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สร้ างเศรษฐกิจไทยด้ วยความคิดสร้ างสรรค์ Thailand Creative Economy ดร.ปรเมธี วิมลศริ ิ สำน ักงำนคณะกรรมกำรพ ัฒนำกำร ั เศรษฐกิจและสงคมแห่ งชำติ 13 พฤษภำคม 2552 Agenda 1. Emergence of Creative Economy 2. The Creative Economy in Thailand 3. Developing Creative Economy in Thailand “Global shifts : Power of Knowledge & Technology” Agriculture Age Industrial Age Information Age Inform Tech Bio-tech + Material-tech + Nano-tech USA Knowledge & Technology - Digital Language Physic Japan -Cosmological Taiwan constant -Global Business - E-commerce -Bio-competitive Advantage Singapore Korea - Physics revolution - Petrochemical China - Oral & written Malaysia Thailand -Knowledge economy -Resource & labor & Machinery based Economy - Global Labor for Services -Mass Production & Efficiency - Genetic code - Globalization 30,000 B.C. 18/07/58 1840 1900 Slow Speed of Change 1960 2000 2005 2010 2015 2020 Rapid Speed of Change 3 1 Fresh Produce Integrated cold storage, quality standards & consistent branding as KSFs for fresh fruits/vegetables Sourcing / growing • Standard QA process is strictly enforced throughout 90 sourcing countries – – Dole-owned farms Contracted farms • End-to-end QA process and adaptation to local farm condition – – – – Select seeds Analyze soil and leaf for nutrition data Optimize harvesting period through monitoring of number of sunshine days, sugar-to-acid content and firmness Use non-chemical pest management when possible Packaging / processing • Follow the HACCP guidelines for analyzing and controlling food hazards – – – Analyze potential food hazards Identify points in packaging operations where hazards may occur Create control mechanism for critical points • Double-quality check before packaging – First quality check before leaving plantation – Second quality check after fruits arrive at packaging station Distribution • Closed-loop cold storage – – – – – Farms Trucks Containers Ships Distribution centers • Atmospheric control in ships and containers – – Slow down ripening process via nitrogen-rich atmosphere Crucial due to long distance between sourcing locations and customer locations • RFID to track produces from farms to end customers Source: Dole annual reports, Global Market Direct analyst report, Dole's quality assurance report Marketing • Globalize Dole brand by creating clear identity and consistent highquality message – Dole Tropical Gold label standard for pineapples • Use exotic story and heritage to strengthen brand and product image – Hawaiian theme to market pineapples • Increase frequency of product consumption – – – "Have you done your Dole today?" campaign Market pineapple as every-day fruits to compete with apples and oranges Smaller-sized fruit bowls, ready-to-eat salad 2 Jewelry Unique design & targeted marketing adds value to jewelry Example: Swarovski Swarovski at a glance Company overview Diverse product range Wide and targeted custome r reach • Founded in 1892 • 2007 Revenue = $3.6 Bn • Jewelry • Home accessories • Fashion accessories • Crystal fabric • Figurines • Optical equipments • 20 countries • Targeted luxury outlets & airports Technology Technical perfection • Patented technology for glass cutting • Aurora Borealis crystal Design Unique jewelry design Fashion-oriented • Leverage best selling product themes in product marketing designs – heart, • Swarovski butterfly and swan world exhibition motives for home decor • Use of trend artist in designing products Functional and innovative design • Headphones ~40% price difference between loose crystals & jewelry2 Marketing • Crystal coated fabric Partner with leading designers • Co-co Chanel • Vera Wang • Elie Saab • Fashion show • Award, TV shows and movies product placement Crystal application promotion • Annual jewelry design competition • Swarovski center to teach crystal application1 1. In the process of setting up Swarovski center at Royal Academy of Fine Arts Antwerp, Belgium 2. Comparison of raw material crystals with flower pendent product Source: Swarovski corporate websites, business articles 3 Creative Consolidation End-to-end support key to professionalize OTOP & Silpacheep Example: Jim Thompson Jim Thompson at a glance Overview • Started in 1948 as silk distributor • Bt 2.7 billion sales in 2006 • 3,000 employees • Owned integrated silk production chain • Product range Internat’l presence End-to-end professionalization & consolidation by Jim Thompson Raw material Provide support for contract silk yarn farmers • Technical knowhow Knick-knack (necktie, pillow case, napkins, etc) • Equipment • Home furnishing fabric • Clothing fabric • Buy-back program • Others (ready wear, food, etc) • 30 distributors globally • 11 retail shops oversea • 73 showrooms1 in 35 countries 1. 6 owned by Jim Thompson Source: Jim Thompson website, Press search • Initial funding Standardize raw material inspection process Use semiautomated factory to process silk yarns Value creation Give R&D support • Dyeing technique • Material mixture • Fabric durability • Production efficiency Create exquisite design • Renowned freelance designers • JT’s internal design team Production Standardize production process • Strict production guidelines for contract craftsmans hip • High-tech factory for mass production Marketing Centralize sales & marketing effort • Branding • Promotion • Trade show • Planning • Distribution Create product outlet in local & international markets • Retail shop • Showroom • Factory store from make the world better to make the world special *Mystery *Magic *Sensuality *Enchantment *Intimacy *Exploration Source: Kevin Roberts (e.g. Apple/iMac/ “Yum.”) “We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs Ferrari Sony Apple Nokia Nike Gillette Value Ladder Dreams Experiences Services Goods Raw Materials Disney World Club Med Starbuck Harley-Davidson Swatch Thailand’s competitiveness Quality Rubber Products Graphic Hospitality Health Asia Asia Kitchen Design Furniture Detroit Tropical Tourism International Service of & of Animation theMart Asia Fashion Capital World Center School Center World Leader in Niche Market 1. Kitchen of the world 2. Health service center 3. Detroit of Asia 4. Asia tourism capital 5. Asia tropical fashion 6. Graphic design & Animation center 7. Furniture mart 8. Hospitality international school 9. Quality rubber products “I realised I could do anything I liked. It was only a question of how I did it that would make it original. I realised then that I could go on forever.” -Vivienne Westwood (British Fashion Designer) ตัวอย่างสินค้า OTOP กระเป๋าผักตบชวา ดอกไม้ประดิษฐ์จาก เกล็ดปลา เครื่องปั้ นดินเผาพัน ด้วยเถาวัลย์ ตุก๊ ตาดินเผา ลานนา บ้านเรือนไทยโบราณ กะลามะพร้าว เจาะรู ชุดชา จาน และกล่อง เกมส์ไม้ สาโทไชโย Agenda 1. Emergence of Creative Economy 2. The Creative Economy in Thailand 3. Developing Creative Economy in Thailand Definition: Emergence of the creative economy Creative economy Creative economy/industries No unique definition, but it is being Industries that include the cultural industries plus all cultural or artistic production, whether live or produced as an individual unit. The creative industries are those in which the product or service contains a substantial element of artistic or creative endeavor. shaped. The term “creative economy” appeared in John Howkins’s book (2001) about the creative economy: How people make money