Central Marketing Group (cmg), a subsidiary of Central Retail, a leading distributor of over 40 renowned world-class brands in fashion, denim, beauty, watches, footwear, accessories, and home & lifestyle products in Thailand, plans to invest 3,000 million baht in its retail expansion. cmg's recent growth is due to strong performance of its key brands, new brand launches, Omnichannel marketing and additional new flexible payment options. It anticipates a 20% increase in revenue to solidify its leadership in the Thai retail industry.
Edwin Yap Hawson, President of Central Marketing Group (cmg), stated, “It is very important for a company to develop perfect products for the right market. cmg therefore offers various types of products and updates our brand portfolio every year to uncover new trending products that meet customer expectations. Our commitment to providing our customers with the best brands which offer the highest quality products and services is one factor driving our constant evolution and compliance with market changes. The slow recovery of the tourist industry and the prolonged pandemic, however, forced the change. We have taken new actions to drive efficiencies now and in the future, optimizing our operations to match the scale of our business and drive continued growth, as we always capture new customers in the digital age. Our actions resulted in a +35% increase in net retail sales growth in 2022 over 2021.”
cmg is committed to investing in the long-term, profitable growth. Here are some strategies for 2023:
- Building Trusted Brands through Innovation – cmg will continue to feature strong, relevant innovation across its brand portfolio, to ensure that its brands are well-known and loved across Thailand. Among its top brands are Casio G-Shock, Dyson, Fitflop, Clarins, Guess, Polo Ralph Lauren, Garmin, and MLB. Sustainability and environmental friendliness will also be key themes for several brands, such as Lee and Wrangler [using recycled plastic in their fabrics], G2000 and Jockey [using bamboo fibers], the Body Shop [using recycled plastic packaging]. Health and well-being will also be a strong focus, such as Dyson air purifiers to combat haze and viruses, and Garmin smartwatches for fitness tracking.
- Driving "Omni-channel".
In the digital age, there is a growing trend toward reaching brands through multiple channels, enabling seamless connections at every customer touchpoint. cmg placed strong emphasis on growing its Omni-channel capability by launching the official Lee and Wrangler websites last year, Bringing the total number of brand website to 8 Brand.com. cmg opened 45 new free-standing stores last year across the country, as well as 138 in-store counters in department stores for the convenience of customers. This year, the company is planning to open more than 150 retail locations to add to its existing 1,800 retail locations.
- Launching of new brands.
To respond to the demands of younger and more affluent consumers, cmg is always on the lookout for new world-leading brands to strengthen the company's business even more. Last year, cmg took over the distribution of premium Italian fashion brands Armani Exchange and Emporio Armani and The French Luxury Brand Hermès Beauty.In January 2023, cmg took over the distribution of Skechers, the leading American lifestyle brand, across all Central department stores and CPN shopping mall locations.
- Flexible Payment Options.
Customers are widely adopting e-payment services, propelling transition into a cashless society. cmg was CRC's first business in 2022 to introduce ATOME Buy Now Pay Later service, which is now available across 22 brands and over 300 points of sale. Furthermore, cmg continues to roll out and integrate Dolfin, which has grown to become one of the most popular digital wallet applications. These innovative solutions allow customers to shop across all channels with just their phone without carrying any cash or credit cards.
- Investing in People
cmg recognizes that its people make a difference. It invests in people of offers them long and rewarding career options. "I'm delighted to share that we have won the Kincentric Best Employers Awards four years in a row. This award is given to companies or organizations that encourage and motivate employee engagement as well as those that have worked hard to build a strong team. All of this would not have been possible without the excellent support and management of our employees and partners, who enable us to consistently deliver a superior experience and outstanding customer service." Edwin concluded.