RS Public Company Limited or RS Group strives to meet consumer needs with entertainment experiences, products, and services for health that enhance every aspect of life for people and their pets under its Entertainmerce business model. While driving its business growth, the company is also committed sustainability by taking responsibility for communities, society and environment and supporting the United Nations’ Sustainable Development Goals through an ESG (Environment, Social, and Governance) framework. To achieve both business growth and sustainability, RS Group has developed the ‘Sustainable Life Enriching’ strategy’, leveraging the company’s expertise and employees’ experiences. RS Group’s Sustainable Development framework is underpinned by three key pillars.

1.Enhance Health and Wellbeing

RS Group believes that all lives are essential to driving the organization forward. The Group is dedicated to improving the quality of life for people and pets, supporting consumer health and safety by enhancing physical and mental wellbeing through world-class standards and innovative development solutions.

2. Contribute to Social Investment

RS Group is committed to sharing various entertainment experiences, resources, and expertise from its talented team to promote opportunities and support equality in society. By leveraging its knowledge and enhancing crucial working skills. The company aims to empower individuals to thrive in today’s world by its projects and activities, namely:

• RS HAVE A SEAT

By offering seats at RS Group’s entertainment events to youth and vulnerable groups, including seniors and individuals with disabilities, the company creates opportunities for all to enjoy spectacular entertainment experiences that bring happiness, smiles, and inspiration for life, or provide them with ‘social inclusion.’ This year, RS group gave opportunities to 30 participants from the Mirror Foundation’s ‘Work from Homeless’ Project, 50 attendees from the ‘Time Flip’ Project including people with disabilities and their assistants, and 40 street cleaners from Chatuchak District Office, to join RS Music’s concerts throughout the year.

• RS Young Blood

Through the project, RS Group leverages its expertise to promote people development by providing youth and emerging entrepreneurs with hands-on learning opportunities that enhance their skills, inspire them, and expose them to potential career paths. The Group has empowered youth by sharing experiences through activities, such as signing an MoU with Chulalongkorn University’s Faculty of Commerce and Accountancy to launch the “Entertainmerce” Program, hosting a visit by faculty and staff from Chula Radio and the Office of Academic Resources, and offering an opportunity for students from Chulalongkorn University’s Faculty of Commerce and Accountancy to visit studios of COOLfahrenheit and Channel 8.

• RS Nearby

RS Group supports local communities in the Chatuchak area by enhancing their quality of life and increasing income for the communities and small entrepreneurs, fostering local economic development. Through its various media platforms, including social media, the “Pak Thong Tong Roo” TV show on Channel 8, and COOLfahrenheit Music Station, RS Group helps raise awareness and boosts income opportunities for small businesses in the district.

• People Development Activities

RS Group is committed to developing and enhancing the potential of its employees by providing new skills and knowledge through the RS Learning Center, alongside promoting physical and mental wellbeing. This enables everyone to grow and progress together with the organization. This year’s activities included the “RS Healthy Mind for Healthy Engagement” workshop to cultivate mental resilience and the RS Group Sustainability Training to deepen employees’ understanding of sustainability.

3.Protect Our Planet:

RS Group believes that creating a sustainable world will lead to a brighter future and have a positive impact on both businesses and society. Therefore, the company strives to raise awareness and encourage greater participation in environmental preservation, while using resources responsibly to generate a positive impact on the world. Consequently, RS Group has set the goal to reduce greenhouse gas emissions and achieve net-zero emissions by 2050. This includes following the RS Net Zero practices and cutting emissions throughout the entire business chain, from reducing energy use and managing waste effectively to developing environmentally friendly business processes, working towards a sustainable future while minimizing long-term impact on the planet.

• Low Carbon Event

RS Group hosts low carbon music festivals with a focus on waste separation and management. It encourages everyone to participate in sorting waste for proper disposal, reducing waste and its impact on local communities and environment, and preventing landfilling. This initiative contributes to effectively lowering greenhouse gas emissions. In 2024, COOL Summer Fest 2024 at Cha-am Beach, Phetchaburi, managed 1,187 kilograms of waste, and COOL Windy Fest 2024 managed 894 kilograms.

