华商 Chinese Entrepreneur Issue 5 2020

ISSUE 5

04 专访蔡满榜 Interview with Alex Chua

CHI NESE E N TREPRENEU R

19 竞逐全球创新 驾驭全新未来 Global Innovations: Navigating the New Future

卷首语 PRESIDENT’S NOTE 创新是企业发展的动力

Although the external environment is uncertain, 60 per

第二十一届中小型企业大会暨第二十二界资信商业大会在今 年8月圆满落幕。这是总商会一年一度的盛会，每年都聚集海内外 的商界精英参与，今年也不例外。我们喜见企业朋友热烈响应，利 用这个平台集思广益、凝聚共识，贡献创见，我在此衷心感謝！ 创新作为企业发展的动力，是总商会一向来关心的课题， 也是今年大会的主题。我们最近公布的商界意见调查结果也显

cent indicated they would invest overseas. China was cited as among the three choice markets for overseas ventures.

This issue of Chinese Entrepreneur records the interesting sharing of eight keynote speakers at the conference. It reveals how they have used innovative thinking and technologies to successfully transform their companies.

示，45%的本地企业以创新为优先任务。尽管外部环境不明朗，

The Conference also invited many other distinguished

仍有六成的本地企业表示会计划到海外投资，而中国是他们首选

overseas speakers, including Professor Fang Baoqing, an

的三大市场之一。

in-depth researcher on commercial developments in China,

本期《华商》，我们将八位大会主讲嘉宾的精彩分享记录于文 字，了解他们如何利用创新思维和科技，引领企业转型成功。 另外，本次大会的重量级海外嘉宾，中国著名商业地产专 家方宝庆教授多年来对中国商业发展有深入研究，此次分享中国 消费者市场的新趋势和商家应对策略，也颇有见地，值得一读。

who shared about new trends in the country’s consumer market and how businesses re-work their strategies. His insightful views make for a good read.

In the ever-changing business environment, businesses either swim or sink. We should not neglect the importance

在日新月异的商业环境中，企业的成长有如逆水行舟，不

of enhancing competitiveness just because of the slowdown

进则退，我们不要因为经济增长放缓而忽略提升竞争力的重要

in economic growth. At the same time, if the global economy

性。同时，如果全球经济急转直下，我也希望政府可以为商家提

takes a drastic downturn, I also hope the government can

供即时和有效的援助。

provide immediate and effective help to businesses.

INNOVATION - THE DRIVING FORCE OF ENTERPRISE DEVELOPMENT The 21st SME Conference and 22nd Infocomm Commerce

会长

Ro l a n d Ng, S CCC I Pre s i de nt

Conference held in August was a success. We were happy to see business delegates from Singapore and abroad enthusiastically making use of this signature event of SCCCI as a platform to brainstorm ideas, build consensus and contribute new suggestions.

Innovation as a driving force for enterprise development has always been a topic close to our hearts. Our recently published Annual Business Survey shows that 45 per cent of Singapore’s enterprises prioritise innovation.

华商 | C H I N E S E E N T R E P R E N E U R

01

ISSUE 5 / NOV 2019

目录

编辑顾问

EDITORIAL ADVISORS 黄山忠 Roland Ng San Tiong 蔡其生 Thomas Chua Kee Seng 谢锦发 Chia Kim Huat 周兆呈 Zhou Zhao Cheng

CONTENTS

出版监督

PUBLICATIONS SUPERVISION 吕正扬 Lu

Cheng Yang

主编

CHIEF EDITOR 梁廷昭 Leong

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Teng Chau

助理编辑

ASSISTANT EDITOR 明永昌 Ming

Wing Cheong

撰稿

STAFF WRITERS 洪尉恩 Joanne Ang 张明亮 Larry Teo 明永昌 Ming Wing Cheong 陈丁辉 Tan Teng Phee 邓素娟 Tang Soh Kuen

华商人物 Up Close

Adapting to Customers’ Ever-Changing Needs - Interview with Alex Chua, Chief Executive Officer of Goldbell Financial Services

Price War Not the Way to Bring More Business - