IN THIS
ISSUE
- SFIC and Meeting
Planners International Join Hands to Expand Furniture Exhibition
Business
- IFFS/AFS 2006: Quiet Confidence
- Budding Furniture Designers
to "FLY" with their Imagination in FDA 2006
- A Look into the Indian Economy
& Furniture Industry
- How to Live Your Brand
- Is your Business Strategy As
Alluring As Your Best Showroom?
- Standing Out in the Crowd
- Nobel Design Holdings Launched
New Brand, Home2Be
- Lifeshop Launched New Collections
- SFIC 12th Golf Tournament 2005
a Great Success
- AHEC Supporting Design in Southeast
Asia
- Calendar of Events
- Helping SMEs Tap Capital Markets
for More Financing Options
SFIC and
Meeting Planners International Join Hands to Expand Furniture
Exhibition Business
The Singapore Furniture Industries
Council (SFIC) announced the start-up of a new company -
the International Furniture Fair Singapore Pte Ltd (IFFS
Pte Ltd) on 2 July 2005.
To focus on organising furniture
and furniture-related exhibitions and events, SFIC has transfered
the organising of its flagship furniture trade show - the
International Furniture Fair Singapore (IFFS) - to the new
company. SFIC, as the majority shareholder will own 60%
share and Meeting Planners International Pte Ltd (MP) will
own the remaining 40%.
As furniture trade shows are
primary platforms for the world's furniture manufacturers
and buyers to conduct their import/export trade, SFIC will
combine its vast domain knowledge of the global furniture
industry and furniture fair organising experience with MP's
core strength in global event management, as well as the
worldwide network of offices of MP's ultimate holding company,
PICO Far East Holdings Ltd to grow the annual IFFS into
an iconic, world-class, international trade show, and develop
new furniture trade exhibitions and events both locally
and overseas.
One of the new company's primary
objectives is to expand the IFFS from its present size of
55,000 sqm to 100,000 sqm by 2009. This will make the show
the largest annual international trade show in Singapore
and consolidate the show's leadership position as the best
furnniture show in Asia.
Mr. James Koh, President of the
SFIC and Chairman of IFFS Pte Ltd said: "While the
IFFS has been growing steadily over the years, many competing
shows in the region are growing in similar manner. With
this move, IFFS Pte Ltd can tap on then best from both SFIC
and MP. This will enable the company to overcome the challenges
posed by the competition and achieve greater success for
the IFFS."
Mr. Koh added: "The interests
of our members remain the top priority of SFIC. Thus, the
objective of setting up the new company is to focus on developing
new furniture shows and other events to provide new opportunities
for our members to showcase their products and conduct their
business. We also plan to replicate the success of the IFFS
and create similar trade shows overseas, especially in countries
where we can leverage MP's established facilities.
He continued: "The new shows
will allow IFFS Pte Ltd to create new revenue streams for
shareholders. As the majority shareholder, SFIC will be
able to use the additional revenues to develop more industry
development programmes for our members. After all, the SFIC's
ultimate aim is to concentrate on our core industry development
activities so that Singapore's furniture industry can continue
to grow stronger and become a significant global player."
Mr. James Chia, Chairman of Meeting
Planners International Pte Ltd said: "We recognise
the huge business potential and tremendous opportunities
that will grow out of this strategic alliance. With our
good working knowledge of the MICE industry, we are in an
advantageous position to play a key role in advancing the
standing of IFFS internationally and to grow in other related
areas."
Mr. Quek Chin Tuan, the former
Director of the Fairs Division of the SFIC, helms the new
company as its Chief Executive Officer.
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IFFS/AFS
2006: Quiet Confidence
With some six months to go before
the International Furniture Fair Singapore 2006/23rd ASEAN
Furniture Show (IFFS/AFS 2006) begins, there is a quiet
confidence exuding from the organisers that the show will
continue its successful 23rd year history.
Now organized by the newly-activated
International Furniture Fair Singapore Pte Ltd (IFFS Pte
Ltd), IFFS/AFS 2006 is showing many positive signs of strong
participation. At the Singapore Pavilion Balloting Session
held on 12 July, nineteen companies confirmed a total of
6,670 square metres of gross space, and the organisers expect
more Singapore-based companies to join the Singapore Pavilion,
make it one of the three largest country pavilions at the
2006 show.
Buyers visiting the show next
year will be seeing one of the largest Singapore Pavilions
in the show's recent history. In addition, five stalwart
companies will be taking up space ranging from 300 to almost
600 sqm each, which reflect the Singapore industry's strong
confidence in the show's ability to attract the world's
major furniture buyers.
Another positive sign that the
2006 show will be successful is the overall participation
rate, as 75% of the show's 60,000 sqm of gross space have
already been booked. More significantly, the space take-up
rate continues to be very brisk.
Noting the enthusiastic response
to the show by exhibitors, Mr. Tony Pang, Vice Chairman
of the IFFS/AFS 2006 Show Advisory Panel, said during the
Singapore Pavilion Balloting Session, "With the strong
participation, we as organisers, will live up to our end
of the bargain. And our end of the bargain is to do our
best to promote the show so that the world's major buyers
will make IFFS/AFS a 'must-visit' show.
At the same time, the organisers
are confident that the show will welcome an increased number
of buyers, as they note that pre-registration by visitors,
which normally do not start until September, have already
begun in earnest. In addition, numerous buyers are also
availing themselves to the uniquely effective on-line business
matching programme and more than 1,000 potential link-ups
between buyers and sellers have already been made.
Mr. Quek Chin Tuan, CEO of IFFS
Pte Ltd, appropriately summed up the mood amongst the organisers,
"Yes, given the strong support shown by the world's
furniture players, we are quietly confident that the IFFS/AFS
2006 show is going to be even better that the very successful
IFFS/AFS 2005."
