In the past few years, nostalgia has been one of the key themes that various businesses tapped into to generate income. COOLive, under COOLISM Company Limited, one of the subsidiaries under RS Group, is responsible of organizing concerts for RS artists, while capturing the right trends, catering to consumers’ needs, and setting records for selling out all concerts within minutes.

Recent success of COOLive concerts

• “Raptor Evolution: 25 Years Mai Mee Kreng Jai” concerts only took 20 minutes to sell out, leading to an additional concert with more than 20,000 audience.
• “D2B Infinity Concert 2019” was sold out within five minutes, where fans requested for more D2B concerts, leading to an additional concert, “D2B Infinity Fun+ 2020” where 10,000 seats were sold out within a few minutes.
• “Kamikaze Party 2022” concert led to a website crash due to high traffic and #KamikazeParty2022 was trended No.1 on Twitter during the concert day.
• “RS Meeting Concert 2022” that will be held at Impact Arena on 17 December 2022 was also sold out very quickly.

Prinn Muensuksaeng, Head of COOLISM, revealed the key success factors of these concerts that, “COOLISM is the owner of COOLfahrenheit radio station, available via traditional broadcast and online streaming. It has been ranked No. 1 among Thai listeners for a long time. One of our missions is to elevate the concert and event experience in order to build trust and acceptance from our audience and sponsors in organizing music festivals by the professional team at COOLive. In the recent years, we adopted nostalgia marketing, bringing the good old days back through concerts, as our audience #GrewUpWithRS and #GrewUpWithKami. Moreover, our creative teams adopted various brainstorming techniques and conducted surveys with our target audience for their on-stage expectation to deliver the best experience. At the same time, the teams would also select top artists of the 90s and 2000s with large fan base to perform their hit songs on the same stage. Complementing the performance are top-of-the-line dancers and special effects, making COOLive concerts a spectacle.”

Original Content x Technology

While artists and the music came from the so-called Original era, we utilized modern production technology to create very special performance experiences. For instance, Kinetic technology was used during Raptor’s Kreng Jai song, while Xyloband technology, or the LED wristbands whose glow can be controlled with digital signals, allowed audience to participate in creating the concerts together.

Unexpected Surprise

Every COOLive concert contains unexpected elements of surprise. In D2B Infinity Concert 2019, hologram was used to recreate Big, the late member of D2B, to join Dan and Beam in the performance, bringing smiles and tears to the audience who reminisced the good old days of D2B’s full team.

The Greatest Challenge Lies In Management

Nevertheless, to gather these pop icons of the 90s and 2000s on the same stage has been the greatest challenge, as everyone grew up and led different lives, professionally and personally. Organizing everyone for same-day rehearsal and performance was definitely a major challenge, however, COOLive team can always pull it off. Management was key – rehearsal schedules must be highly organized. Expectation between the artists and the organizers must be aligned. For instance, the latest Kamikaze Party 2022 had as many as 23 artists on the stage – it was a record breaking number for COOLive.

For the end-of-year concert, “RS Meeting Concert 2022 Dance Marathon” will be held on 17 December 2022 at Impact Arena Muangthong Thani. COOLive guaranteed a big surprise, bringing hit songs and familiar choreographies for all audience to follow. We believe that this year-end concert will imprint in everyone’s memories, because COOLive started each concert with – “What would our audience want?” and always delivered beyond their expectation.”

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The highest-paid Korean superstar “Kim Soo Hyun”

The launch of the latest “CAMU C” drink with 200% Vitamin C and Vitamin B12 and the highest-paid Korean superstar Kim Soo Hyun from “It’s Okay To Not Be Okay” as the presenter shook the functional drink industry. The Thai fans of the Korean superstar are being hyped to see his advertisements in Thailand on television, online media and out of home media nationwide.

Lifestar, a subsidiary of RS Group, explains the reasons why it has to be Kim Soo Hyun. “Kim Soo Hyun has a friendly and sincere personality and serious commitment to work. His charming smile will make people fall in love with him easily. We know that Kim Soo Hyun is keen on staying in shape and good health. So, his personality fits the image of CAMU C that aims to promote a healthy, cheerful, and joyful look.”

