Mr. Anipat Srirungtham Chief Marketing OfficerAurora Design Public Company Limited or AURA Revealed that AURORA’s business operations are divided into 2 main groups, consisting of 1. Gold jewelry retail business. Jewelry, gifts made of gold and diamond jewelry 2. Gold jewelry consignment business and jewelry containing gold and diamonds (consignment business) sets a goal to become the leader of gold shops in Thailand through the delivery of gifts of happiness that are comprehensively valuable and create sustainable growth By focusing on offering quality gifts and creating a variety of products under 5 brands, namely AURORA, Seng Heng, Thong Ma Ngern Pai, Gifts by AURORA and AURORA Diamond, which currently has a total of 266 branches, divided into 146 branches in Bangkok and its vicinity and in 120 provincial branches generate total sales of regarding 30,000 million baht per year, ready to expand to 409 branches by 2024 in order to reach all groups of customers in all provinces nationwide.
“AURORA Set a goal to become a “Top of mind gold trading department store” No. 1 in the hearts of the new generation” aiming to create satisfaction in products for customers. Both in the form of design, beauty, service both before and following the sale. as well as expanding the portfolio of product brands to penetrate more diverse customer groups Ready to break the frame from a family-style gold shop to a trendy design public limited gold shop that everyone can access. By focusing more on the consignment of gold and gems which is normally a service that is included in every gold shop, only AURORA Be the first to seriously focus and develop further. By starting to open branches in various communities for the first time in 2019 under the brand Thong Ma Ngoen Pai in order to reach more target customers, ”said Anipat.
However, the brand “Gold comes, money goes” It was born from the idea of helping customers to easily access financial sources. at an appropriate legal interest rate and more convenient Which has been in operation for more than 3 years, it is clear that this service has good prospects. Revenue grew at least 45% per year and had more than 130,000 users, partly due to the slowing economy. due to the spread of COVID-19 That affects business and people’s lives in a wide range. This caused a sudden financial vacuum. Many people have reduced income but expenses remain the same or increase. Gold deposit service It is therefore a solution for people with financial problems. With outstanding points and clear concepts of service, namely: 1. High credit limit 2. No need to have a guarantor Receive cash immediately. 3. Interest is as low as 1.25% per month. 4. There are more than 200 service branches nationwide. make gold come and money go quickly gaining recognition and trust from customers Become another good option for customers who have gold assets. and want to convert into cash
In addition, to facilitate customers to the maximum. And increase business efficiency in the digital age AURORA has developed applications. “Thong Ma Ngern Pai” is a new way to receive interest payment services, check the status of gold deposit sales contracts anywhere and anytime, pay interest rates for contract renewal, check real-time prices for gold deposit sales, search for department stores. aurora gold diamond and Thong Ma Ngern to nearby branches Ready to receive good news, promotions for many users (News and Promotion), as well as notify customers regarding contracts that will expire. in order to prevent assets from being sold off (Notification Alert), which is a service that makes selling gold deposits easier and more convenient. Customers can pay interest without coming to the branch.
by an important strategy that makes the brand “Gold comes and money goes” is growing exponentially. having a strong partner This year, continuing until 2023, the company has joined hands with many partners, such as working with CJ MORE stores to develop business expansion models, working with Kasikorn Bank to develop payment technology. and most recently, in collaboration with LINE BK, launching a promotion to deliver specials to LINE BK users via LINE Official Account. and access to the Gold Consignment Service at the Aurora Diamond Mall in all department stores Or a gold shop to bring money to the community near the house within 120 days will receive a special limit of 2% from the sale price. Starting today until October 31, 2023, it currently has good feedback. There is a large group of LINE BK customers interested in it. In addition, “Thong Ma Ngern Pai” is still in the process of negotiating with other partners to find ways to do business together. with a problem to create maximum customer satisfaction
for the main customer groups of “Thong Ma Ngern Pai” is mostly female, and more than 90% are working people aged between 28-45 years old, general contractors, merchants, freelancers, and the rest are employees or private workers with gold assets. and want to convert gold into cash to temporarily increase financial liquidity or expanding the business The customers came to use the service the most during March-May and October because it was the beginning of a new semester. which parents have a need for money and found interesting information stating that Consignment customers who transact through the application have the longest interest recurring cycle. It is the strength and advantage of the company that will be used to develop the service. in order to offer other services to this group of customers in the future
“In 2023, we set a goal to expand our portfolio of gold consignment receivables to grow more than 2,800 million baht through customer centric strategy that is customer-oriented develop services in all aspects Strengthen service for branch staff to create a good experience for customers Including developing a comprehensive service channel to reach all customer groups
by focusing on expanding branches to reach more communities Help facilitate customers in all areas across the country. The challenge in this business is must adapt to every situation Ready to develop services and always adjust It also has to look for new business opportunities to strengthen the company’s army. Stable and sustainable growth And as a descendant of the 3rd generation, it is fortunate that we have the opportunity to learn from generation to generation. No matter what crises you encounter, there will be people with experience to give advice. It solves the problem very well, ”said Mr. Anipat in the end.
