Business
Direct selling via the live videos is about to become the new norm
In the past couple of years, there’s been an increasingly popular method of business that makes full use of the ‘live video’ feature on social media. These are usually done by small, internet-based stores. The store owner will host a live video session on Facebook, Instagram, or Youtube featuring the products they sell as a way to draw in more customers and increase sales. The videos can be either to announce a launch of a specific product or range of products, a review of various items on offer, or even a live auction for a selection of items.
How it works in an auction video is the seller will start with one item. They’ll describe the item in detail, show it off, show you how it can be used, and tell you all the best things about that one item. They also might answer a few questions on the item that they see popping up in the comments section. After a few minutes of showcase and showmanship, the seller will give out a code for the item and then the bidding starts in the comments. There’s also usually a time limit attached so you have a limited period for bidding. They then move on to the next item and start it all over again.
One such example is Ms Lerine Yeo of Miss Shopper Boutique on Facebook.
Her videos and others like it are reminiscent of those American TV shopping channels – they have the same frenetic vibe of constant talking and high-powered enthusiasm that is both entertaining and urgent at the same time. They barely stop to take a breath and are very engaging and something funny.
And you can tell that people like it since she has over 1,000 people tuning in to listen to her pitch. And the comments are rolling in super fast too. In the above video, you’ll notice viewers asking Lerine to show them a specific item again or asking her to elaborate on the details of a particular item.
SO while she’s presenting, she’s also answering questions and making extremely relateable jokes to her Singaporean audience. It’s engaging. Lerine can even immediately see if people like her video or not based on the reactions that are flying into the screen on the bottom right. The instant gratification works both ways here.
Though it might look like a lot of effort for just one video, the payoff can significantly make up for it. In some cases, the seller is so captivating that they can sell off their entire collection in an hour. And the success of a live video sale often leaks into their regular e-store sales numbers as well.
Bloggers and vloggers have found a away to bring the traditional TV shopping method into the 21st century. After all, everyone spends more time online than in front of the TV now anyway.
I think the appeal of a live video is that it gives people a chance to really see the items in a way that a photo can’t convey. You’re almost there with the seller in their store, seeing how the item works or feels, giving you a better idea of what it is you’re looking at. From the seller’s perspective, they can spend a little more time convincing you to love what you’re looking at and make that purchase before stocks run out. They’re tapping into that FOMO (fear of missing out) that we all have and it seems to be working.
Business
ST Telemedia Global Data Centres reinforces commitment to Digital India with US$3.2 billion investment
ST Telemedia Global Data Centres (STT GDC) is investing US$3.2B to expand its data centre capacity in India by 550MW, tripling its IT load. The move supports India’s growing digital economy and aligns with PM Modi’s Digital India vision, discussed during his recent visit to Singapore.
ST Telemedia Global Data Centres (STT GDC), a leading data centre colocation services provider headquartered in Singapore, has announced a major investment of US$3.2 billion (INR 26,000 crores) to significantly expand its data centre capacity in India.
This investment will add 550MW of data centre capacity over the next 5-6 years, nearly tripling the Temasek-backed company’s IT load capacity to meet the increasing demands of India’s rapidly growing digital economy.
The expansion is set to support the surge in data consumption, cloud computing, digital transformation, and the adoption of artificial intelligence (AI) applications across India. STT GDC, which already holds a 28% market share in India by revenue, views this move as a reflection of its confidence in the country’s digital infrastructure needs and the broader vision of Digital India.
“India’s digital economy is growing at almost three times the overall GDP growth rate and is expected to reach US$1 trillion by 2027-2028,” said Bruno Lopez, President and Group CEO of STT GDC.
“As we celebrate our 10th anniversary, this ambitious expansion underscores our commitment to Digital India, and we are confident in our ability to contribute to its long-term success.”
STT GDC India, majority-owned by STT GDC in partnership with Tata Communications Ltd, currently operates 28 data centres across 10 cities with a total capacity of over 318MW.