Kim Soo Hyun revealed his impression to become the presenter of his first Thai product. “I’m happy and very pleased to be a presenter of CAMU C. I will be a presenter of CAMU C brand to take care of you for a long time. I have tried CAMU C drink, and it is delicious. I know that it contains healthy ingredients and nutritious too. With a mixture of sweet and sour, the drink is very refreshing. I would recommend drinking when it is cold. CAMU C as it has Vitamin C wich contributes to the normal function of the immune system and invigorates our body because its Vitamin C concentration is 50 times higher than an orange and 100 times higher than a lemon. I hope everyone stays healthy with CAMU C with high Vitamin C concentration. Let’s drink CAMU C.”

CAMU C itself is beneficial and as enjoyable as the presenter. With 200% vitamin C and high Vitamin B12, Vitamin C contributes to the normal function of the immune system  while Vitamin B12 contributes to the normal function of the brain and nervous system. It makes you feel fresh and energetic. The drink is also characterized by camu camu as an essential ingredient from the Amazon Forest, known to contain high vitamin C concentration. In addition, CAMU C drink also contains BerriQi®, a highly concentrated fruit juice mixed with boysenberry and apple. The concentrated formula has been patented in New Zealand and contains a high concentration of anthocyanin, good for the lungs and respiratory system. The juice of elderberries contains high flavonoid, which boosts the function of the immune system.

Furthermore, the Thai fans of Kim Soo Hyun will see him on television, online media, social media, billboards all over the country. When they go to stores, the fans will see his pictures at the stores. Thai fans can join special activities with CAMU C x Kim Soo Hyun, including collecting unique products and premium sets. For more information on CAMU C brand, please read more on https://www.camu-c.com/ and follow the Facebook Fan Page @CAMU C.”

If you want to look fresh and cheerful like Kim Soo Hyun, drink CAMU C every day. The drink is available at 7-Eleven and will be sold on other channels nationwide soon.

Key information

CAMU C – Vitamin C Drink

Thai FDA No. 11-1-05434-2-0248

Net volume: 150 ml.     Price: 17 Baht

Kim Soo Hyun : Presenter of CAMU C

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Embarking on 10-billion baht path in 2 years with Entertainmerce model

There is no real success formula in the current business environment due to high competition, economic fluctuations, and the ongoing crisis of COVID-19 pandemic. Only the flexible and risk-taking corporates guided by visionary leaders and driven by solid teamwork can survive on this battlefield. RS Group has survived disruptions time and again, transforming from media and entertainment businesses into a commerce business today. This is proof that RS has become an iconic game-changer for the media and entertainment industry by introducing the ‘Entertainmerce’ as a core business model. The model has facilitated the corporate to march into the commerce business and other businesses faster and distribute risk factors more effectively while making exponential income and growth amid the hardest challenge in history.

Apart from being a game-changer and accepted as a successfully transformed company, RS Group, led by Mr. Surachai Chetchotisak is aiming to generate an income of ten billion baht within two years. The company is using four strategies under the Entertainmerce model. The ideas of the strategies are to use innovative technology and digital systems to improve the operation of all businesses and to expand to another industry with interlinked ecosystems in order to support each other and establish a strong foundation from upstream to downstream.

Strategy 1: Establish sustainability to the media and entertainment businesses as the original core business by earning from several sources.

The advantage and expertise of the media and entertainment businesses under RS Group are enhanced and used to promote the commerce business and other businesses. This synergy must be seamless, powerful, and sustainable.

– Media business (Channel 8 and COOLISM)

The promotion of media business emphasizes varying the sources of income using the synergic technique. The technique proves highly effective despite the COVID-19 pandemic. The income comes from selling media and sponsorships from Channel 8 and COOLfahrenheit, copyrights of TV shows and series, selling products of RS Mall through various programs on Channel 8, and concerts and events by Channel 8 and COOLive. Furthermore, COOLanything, an online shopping platform, has been developed so that COOLfahrenheit fans can shop on the application and website at the same time.

– Music business (RS Music)

RS Group still places a strong emphasis on copyright management of the music store and creating content for 90’s songs, creating a trend of ‘growing up with RS’. In addition, RS Music increases the value from social media of its artists, including the current artists with a strong fan base and nine new artists from three music houses. The company also builds artists into influencers from unique lifestyles and potentially into business partners according to the music star commerce model. More income can be generated from concerts and events.