• RS Green Army

The project is aimed at reducing energy consumption and waste within the organization. Every employee plays a key role in raising awareness and encouraging everyone to help take care of the environment. Activities included reducing energy usage, and a waste separation campaign, where employees collected bottle caps for recycling. This year, a total of 70 kilograms of bottle caps were collected.

• Green Packaging

RS Group sets the standard for environmentally friendly commerce business operations by ensuring its products are made without harmful residues and using containers certified to have no negative impact on the environment. vitanature+ has switched to using PCR (Post-Consumer Recycled Plastic) packaging, while Hato Pet Wellness has implemented refillable packaging in all its branches to reduce waste.

• Contribution

The Group gave new life to PET1 plastic bottles by recycling them into tote bags made from recycled fibers and selling them at RS Music’s events. All proceeds, totaling over 300,000 baht, were donated to support the protection of endangered marine animals and ecosystems in collaboration with the Faculty of Fisheries, Kasetsart University. As of now, the initiative has been operated for three consecutive years.

RS Group is committed to growing its business while taking care of society, communities, and the environment. By leveraging the expertise of its subsidiaries, the Group aims to inspire positive changes, prevent negative impacts through its products and services, connect with stakeholders, and ensure equal opportunities and access for everyone. To become a Sustainable Life Enriching company, RS Group strives to elevate the quality of life for people and pets through a wide range of products and services that sustainably meet consumer needs in every aspect.

For more information and updates from RS Group, please find www.rs.co.th and https://www.facebook.com/RSGROUPOFFICIAL

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RS Group joined with its business partners to take action against corruption on Anti-Corruption Day. At the 2024 RS CG Day, the company reaffirmed its dedication to corporate social responsibility and good governance.

RS Group organized a training session to emphasize the importance of anti-corruption and to foster understanding among employees, partners, and related business associates on carrying out their work with attention, focusing on transparency and accountability. Moreover, RS Group and its partners aim to conduct business with stability and sustainability together.

In addition to conducting business with transparency, RS Group also initiated the “RS Nearby” a program aimed at improving the quality of life and promoting income for local communities and small businesses. In collaboration with the Chatuchak Vocational Training Center, RS Group created the RS Nearby Snack Box, offering snacks prepared by the center for event participants.

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RS Public Company Limited, or RS Group, strongly believes in environmental conservation through effective resource management and utilization to reduce waste throughout the value chain of the company. At the same time, because employees are the core part of the company’s conservation efforts, therefore #RSNETZERO project was initiated as the corporate-wide effort to reduce its carbon footprint among its employees. The first initiative was implemented, by separating PET 1 plastic bottles within the organization and relaying them for recycling and transforming them into #RSNETZERO bags. These bags were made of 100% recycled fibers, available for purchase at 350 baht each at RS MEETING CONCERT 2022. Revenues were contributed towards the establishment of Marine Endangered Animal Rescue Center, under the supervision of Andaman Coastal Research Station for Development, Faculty of Fisheries, Kasetsart University without deducting any expense.

Surachai Chetchotsak, Chief Executive Officer, RS Public Company Limited, revealed, “RS Group values sustainability and corporate social responsibility and its impacts on the community, society, and the environment, while growing our business and supporting the United Nation’s Sustainable Development Goals. The “RS Net Zero” campaign is our environmental conservation effort to reduce greenhouse gas emission by 2025. This campaign invited all employees to separate plastic waste, as it is one of the major causes of global warming. We hope to recycle these plastics appropriately to reduce their environmental impacts, including waste contamination in nature. With this campaign running for the entire year, employees separated their plastic bottles, sent them for recycling, and used the recycled fibers in #RSNETZERO bags. 1 bag is made of 20 600-ml plastic bottles. The design was aligned with RS MEETING CONCERT 2022. Revenues, without deducting expenses, were contributed towards the establishment of Marine Endangered Animals Rescue Center, under the supervision of Andaman Coastal Research Station for Development, Faculty of Fisheries, Kasetsart University without deducting any expense.

