Investor Relations

Company's Business

At present, RS Group has 3 main core businesses which consist of Multi-platform Commerce, Media, and Music & Other businesses.

Revenue Structure

Type of Revenue

2016

2017

2018

Amount (Million Baht)

Share in total revenue
(%)

Amount (Million Baht)

Share in total revenue (%)

Amount (Million Baht)

Share in total revenue (%)

Multi-platform Commerce business

227.7

8

1,389.1

40

2,126.8

56

Media business

1,694.8

56

1,703.5

49

1,344.7

35

Music & Other business

1,076.1

36

409.1

11

355.2

9

Total Revenues

2,998.6

100

3,501.7

100

3,826.7

100

  • Multi-platform Commerce ("MPC")


  • Media Business

    RS media business consists of 2 major media channels i.e. Television and Radio.

    TV Media Business

  • Radio Media Business


  • Music Business

Multi-platform Commerce ("MPC")

  

Multi-platform Commerce ("MPC") operates under Lifestar Company Limited ("Lifestar"), offering a wide range of products including Health & Beauty Products, Home & Lifestyle Products and Accessories & Others. The health and beauty products are grouped into skin care products under the brand "Magique", hair care products under the brand "Revive" and dietary food supplements under the brand "S.O.M.". Lifestar has collaborated with research institutes and manufacturers of international standard products both domestically and internationally. They produce quality products that meet customers’ needs while working with partners who own their own products directly, creating more than 100 products that are sold through the sales channels of the MPC business. The procurement of products is based on research data by leading research and analysis firms that Lifestar works with, as well as from data collected from customers directly. The Company understands the trends, demand and conditions of the overall market and the needs of consumers before developing each type of product -- both before and during the sale of each type of product. The Company also randomly checks product quality by regularly sending components for inspection with the research firms. If the product is from a partner, it is randomly checked before being delivered to the warehouse as well as when it leaves the warehouse en route to the consumers.

The Company continues to develop, diversify and enhance its multi-channel sales. At present, customers are reached through both the offline and online media channels of the Company. There are a total of over 17 million customers reached per day through: 1) offline media that the Company owns, including Channel 8, 4 satellite TV channels and radio media via COOLfahrenheit; 2) online media on the Company’s own platform, including www.shop1781.com that had more than 3 million page views in 2018, and LINE SHOP via @ Shop1781, @ HOME1781 and @COOLanything, with over 450,000 followers. During the year, Lifestar has entered into trade agreements with other leading online platforms in the country to offer products through those channels as well. Also, the Company: 3) sells products in the modern retail stores (Modern Trade) and drug stores with more than 600 locations nationwide; and 4) utilizes single-level direct sales or LifestarBIZ as a new sales channel. The latter fully enhances the variety of sales channels of the Company, resulting in the expansion of the customer base away from those who only watch and listen to programs through the Company’s media.

For sales through various channels, if customers wish to purchase products and services, they can contact the call center or call 1781 to order. Lifestar has also been continuously developing their telesales systems, to support the growing number of customers that has exceeded 1 million names. The system can analyze customer data to meet the needs and lifestyles of customers more accurately, including developing the skills and capabilities of the call center teams (Outbound Call Center) to be able to offer products that meet customers’ needs and effectively close sales. In addition, the development of a Customer Relationship Management (CRM) system helps to take care of important VIP customers, creating satisfaction and maintaining the loyalty of this important customer base.

Lifestar has also hired an external company to deliver products to customers. For customers in the Bangkok and metropolitan areas, the products will be delivered within the next day after the order date. Customers in upcountry areas will receive their product within 1 to 5 days. More than 99 percent of the payments are based on cash collection upon delivery to the customer.

Marketing and Competition

The Thai retail market features a market size of nearly 5 trillion baht, with a relatively stable growth rate of around 5 percent per year. It is expected that E-Commerce will play an increasing role in the market with prospects for a high growth rate of more than 15 percent per year. In the next 3 to 5 years, it is expected that the market share will be at 8 to 10 percent of the overall Thai retail market, based on the availability of products, delivery and secure payment systems. At the end of 2018, over 90 percent of the MPC revenue was from advertising and distribution through the offline media of the Company. In terms of the competition, the Company is considered to have no direct competitors. The purchasing behavior of customers through such channels is driven by satisfaction and the decision to buy the product based on the product’s features, price, promotion and qualities that meet the needs of customers at that time. This also includes audiences and listeners, including music fans and program fans that access the Company’s media, which is different from other companies’ media.

Based on the analysis of Kasikorn Research Center, even though the online shopping market has played a greater role in consumer shopping behavior, in the next 5 years, consumers are still choosing to buy products through offline and online channels, depending on the type of product and emotional sentiment or demand at that moment. However, the retailer must differentiate each product, along with provide impressive service or create a customized experience for each customer, with the flexibility to adjust quickly. The latter is in order to meet the needs of each customer, who is always seeking experiences or new things in order to compel them to make repeat purchases. Also, such customers may be able to share information or experiences with others who in turn become new customers. In accordance with the MPC business expansion approach of the Company, it can be seen that in 2018, in addition to advertising and selling through the Company’s media channels, there has been a high growth rate from the close analysis of data and customer needs, as well as having a more effective call center team. Lifestar has also expanded to new distribution channels, including both online channels and via modern retail stores. They have also launched direct, single-level sales channels. These distribution channels will help increase the revenue of the MPC business.