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Budding
Furniture Designers to "FLY" with their Imagination
in FDA 2006
 |
SFIC invites designers
to soar into the unknown and break new ground in furniture
design for the upcoming annual Furniture Design Award
(FDA).
Now open for applications and design
submissions, the theme for 2006 entitled "FLY"
encourages participants in the Students and Young
Designers category to cross creative and cultural
boundaries, and produce innovative concepts that are
truly in a class of its own.
|
"We want to encourage and create an environment
where excellent designs are valued and creative talents
recognized. Compared to previous years, the theme of FDA
2006 will give participants more free play and allow them
greater breadth of space and freedom to exercise their creativity.
We want them to fly and venture into the unknown. Unless
you shake off all preconceptions and flap your wings, you
will never know how high you can fly," said Mr. Simon
Ong, Chairman of the Design Development Committee for the
SFIC.
The annual FDA has grown to become an effective
launch pad for talented Asian designers, especially first-timers,
as it presents individuals with prospects of networking
with industry players to gain an intimate knowledge of the
market as well as to spearhead their careers.
To date, FDA has produced many industry successes.
Among them, Jeremy Ong, the Gold Award winner of the 1999,
2002 and 2004 FDA Young Designers Category, is today the
Co-founder and Design Director of Designscale 1:3. Adrian
Chua, Merit Award winner of the 1993, 1995 and 1997 FDA
Young Designers Category, not only co-founded and designs
for SevenVine, his line of club furniture was also showcased
at the exclusive Salone De Mobili in Milan in 2004.
Mr. Andrew Pang, Chairman of the FDA 2006
Organising Committee and a past FDA award winner, said:
"Having been involved in the FDA over the years, it
is easy to see how the competition has steered the careers
of many aspiring designers. As I have benefited immensely
from these exchanges myself, I want to do my part to support
and grow the FDA which has the potential to transform the
global design scene."
The FDA consists of three categories:
Students Category: Open to
full time students in any local tertiary institution, art
institution, junior college, pre-university or secondary
school
Young Designers Category:
Open to Asia Pacific citizens, permanent residents and those
on work permit below the age of 35 as at 1 March 2006
Open Category: Open to participants
from all over the world on a company basis, with entries
having been manufactured and launched commercially in the
market. Entries in this category need not be confined to
the theme.
Entries of FDA 2006 will be judged by prominent
industry personalities and reputable commercial designers
on their creativity, marketability and functionality. Entries
for the Students and Young Designers Categories will also
be judged on their interpretation of the theme.
The closing date for the Students and Young
Designers Categories is on 30 September 2005 and the Open
Category is on 1 December 2005. The finals will be held
next year and results will be announced on 1 March 2006.
FDA 2006 will be held in conjunction with
one of Asia's premiere design-led furniture trade exhibitions
- the annual International Furniture Fair Singapore 2006/23rd
ASEAN Furniture Show (IFFS/AFS 2006) from 1 to 5 March 2006.
Since the inaugural event in 1993, the FDA
has grown steadily in scale. The recently concluded FDA
2005 received a total of 396 entries, a 19 percent increase
over the last event.
FDA 2006 is supported by DesignSingapore Council,
SPRING Singapore, International Enterprise Singapore, Designers
Association of Singapore, Interior Design Confederation
Singapore and Singapore Institute of Architects.
For detailed entry and submission requirements,
application forms, judging criteria and rules & regulations,
please visit www.singaporefurniture.com.
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A
Look into the Indian Economy & Furniture Industry
India is the fourth largest economy
in the world and it's the largest democracy with second
largest GDP among emerging economies. World Bank's President
James D. Wolfensohn confirmed that India is now the world's
4th largest economy after USA, China and Japan in PPP (purchasing
power parity). It is also one of the ten fastest growing
economies in the world.
With 1 billion population, India
remains on of the fastest growing economies and even in
the present worldwide economic slowdown, has maintained
GDP growth rate of nearly 6%.
India today is 7th most attractive
destination for foreign direct investments, after US, China,
Brazil, UK, Mexico and Germany. Besides, India offers higher
rate of returns and profitability that anywhere else in
the world.
Out of 1 billion population,
the upper and middle class constitutes 20% or 200 million
people (or 30 to 40 million houses). By rent per capita:
- 2 percent of Indians have a per capita
income in excess of 14,500 Euros, which means 20 million
people
- 8 percent of Indians have a per capita
income of more than 3,900 Euros, which means 80 million
people
- 10 percent of Indians have a per capita
income in excess of 3,200 Euros, this is about 100 million
Overall Economic Scenario:
- The Indian market has always been enormous
with a large base
- Levels of affluence are high - with the
number of individuals in the "high" income demographic
group doubling each year, according to NCAER statistics
- The actual "disposable" income
at the disposal of the affluent Indian is as high as three
to five times higher as the official statistics, on account
of the very large proportion of unaccounted ("black")
money income.
- The market has, due to exposure to overseas
products and lifestyle, displayed the willingness and
ability to purchase overseas brands and products at high
prices.
- Customs duties and tariffs have been drastically
reduced, in keeping with government policy to open up
the economy - a policy which has stayed constant despite
changes in government. All the products in the INDEX product
range are now permitted for import into India under OGL
or the Open General Licence, which implies that no special
import licence is required for import.
- Despite the cut in duties, the rates of
customs duties are still fairly substantial which makes
the prices of products higher in India. There is a huge
demand for furniture, hardware and fittings, DIY equipment,
lighting and consumer non-durables and appliances.