Asst. Prof. Dr. Thon Thamrongnawasawat Dept. of Marine Science Faculty of Fisheries Kasetsart University, one of the frontlines in the ocean and endangered sea life for more than 40 years, said, “Recently, we often hear news reports on endangered animals beaching. The causes include direct cause such as fisheries and indirect ones like ocean pollution, especially plastic waste. Faculty of Fisheries, Kasetsart University, therefore, initiated a project to establish a rescue center for endangered animals at Andaman Coastal Research Station to provide care for four groups of endangered marine lives, namely dugongs, dolphins, whales, and sea turtles, as well as other sea lives such as sharks and sting rays. The focus area is the North Andaman area, near Ranong and Phang-nga, to expand the efforts of Department of Marine and Coastal Resource. As for RS Group’s #RSNETZERO project that has produced bags from recycled plastic bottles, many may question the extent of this effort – how could a few bags help? In the view of a conservationist like me, I am more than happy to see great initiatives to help the ocean and marine lives. It certainly promotes the use of fabric bags and in return reduces wastes. I truly believe that each project, regardless of its scale, can promote awareness on conservation efforts and encourage the conservationists to continue their work. Revenue from these bags will improve the facilities and work process of our staffs, including the renovation of our turtle rehabilitation areas and training on short-term care for turtles. The more critical cases are referred to the rescue center in Phuket. Everyone who had participated in the creation of these bags certainly contributed towards the effectiveness of small veterinary hospital to increase the survival chances of the sick and injured endangered marine animals.

#RSNETZERO bags are made of 100% recycled fiber. These limited-edition bags were sold out within a few hours at RS MEETING CONCERT 2022 and the auction of 16 bags with signatures of various artists of RS MEETING CONCERT 2022. Together, these bags contributed a total of 150,000 baht.

For more news and updates of RS Group, please visit www.rs.co.th and https://www.facebook.com/RSGROUPOFFICIAL

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While Joining As Judge & Prize Presenter To Participating College Students.

RS Public Company Limited or RS GROUP, led by Pornpan Techarungchaikul, Chief Executive Officer of Lifestar Company Limited and Chief Commercial Officer of RS Mall and Wittawat Wetchabutsakorn, Chief Financial Officer, joined the panel of judges at Thailand Accounting Case Competition 2022 where college students compete for the winners’ plaque from President of Federation of Accounting Professions under the Patronage of His Majesty the King (FAP) and prizes over 120,000 baht.

The competition was organized to encourage college students to apply their knowledge in accounting and other related subjects in forming business strategies in the real-world environment, as per given by the case study. It also encouraged the participants to exercise teamwork and use analytical and systematic problem-solving skills. This year, RS Public Company Limited was selected as the case study, as a result of its success in overcoming technological disruption by transforming its business under the Entertainmerce model. The model combines the strengths and expertise of the media and entertainment business with its commercial business, leading to the tremendous growth in the recent years.

The competition’s winners are:

• 1^st place: Team Reborn, Chulalongkorn University
• 2^nd place: Team Har-Tum Consulting, Chulalongkorn University
• 3^rd place: Team The Apogee, Chulalongkorn University
• 4^th place: Team Donno what happened, Rangsit University
• 5^th place: Team Boss baby consulting, Thammasat University

RS Group would like to take this opportunity to congratulate every participating and winning team. We are confident that the participants had gained valuable experience from the competition, campus visit, as well as sharing on insights and vision from Khun Surachai Chetchotisak and other executives. We also hope that the participants would be able to apply the knowledge gained

from FAP, the organizer of the competition, in their further education or work in the future.

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RS Group Organized “Zero Tolerance of Bullying” Activity For Youths In Chatuchak District

To Better Equip With Skills & Tools For Bullying Prevention

Recently, RS Public Company Limited or RS Group announced ‘RS Diversity’ policy to establish diversity welfare that outlines days of leaves for both same- and opposite-sex marriages and 45-day leave for gender affirmation surgery which is equal to maternity leave. RS Group is more than ready to put our Diversity policy into practice and is committed to manage our corporate diversity, while campaigning for diversity acceptance by respecting basic human rights, providing equal opportunities and treatment, and eliminating discriminatory action and harassment in every form.

The Board of Directors of the company agreed to set forth policies and guidelines for all directors, executives, and employees of RS Group, as follows:

1. Encourage equal treatment, respect diversity, accept personal differences, and do not accept discriminatory action towards internal staffs of RS Group as well as others in the communities;
2. Build RS Group culture as a model for social diversity, acceptance, and respect;
3. Encourage and support partners and business partners in the business value chain, suppliers, contractors, and joint ventures to operate their businesses ethically with respect towards everyone according to this policy.