from ideas. UNCTAD (2008) defined the creative economy as “An evolving concept based on creative assets potentially generating economic growth and development. Source: UNCTAD (2008), Creative Economy Report Source: World Intellectual Property Organization, WIPO ( 2003), Guide on Surveying the Economic Contribution of the Copyright –Based Industries Note: WIPO’s view focuses solely on economic activities that give rise to ‘intellectual property rights’ Existing Classification Systems for the Creative Economy Symbolic texts Model WIPO copyright Model UK Dept. of Culture Media and Sports (DCMS) model Classification systems for the creative industries/economy UNCTAD Model Source: UNCTAD (2008), Creative Economy Report Concentric circles Model Details of the 5 Classification Systems UK DCMS model Symbolic texts Model Concentric circles Model WIPO copyright Model UNCTAD Model 1. Advertising Core Cultural Industries Core Creative Arts Core Copyright Industries 2. Architecture 1. Advertising 1. literature 1. Advertising 3. Art and antique market 2. Film 2. Music 2. Collection Societies 1. Cultural sites 4. Crafts 3. Internet 3. Performing Arts 3. Film and Video 2. Traditional cultural 5. Fashion 4. Music 4. Visual Arts 4. Music 6. Design 5. Publishing Other Core Cultural Industries 5. Performing Arts Art 7. Film and Video 6. Television and Video 5. Film 6. Publishing 3. Visual arts 8. Music Peripheral Cultural Industries 6. Museums and Libraries 7. Software 4. Performing arts 9. Performing Arts 7. Creative Arts Wilder Cultural Industries 8. Television and Radio Media 10. Publishing Borderline Cultural Industries 7. Heritage Services 9. Visual and Graphic Art 5. Publishing and Printed 11. Software 8. Consumer Electronics 8. Publishing Interdependent Copyright 12. Television and Radio 9. Fashion 9. Sound Recording 13. Video and Computer Games 10. Software 10. Television and Radio 10. Blank Recording material 7. Design 11. Sport 11. Video and Computer Games 11. Consumer Electronics 8. New media Related Industries 12. Musical Instruments 9. Creative services 12. Advertising 13. Paper 13. Architecture 14. Photocopiers, Photographic 14. Design 15. Fashion Industries equipment Partial Copyright Industries 15. Architecture 16. Clothing, Footwear 17. Design 18. Fashion 19. Household Goods 20. Toys Source: UNCTAD (2008), Creative Economy Report Heritage or Cultural Heritage Expression media Functional Creation World’s Creative Economy Developed countries have dominated export flows, especially the flows of services 100% 1.1 2.6 8.2 1.5 0.5 0.6 9.5 2.6 14.8 80% 0.5 Export of Creative Services USD 89 billion, in 2005 Creative Industries:Export of creative service by economic group, 2005 28.9 45.8 46.9 59.7 60% Developed economy 89.9 89.2 Economies in transition 82.6 40% 70.7 Export of Creative Goods USD 336 billion, in 2005 Creative Industries:Export of creative goods by economic group, 2005 1 53.8 51.6 20% Developing economy 39.2 41 0% Developed economy Source: UNCTAD, 2008 Developing economy Vi s ual art s ing Pub l ish di a me Mu si c Ne w Art an d C ra ft s Au dio vis ual s De si g n 58 Economies in transition Developed economy Developing economy Economies in transition Overall Thai Economy GDP at Constant Price Export (Mil. Baht) 100% 100% Services and Others 80% Others 80% Minerals and Energy 60% 60% Industry 40% 40% Industry and Mining 20% 2550 2548 2546 2544 2542 2540 2549 2547 2545 2543 2541 2539 2537 2535 2533 2531 2529 2527 0% 2525 Agri. 0% Agriculture 2523 Agro-Industry 20% Source: NESDB Exports ‘03 ‘04 ‘05 ‘06 ‘07 growth 10.2 9.5 10.7 11.5 11.3 5.4 2. Auto and parts 5.0 5.7 7.0 7.3 7.9 14.6 3. IC circuit 5.8 5.7 5.4 5.4 5.3 3.9 4. Rubber products 3.5 3.5 3.3 4.2 3.7 -5.4 5. Jewelry and precious items 3.1 2.7 2.9 2.8 3.5 32.4 share in GDP has gradually increased. 