Strategy 2: Strengthen RS Mall as a wellbeing partner of choice by Thai people

Currently, the customer base of RS Mall reaches 1.6 million and continues to grow. RS Mall aims to become a wellbeing partner of its customers with the following supporting factors.

– The exponential growth of health products in all dimensions: Most recently, RS Group Open Day 2021 introduced a new lineup of cannabis and hemp products with 8 SKUs, including dietary supplement and beverages under the S.O.M, well u, and Camu C products. These products will be available on RS Mall and other platforms.

– The development of solid customer relationship management (CRM) system results in more than 2.4 repeat sales. Repurchases might be attracted by quality and variety of products that serve the healthy lifestyle and well-trained tele-sale team who have extensive knowledge about wellbeing. When tele-salespersons can answer questions about the products, customers become confident in buying the products even more.

– RS Group emphasizes the introduction and application of new technology to build customer data platforms, data analytics, and voice analytics. These tools collect a wide range of data and customer’s conversation voices to process the data and present products and services that serve their specific needs. The expansion of the predictive dialing system (PDS)to all customer groups helps tele-sale teams to work much more effectively.

Strategy 3: Develop Lifestar products to invade a new market

Lifestar is a subsidiary of RS Group with expertise in innovative health and beauty products. This year, the company launches more diverse products to serve healthy and new normal lifestyles and march toward the mass market. The latest products are as follows:

– ‘well u collagen’ is a premium collagen product with higher innovation and effective benefits from 6 essential ingredients. The product is sold through 3 main channels: the exclusive distribution network (EDN), the exclusive modern trade at Watsons, and online channels. The concept of this product is “the one and only collagen product that we choose for You…every day.” Three famous celebrities will be the presenters of this product, including Janie Alphach Na Pomphet, Natapohn Tameeruks (Taew), and Napapa Tantrakul (Patt).

– The functional drink product is promoted under the “CAMU C” brand. Rich in CAMU CAMU, vitamin C 200%, and high vitamin B 12, CAMU C drinks are available for sales nationwide at convenience stores, modern trade, and retail stores. The concept of this product is “Have you taken care of yourself?”. The presenter of this product is Kim Soo-hyun, the highest-paid Korean superstar at the moment.

– Pet food has the market share over 40,000 million baht and continue to rise by 10% every year. Therefore, Lifestar ready to launch and release pet food in the middle of this year on RS Mall and other online channels.

Furthermore, Lifestar is planning to launch more new products to mass market under the brands ‘well u’ and ‘camu C’ to serve customers with healthy lifestyles throughout the year.

Strategy 4: Mergers and Acquisitions (M&A) and Joint Venture (JV)

To perform well in the business world today requires good partners with expertise, fund, and the potential to grow. Mr. Surachai Chetchotisak, CEO of RS Group, once said that “in the business world, it is hardly predictable where competitors will come from. Every company can cross their horizon to do another business when they see a good chance. There is nothing to worry about as long as we are ready to compete with other players.” Therefore, RS Group expects to conclude at least 2-3 deals to expand its ecosystem, with a budget of 300-600 million baht per deal, aiming to expand the business both vertically and horizontally. Earlier this year, RS Group acquired 35% of the stocks of Chase Asia Co., Ltd., with a value of 920 million baht to march into the “asset management & personal loan lending service” and establish horizontal growth. The M&A and JV efforts of RS Group boost the Entertainmerce business model and expand the endless ecosystem of RS Group and serves to manage risk factors that the company is highly cautious about.

RS Group operates the business with opportunity and does not stick to traditional ways. The company prides itself on flexibility, fun, challenge, and preparedness to fulfill lives and inspire people. Today, RS Group has become an iconic game-changer that has successfully transformed itself and become domestically and internationally acknowledged. The above mentioned four business strategies will function as a springboard that pushes the corporate to leap high and reach the goal of ten billion baht within a short time.

Those who are interested may follow news and updates of RS Group on www.rs.co.th.