- While the Indian middle class still does
not have as high a rate of obsolescence as the US, and
tend to use their furniture for several years before changing
or upgrading, the actual size of this segment makes investment
in this market more than worth while. The affluent classes
however, do have a high rate of obsolescence of interior
decoration products and redecorate constantly.
- All the above factors put together make
manufacturers and retailers of a wide range of consumer
durables. Several overseas companies have already entered
the market and have been extremely well received by the
market.
Indian Furniture Industry
The furniture sector in India only makes a
marginal contribution to the formation of GDP, representing
just a small percentage (about 0.5%), which indicates a
huge potential for growth. It is estimated that the furniture
industry comprises 25% of the construction industry and
hardware comprises 40% of total furniture industry. Out
of this 20% of replacement and 20% new.
The furniture production in the year 2001
was around 2.2 billion Euros. That means an increase from
1999, where the furniture production was only 1.93 billion
Euros.
The furniture industry employs a total of
around 300,000 workers. The future on the furniture sector
in India seems positive. Talking about production, several
agreements have been signed between local producers looking
for technology and European & Asian companies trying
to reach a potential opportunity in costs.
From the commercial point of view, India shows
good perspective to sell furniture in the following years.
First of all, because its size and secondly due to the newly
acquired taste as a result of exposure to western furniture
style.
India is one of the largest consumers of wood
in South East Asia. Until a few years ago the country had
considerable quantities of available tropical woods. The
most common species in Indian forests are teak, rosewood,
ebony, laurel, pine, cedar and rubber trees. Supply of these
"ready to use" species became scarcer due to unconditional
and inappropriate exploitation and also due to growing concerns
about the environment.
In the wood for furniture in India, teak accounts
for almost 50%, while sal and deodar for about 20%; and
balance 30% between white cedar, silver oak, mahogany and
pinewood.
In India, natural rubber plantations cover
520,000 hectares with another 6,000 hectares replanted almost
every year since 1994. Kerala state (South India) produces
95% of the total supply of rubber wood in India.
India imports wood (logs) especially from
Malaysia, Indonesia, Myanmar, Ivory Coast, Cameroon, Nigeria,
Ghana, South Africa and New Zealand and to some extend from
South America.
Most soft and hard woods are imported from
Russia, Scandinavia and other South East Asian countries.
MDF is imported from Europe, and there is also a small local
production. Veneered panels are becoming more popular in
India and are imported from the European Union and the USA.
The total size of Indian furniture industry
is estimated at Rs. 350 thousand million but almost 85%
of this is unorganized. The remaining 15% is organized and
is believed to be growing at a steady pace of 12% to 15%
per annum.
The share of the wooden furniture market is
estimated at Rs. 600 million. Woodworking industry of India
is one of the fastest growing in the country's economy.
Much of this growth has been fuelled by the increasing access
to modern machinery and technology through easier import
policies as a result of India's entry into the WTO in the
early 1990s. There is a noticeable shift in the preference
towards mechanized mass production and the upgradation of
technology.
The Emerging Trend
Though technology has made inroads in this
industry with increasing stress on the use of machines,
overall scenario reveals that almost 80% of the products
supplied in local markets by indigenous manufacturers are
labour intensive and hand made.
Residential or household furniture accounts
for over 60% of the overall domestic market and the leading
manufacturers have begun to realize the necessity of proper
distribution system in this area.
Among other sectors where the demand is spiraling
upwards in office furniture. Growth of IT and IT-enabled
sectors such as BPOs has created a huge demand in metros
and Class II cities all over India. The old economy businesses
are also undergoing a makeover and this is reflected through
the changing looks of the offices.
Metal and plastic furniture production is
gaining wider prominence but wood still remains to be the
most favoured medium. In the wake of globalisation, imported
furniture has made inroads into the Indian markets in a
big way.
The import figures for both size and trend
are significant for potential exporters to India, as it
provides an idea of the rate of growth of imports, and the
direction in which the market is headed.
Article by INDEX FURNITURE JOURNAL
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How
to Live Your Brand
Like most business people, by
NOW, I am sure you would have been bombarded (and probably
convinced) by many seminars, workshops and even statutory
boards' meetings on the importance of "BRANDING".
They show you case studies of successful brands, the many
benefits of having your own brands, the dangers of NO BRANDS
(fear factor) and last but not least, BUILDING YOUR BRANDS
for long term success! At the end of the session, you walked
out with cold feet, wondering how well your brand is faring
in the marketplace and if it is going to be around for a
long time. Deep in your heart, you asked, "Is
my brand at a risk of a Brand Revival?"
Unfortunately, it seems that
most speakers tend not to address the "How to".
If you are a golfer, and one of your golf "kakis"
says "Your swings are weak" as opposed to "Follow
through when you swing to increase strength". The latter
has given you the solution to your problem. He has addressed
the "how to".
To be successful in branding,
like golfing (and most things in life), it requires practice,
regular monitoring through constructive feedback and off
for more actions and practice in the battlefield. We
know it is important to have a strong brand. But how we
go about doing it?
Here is a "Quick Start"
to "Living s Successful Brand" (NOT a quick fix
though). Start "living your brand" once you have
developed the following 3 Basic Brand Essentials:
Brand Essential #1
Establish the Personality of Your Brand
Like yourself, your brand has
a personality. And if you are the slave-driver, oops, I
mean Brand-Driver ("THE BOSS" for short), then
the brand usually takes after you. I am an advocate of "never
pretend to be someone you are not". And therefore,
you are your brand and your brand is you. Everyone is unique,
and when you live as yourself, your brand becomes authentic.
