SENG HUA HNG FOODSTUFF PTE LTD FOREWARD SENG HUA HNG FOODSTUFF PTE LTD was established 34 years ago by a husband & wife team - Mr Poh Ah Seng and Mdm Ong Siew Hua. The name derived from their last name, Hng denotes My Garden which means My Enterprise (in Hokkien). Today, its the largest and only nuts manufacturer in Singapore (brand ambassador of Tasty Singapore)
WHY CAMEL? The founders wanted a brand that is easily recognizable (an animal icon) even to the layman. He equates his business enterprise to a Camel. A resilient, trustworthy & tough symbol (animal), able to survive the harshest desert condition with little WATER (means Money in Cantonese). THE JOURNEY.. Established in 1974
This was the beginning of an entrepreneur ESTABLISHED IN 1974
SENG HUA HNG FOODSTUFF TODAY SENG HUA HNG FOODSTUFF PTE LTD SINGAPORE SENG HUA HNG (Qingdao) Co., Ltd CHIINA ACCOLADES & AWARDS
KEY SUCCESS FACTORS State-of-art Technology Factories Product Quality & Innovation Cost savings Direct Sourcing Product Knowledge OUR BUSINESS PARTNERS Strong buying partners Hypermarket, Supermarket, Chain Stores, Lower Trade, Hotels, Institutions and Airlines (SIA & others).
OUR PRODUCTS Pouches Gift Packs / Boxes Tins / Canisters OUR PRODUCTS RETAIL PACK
PRODUCT OFFERINGS An International Trademark
WORLDWIDE DISTRIBUTIONS EXPORT WHY? Economies of scale - procurements, manufacturing cost, etc. Local SMEs need to compete with Global players in the Global market place. Singapore market is very matured and growing, but, we still need to expand overseas successfully.
BUSINESS SOURCING All sources of information, your website, packaging addresses, exhibitions, referrals, etc. Tap on Government Assistance Programmes & its agencies such as IE Singapore, Spring Singapore, Singapore Manufacturers Federation, SBF, SFMA, Banks (e.g. OCBC), etc. Participate in Trade Shows / Missions, Exhibitions, etc. SOURCE EVALUATION Evaluate your overseas distributors strength and their distribution network in that country. Be patient and don t rush into the first lead. No order is too small to get started, your sales will gradually grow overtime. Evaluate the market you are planning to export to one can start via OEM (raw or finished products), private labels or your national brand.
BUSINESS SOURCING For National Brand, be prepared to pay listing fees, A&P support, etc. Export business is long term and take years. EXPORT BUSINESS (INFO) You need to know the importation requirements (no worry your distributor and shipping agent will guide you through): - Trade Regulations [e.g. Nutritional Claims, etc] - Documentations [e.g. Payment terms, BL(3 copies), Proforma Invoice (3 copies), Packing List (3 copies), Certificate of Origin (CO stamped by SMF),etc]. Need to follow respective country format / template closely.
EXPORT BUSINESS (INFO) - Certifications [e.g. Certification of Authentications, Manufacturer Health Cert or Free Sales Cert by AVA, ML cert, Form D (CO of Asean Common Effective Preferential Tariff / Asean Industrial Cooperation Scheme), CPC or Commonwealth Preferential Cert Application (Form D, Shipping Carrier, BL & Booking No), EXPORT BUSINESS (INFO) - Form E (is the CO of Asean-China FTA Preferential Tarrif HS code is 6 instead of 8 or 10; contract in Chinese; a letter of declaration of production date batch no, pdtn date, expiry date), - Factory Licence by AVA, Declaration of Manufacturer, Legalisation of CO (espeically GCC states), Invoices, etc].
EXPORT BUSINESS (INFO) - Samples submission for approval [e.g. Bureau of Food & Drugs Philippines (BFAD)] - Terms used in documents such as Notify Party, Consignee, Freight Collect, etc. EXPORT BUSINESS (INFO) - Labeling (format, ingredient list compliance, languages, best before date, ctn box markings, nutritional claims, ML number, etc) - Lab Test Reports [Certificate of Analysis (COA) for FDA use in ML application] - Halal certification - Final product cost
EXPORT BUSINESS (INFO) - Export to Malaysia is the simplest, you need only the Invoices & packing list (less documents). - For Thailand, you will need Aflatoxin Cert (for our products) and Form D. - For Indonesia, Form D, CO, COA and Surveying inspection done (SGS). - For China, Form E, CO, contract. - For GCC, label, legalisation of CO, etc. - Others, Phytosanitary cert, CPC, etc. CHALLENGES High Import taxes / duties. Trade Mark issues, copy-rights. Lower cost of production or producer country (e.g. China, Vietnam, etc) Poor nation with low purchasing income Consumer buying behavior Market Target Selling Price / Size Consumer Taste Too structured market / regulated
WAYS TO OVERCOME High Import taxes / duties = Semi-Finish Trade Mark issues, copy-rights = Change product name Lower cost of production or producer country (e.g. China, Vietnam, etc) = Product differentiation, quality, product of Singapore, product positioning. Poor nation with low purchasing income = Selective product offerings and time your market entry. WAYS TO OVERCOME Consumer buying behavior = Conduct Market studies to do product matching and customized to the country Market Target Selling Price / Size = Do not price yourself out, perception pricing / packaging Consumer Taste = Product adaption / modifications Too structured market / regulated = You have other choice markets.
THANK YOU
In line with the products that we will carry, kindly see below the requirements that you need to send, for us to register and sell your products in Duty Free Philippines. Requirements for (Bureau of Food and Drugs) BFAD Registration: Three (3) sets of samples of the products to be registered. Labels should have English translation Proforma Invoice (For Registration Purposes Only) Please indicate the following: -Address to: Duty Free Philippines 3 rd Floor EHA Bldg., New Duty Free Fiesta Mall Complex Ninoy Aquino Avenue, Philippines -List of the Products to be registered (English Translation of the Products) Proforma invoice should be on the company letterhead with company stamp or signature. Certificate of Free Sale Certificate of Free Sale indicates the name of products which have been approved by the Business Chamber (Refer to attached file 0001.jpg) After that, it will be presented at the Department of Foreign Affairs (DFA). A DFA officer will have to certify the assigned signatory / stamp appearing on the Certificate of Free Sale (Refer to attached file 0002.jpg) Next, you will submit it to the Philippine Consul / Embassy there on your country to authenticate the assigned DFA officer (Refer to attached file 0003.jpg) See attached sample documents for your reference. This is how the other suppliers secured the certificate of free sale:
The manufacturer has to apply for the certificate by filling out a form which he will submit to the chamber. We were advised that it only takes 2-3 days to get the Certificate of Free Sale from the Chamber. It is the requirement of the Philippine Consulate that an original copy is first submitted to the Department of Foreign Affairs and Trade (DFAT) so that DFAT can authenticate the signature on the certificate. So, to summarize: Step 1 - Apply for the certificate at the chamber Step 2 - After the Certificate is issued by the chamber, bring it to the Dept of Foreign Affairs & Trade (DFAT) so that a DFAT personnel authenticates the company stamp & signature on the certificate. Step 3 - Bring it to the Philippine Consul so that they can certify/authenticate the DFAT personnel in Step 2. Kindly send advance copies either via fax or email, so we can check the documents. Once we have confirmed that the documents are complete, that s the only time you will send us the original Certificate of Free Sale with Authentication Letters via courier, together with the three sets of samples.