The e-commerce world has changed and is changing again!

Summarize the key points from what Flash Express CEO Komson Lee said on stage for an hour in 1.30 minutes.

The e-commerce world has changed and is changing again!

Mr. Komson recalls that the online sales industry, or E-commerce, as we are familiar with, evolved into an era, as in movies.

Era 1 (an era that has passed)

It's an era of "who's the cheapest to win." People will buy things directly from the factory, focus on the cheap price, and sellers will compete with ads to make the most profit.

2nd era (modern era of Thailand but China has passed)

This is the era of Influencer or KOL. We will buy things according to the people we love. We follow. This era is "fast fish eat slow fish." Who is doing it first? Catch the trend quickly. According to the trend, it is advantageous.

3rd Age (Coming Age)

Mr. Lyndson warns that this era of Influencer will gradually disappear! He compares that being an Influencer is like us going to catch fish in another pond (Platform).

One day, if the owner of the pond (such as Tikka, Shopee, etc.) changes the rules or an AI replaces it, the fish in the pond will disappear, or we will be reduced in value.

Mr. Komson compares very strongly but cannot argue because it is true.

Influ, or KOL, is a monkey performing on stage.

Platform is the owner of the stage.

"We are monkeys who perform so well that people are addicted and often show us, but in the end, the audience is not attached to us, but to the platform."

What is the next survival?

The answer is their own "branding" * big body.

Why build a brand?

Branding in your sense is not just about making a beautiful logo or having a big factory.

But it is "the creation of a clear identity."

And communicate to customers "who we are."

Simple comparison

-No branding (fishing)

We have to run for customers on different platforms all the time, like fishing in a place with a lot of fish.

-Brand building (fish raising)

We have to build our own fish pond, which is to build a fan base that really loves our brand.

Although the platform has changed, customers will still be with us.

Mr. Komson reiterated that

"If today does not change, within the next few years our values will disappear."

"Chinese capital" is no longer a distant matter.

Another important point is that Chinese brands are about to invade all circles in Thailand, and we are inevitable.

Modern Chinese products are not just cheap, but they come with quality, technology and a very good team, graduated from the world's top universities.

How are we gonna fight him?

Straight racing is very difficult! With the market size and production capacity of China, his cost is much lower than us. Straight competition is difficult.

The solution is to "learn and cooperate." Instead of looking at him as an enemy, look at him as a partner.

We have to learn technology, how to do business from him and develop our own brand.

Mr. Komson believes, "In short, we may lose, but in the long run we will win (10 years + +), because Thailand is our home."

Advice for the New Generation

Start from a small point (Small but Beautiful)

No need to think big, sell to the whole country in the first place.

Let's start by solving the small pain points of a small group of people around us first, and then expand into a larger market.

Test Fast

Nowadays, there is no need to do market research for years to release one product. Try to make many products, throw them in the market without a lot of advertising, and see which ones "survive" and then develop them.

You don't have to have your own factory. Now there are many OEMs, so that we with only ideas can create our own products.

The most important thing is "difference."

In a world where everything is similar, differences are what can make us win the hearts of consumers.

Finally, Mr. Komson thought that the world has changed so fast that we can no longer be the same people, have to pull out the fighter spirit and "change it."

# TheSecretSauceSummit2025