No one can copy it! Only you can duplicate or clone yourself
in your own team (or I call it "the brand team")
in your organization. The Brand Team is made up of people
who drive, manage and front the brand. In one example of
the successful cases I handled, after the branding exercise,
the organisation "live" the brand so well that
their clients thought the whole team is related to one another
(relatives!!!). They are "so like each other",
they synchronize so well and are consistent in their corporate
beliefs and behaviours (guessed they did us proud).
Achieving the "How To"
Identify 6 personality traits by answering the following
2 questions:
- Describe your brand as a person - for example,
full of life, creative, fast worker, serious, trusting,
intelligent, etc
- Describe your personality you think has
helped make your successful in your business - for example,
witty, sincere, honest, charismatic, enthusiastic, persistent,
resourceful, etc.
Elaborate each one of them, leverage on your
personal strengths that are unique to you. Let me illustrate:
A dog grooming business adopted "passionate"
as one of the 6 personality traits. We helped the client
elaborate "passionate" relevant for his business
to mean "genuine dog lovers, dogs' interests come first,
take responsibility in upgrading grooming skills and studying
attributes of every breed. Dogs instinctively trust me."
(is also a brand strength which will be elaborate later)
As a Brand Driver, together with your brand
team, take the lead to live up these personality traits.
It should be natural for you, like breathing air, because
you are spelling out your personality. (Remember your staff,
like children, see what you do, not what you say).
Brand Essential #2
Identify the Spirit of your Brand
Brand Spirit is an emotive (derived from the
word "emotion", described in a single word) that
sets the highest calling for your brand. It also derives
the direction of the brand. Brand Spirit functions as a
source of inspiration and as a unifying factor for the organization.
I believe "it" is in every brand driver.
Addressing the "How To"
Recall them times when friends and associates feedback to
you on what they appreciate you the most, and you agree
with them. For example, people tell me they enjoy sharing
their lives with me. They find themselves opening up with
me. They think I can inspire them to believe in themselves
(which is probably why I am in consulting, training and
lecturing). It comes naturally in me. I did not learn it
from school. It does not take special efforts from me (although
it is a special gift). That could establish the premise
of the brand spirit for my brand.
Brand Essential #3
Position Your Brand
To position your brand is to put the brand
at its best interests to fight and win the battle. It is
to claim for a place, which only you can best serve.
Addressing the "How To"
Once you have established your Brand Personality and Brand
Spirit, positioning your brand will be a much easier task;
as your brand uniqueness is made more apparent by "spelling
it out".
Brand Personality and Brand Spirit are part
of your Brand Identity. Together with your brand team, evaluate
your brand strengths and weaknesses. All these brand attributes
will help to establish and coin the brand positioning for
the business. In the dog business example, one of the brand
personalities had a unique brand strength to leverage on
- "Dogs instinctively trust me". Make it known
to attract potential customers. Many dogs are fearful of
grooming because they get beaten by their groomers (on the
contrary, grooming is like spa for my dog!). Ask yourself,
"What other POSITIVE brand attributes do I have that
can strengthen my position in the marketplace? They should
be part of your consideration to determine a UNIQUE brand
position.
As the saying goes, "said is easier than
done". Importantly we must deliver "who we claim
we are" and "what we claim we can do" - the
most important part of the branding process - Live the Brand.
Living The Brand
If we do not "live our brand", we
only "look good" on paper. Imagine this. You are
over-weight and you decided to visit a personal trainer
to lose the extra pounds. Your personal trainer mapped out
your ideal "figure" and ideal weight, and recommend
some suitable workouts for you. There will be a review in
3 months time. 3 months passed, and you did NOTHING. You
are STILL OVERWEIGHT. It is the same with branding.
Your brand consultant can recommend a winning
brand strategy for your brand/organisation. You must have
the conviction to implement it! Like losing weight, you
"secretly snack" during tea-breaks, it shows up
in the weighing scale.
For branding, if one department does not comply
with the brand strategy, say poor after sales service, it
shows up at the customer service department (complaints
and eventually loss in sales). Ultimately, it hurts the
brand (image).
Be Convicted & Consistent
At the end of the day, your customers, suppliers
and other key parties experience your brand through associating
with your staff (internal brand process) and your media
exposure (external brand process).
With a well-defined brand architecture depicting
the 3 Brand Basic Essentials, in your future recruitment,
you know exactly who to hire and what sort of talents you
lack and require external help. The brand personality becomes
THE standard for the corporate behaviours and attitudes
to adopt. Your advertising agency will have creatives that
enhance your brand, communicating clearly your brand promise
to your target customers with a consistent brand identity.
To have continuing success in your business,
to be the preferred brand with high brand value and high
brand recall in the consumers' minds, as businesspeople,
we must take the lead to live our brand with conviction
and with consistency. Whatever you say and do must reflect
your brand!
Ms Lily Lim is Brand Consultant
and Trainer of Brand Angel. She can be reached at lilylim@brandangel.com
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Is
Your Business Strategy As Alluring As Your Best Showroom
You're on a flight to Frankfurt. Minutes after
the captain has switched off the "fasten seat belt"
sign, the person seated next to you starts to chat. In the
next few minutes he asks you the usual questions: "What
business are you in?", "How long have you been
in business?", "What's different about your business
that sets it apart from your competitors?", "So,
what's your business model?".
Good questions, don't you think? Are you able
to crystallize your company's strategy and direction in
less that the time it takes for a high speed lift to go
from ground level to the 60th floor in 30 seconds or less?
More important, get a "wow" response from the
only other person in the lift with you! Entrepreneurs and
CEOs with a distinct concept and profile of their business
would have no difficulty doing that. I don't know him personally,
but the founder and CEO of Air Asia would certainly have
said that they have made air travel in the region so affordable
that "Now, Everyone Can Fly". For less that the
price of a bus ticket, one can fly from Johore to KL!
