results of the "The Next Seller 2025" awards ceremony will be announced in early December.

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