แนวทางการสร้างสรรค์ พัฒนา และเพิ่มมูลค่าสินค้าหัตถกรรมสิ่งทอท้องถิ่นสู่ตลาดสินค้าแฟชั่นสำเร็จรูปออนไลน์ วิสาหกิจชุมชนกลุ่มแปรรูปผลิตภัณฑ์และทอผ้าบ้านทุ่งแสมอำเภอหนองหญ้าไซ จังหวัดสุพรรณบุรี

Abstract

At present (June 2021), the ongoing situation of the Coronavirus COVID-19 outbreak in Thailand has a severe impact on the economy and social. Having been directly affected as well, Community Enterprise, Baan Thung Samae Products Processing and Weaving Group, Nong Kham Community, Nong Ya Sai District, Suphanburi Province is the source of income for the people in Nong Kham Subdistrict. The solution of the community enterprises is to convert the remaining raw materials into textile products and to be exported to the online ready-to-wear fashion market. The objective of this research is to study and find a way to create an identity for processed textile products in the online ready-to-wear market that is suitable for community enterprise groups, as well as guidelines for developing and upgrading trade in processed textile products by studying the primary and secondary data. Moreover, the study was linked to other related factors in 5 aspects, namely (1) the specific capability of the community enterprise group (2) the specific aspect of the online fashion product management (3) the behavior and attitude of the consumer group (4) the specificity of the online ready-to-wear fashion market; and (5) the specificity of creating ready-to-wear fashion products for distribution in the online marketplace. The researchers used qualitative research methods through in-depth interviews with experts in various fields together with quantitative research by using online questionnaires with 400 domestic samples and 400 foreign samples. The results of the study were divided into 5 aspects according to the study framework. (1) the trend of trade is well in the online trading market that is exported to Japan according to the old market-based approach that community enterprises used to trade through middlemen. The use of agricultural raw materials in the area to support production such as dyeing and weaving. It will help to promote better trade. (2) Assigning items in a collection per season or 3 months should not be less than 70 items or 45 styles by producing items and should go in the direction of the normal ready-to-wear fashion market (3) The main target group is women from Japan and Thailand,who shop the online ready-to-wear products at least 3 times per month on average, with an average age of 25 - 35 years, with an average monthly income of 35,000 - 50,000 baht. (4) Product styles that present the style of nature tourism, cultural modern dimension and simple modernity In the Resort's wear product category and the Home's wear product group, it will be the key concept of creativity. The cutting technique, both assembling and disassembling, will be the specific details that are the identity of the community enterprise group (5). New products are best sold on the Amazon platform, followed by the Shopee platform, with most of the revenue coming from the Amazon platform is from Japan. There is an average price range that can be sold at 800 – 3,000 baht, which is classified in the Fashion Follower market of the Fashion Middle Class group. In order to get the results that were determined in the objectives as much as possible, in section 5, the researchers therefore use marketing testing by collecting data from the actual sales trial which is the last step of the research.