Ichsan Ali, Jakarta – Drawing inspiration from the vibrant markets in Thailand, Tanah Abang Market in Jakarta has unveiled a new concept "Little Bangkok" to attract customers back to offline shopping.
"We aim to bring the trendsetting shopping style of Bangkok to Tanah Abang with the concept known as Little Bangkok. This enables people to enjoy the fashionable shopping experience without having to travel to Bangkok, providing a delightful shopping atmosphere," Petersen Tindao, the Building Manager of Tanah Abang Wholesale Center, said on Wednesday.
Last year, traders at Jakarta's Tanah Abang Market – Southeast Asia's largest textile wholesale center – reported a 50 percent drop in turnover amid the live-shopping-with-celebs trend on online platforms such as TikTok Shop and Tokopedia.
Livestream shopping, especially those led by celebrities, has gained attention as numerous micro, small, and medium enterprises (MSMEs) face declining sales. And it is not because these MSMEs refuse to go online. Many MSMEs tried to keep up with the trend by going live on TikTok.They, however, struggle to compete with shops that have celebrities and internet personalities as hosts.
Petersen said that Little Bangkok at Tanah Abang, offers an offline shopping culture with a diverse range of products, capturing the interest of personal shoppers or "jastipers."
"As visitors explore Little Bangkok, they will discover a variety of shops offering diverse products. Live shopping and interactive presentations by jastipers will be featured in these shops. This shopping trend, combining shopping and jastip in a single location, provides a delightful experience," he said.
Petersen added that after enduring an extended post-Covid period, the introduction of Little Bangkok aims to rejuvenate the offline shopping model to address the primarily online challenges ahead by incorporating features like live shopping.
Claire, a seller at Little Bangkok, said customers are drawn to the new concept. "We've enhanced the decoration, made the clothes to fit the Bangkok market, and truly created a Tanah Abang with a Bangkok feel. People are delighted. Thank God, the revenue has increased. If we compare it to the pandemic period, this is a great opportunity for me as a trader," said Claire.
Similarly, another seller, Juju, admitted a boost in revenue, and buyers can freely purchase items in retail or semi-wholesale quantities.
"It's quite good (in terms of revenue). Many people buy, and many come to shop. It's busier. We also have online sales, and they ask for online services. Both retail and semi-wholesale customers are served, including those using jastip," said Juju.
Meanwhile, a buyer named Ica said that offline shopping in Little Bangkok has become more appealing.
"Tanah Abang has a new face now. It used to be the same old Tanah Abang. Now, it's truly new and fresh, so it's very attractive. Online shopping provides descriptions, but when you come, it may not match, not fit, and the return process is complicated because we bear the shipping costs," Ica said.
Mila, another shopper, echoed similar sentiments, stating that she enjoys the new concept and finds the product prices in Little Bangkok to be more affordable than those in the Tanah Abang Wholesale Center.
"I prefer the current situation because we don't need to go to Bangkok to buy their products. I feel the prices here are cheaper than the usual wholesale because the difference in prices is quite significant. So, it's very helpful for us. The items I usually buy have a price difference of around Rp 30,000 ($2) – Rp 50,000," she added.
Located on the bridge between Block B and the Tanah Abang Wholesale Center, Little Bangkok operates from 07:00 to 16:00 WIB.