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Although every industry, including commerce and media, is affected by economic recession and the COVID-19 epidemic, RS Group manages to thrive constantly. Its Q1 profit hit a record of 186 million baht or 184% from Q4 of 2019. This proves in a way that the unique Entertainmerce business model of the company is on the right path. More than ever, the company can control and manage the business from upstream to downstream, make the most of media and entertainment businesses, and turn millions of viewers and audiences into customers. The company is now analyzing data with innovative technology and hitting the right spot when it comes to satisfying customers’ needs using professional teams. Establishing appropriate partnerships is like finding the missing piece of the puzzle to secure competitiveness and new opportunities. These are the reasons why RS Group is restructuring its organization to match the business strategies and corporate vision. Our goal is to create happiness for people with new forms of entertainment, products, and services for different lifestyles, including young people, working people, or the elderly. This is also happening with our rebranding mission.

Let’s get to know the next step of RS Group

Many people seem to be thinking still that RS is operating businesses only in the media and entertainment industries. In fact, these are only some parts of the whole RS enterprise. In the past four years, RS has found success in transforming from being the entertainment player into commerce corporate with outstanding development and growth. At the very same time, the company is learning the context of the new business, customer’s behaviors, and emerging opportunities for the future. These are why we are restructuring the company’s organization, building new teams, and rebranding our image. Our vision and business strategies have been repositioned to get prepared for the ever-changing business, the new normal, and new technologies. Today, the revenue of the RS Group comes from the following sources:

            1) 60% comes from the commerce business selling products under the names ‘RS Mall’ and ‘COOLanything’ through the platforms and channels of RS and its allies. Some of the aired channels are Channel 8 and other digital TV, COOLfahrenheit radio channel, satellite TV, while other online platforms are, for instance, LINE OA, websites, applications, and modern trades for RS products under the management of Life Star Co., Ltd.

            2) 30% comes from the media business, including Channel 8 of digital TV and COOLfahrenheit radio channel which is the number one radio and online music channel of people in the city.

            3) 10% comes from the music industry, such as music production by RSiam and Kamikaze. The main incomes are from managing all the assets like listening through the digital system, managing artists in the production house, selling music copyrights, and organizing concerts and other entertainment events.

The unique and powerful business model

“Entertainmerce” is the combination between entertainment and commerce businesses. RS is undoubtedly an expert in creating content and turning viewers or audiences into customers. The goal is to promote the growth of the commerce business. This model successfully and robustly links the businesses within the same group, resulting in business advantage and opportunity for sustainable growth. In the commerce sector, we own the products, create innovation, make content, map out marketing strategies, and advertise the products on our own channels and those of our allies. Every media platform of RS Group, especially Channel 8 and COOLISM, has one of the largest fan bases in Thailand. This facilitating factor enables us to learn customers’ behaviors and access them effectively. We also have a strong backdoor staff of over 500 tele-salespersons who constantly enhance our growth in terms of collecting offline and online data for analyzing, sealing the deals, and offering promotions to customers for continuous repurchases.

Stepping into the new era of new normal to create new S curve

1) The Entertainmerce business model

2) Using data to become a data-driven company

3) Seeking strategic partnerships

4) Mergers and acquisitions

Furthermore, RS Group always keeps in mind the growth of all stakeholders, starting from suppliers. RS Group has carefully selected standardized manufacturers who develop and deliver quality products to the customers. These suppliers will grow together with RS Group. In the meantime, customers will get to use quality products at affordable prices. The growth of our company will certainly benefit our shareholders and hard-working employees. While many businesses are cutting the benefits or salaries of employees due to the crises, we are increasing their benefits to suit the modern generation mindset and promoting lifelong learning. One of our key values is to be “inquisitive”. We believe that employees are the jigsaw we cannot do without in order to develop the organization and we need to act quickly, according to our motto ‘Passion to Win’.

This year, RS Group has set the target income of 4,250 million baht or 20% increase from last year. The new target income is set to fit the situation and to reflect the non-stop effort and strong spirit of the creator who does not stick to the old ways and is ready to change. We are dedicated to passing happiness to people like we have always been doing. We believe that this will drive us to grow steadily and achieve the target income of 10,000 million baht in 2022.

Follow more stories and updates of RS Group at www.rs.co.th and Facebook RS GROUP.

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