6. Plastic resin 2.7 3.2 3.8 3.5 3.4 4.8 Top 10 exports from Thailand are mainly 7. Steel and iron products 2.1 2.6 2.6 2.7 3.0 18.3 8. Machinery and parts 1.6 1.7 1.9 2.0 2.9 48.6 9. Petroleum 1.3 1.8 2.1 2.8 2.7 1.4 10. Chemical products 2.0 2.1 2.4 2.6 2.6 3.6 1. Computer and parts Sector share in GDP (Real term, 2007) is 9:41:50 (Agriculture :Industry: Services), it is noted that during 1980-2007 services conventional commodities. Proposed Classification System for Creative Economy in Thailand Cultural Heritage - Crafts - Historical & Cultural Tourism* Arts - Performing Arts Media Functional Creation - Film - Design - Publishing - Fashion - Broadcasting - Music* - Architecture - Advertising - Software* 22 Source: NESDB, Draft Report on Thailand’s Creative Economy (work in progress) 5 10 15 22 India Export growth 2000- 2005 (%) Creative Industries มูลค่าของเศรษฐกิจเชงิ สร ้างสรรค์ใน ั สว่ นประมาณร ้อยละ ประเทศไทยคิดเป็ นสด 10-11 ของผลิตภัณฑ์มวลรวมในประเทศ หรือประมาณร ้อยละ 14-17 ของรายได ้ Poland Germany Spain UK 10 Denmark France Malaysia Italy 5 Thailand Rep. Korea USA Mexico Canada Hong Kong 600 18 500 16 14 400 12 300 10 8 200 6 100 4 2 0 0 2546 Functional Creation Media % of GDP 2547 2548 (%) 0 Thousands(mil.฿) 15 Singapore ประชาชาติ 2545 China Turkey 2549 Cultural Heritage Arts % of NI Indonesia Market Share 2005 (%) 20 Thailand’s Creative Economy 600 18 16 14 12 10 8 6 4 2 0 500 400 300 200 100 0 2545 2546 2547 2548 Functional Creation Media Growth % of GDP (%) Thousands(mil.฿) The statistics preliminarily show a part of Thailand’s creative economy. A proposed classification system for the ‘Creative industry/services’ is preliminary & debatable. 100% Arts 80% Media 60% 50% 40% Cultural Heritage 20% 2549 Cultural Heritage Arts % of NI 0% 2545 2546 2547 2548 2549 Functional Creation Note: Based on the proposed classification model for Thai creative economy 2002 (Unit :Million Baht ) Sum of 4 selected creative goods/services Source: National Accounts Office, NESDB (2008) 654,780 2003 2004 2005 2006 678,837 736,038 789,089 840,621 Thailand’s Creative Economy 100% 90% Fashion Design Advertising Architecture Broadcasting Publishing Film Performing arts Crafts 80% 70% 60% 50% 40% 30% 20% 10% 0% 2545 Main group Cultural Heritage 2546 2547 Sub-group Crafts Historical& Cultural Tourism Arts Performing arts Film Media Publishing Broadcasting Music Architecture Advertising Functional Creation Design Fashion Software Source: National Accounts Office, NESDB 2008 2548 2549 2545 2546 2547 178,479 na 5,470 13,040 32,157 32,900 na 21,300 32,988 238,830 175,680 na 182,777 na 5,060 16,300 33,039 36,637 na 23,332 37,449 253,025 174,933 na 199,824 na 4,540 18,000 35,067 41,384 na 26,528 43,167 273,526 186,340 na Unit: Million Baht 2548 2549 222,273 na 5,220 18,570 36,315 45,992 na 31,412 46,575 289,726 193,236 na 244,225 na 5,530 15,470 36,534 52,882 na 34,360 49,302 304,990 199,222 na Source: National Accounts Office, NESDB (2008) Thailand is rich in culture, however Thailand’s competitiveness in export of cultural goods is relatively low. Thailand Competitiveness- Export of Cultural Goods* 50% India Export CAGR (2002-2005) 40% 30% Korea 20% Singapore China Canada 10% Indonesia UK France USA Germany Thailland Malaysia 0% 0% 3% 6% 9% 12% 15% % World Market Share 2005 UNESCO Institute for Statistics, Cultural Goods include Heritage goods, Books, Newspapers and periodicals, Other printed matter, Recorded media, Visual arts, Audiovisual media, Equipment material and Other related cultural goods. Source: UN Comtrade as cited in the Study on Competitiveness