The key pillars of the policies and guidelines are

1. Culture – to create an inclusive culture when collaborating to realize benefits from diversity and differences or our employees
2. Society – to work and collaborate with the society and different business partners throughout the value chain
3. Innovation – to always take into account of the different needs of our customers to deliver our products and services via multiple distribution channels.

Nonetheless, while people are diverse, the ability to accept this diversity also varies; the inability to accept differences often leads to discrimination and harassment towards those whom are viewed as different or who are in different environment from the perpetrator. Discriminatory action and harassment come in many forms – from verbal jokes to physical violation, where the perpetrator can be legally charged, based on the severity of the offence.

To further its support in diversity and inclusion, RS Group and its employee volunteers put their ‘RS Diversity’ agenda to work, in collaboration with Chatuchak District Office and Child and Adolescent Mental Health Rajanagarindra Institute (CAMRI), organizing ‘Zero Tolerance of Bullying: Zeroing bullying’ activity for more than 200 youths at Senanikom School and Mathayomprachaniwet School to learn, understand, and accept diversity, while readying themselves to handle bullying effectively. Speakers included Tanon Tanakornprapa, Dr.Suthra Auapisathwong and Koen-Pataradaai Setsuwan.

Nitikan Chitcharoen, Head of Brand & Corporate Communications, RS Public Company Limited, revealed, “’Zero Tolerance of Bullying: Zeroing bullying’ activity is part of RS Diversity project, where we worked internally and externally to promote diversity. Within our organization, we proactively empowered everyone to showcase their capabilities at work and developed the diversity welfare scheme for our staffs. At the same time, we would like to work with the surrounding communities on the cause. For this activity, we are focused on educating youths and helping them understand themselves and diversity around them, whether it is diversity in sexuality, body, lifestyle, and personal taste, and ultimately accept them. RS Group organized this activity with an intention to reach today’s youths and instill them with the knowledge and understanding to respect each other. While everyone has the rights to express their opinions and themselves, such expression has its own time and place and must be exercised with empathy. We hope that our activity will empower youths to change their behaviors and put an end to bullying both physically and mentally and both online and offline.

Tanon Tanakornprapa, Head of 4^th Apple, a subsidiary of RS Group that has an expertise in creating digital content and implementing digital marketing, talked about online bullying in Thailand, that “Global statistics indicated that Thailand was ranked second for students being bullied at school, which suggested that both the bullied and bullies are prevalent, as bullying always has two sides. Nevertheless, we now live in the world that need more mercy and empathy than ever. Sometimes, we became bullies unintentionally, because social media enabled us to easily say or post anything without seeing the counterparty. We want everyone to think before posting anything. At the very least, think of yourself, because everything we post on social media will be our digital footprint forever. Today, you may be the big bully, but one day you may become the victim of your own action in the past.”

On the other hand, Dr.Suthra Auapisathwong, medical specialist at Child and Adolescent Psychiatrist, Health Rajanagarindra Institute (CAMRI), explained the skills required when being bullied that, “The first mantra is to ignore the people or online messages that aim to hurt us. Ignoring them is the first thing you can do. If it becomes more aggressive and disturbs us, we must protect ourselves. This does not mean retaliation, because retaliation only creates a cycle of bullying. Protecting ourselves is to show the counterparty that you dislike their actions with assertive words. If the bullying still persists, you need to ask for help – which is very important. Asking for help is not a sign of weakness, but rather a sign of bravery to ask for help from those we trust and can help us from the bullies.”

Chumsri Paiboonkunkon, Director of Senanikom School, one of the participating schools, said, “We must admit that the middle schoolers just became adolescents; they have their own clique, want to learn, and love social media. Sometimes, they have no idea that they are bullying. They just say it to get along with their peers without considering the consequences. Today’s activity certainly gave the youths the opportunity to pause and think, while helping them to understand themselves better. Everyone has the freedom to express their opinions and be themselves, however, the expression should be well-mannered and should not hurt others. Everyone should consider for a moment if their opinions would hurt anybody.”