You might ask, "Why is it necessary to
have a distinct business strategy, one that sets you apart?"
There are several reasons:
Attracting & Retaining Talents
Unless you are in business for the fun of
it, or to just while away your time, you would, like most
"serious" business people, want to grow your business.
And that would mean having to attract talents while retaining
those that are going to be important for your firm going
forward. How are you going to attract talents if you do
not have an engaging vision of the business, and a strategy
and business model that stands out from the other players
in the sandbox? How are you going to retain the talents
you would want to retain if yours is a copycat strategy
of the following leader, but at a slightly lower price?
Would you be enticed to join the troop if the leader was
Alexander the Average? Or Frederick the Mediocre?
Great talents are attracted to companies with
great vision and a corresponding business concept and strategy
that fire up one's passion and energy. They are not attracted
to just "another job".
Obtaining Funding
There are not to many of us with parents,
uncles and aunts who are so blessed with billions that the
need to borrow from the banks or to solicit funding would
ever surface in our thought process. That basically leaves
the vast majority of us and our need, from time to time,
to borrow or to solicit investments from business angels,
venture capitalists and the like.
It is a commonly quoted fact that less than
10% of business plans are funded by venture capitalists.
Business angels and venture capitalists are much more attracted
to "Greenfield" opportunities and business plans
with strategies that give the firms a distinctive advantage
and sustainable edge in the marketplace. Banks are increasingly
being attracted to fund "interesting" businesses
other than those that are "safe bets".
Making More Informed Day-to-Day Decisions
On a day-to-day basis, we have to make two
types of decisions both of which would over time, alter
the "look" of our business. No business has infinite
resources. We have only so much money to work with, so many
headcounts available, so many man-hours per day.
The first type of decisions we have to make
concerns the allocation of the finite resources at our disposal.
Without a clear strategy that demacrates the "more"
from the "less" areas of emphasis, such decisions
are often made on the basis of the squeaky wheel (i.e. who
screams the loudest gets heard) and who is the member of
"the club". Neither is made in the interest of
the business going forward.
The first type of decisions relates to the
opportunities we chase and the opportunities we don't. Many
businesses in Singapore are inundated with opportunities
- the opening up of China and India, convergence of technologies,
social and demographic changes, the list goes on. Here again,
without a clear future strategic profile for the business,
there is a high risk that we might be seduced by the wrong
opportunities.
Attracting New and Keeping Old Customers
The purpose of a business is to find and keep
a customer. That's what many of us learned in business school.
What is less often said is that customers like to do business
with winning companies. Winning companies to me are companies
that are different. Like winners in life, they don't do
different things all the time, more often than not, they
do things differently.
They operate different business models, different
modus operandi. It may be in the way the product is conceptualized,
made, priced and sold. It may be who the product is meant
for, to the exclusion of everyone else. On the other hand,
it may be the selling method that they used, for example,
Dell and its "Direct Response" method of selling.
Yet again, it may be that they use a different manufacturing
system. Case in point, I know a furniture company that owns
neither timber nor manufacturing plants, yet has found a
way to secure 100% of a concessionaire's timber in a particular
country, ship the kiln-dried sawn timber to another part
of the world, and have some 50 plants manufacture proprietry
designs with the finished goods shipped to the US and Europe.
However, it all begins with a clear and distinct
business concept around which a differentiated business
model is built. All of which leads to the business having
a distinctive advantage and sustainable edge in the market
place.
So, what is so alluring about your business
strategy?
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Standing
Out in the Crowd
Singapore has many reasons to be a proud "Shopping
Paradise". The shoppers in Singapore are spoilt for
choices as there are more than 18,000 retail outlets selling
everything from jewellery, fasion and beauty products to
electronic appliances and entertainment goods to home furnishings.
The retail industry is an important pillar of the Singapore
economy. As of March 2005, the total retail sales value
was estimated at S$2.4 billion.
Shoppers today, however, are savvier as people
are now better travelled and have become more worldly and
sophisticated in their outlook. As such, the furniture industry
like many other sectors of the Singapore economy, are faced
with the challenge of more perceptive demanding customers
who expect more intricate designs, better quality furniture,
and exceptional customer service.
What makes your furniture different from others?
In today's crowded marketplace where products
and services are touting themselves to be the best, it is
vital to stand out in the crowd. From the various channels
of advertising, point-of-sale displays and how the employees
are relating to the customers, it is important that a company
establish and reinforce an unmistakable brand and corporate
identity in all channels of communication to grab and sustain
the attention and loyalty of fickle-minded consumers.
In this issue, Furniture Today highlights
advice from some industry experts on how a company or brand
can ensure a store that stands out and not gets lost in
the crowd.
VIEWPOINTS
Mr. Sim Kah Choon
Managing Director, Abitex Designs (S) Pte Ltd
Established since 1985, Abitex Designs (S)
Pte Ltd is one of the leading manufacturers for upholstery
furniture in the industry. The company also fabricates drapres,
soft furnishings and supplies furnishings materials as well
as accessories.
Create and Reinforce your Identity
Sim: Before deciding on the theme of one's showroom, it
is critical to identify the target customers that the shopping
mall attracts and the ambience which the customers expect
as they enter the mall. For Abitex, although we specialize
in a range of contemporary, transitional and traditional
products, our focus at our Paragon showroom is on timless
European/American transitional styles targetting customers
who are 35 years and above. The transitional product is
a niche concept and has its own following, particularly
among those in senior business and professional positions.
Customer Servicing
Sim: Customer service plays an important role in the retail
industry, especially for customised furniture manufacturers
like Abitex. As such, we encourage our sales staff to be
contributors and not just workers. We make sure they are
trained to be versatile in customising products and services
to tailor to customers' personal needs.