Development Phase 3 Commissioned by NESDB, 2007 18% Thailand and Other Countries: Exports of Painting/Prints and Sculpture Visual Arts 100,000 90,000 Thailand 80,000 China 70,000 HK 60,000 Malaysia Visual Arts Sculpture (HS 9703) Thousands US$ Thousands US$ Painting and Prints (HS 9701) 14,000 12,000 10,000 8,000 Thailand China HK Malaysia 50,000 40,000 6,000 30,000 4,000 20,000 2,000 10,000 0 0 2002 2003 2004 Source: UN Comtrade 2008 2005 2006 2007 2002 2003 2004 2005 2006 2007 Toys (HS 9502, 9503) 9,000,000 Design 8,000,000 Ceramic Products (HS 69) Thousands US$ Thousands US$ Thailand and Other Countries: Exports of Toys and Ceramic Products 7,000,000 6,000,000 5,000,000 4,000,000 900,000 Thailand 800,000 HK 700,000 Malaysia 600,000 400,000 HK Malaysia 2,000,000 1,000,000 500,000 Thailand China 3,000,000 Design 300,000 200,000 1,000,000 100,000 0 2002 2003 2004 Source: UN Comtrade 2008 2005 2006 2007 0 2002 2003 2004 2005 2006 2007 Thousands US Thailand and Other Countries: Exports of Audiovisual products (HS8524) Film (HS 8524) 600,000 Media Thailand Malaysia China 500,000 HK Korea 400,000 300,000 200,000 100,000 0 Source: UN Comtrade 2008 2002 2003 2004 2005 2006 Audiovisual: Film and Television In 2549, Thai Film shared market value of approximately 17,880 million bath In 2549, Thai Television shared market value of approximately 10,000 million baht Unit: million baht Unit: million baht Activity Pre-production 2547 2548 2549 TV Production 2547 2548* 2549* Media of media 1,300 1,500 1,700 BEC tero 1,100 1,300 1,500 1,000 1,200 1,400 88 74 88 production 880 740 880 Kuntana Group Post-production 132 111 132 Workpoint 740 920 1,200 Marketing 3,780 4,634 4,360 Grammy television 510 650 785 Distribution 4,500 4,644 4,520 Macthing Studio 498 600 750 VDO, VCD, DVD 15,100 11,840 7,900 Total 24,480 22,043 17,880 Other 1,452 2,330 2,665 Total 6,600 8,500 10,000 Source: The Federation of National Film Association of Thailand (FNFAT) Remark * = Forecasted by Krung Thai Bank Audiovisual: Music, Multimedia and Publishing/Printed In 2549, Music shared market value of approximately 7,300 million bath Unit: million baht Company 2547 2548* 2549* GMM Grammy 3,200 3,600 4,000 RS Promotion 1,400 1,600 1,700 Other 1,400 1,500 1,600 Total 6,000 6,700 7,300 Exports of Thai multimedia rapidly grew from 1.7 bil.baht (2547) to 5.1 bil.baht (2549) Unit: million baht 2547 2548 2549 Export value 1,767 In 2549, Exports of Publishing and Printed were 3,938 million bath Unit: million baht Export value ทีม่ า: จินตนา ตัง้ จิตธรรม. “เทปเพลงซีดี : ความบันเทิงทีห่ าได้ง่าย”, 2548. 5,190 Source: Software Industry Promotion Agency 2547 Remark * = Forecasted by Krung Thai Bank 3,500 2,586 Source: Department of Trade Negotiation 2548 4,552 2549 3,938 Selected Thai Creative Industry: Characteristic & Opportunity Cultural tourism Strength Existing problems 3 UNESCO’s world Lack of staff (for cultural heritages (อุทยานประวัติศาสตร์อยุธยา, สุ โขทัย-ศรี สชั นาลัย-กาแพงเพชร, และบ้านเชียง) Cultural Diversity Low cost of services maintenance and information) Lack of facilities ( clean toilet, etc.) Some tourist sites are promoted without sufficient potential and uniqueness Source: NESDB and CMU 3, 2007 Selected Thai Creative Industry: Characteristic & Opportunity Design goods Strength Masterpiece handicraft with story to tell Processed with unique methods Widely supported by government programme Source: NESDB and CMU 3, 2007 Existing problems Non-systematic collection of local wisdom Technique and knowledge transfer is time consuming and complicated Duplication of design and brand Lack of financial and marketing management Selected Thai Creative Industry: Characteristic & Opportunity Film Strength