JANUARY 2019
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Tong Woh The Taste Of Quality Enterprise SDN BHD INSPIRED BY YOUR SUCCESS
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TONG WOH ENTERPRISE SDN BHD
THE TASTE OF QUALITY With 50 years of success firmly under its belt, Tong Woh Enterprise is garnering a lot of positive attention and not just because it offers high quality products, but also because its diverse portfolio of subsidiary interests hasn’t diluted its strengths. WRITTEN BY AMY BUXTON
TONG WOH ENTERPRISE SDN BHD
A premier importer and distributor of beverages, both
alcoholic and not, within Malaysia, Tong Woh Enterprise (TWE) is proud to have grown steadily over the last half century, to become partnered with globally recognised and respected brands.
W
hen you hear names such as Coca-Cola, Red Bull, MoëtHennessy and Guinness, there’s no doubting that you are part of a conversation about international beverage giants,
so it goes a long way towards demonstrating the reach that TWE has been able to extend throughout Malaysia, as they work with these names every day.
SUPPLY AND DEMAND It was an ingenious move by the founders of TWE to hone in on the tasty beverage market. While humans are reliant on water for survival, we have a natural propensity to seek out something a whole lot more enjoyable and delicious, not to mention the fact that a large percentage also enjoys something alcoholic as well. With this in mind, there will always be a guaranteed consumer base for the products being imported and distributed by TWE. Supply and demand, as a business model, is nothing new, but when you can take the mystery out of just how much demand you can expect, it allows for a significant reduction in risk, better profit margins and happy stakeholders. There is also an extra element of business viability in that expensive marketing campaigns can be entirely negated, thanks to the brands being offered already having MALAYSIA@THEMACALLAN.COM FACEBOOK.COM/THEMACALLAN @THE_MACALLAN
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been proven out, enjoyed and wanted by consumer around the world. Coca-Cola is a prime example in that you’d have to go a long way to find someone who hasn’t heard of it, let alone tried, loved and bought it again.
TONG WOH ENTERPRISE SDN BHD HUMBLE BEGINNINGS It’s no joke to say that TWE started as a small and unrecognisable operation, back in 1968. Initially founded as a small traditional Chinese medicine outlet, it was later adapted when market assessments suggested that the beverage industry was on the up. Referring to the seemingly about turn in interests, which lead to Chinese medicine being discarded in favour of alcohol supply, TWE commented, “Fast forward and Tong Woh was appointed as the distributor for Heineken Malaysia Berhad (HMB) and continued to expand its portfolio of liquor and fine wines, making the company one of the key suppliers with the widest selection of liquors, beers and wines. By then, the alcohol supply business had taken flight, driving the company to new heights.” It’s true what they say, that in business, all you need is that one contact or client that opens up a world of potential and for TWE, that was very much Heineken. A small show of faith from an industry giant was all it took for other large operations to start seeing TWE for the effective operation that it is, with a guaranteed
client base and seamless distribution arm. From there, it was, relatively speaking, plain sailing.
A PORTFOLIO WITH PROMISE While the importing and distribution of beverages remains the main concern at TWE, there are a number of subsidiaries in place, helping to diversify the parent group’s interests and allow for extended reach and growth. They might seem a little disconnected at first, but when you remember how TWE started, things begin to fall into place, “Unicare Pharmacy focuses on western medication to cater to the market, as well as, Tong Woh Fine Wines and Medicine Hall, which greatly focuses on providing a vast selection of fine wines and offering traditional Chinese medicine to the local community.” So you see, TWE never fully turned its back on the medicinal side of things; it simply put a pin in it until such a time that it would be a more viable option. There’s little reason to doubt that this is the result of the founder’s original philosophy of “Together We Unite, In Harmony We Grow”, still being in effect as a business mantra.
There’s certainly evidence to show that the subsidiaries, which are
insights into the flavour profiles that people want and will sell.
harmonious with the initial incarnation of TWE, have contributed
Plus, by reaching out via social media and creating events, again,
to the continued growth of the overall operation.
marketing budgets don’t need to be stretched, allowing for product
COMMUNITY SPIRIT
development, portfolio diversification and growth to remain the main priorities and expenditures.
As things progress, TWE is moving forward with the fine wine
Having celebrated 50 years of business in 2018, with a sit down
retail branch of operations, much to the delight of loyal customers
dinner for employees, to show gratitude for their hard work, TWE is
who enjoy having a premium outlet that can be trusted to supply
now looking to move forward into the next 50. It seems reasonable
only the best products. While selling wine and spirits is not a new
to assume that new product lines, exciting flavours and ever more
endeavour, the way that TWE is involving the local community is
fine wines will be added to the product roster and made available to
inspired, as it is encouraging customers to feel as though they have
customers through both physical shops and seamless e-commerce.
an active role in choosing the products that they will be able to,
The only question that remains is what other subsidiaries might
eventually, buy. How is TWE accomplishing tis extra special bond?
get added into the mix and how will they take TWE towards a full
By utilising social media as more than just a virtual outreach tool.
century of enviable commercial results. It’s certainly going to be
Making the most of Facebook, under the handle TWE Fine Wine Shop, TWE has drafted valued customers in to attend secret product tastings, an initiative that benefits everyone. Existing and potential consumers get to feel as though they are making a difference, while enjoying some free drinks and TWE gains valuable
exciting to find out.