Merchandising machines have turn into a brand new distribution channel well-liked with Thai customers in addition to a novel instrument for corporations to launch a enterprise as they generate good gross sales.
The machines are drawing clients with their novelty when it comes to design and product choices.
They’re ubiquitous all through Thailand, resembling the exceptional growth of 7-Eleven comfort shops a long time in the past, with new gamers anticipated to affix the market and present gamers ramping up their enterprise.
BELOW Mr Pitsnu says the launch of sensible merchandising machines like Tao Bin is taken into account constructive for the nation’s merchandising machine trade.
TAO BIN DRIVES MARKET
“I by no means imagined I might purchase a high quality Americano espresso from a merchandising machine with out a barista. The style is nearly as good as I anticipate and the worth is inexpensive at solely 35-40 baht per cup,” stated Nimit Suksubthavorn, 32, an workplace employee in Siam Sq., referring to Tao Bin, the newest sensible beverage merchandising machine.
“The machine presents each sizzling and funky drinks and you may select the extent of sweetness, much like in a espresso store.”
Mr Nimit stated he’s very proud of Tao Bin as a result of it’s simple to make use of and he should purchase espresso any time he desires.
Tao Bin sensible beverage merchandising machines are owned and operated by MAI-listed Forth Good Service, the nation’s largest top-up machine supplier beneath the Boonterm model.
The one-square-metre merchandising machine, together with its cutting-edge know-how, presents 170 drinks: sizzling and iced espresso, sizzling and iced milk, fruity drinks, sodas, protein shakes and smoothies. Costs begin from 15 baht for a mushy drink with ice to greater than 100 baht for speciality coffees.
Patcharin Daengsawat, 19, a college pupil in Bangkok stated she has purchased a number of sorts of drinks from Tao Bin machines at a number of areas akin to condos, skytrain stations and in entrance of banks on Phahon Yothin Highway.
“The drinks are diverse. Most of the varieties have been by no means obtainable from merchandising machines earlier than, together with a whey protein shake,” stated Ms Patcharin.
“I at all times order the Oreo mix. The value of 55 baht per cup is cheap and the style is nearly the identical as those obtainable at beverage corners in malls the place the worth is nearly double.”
She stated the machines make it simple to purchase a fruit smoothie after ending work.
“Tao Bin has completely modified my notion of merchandising machines. They’re very handy, however the weak level is the frequent scarcity of well-liked drinks,” stated Danai Meearee, 28, a health coach.
Watanya Amatanon, chief product officer at Forth Merchandising Co, the marketer of Tao Bin merchandising machines, stated the corporate took two years to develop this robotic machine and launched it six months in the past.
In accordance with Ms Watanya, the pandemic led to extra folks working from house, altering client life of workers, whereas competitors in Thailand’s espresso market intensified.
“The very best gross sales stage for one in every of our machines is 377 cups per day. We’re very proud of our gross sales thus far. I consider the success stems from the drinks’ style. The market remains to be untapped and we’re providing a novelty,” she stated.
There have been 500 Tao Bin merchandising machines available in the market final yr and the corporate goals to have 3,500 by the top of this yr, stated Ms Watanya.
The machine is operated by Forth Merchandising and its 26 authorised operators.
Tao Bin merchandising machines are situated at numerous websites akin to hospitals, workplace buildings, BTS stations and in entrance of main buying malls.
She stated the group used to import merchandising machines to promote canned drinks and different objects, however determined to regulate its enterprise mannequin to robotic merchandising machines and supply the service across the clock in response to altering life.
“There are greater than 7,000 items of mechanics inside our merchandising machine and as much as 30 registered patents,” stated Ms Watanya.
“We’re providing not solely drinks, but in addition new objects to create a brand new buyer expertise, together with freshly cooked meals and different decisions that fulfil the Tao Bin imaginative and prescient to fulfill clients.”
Ms Watanya says the corporate took two years to develop a robotic merchandising machine and launched it available on the market six months in the past.
POSITIVE IMPACT
Pitsnu Chokwatana, managing director of merchandising machine distribution firm Solar Merchandising Expertise Plc, operator of the Solar 108 merchandising machine model, stated the launch of sensible merchandising machines like Tao Bin is taken into account constructive for the trade as a result of it’s going to enhance customers’ familiarity with new know-how and encourage them to purchase drinks through this channel.
Extra importantly, it encourages merchandising machine suppliers to develop and innovate machine options, stated Mr Pitsnu.
He stated Solar Merchandising plans to put in 2,000 new Solar 108 merchandising machines and 400-500 cup merchandising machines this yr.
“We now have nearly 15,000 merchandising machines available in the market now, 3,000 of that are sensible merchandising machines,” stated Mr Pitsnu.
“The variety of Solar 108 merchandising machines is projected to succeed in 20,000 models subsequent yr, of which 15,000 will likely be sensible machines.”
As the corporate expects a greater diversity of cup merchandising machines to be rolled out subsequent yr, it’s going to pay extra consideration to those machines, fairly than its earlier concentrate on canned merchandising machines the previous few years, he stated.
Mr Kitti says merchandising machines are broadly utilized in Bangkok to promote meals and drinks.
BEVERAGES HOLD PROMISE
Kitti Siripallop, affiliate professor at Thammasat Enterprise College, stated merchandising machines at the moment are a broadly used distribution channel for meals, drinks, flowers, bushy crabs, freshly cooked pizza and ramen.
“For Thailand, drinks are more likely to be the most well-liked objects bought via the merchandising machines because of the recent climate. Thais drink tea and low day-after-day at a excessive frequency,” stated Mr Kitti.
“Tao Bin is well-liked as a result of persons are enthusiastic about its sensible know-how and customised drinks.”
To achieve the Thai merchandising machine section, he stated operators have to know client behaviour and promote merchandise in demand.
“Other than cheap costs, whether or not a enterprise’s recognition will be sustained ought to rely on environment friendly operation and administration,” stated Mr Kitti.
“They need to have beverage objects with loss chief pricing to attract clients’ curiosity and provide merchandise that may quickly serve customers’ wants.”
Mr Rangsun says PTG Power is exploring market alternatives within the merchandising machine enterprise.
PTG JOINS THE FRAY
Rangsun Puangprang, government vice-president of PTG Power Group Plc, Thailand’s second-largest gasoline dealer by gross sales quantity, stated the corporate is exploring market alternatives within the merchandising machine enterprise.
The corporate is within the strategy of growing a wise merchandising machine after it unofficially launched two machines to check the system at some oil truck fleet centres, he stated.
The corporate is scheduled to formally launch its merchandising machine to the market at a few of its petrol stations over the subsequent few months, stated Mr Rangsun.