Rachenee Mekrsee, the representative of participating youths, said, “I have experienced bullying myself, both as the bully and the bullied. The cycle never stops. Most of the time, I was being bullied verbally. I am very active at school, participating in many activities and having some strong traits. I am very self-confident. Sometimes, I forgot to even consider if what I say could hurt someone unintentionally. Today’s activity is very good. We appreciate the organizations who helped organize this activity. It is definitely relevant to our lives. It helped me open up and talk about the actual problems. I have learned a lot and will apply what I learned to my daily lives.”

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RS Group Introduces RS Diversity, Equity and Inclusion Policy,

As The Celebration of Differences & A Showcase of Endless Possibilities,

Penning Down Additional Employee Welfare to Promote Gender Equity.

RS Public Company Limited (RS Group) is committed to operating by the principles of good corporate governance as the core driving force for RS Group’s sustainable development. The clear goal is “balanced growth” in terms of economy, society, and environment by creating shared values ​​between RS Group and all stakeholders throughout the business chain known for ‘diversity’. This is an important part that connects us all. The company has been prepared to integrate sustainability management in line with strategies and frameworks that cover both the short and long term.

From 2021 to 2025, “diversity” is clearly brought in to drive the framework and operational guidelines in all dimensions, especially the “social dimension”. At RS Group, we value “people” by focusing on creating skillful personnel with great potential and enabling employees to manage and transfer knowledge to others in a systematic way through various activities relating to human rights, knowledge development, satisfaction development, and human resources development.

We are well aware that human rights are fundamental rights for people. Therefore, we have full respect for human dignity, rights, liberty, and equality of individuals. ‘RS Diversity: The Celebration of Differences & A Showcase of Endless Possibilities’ further reinforces and solidifies RS Group’s stance in diversity and inclusion with additional welfare and policies that support gender diversity within the company, as the executives provide opportunities to every employee to showcase their abilities and create an inclusive workplace for all. We hope that RS Group will be one of the best organizations to work for, and everyone can work together happily as well.

Surachai Chetchotisak, Chief Executive Officer, RS Public Company Limited, said, “RS Group is definitely a diverse company. Our Entertainmerce business model has integrated our expertise in producing quality media and entertainment with commerce business, which has led to a diverse portfolio of products and services. At the same time, RS Group also welcomes diversity in our workplace, for instance, our telesales representatives at RS Mall, news reporters on Channel 8, COOLJ at COOLfarenheit, artists at RS Music, as well as actors and actresses we engaged. They are diverse in terms of their age, gender, experience, hometown, background, and abilities. This workplace diversity has become integral to RS Group’s success in transforming our organization that we have become a case study for others to follow. I am confident that diversity at RS Group is not a problem for management. Rather, diversity in skills and capabilities is beneficial in driving our organization forward. The more we accept and provide opportunities to one another, the stronger we become in every aspect. That is why we crafted our policies to provide a tangible set of welfare for our employees to promote diversity and inclusion. Moreover, we also operate and manage our business with diversity and inclusion consciousness, thus we work tirelessly to define working guidelines for all our operations, including products, services, and other business activities, to create equitable environment for our partners and stakeholders.”

Today, RS Group has almost 1,400 employees. Among the top executives, 30% is below 40 years old. Its workforce is comprised of 1% Baby Boomer, with three employees who are older than 60, 33% Gen X, 64% Gen Y, and 2% Gen Z. Therefore, diversity management is one of the essential mechanisms to drive sustainable growth in the company. Additionally, employee wellbeing is considered one of RS Group’s core policies, thus the development of ‘Diversity, Equity, and Inclusion’ policy is a natural move, with the aspiration to become workplace of choice, where everyone can work together happily. This policy emphasizes the expansion of welfare for employees to reflect diversity and inclusion at RS Group, namely:

1. Days of leave for marriage ceremony and registration – Employees can take days of leave, as indicated by the company’s policy, for marriage ceremony, including same-sex marriage, while employees will receive normal compensation.
2. Financial support for marriages – Employees will be granted a financial support of 5,000 baht as a congratulatory remark for both opposite-sex and same-sex marriages.
3. Days of leave for gender affirmation surgery – Employees will receive compensated leave for gender affirmation surgery for 45 days, which is equal to maternity leave.