In terms of the products that are distributed, including health & beauty products, home & lifestyle products, and accessories & others, over 85 percent of the total revenue is from the sale of health & beauty products. In Thailand, the health & beauty market is larger than 100 billion baht; it also enjoys a steady growth rate, even though the country's economy is growing at a low level. In mid-2018, although the overall market was affected by the detection of contaminated products and prohibited substances as well as the suppression of illegal products, which temporarily impacted the overall market, the market returned to normal in the fourth quarter. Consumers now understand more about product information, and have more confidence in quality products. The Company was only temporarily affected but on the whole, this is considered a good thing for the industry, which is screening manufacturers and removing products with poor quality from the market. In the end, consumers become more confident in using consumer products.

In addition to adding a telesales team and after-sales service team to offer promotions that immediately match customers’ needs so that they can continue using the products, Lifestar also analyzes customer data to know their tastes, preferences and other needs. This helps new product development to be in line with the increasing variety of products. There are now more than 100 products on offer to customers. In addition, Lifestar also provides promotions to suit various festivals and holidays for customers in each channel, including the highly successful 1781 New Year Grand Sale campaign and the Shock Deal via LINE Account promotion. In addition, Lifestar also plans to organize additional external activities to allow customers to try new products that are launched into the market.

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Television Media Business

RS operates digital television "Channel 8" and 4 satellite television channels, including Sabaidee TV, Channel 2, Series Channel and Ploen TV that have distinctive formats, concepts and target viewers, as follows:

Channel 8

The Channel 8 television station, under the concept of "Intense Story, Full Emotion", presents programs that meet the needs of the majority of television viewers in Thailand (mass market). The concept has been implemented as free TV that resonates with people of various genders and ages. The anchor programs include news shows that are simple and easy to understand; they have become popular with ratings among the category leaders. "Morning News", "Evening News", and other news programs cover local happenings of ordinary people and their grievances, as well as invite viewers to taste excellent dishes and visit popular tourist attractions. The programs include "Cho Praden", "Pak Tong Dong Ru", and "Sakit Kao Det", as well as program in the sports category, i.e. "Muay Thai Super Champ". In addition, the Company received the live broadcast rights for international-level boxing such as "HBO Boxing" and "Ultimate Fighting Championship (UFC)". Moreover, Channel 8 continues to lead in the category of popular international series, including "Sankat Mochan Mahabali Hanumaan", followed by "Phikkhanet Mahathep Aiyara". Channel 8 edits the content for brevity as well as to fit with the voiceovers, along with matching the accompanying soundtrack to better suit the tastes of Thai audiences. Offerings also include modern Indian series and Bollywood Blockbusters. For 2018, there were 7 dramas, including "Por Pla Lai", "Budsaba Puen Foon", "Sanae Nang Kruan", "Payak Ka", Rak Chan Sawan Jad Hai", "Sap Kraseu", and "Sin Lai Hong". Dramas in 2018 gained popularity both in terms of ratings and heavy mentions on online platforms. Channel 8 also added more entertainment with various variety programs, which have been popular all along, including "Krua Lan Thung" and "Eung Teung Siew". The variety of popular program types has made Channel 8 among the top-ranked channels in the country, according to AGB Nielsen Media Research (Thailand)’s survey in December 2018.

Satellite Television consists of 4 main channels: Sabaidee TV, Channel 2, Series Channel, and Ploen TV. Each channel maintains its own concept and types of programs, as follows:

Sabaidee TV

"Sabaidee TV" targets Thai music lovers, presenting a variety of music genres, including folk songs, music for life, string music, popular songs in the past, and old songs that are hard to find. The strength of Sabaidee TV channel lies in overseeing the production and management of content under the RSiam music label, resulting in a variety of programs. Coupled with the selection of unique program operators, the programming is memorable and loved by a variety of groups, making the Sabaidee TV channel a fun way to watch television throughout the day. And, ongoing events make it possible to communicate with and reach out to more audiences.

Channel 2

"Channel 2" showcases superb dramas and international series from China, India and Korea that have been highly popular on Channel 8. Each has been carefully selected and concisely presented on Channel 2, to retain the audience base by catering to their favorite entertainment styles.

Series Channel

"Series Channel" presents foreign series and movies, including those from China, India and Korea, catering to audiences who enjoy watching such series and movies throughout the day.

Ploen TV

"Ploen TV" addresses the needs of most audiences in the country, presenting news and variety shows of Channel 8 on its own channel. Audiences can find and view their favorite content, fully aligned to their tastes.