Mr. Hanson Ong
Marketing Manager, Cellini Design Center Pte Ltd
Established in 1986, Cellini has an extensive
network throughout the region with production plants in
Malaysia, Indonesia and Singapore as well as 29 retail outlets
operating directly under the "Cellini" brand and
7 Cellini franchise outlets in South-east Asia and Australia.
Differentiating Edge over Others
Hanson: Cellini offers a large range of furniture and accessories,
varying from Italian contemporary to modern classic pieces.
Each collection is carefully studied and researched before
actual production to ensure that every piece strikes the
perfect balance of style, customers' satisfaction and technical
sophistication. As a result, Cellini produces not only functional,
comfortable and ergonomic furniture but products that rank
high in aesthetics as well.
Other than emphasis on design, craftsmanship
and product quality, Cellini's unique strength also lies
in its capability as a fully-integrated furniture manufacturer
and retailer. We have an obvious edge over other furniture
stores when it comes to meeting customer-specific needs
and requirements. Cellini is one of the few companies in
the region to have integrated several different manufacturing
facilities under one roof and they include metal, solid
wood or veneer fabrication, panelling sewing, upholstery
and spraying. The ability to have full control over our
own in-house manufacturing allows Cellini greater flexibility
and speed to meet customers' needs.
Mr. Jeffrey Yong
Vice President, Eurosa Furniture Co. (Pte) Ltd
Eurosa Furniture Co. (Pte) Ltd manufactures
and exports well designed premium quality and elegant furniture
of both classical and transitional styles to the world market.
Creating the Difference
Jeffrey: Eurosa specializes in Italian European and American
classics. In terms of quality, we produce solid furniture
with fine furnishings, with good craftsmanship and detailed
construction, at reasonable and affordable prices which
many cannot match.
Brand Promise
Jeffrey: Branding is all about the company's image that's
perceived by one's customers. Our store's brand promise
is to promote and preserve a unique identity coupled with
excellent quality and of course, after sales services to
fulfil our customers' needs.
From a business view point, branding in the
market place is very similar to branding on the ranch. A
branding programme should be designed to differentiate one's
product from all the other cattle on the ranch. Successful
branding programmes are based on the concept of singularity.
Preparing Staff to provide good Customer
Service
Jeffrey: I prepare my staff with this good customer service
mantra: "Treat customers the same way you wish to be
treated". In other words, always put yourself in the
other person's shoes. Only then can service staff give their
best to the customers.
Mr. James Goh
Group Deputy Managing Director, Supreme Furnishing Centre
Pte Ltd
Incorporated in Singapore and marketed under
the well-known brand Lorenzo, Supreme Furnishing Centre
Pte Ltd is one of Singapore's leading manufacturers of contemporary
leather sofa sets. Lorenzo is renowned for its quality and
value-for-money designs that offer luxurious comfort.
The Cutting Edge
James: Consumers today no longer look for mere practicality
in furniture, instead, they now look for theme furnishing,
i.e. lifestyle living. As such, our tagline "Living
Starts Here" is an affirmation of the customers' needs
and wants. Lorenzo today offers a comprehensive range of
designer home furnishings which include living, dining and
bedroom furniture as well as lighting and even accessories.
Advice for Fellow Retailers
James: Listen to the customers' feedback. That's the key
to improvement and success.
Branding
James: Branding is recognition of trust. It is much more
than having a fancy name or product. Our brand promise is
"Living Starts Here". It is a reflection of our
customers' lifestyle.
Staff Preparation to Provide Good
Customer Service
James: Besides the usual meetings and discussions, we particularly
encourage our staff to attend self-improvement courses or
training, whenever the opportunities arises.
Back
to Top
Nobel
Design Holdings Launched New Brand, Home2Be
Nobel Design Holdings Ltd launched a new brand,
home2be recently on 30 April 2005. Targetting homeowners
who like contemporary furniture, home2be offers a great
selection of furniture that boasts trendy, italian-inspired
designs with prices that are kind on the wallet. The affordability
will also appeal to those who like to update the look of
their homes regularly.
home2be's pieces may be trendy but they will
also be timeless in design and can be mized and matched
easily. With a showroom of over 7,000 sq ft, consumers will
be spoilt for choice.
The company is confident that its designs
will appeal to Singaporeans' taste with the experience and
expertise drawn from its owner, Sesdaq-listed Nobel Design.
Nobel Design has been retailing mid to high-priced contemporary
furniture under the brands of OM, Lifestorey and Marquis
for over 10 years.
"We felt that there is a great potential
for home2be's combination of well-designed and well-made
furniture with low prices. Consumers will welcome this value-for-money
proposition especially in today's uncertain economic climate,"
said Mr. Bert Choong, Chairman and Group Managing Director
of Nobel Design.
home2be's first showroom is located at 134
Joo Seng Road, Nobel Design House, Level 3.
Back
to Top
Lifeshop
Launched New Collections
iSh LAMP
The captivating Eiffel Floor Lamp should not be seen as
a lamp but as a sculptured persona that gives light. The
Eiffel Floor Lamp exudes an elegant and yet quirky presence
through its sensual lines and unique form. Truly a personality
piece, the timber architecture is profiled and finished
with immaculate veneer work and signed off with a signature-oversized
shade. Eiffel Floor Lamp is a non-linear expression of individuality,
using its presence as a statement to stand its own ground
as a masterpiece of New Asian art and craftsmanship.
The iSh Lamp took home the Bronze
award at the recent FDA 2005. Lifeshop's showroom is located
at 252 North Bridge Road, Raffles City Shopping Centre,
Level 3.
