The era of big-spending marketing is over! CP ALL reveals its secret formula for 2026, emphasizing that modern SMEs must use "authenticity" to outperform big brands.

CP ALL, in collaboration with experts, deciphers social commerce, pointing to trends for 2026: the era of mass marketing is over. They emphasize that SMEs must rely on authenticity for survival, delving deep into the digital marketing battleground driven by hyper-personalization and community-building strategies. The analysis reflects real-world lessons from a beauty business model that thrived through retail channels and techniques for creating engaging content in 2 seconds, highlighting that the new success formula must integrate online styles with the convenience of offline stores to reduce purchasing barriers.

July 6, 2569 CP All Public Company Limited together with Thai Retail and SME Capital Association Reflecting the new direction of retail business in the digital age.

They stated that the current competitive landscape is no longer limited to product quality or content alone. Instead, the decisive factor for long-term brand stability is "the ability to build trust" and a clear brand identity, amidst consumer behavior driven by personalized algorithms.

An interesting case study in pioneering the market with personal branding is a cosmetics brand. VBrand, by View-Wannarot Sonthichai. This business model, which has seen continuous growth for nine years, didn't start with a large marketing budget. Instead, it was driven by personal passion and consistent interaction with online audiences, leading to the development of its first product, "VTint," by addressing the pain points of student customers.

Choosing a distribution strategy through 4-Eleven stores, with a focus on easily accessible, portable products, was a key turning point that allowed the brand to expand its portfolio to four items today. This emphasizes that modern consumers value the sincerity of the brand owner above all else.

"People who follow our channel don't just buy products; they buy because they trust the brand owner. Therefore, building personal branding isn't about creating an image, but about communicating your true self and the passion you truly want to pursue. That's why I have to create content that is transparent, trustworthy, genuinely useful, and truly passionate about, because consumers today demand authenticity and sincerity from brands."

Bankki – Tinkorn Srivichai, owner of BANKII channel.

Bankki – Tinkorn Srivichai, owner of BANKII channel.

Another example of transforming a follower base into business value is the case of... Bankki – Tinkorn Srivichai, owner of BANKII channel. With a combined follower base of over 20 million, they analyzed consumer behavior in the content creator market and concluded that intrusive or "hard-sell" advertising is clearly losing its effectiveness, as consumers have the option to quickly refuse to watch within seconds.

A key strategy for entrepreneurs today is to capture attention within the first 1-2 seconds. It's essential to differentiate between being an influencer focused on engagement and being a business owner focused on repeat orders and creating value for their products.

"Everyone has different life experiences, so there's no need to try to imitate anyone or try to be funny. Instead, leverage your own expertise to create a unique selling point. Content might bring you recognition, but personal branding—your true self—will keep your followers engaged in the long run."

Ice-Napat Silaphan, an expert from THE LEMON SHOT.

Ice-Napat Silaphan, an expert from THE LEMON SHOT.

while Ice-Napat Silaphan, an expert from THE LEMON SHOT. An assessment of the marketing landscape in 2026 predicts a full-blown era of hyper-personalization. Mass marketing strategies will no longer yield worthwhile returns. Instead, this situation will present a comparative opportunity for SMEs, which possess high flexibility in creating niche communities based on specific interests.

The key tool in the next phase is the use of an omni-channel concept, integrating online channels like TikTok to create buzz and awareness, coupled with utilizing 7-Eleven's offline stores as pilot distribution points to help reduce barriers and purchasing decisions for consumers. This also includes exploring opportunities from international tourists in the future, aligning with CP ALL's approach of sustainably enhancing the competitiveness of small businesses.

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