“RS Group, in collaboration with all business units in both commerce and media-entertainment, has organized a parade to campaign for diversity and inclusion within a workplace. The event was organized by employee volunteers from various departments to announce our stance in supporting diversity and inclusion under ‘RS Diversity: The Celebration of Differences & A Showcase of Endless Possibilities’ campaign that truly reflects RS Group’s identity as the company of diversity, equity, and inclusion that welcomes everybody,” Surachai concluded.

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Boasts Excellent Energy Efficiency Guaranteed by MEA Energy Awards Year 6.

RS Public Company Limited or RS Group received MEA ENERGY AWARDS 2022 in the office building category from Metropolitan Electricity Authority (MEA), which reflected RS Group’s commitment in energy and environmental conservation, as well as employees’ wellbeing. Its building design truly emphasized the concepts of energy saving and resource efficiency, while adhering to MEA standards. The company is more than ready to drive their sustainability projects for extended impacts.

Today, the rising global population had put pressure on natural resources and energy. The depletion already showed its impacts on the population and the overall ecosystem. That is why RS Group set its environmental management policies – to operate its business within the rule of law and regulations on environment, generate and instill awareness on resource efficiency amongst its employees, conserve the nature, and consider the environmental impacts throughout its value chain, as well as jointly invest with partners who hold similar environmental values.

At the same time, RS Group also imposed sustainability management strategy, in alignment with ‘PLANET: Eco Effective & Waste Management,’ in order to reduce waste throughout its value chain. The company also aimed to instill a long-lasting value among its employees under its operation that saves the energy, conserves the nature, reduces greenhouse gas emission, and manages wastes effectively. The long-term target for sustainable development is to achieve the following outcomes by the end of 2025:

• Reduce landfill waste by 30%
• Reduce electricity and water usage by 10%
• Increase environmentally-friendly packaging by 50%

Wittawat Wetchabutsakorn, Chief Financial Officer, RS Public Company Limited, revealed, “The new RS Group campus building was designed with energy conservation in mind. The core design concepts were minimal design, simple space, and timeless, in balance with space utilization. The building was a reflection of one of RS Group’s characteristics – minimalism. While wasteful materials were kept to the minimum, the space was meticulously planned to maximize utility and convenience of the employees, making our campus a truly energy-saving building. Moreover, the Safety, Hygiene, and Work environment Committee was established for consistent management of the building environment, as well as maintenance and monitoring of the building systems.”

Not only the building management reflected the company’s commitment towards energy conservation, RS Group also implemented various sustainable projects organization-wide since 2021. “Paper Merci…Yak Lak Rak (Separate, Exchange and Conserve)” project aimed to reduce paper usage in the long run. More than 12 tons of paper had been recycled throughout the project, or an equivalent of a carbon dioxide emission reduction of 8,000 kilograms and more than 200 trees were saved. On the other hand, “RS NET ZERO: Rethink and Recycle” project had brought plastic bottles from the employees into recycle process.

RS Group supports and promotes various campaigns to build the public awareness on energy and resource efficiency, as it is everyone’s business and responsibility to conserve and maximize efficiency with each usage, while used materials should be recycled and reused to prevent the future shortages and to truly grow sustainably.

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Forest fires in Chiang Mai caused the issue of toxic smog and pollution in many areas which widely impacted the quality of life of the people and the economy of the north. The number of patients suffering from repository diseases, heart and vascular diseases, skin diseases and diseases related to eyes is rising every year and posts financial burdens to households from medical costs to expenses on pollution prevention gears. Businesses and restaurants are all affected as customers refrain from leaving their houses. Tourism sector also takes the hit and the number of Thai tourists dropped drastically during the smog season as they were continuously informed of the situation from the media. Foreign tourists also decelerated last year while the decrease in revenue from tourism was estimated at THB 4,000 million though it was mainly due to the COVID-19 situation last year

The forest fire caused pollution and health problem while a number of areas were in need of equipment and tools to help put out forest fire. Channel 8 lent a helping hand through “Channel 8 News Sharing Hearts” project to express our worries and cares for Thai people under the concept that Channel 8 will stand by the side with the people and to help affected people across the country.

News reporters and supporting team went to the areas to help affected people by offering necessary supplies such as leaf blowers, PM2.5 masks, rakes and other useful items to Chiang Mai province while talking, asking and giving moral support to those affected by the forest fire.