Back
to Top
SFIC
12th Golf Tournament 2005 a Great Success
From Left: Mr. James Koh
(SFIC President), Mr. Andrew Ng (SFIC 1st President), Mr.
SP Chia (Production Director, Pico Art International), Mr.
Lee Yi Shyan (CEO, IE Singapore)
The few afternoons before the SFIC 12th Golf
Tournament saw daily showers, but by 5th August 2005, it
was warm and sunny. It turned out to be a perfect day for
the golf tournament at the Singapore Island Country Club
(Sime Course).
Although no one won the "Hole-in-One"
prize (a stylish Lexus GS300 car that was newly launched
by Borneo Motors), all 143 avid golfers had an enjoyable
and relaxing day on the green, followed by a fun-filled
dinner cum prize presentation at the Bukit Restaurant.
"We are very appreciative of the continuing
enthusiasm by all participants as well as the generous response
of all our sponsors," said Mr. Sim Kah Choon, Chairman
of the Golf Tournament Organising Committee.
Indeed, SFIC would like to place on record
its heartfelt thanks to all participants and generous sponsors
for their strong support and look forward to another smashing
round of golf at next year's tournament.
We also extend our heartiest congratulations
to Shanghai Liun Hoo Co Pte Ltd, winner of the SFIC 12th
Golf Tournament 2005 Challenge Trophy.
All set for a wonderful
afternoon on the green
With Special Thanks to all
our Sponsors
Hole In-One Sponsor
Borneo Motors (S) Pte Ltd
Platinum Sponsor
Pico Art International Pte Ltd
Gold Sponsor
UOB Bank
Sponsors
Arch Chemicals Coatings Singapore Pte Ltd
Asian Seniors Tour
Body Contours
Boncafe International Pte Ltd
Cellini Design Center Pte Ltd
Freshening Industries Pte Ltd
Guthrie Batam Resort Marketing Service Pte Ltd
Heritage Sports & Golf Pte Ltd
Hong Leong Finance Ltd
Mailist Marketing Associations
National Service Resort & Country Club
Orient Explorer (S) Pte Ltd
Palm Resort Golf & Country Club
Palm Springs Golf & Beach Resort
Public Utilities Board
Sheraton Towers Singapore
Singapore Furniture Association
Singex Venues Pte Ltd
Starhealth Pte Ltd
Studio 2000 Pte Ltd
Suntec Singapore International Convention & Exhibition
Centre
Superbowl Golf & Country Club Pte Ltd
The Oriental, Singapore
Times Business Information Pte Ltd
Trans-Link Exhibition Forwarding Pte Ltd
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to Top
AHEC
Supporting Design in Southeast Asia
 |
The American Hardwood Export
Council (AHEC) continues to promote and encourage design
across Southeast Asia. In the last year, it has run
a consistent campaign supporting American hardwoods
in architectural and furniture design magazines and
continues to take a positive line on the promotion of
American hardwoods and their versatility. The recent
AHEC Convention was held in June under the title "Design
Excellence: Architectural Applications of US Hardwoods"
and three speakers from Southeast Asia, Jane Ho of the
Malaysian Society of Interior Designers, Constance Ann
from the Singapore Society of Interior Designers, and
Leo Almeria of the Philippines Institute of Interior
Designers, all shared their design experience in US
hardwood. |
There are many reasons to encourage
the increased use of wood in today's world of diminishing
natural resources. No longer seen as a traditional and old
fasioned material, designers can utilize the performance
of wood as a modern material for a modern world - knowing
that there are constant availability - and be reassured
by its natural renewability. Wood is all around us and despite
the fears of its demise in some parts of the world, the
globe is actually awash with forests that can be sustainably
managed and are being responsibly harvested. In the USA,
the State of Pennsylvania has increased its forest cover
from less than 10% of the land area in 1900 to nearly 70%
today. To take one headline statistic - "over the last
half century the volume of hardwoods and softwoods standing
in US forests has increased by over 90% while the area of
American hardwood forests over all states has increased
by 18%". In the case of American hardwoods, the forests
are themselves living proof of sustainability.
For the furniture designer, wood
offers an almost endless palette of colours, grains and
textures from which to choose. When we design with wood
- one of the most familiar materials known to men - we open
up nature's art and modify it ourselves. Wood humanizes
living space in a way that no other material does. Its roots
lie deep in our psychological past, and we find comfort
in its aesthetic warmth and its ability to mellow sound
with acoustic properties that no engineer easily replicates.
One of the strongest opportunities
of choice for designers at the moment is Red Oak. There
is no coincidence about the widespread use of Red Oak in
the American domestic furniture market, or in those exports
markets around the world that have traditional links with
the USA. The simple fact is that American Red Oak is the
most abundant of all hardwoods in the USA and is therefore
the most familiar to most Americans. Undoubtedly the favoured
use of Red Oak in modern America has been for furniture,
in both traditional and contemporary styles. It has also
been aided by the development of finishing techniques used
to enhance colour and grain and even sometimes to disguise
it. In reality, the popularity of Red Oak seems to be driven
by a combination of its attraction to consumers and the
ease with which manufacturers can process this particular
hardwood. And that has also been true for furniture manufacturers
overseas who have bought large volumes for furniture, as
well as flooring and joinery. It may not be going too far
to say that to European and American people Oak is an emotional
species, for it has always been all around them. In fact,
one might even add many Asian people as well, for Oak grows
widely across China, Japan and Korea. It is also a fact
that people generally tend to prefer the Oak with which
they are most familiar, but fashion is fickle, and furniture
consumers show a great willingness to accept all kinds of
species. What is certain, however, is that there is always
an underlying demand for Oak furniture, whether traditional
or contemporary.