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Radio Media Business

The Company engages in the radio media business through the radio frequency system of F.M. 93.0 MHz around Bangkok and vicinity, through online channel at www.COOLISM.net and mobile platform via COOLISM application under the brand of COOLfahrenheit, with the following details:

Radio Station

COOLfahrenheit

Concessioner

Navy Radio Station

Airtime

24 hours

Signal Coverage

Bangkok and Vicinity, And through Online and Mobile Channels nationwide

Program Concept

More than Understanding You

Target Audience

Generation C, aged between 20 to 44 years


COOLfahrenheit Radio Station

COOLfahrenheit follows the Digital Transformation strategy. Without attaching its brand solely to a FM Analog radio station, the station has forayed into the digital platform and plans to maintain a hybrid system. The Company continues to fully operate commercial radio by continuing to focus on maintaining its popularity. At present, COOLfahrenheit, under the concept "More than Understanding You", has been able to keep its listener base and popularity all over the country, as well as maintain its number 1 rating in the target category for over 15 years. These results are from a survey conducted by AGB Nielsen Media Research (Thailand), which resulted in advertising firm clients and product owners remaining confident in utilizing the Company’s advertising media.


Programming Format

COOLfahrenheit is a station that offers Thai and international music for Generation C, a group that is well connected to the online world, aged between 20 to 44 years, and living both in Bangkok and major cities across the country. The station has been recognized by its listeners for more than 15 years, and it was the first station to become a phenomenon, continuously presenting the most popular music; every song has been selected from an actual listener poll. Also, a professional and unique "COOLJ" team is popular among listeners, as are continuous activities that meet the lifestyles of and challenge a new generation of working people. The signature activity includes COOL Outing that awards a big prize to lucky winners where the entire office gets to travel to a highly popular destination in the country and internationally. Ink Eat All Around marks an activity for foodies that takes them to sample foods both around Thailand and in different parts of the world that are guaranteed to be delicious by M.L. Pasan Sawasdiwat. The COOL Music Fest is a beachside music festival for Gen Y. All such endeavors propelled COOLfahrenheit to continuously become the number one music station in the Thai-international music category among listeners aged 20 to 44 years, based on surveys conducted by AGB Nielsen Media Research (Thailand) from 2002 to the present day (based on December 2018 data).

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Music Business

The music business of RS is comprehensive, covering every format. The business focuses on working without borders, to create content that’s varied and meets the needs of the artist, market and target group through a media strategy, marketing, artist management and song content management in terms of the artist and song through both online media like streaming and downloads, and offline media like television, events and showbiz.

  1. To structure the music business model, the production of music begins with the offering of ideas, the concept and a definition of the target audience with artists who are ready to partner with RS, which features a team that is efficient and experienced in a variety of media channels, including both offline and online formats. This makes it possible to produce a wide variety of music to satisfy every target group, as well as produce music to market constantly. The process then includes the presentation of the concept and strategy to the Music Business Management Board for approval.
  2. Policies to select an appropriate amount of productions place an emphasis on the quality of the production and close management of the products in the market from the beginning to the end of the process. This makes the production of each project flow in accordance to the initial plan as well as gauges both the quality and audience response using measurement tools in the social media channel.
  3. The use of the Company’s various media, whether television media or online media such as websites and social media, or public relations from subsidiaries help to enhance efficiency. This demonstrates the use of available media to achieve maximum efficiency.
  4. Systematically and efficiently manage music rights to generate more revenue for the Company.
  5. Adding value to the artists who produce the works can be done via events and other kinds of showbiz, including taking on brand ambassador and presenter roles for products with the same positioning and target group as the artist.
  6. Implementing a policy that creates opportunities for new artists, songwriters and new music creation channels or new media channels, always keeping its portfolio current and covering the target audiences.

The music business derives revenue from three main sources:

  1. Revenue from showbiz and events of the artist under RS umbrella is to monetize the artist’s capacity and maintain a visible profile throughout the year. It also boosts the image of the artist as a brand ambassador or presenter product for various products.
  2. Revenue from song product sales in various formats through the digital content system, including online streaming and via platforms like JOOX and Spotify. The listening of songs and watching of music videos online are through platforms such as YouTube, Line TV or downloads, ring tone downloads, ring back tone downloads, full song downloads, and other channels such as iTunes or via telephone networks like WAP.
  3. Revenue from copyright collected by a Thai copyright collection CO., LTD. in the name of TCC, a subsidiary that serves to store the Company’s copyrighted works used in a commercial capacity.
Artists/Singers

At present, the Company has artists and singers with potential under the umbrella of the RSiam label. Artists and singers under the label, including both solo artists and groups, are those with the ability to perform and can add value to the business. They feature a wide range of music, covering all target groups across the country. Examples of RSiam artists include Baitoey RSiam, Ja RSiam, Kratae RSiam, Ble Patumrach RSiam, Lulu Lala RSiam, Flame, Man Maneewan, Ying Thitikarn, Vid Hyper, and Tanya RSiam, etc.

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