It serves approximately 1,000 enterprise clients, including many Fortune 500 companies. STT GDC India has also been recognized as a Great Place to Work for five consecutive years and is ranked among the Best Places to Work in Asia.
The announcement follows STT GDC’s participation in a Business Roundtable with Indian Prime Minister Narendra Modi on 5 September 2024, hosted by the Singapore Business Federation.
This strategic engagement further emphasizes STT GDC’s commitment to supporting India’s digital transformation through long-term investment and collaboration.
Prime Minister Modi’s visit to Singapore resulted in various agreements across key sectors, including a healthcare cooperation agreement between India and Singapore to collaborate on healthcare delivery, medical research, and digital health solutions.
Business
Giant to shut Toa Payoh supermarket in September, ninth closure in 2024
Supermarket chain Giant will shut its ninth store in Singapore by September 2024, citing tough competition from online retailers and grocery rivals. The Toa Payoh outlet is part of a series of closures this year, reflecting broader regional challenges for its parent company, Dairy Farm International (DFI).
SINGAPORE: Supermarket chain Giant will close its ninth store in Singapore by September 2024 as it faces intense competition from online retailers and other grocery chains.
The store, located in Toa Payoh Lorong 4, is the latest in a series of closures that have taken place this year, as reported by The Straits Times.
Since February, Giant has shut down a hypermarket in Sembawang Shopping Centre, supermarkets in Bishan, Ang Mo Kio, and Bukit Panjang, along with four smaller “Express” stores in Nanyang Technological University, Pasir Ris, Redhill, and Punggol.
Following the closure of the Toa Payoh outlet, Giant will operate 45 stores across Singapore, down from 53 earlier this year.
Despite these reductions, the grocer has also opened a new outlet in Tengah in 2024.
From 2020 to 2023, the number of Giant stores in Singapore remained relatively stable, hovering between 53 and 55.
However, the recent closures highlight broader challenges faced by its parent company, Hong Kong-based Dairy Farm International (DFI), which has seen a contraction in its regional presence.
DFI, which first entered the Malaysian grocery market in 1999, exited the country in March 2023 by selling its stake in GCH Retail, the operator of the Giant, Mercato, and Giant Mini chains.
Similarly, in 2021, PT Hero Supermarket, a retail group majority-owned by DFI, closed all of its Giant supermarkets in Indonesia after the group’s revenue fell by 34% year-on-year.
In April, the Business Times reported that DFI had put the 9,731 sq ft Housing Board retail unit in Toa Payoh, currently occupied by Giant, up for sale at a guide price of S$16.5 million.
The company stated that the sale was part of a strategy to reallocate resources and focus on improving customer experience in other stores.
DFI’s half-year earnings report published on 1 August 2024 revealed that its food operations in Singapore experienced declining sales due to challenging consumer sentiment.
Despite this, the group posted underlying profit growth, reaching US$76 million.
The company attributed this profitability boost to an improved product margin mix and effective cost control measures.
In response to the Singapore’s Toa Payoh outlet closures, a DFI spokesperson told ST that the company continuously evaluates its store network and adapts to market trends and consumer needs.
“Giant and Cold Storage remain core businesses of DFI Retail Group, and our commitment to growth and expansion in Singapore remains unchanged,” the spokesperson added.
According to DFI’s official website, the group operates in 13 countries and territories, with around 11,000 outlets and a workforce of approximately 200,000 employees.
In Singapore, DFI operates not only Giant supermarkets but also 7-Eleven convenience stores and the Guardian health and beauty chain.
The group’s parent company, DFI Retail Group Holdings Limited, is incorporated in Bermuda and is primarily listed on the London Stock Exchange under the equity shares (transition) category, with secondary listings in Bermuda and Singapore.
DFI’s businesses are managed from Hong Kong by DFI Retail Group Management Services Limited, through its regional offices. The group is a member of the Jardine Matheson Group.
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