Location advantages (climate, scenery) Quality works and personnel Widely supported by government programme (SIPA, BOI) Specialized in Comedy and Horror Source: NESDB and CMU 3, 2007 Existing problems Violation of IPRs Lack of creativity and diversity: mostly made to meet trends and popularity Lack of personnel at all level Lack of appropriate R&D and knowledge collection Agenda 1. Emergence of Creative Economy 2. The Creative Economy in Thailand 3. Developing Creative Economy in Thailand TCDC’s Creativity Promotion Exhibitions Permanent Exhibitions Temporary Exhibitions TCDC Resource Centers One of Asia’s largest design libraries Material Connexion® Bangkok Asia’s first innovative design materials libraries Mini TCDC (regional) A learning center for regional creativity (8 provinces) Conference/Workshop/Seminar e.g. Building Thailand's Economy with Creativity (29 - 30 May 2008) NESDB-TCDC Joint Creative Industry Master Plan Proposal (on preparing) Critical Issues and Next Steps Role of Government as: Supporter Promoter Critical Issues for Developing Creative Economy: Creative Generation Creative Industry Creative City and Creative Space Creative Cooperation Creative Clusters (Technology) Creative Workforce (Talent) Businesses & Organisations People Places Source: TCDC Creative Communities (Tolerance) Critical Issues and Next Steps Role of Government as: Supporter Promoter Critical Issues for Developing Creative Economy: Creative Generation Creative Industry Creative City and Creative Space Creative Cooperation “ Human creativity is the ultimate economic resource.” —Richard Florida, The Rise of the Creative Class 40/14 Creative Generation Creative thinking is the thinking of the new millennium –Edward de Bono “คิด ทำ กิน” Enabling Factors: Broadband Network, Law and Regulation, Venture/Angel Funds, etc…….. Critical Issues and Next Steps Role of Government as: Supporter Promoter Critical Issues for Developing Creative Economy: Creative Generation Creative Industry Creative City and Creative Space Creative Cooperation Critical Issues and Next Steps Role of Government as: Supporter Promoter Critical Issues for Developing Creative Economy: Creative Generation Creative Industry Creative City and Creative Space Creative Cooperation Creative Class The super- creative core of this new class includes scientists and engineers, university professors, poets and novelists, artists, entertainers, actors, designers, and architects, as well as the "thought leadership" of modern society: nonfiction writers, editors, cultural figures, think-tank researchers, analysts, and other opinion-makers. – Richard Florida Creative Cities • Why cities without gays and rock bands are losing the economic development race? • • • The case of Pittsburgh vs Austin Creative-minded people enjoy a mix of influences. They want to hear different kinds of music and try different kinds of food. They want to meet and socialize with people unlike themselves, trade views and spar over issues. The Bohemian Index---a measure of artists, writers, and performers-Richard Florida • Bangkok, Chiang Mai, Phuket……… www.creativecities.org.uk www.changebangkok.com ChangeBangkok winners Critical Issues and Next Steps Role of Government as: Supporter Promoter Critical Issues for Developing Creative Economy: Creative Generation Creative Industry Creative City and Creative Space Creative Cooperation Critical Issues and Next Steps Critical Issues for Developing Creative Economy: Creative Cooperation www.designsingapore.org www.designcouncil.org.uk สร้ างเศรษฐกิจไทยด้ วยความคิดสร้ างสรรค์ Thailand Creative Economy Thank you ดร.ปรเมธี วิมลศริ ิ สำน ักงำนคณะกรรมกำรพ ัฒนำกำร ั เศรษฐกิจและสงคมแห่ งชำติ 13 พฤษภำคม 2552