AHEC publishes a number of technical
publications including information and guidance on commercially
available species and appropriate applications. They are
available free of charge from www.ahec-seasia.org.
Back to
Top
Calendar
of Events
| Date |
Exhibition |
Country |
| |
|
|
| 01 - 05 Sep 2005 |
KOFURN 2005 |
Seoul, South Korea |
| |
|
|
| 02 - 06 Sep 2005 |
Maison & Objet |
Paris, France |
| |
|
|
04 - 06 Sep 2005
|
Spoga |
Koln, Germany |
| |
|
|
| 08 -11 Sep 2005 |
Promosedia International Chair Exhibition |
Udine, Italy |
| |
|
|
| 10 -13 Sep 2005 |
DecoSit. International trade fair for upholstery fabrics
|
Brussels, Belgium |
| |
|
|
14 -17 Sep 2005
|
China International Furniture Show |
Shanghai, China |
| |
|
|
| 18 - 23 Sep 2005 |
MOW |
Ostwestfalen, Germany
|
| |
|
|
19 - 24 Sep 2005
|
FIM Feria Internacional del Mueble. International
Furniture Fair |
Valencia, Spain |
| |
|
|
| 03 - 07 Oct 2005 |
HCMC Expo 2005: Int'l Furniture & Wood Products
Exhibition |
Ho Chi Minh, Vietnam |
| |
|
|
| 05 - 09 Oct 2005 |
Resource Indonesia |
Jakarta, Indonesia |
| |
|
|
| 07 - 11 Oct 2005 |
Myanmar Furniture Fair |
Yangoon, Myanmar |
| |
|
|
| 12 - 16 Oct 2005 |
INDEX International Furniture Fair |
Mumbai, India |
| |
|
|
| 18 - 21 Oct 2005 |
Manila F.A.M.E. International |
Manila, Philippines |
| |
|
|
| 20 - 26 Oct 2005 |
International Home Furnishings Market |
High Point, NC, USA |
| |
|
|
| 15 - 19 Nov 2005 |
MEBEL International Exhibition of Furniture, Fittings
& Upholstery |
Moscow, Russia |
| |
|
|
| 22 - 25 Nov 2005 |
International Furniture Fair Tokyo |
Tokyo, Japan |
| |
|
|
| 28 Nov - 02 Dec 2005 |
Index Dubai, International Middle East Furniture &
Interior Design |
Dubai, UAE |
| |
|
|
| 05 - 09 Jan 2006 |
International Paris Furniture Exhibition |
Paris, France |
| |
|
|
| 14 -17 Jan 2006 |
Canadian Home Furnishings Market |
Toronto, Canada |
| |
|
|
| 16 - 22 Jan 2006 |
IMM International Furniture Fair |
Cologne, Germany |
| |
|
|
| 22 - 25 Jan 2006 |
The Furniture Show |
Birmingham, UK |
| |
|
|
| 26 - 30 Jan 2006 |
Planete Meuble Paris |
Paris, France |
| |
|
|
| 27 - 31 Jan 2006 |
Maison & Objet |
Paris, France |
| |
|
|
| 30 Jan - 03 Feb 2006 |
Las Vegas Furniture Winter Market |
Las Vegas, USA |
Back to
Top
Helping
SMEs Tap Capital Markets for More Financing Options
Help is at hand for local enterprises
which face difficulties in obtaining loans.
Following the launch of the SME
Access Loan in early April 2005, small and medium-sized
enterprises (SMEs) can now leverage on the innovative financing
scheme to meet their funding needs. The new financing scheme
from SME CreditAssist (Singapore) Ltd is initiated by SPRING
Singapore and International Enterprise Singapore. It will
provide wider financing options to foster the growth of
enterpreneurship in Singapore and the development of an
external wing for the Singapore economy.
The SME ACCESS Loan is specially
designed for SMEs which:
- have limited or no track record
- are constrained in terms of availability of collateral
to pledge
- are seeking loans for internationalisation purposes
DBS Bank has been appointed the
programme manager for the SME ACCESS Loan. Loans available
under the new loan scheme of up to S$300 million include:
- Working Capital Term Loan
- Industrial/Commercial Property Loan
- Machinery Term Loan
The following table show the
various loan types and qualifying terms and conditions:
SME ACCESS Loan (Local)
| Type of Loan |
Maximum Financing
Amount |
Maximum Loan
Amount
(S$ Million) |
Maximum Loan
Tenure |
| Commercial/Industrial Property Loan |
95% |
S$10 |
10 years |
| Machinery Term Loan |
95% |
S$6 |
8 years |
| Working Capital Term Loan |
up to S$200,000 |
5 years |
| Eligibility Criteria |
a) at least 30% local equity
b) fixed assets (net book value) not exceeding S$15
million
c) Employment size of not more than 200 workers (service
industry) |
SME ACCESS Loan (Regional)
| Type of Loan |
Maximum Financing
Amount |
Maximum Loan
Amount
(S$ Million) |
Maximum Loan
Tenure |
| Commercial/Industrial Property Loan |
95% |
S$10 |
10 years |
| Machinery Term Loan |
95% |
S$6 |
8 years |
| Working Capital Term Loan |
up to S$200,000 |
5 years |
| Eligibility Criteria |
a) at least 30% local equity
b) fixed assets (net book value) not exceeding S$50
million
c) Employment size of not more than 500 workers (service
industry) |
Back to
Top
DISCLAIMER
Whilst every care is taken to ensure accuracy of the information
on this newsletter, SFIC accepts no liability for damages
caused by misinterpretation of information, expressed or
implied, within this newsletter. No part of this newsletter
may be reproduced in any form or by any means, without prior
permission in writing from SFIC.
