APP下载

A Win for the Future of Tin

2010-09-12

Beijing Review 2010年28期

A Win for the Future of Tin

Drinking that draft beer from a glass? Why not try tin products instead—they keep your beer cooler and more refreshing longer than glasses!

In 1885, Yong Koon, a young man from Guangdong Province, traveled to Malaysia and established a pewter factory. One hundred and twenty five years later, the factory—now named Royal Selangor—is the world’s biggest pewter manufacturer.

In the 1970s, the company started exporting to Singapore, Hong Kong and then Australia. During the 1980s, the market expanded to Europe and later to Japan. Distributed worldwide from its home base in Malaysia, Royal Selangor now exports to more than 20 countries and regions.

At the moment, China is Royal Selangor’s fifth biggest market, after Malaysia, Singapore, the UK and Australia. However, Chen Tien Yue, General Manager of Royal Selangor Marketing Sdn Bhd, thinks within the next 12-18 months, China will overtake the UK market and become the company’s third biggest market. “In the last 12 months, we’ve grown over 40 percent and will continue to do so for the next 12 months,” he told Beijing Review.

Chen credits the rapid sales growth in the Chinese market to the Chinese economy last year, which performed better than other economies, and also because the company has been developing a lot of products for the Chinese market in recent years. “We have something which has either oriental inspiration, or is very functional for Chinese consumers,” Chen said.

The financial crisis defnitely infuenced Royal Selangor’s sales. “Last year was a bad year for the UK market. But I think we are not alone, because retail in the UK was terrible last year,” Chen said.

Chen Tien Yue, General Manager of Royal Selangor Marketing Sdn Bhd

In other markets, however, Royal Selangor has been luckier. In Malaysia, sales were all but unaffected and in Singapore sales quickly rebounded. Australia sales suffered briefly and sales in China are on their way back up.

Because of its performance, China has become an important market for Royal Selangor. In terms of product development, in the next four seasonal launches, there will always be something exclusive for the Chinese market. The company will also open a new store in Shanghai in July 2010. Currently it has 21 counters in Chinese department stores and will continue to open new ones. The company has also been investing in major brand-building efforts. In 2009, it involved in projects for the Shanghai F1 and ATP Masters and it will continue to look for other opportunities, said Chen.

Royal Selangor has since started looking at counter performance to determine where to open additional outlets and retail shops.

In addition to its current inventory, Royal Selangor custom-makes exclusive pieces for corporations and individuals. Its trophies have graced the winners’ podium for world-class events such as the World Cup Golf 1999, the 16th Commonwealth Games and the Formula 1 Grand Prix in Malaysia, Singapore and China. The company was also appointed licensee for the Sydney 2000 Olympic Millennium Collection and the 2006 Germany FIFA World Cup, creating exclusive merchandise to commemorate these spectacular events.

Royal Selangor also stresses the importance of corporate sales in China, and is hiring more corporate sales staff in Shanghai and Beijing to deal with its corporate clients directly, Chen said.

When Royal Selangor was first established, items made were mainly for ceremonial use. Now, the company is focusing efforts to attract younger customers.

But reaching out to teenagers is unlikely any time soon, since most of the items Royal Selangor sells are for home use, which include categories of home and living, gifts, wine and dine, accessories as well as gifts.

“I remember when I was 18, I wasn’t buying things for my home,” he said. “We will be happy if we can reach out to the 30-year-old newly married couples who are looking to decorate their new homes. We hope they use our items to drink tea, drink wine and for photo frames.”