Smog problem is the concern that many parties are active in solving. The government issued more strict short-term measures to control the burning of forests during the past smog season while adding more officers and equipment. For the long-term measures, the government promoted the establishment of community forests under the Community Forest Act B.E.2562 (2019) for communities to have a plan to conserve, restore and utilize forests in a sustainable manner.

Nevertheless, the particular law was just recently effective and not many communities joined yet. More PR campaigns and extended efforts must be undertaken including the empowerment of the local regulatory bodies to play a role in preventing and solving the forest fire issue. People capabilities, equipment and budget allocation need to be enhanced as more obstacles are present that the efforts have not been as successful as expected including low cooperation, early burning and illegal open burning in agriculture areas and forest areas. Firefighting efforts are still limited as many areas are remote and difficult to access. In addition, satellite reporting for active fire spots might not be timely while underground fire can be reignited anytime. The key takeaway on this issue is the lack of incentives for all parties to mutually solve the problem.

Therefore, the Company intends to take part in pushing for the solutions from root causes by encouraging and communicating this smog issue to the general public to fully realize the extent of the impacts of this issue. This multi-dimensional execution incentivizes villagers to participate in the project which is considered crucial for sustainable problem-solving.

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Having been disrupted, the Company adjusted itself to adopt Entertainmerce Model as its core in conducting business that enables the Company to generate revenue and exponential growth. Therefore, the Company leverages on this strength to inaugurate its campaign “well u Turning Crisis into Opportunities” with the purpose to deliver knowledge to people in the society to inspire them to become business owners as well as providing opportunities to turn their lives around and thrive through the crisis through job creation and income distribution.

This project is known for its support for all aspects from the Company so that people can start their businesses without worries about initial capital, inventory or delivery with coaching team to assist them in every stage of business operations. The project aims to help people in the society to get through the economic crisis and grow together in the future.

Knowledge creation and delivery are conducted through the Company’s capabilities in building knowledge warehouse through media and other resources before sharing diverse knowledge to the people. However, traditional training for agents that requires physical meeting was not possible due to the COVID-19 situation. As a result, the Company organized live coaches to meet, talk and share sales experience in groups online instead as well as making videos and online teaching materials for agents so that agents can study at their own time.

This “well u Turning Crisis into Opportunities” campaign is one of the initiatives with the objective to connect the Company’s business operations on the economic side to other people in the society with the following details:

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The COVID-19 crisis has driven changes in people behavior around the world especially the online shopping behavior of consumers while Thailand is one of the highest growth countries which is a good sign for the country to move towards digital economy.

Despite high growth for overall online shopping, a large number of operators both old and new have entered the market with discounted prices and sales promotions to attract demand to their channels. Therefore, unique selling points and differentiators from innovation and new technology are considered important alternatives for operators to create new experience and enjoyment for customers during their shopping.

The Company jointly develops innovation with high-potential suppliers like AIS 5G who is a digital life service provider and the expertise in providing 5G mobile network using AR (Augmented Reality) technology and VR (Virtual Reality) technology to create fresh shopping experience for customers. Under this collaboration, V-Avenue.Co was launched as an e-commerce platform in the format of the first virtual mall in the world under 12-month development period to bring 5G technology and VR technology together with simulations of real shops to offer new realistic 360 degrees shopping experience comparable to physical shopping of products and services in department stores.

To attain sustainable business in the long run, only quality products that address needs of consumers might not suffice but it requires partners with high-potential technology and innovation to drive business further. This is the strength of V-Avenue that the Company co-created with its business partner with a shared vision to drive the country towards digital economy in the future.

Note that the number of visits to V-Avenue.Co virtual mall since it was opened in May 2021 until the end of 2021 stood at over 3 million people. This is considered a success resulted from collaboration of leading partners to enhance e-commerce business potential of the Company. Roles of digital technology especially virtual reality or VR are important tools to drive commercial technology in the future. (Source : https://thestandard.co/ais-5g-v-avenue)

This co-development of innovation is according to the growth strategy of the Company to focus its product distribution on online platforms. As a result, at the end of 2021, revenue from online channels grew 3% from the previous year and accounted for 9% of total revenue of commerce business compared to the target proportion of revenue from online channels in 2021 of 10% of total revenue from commerce business.

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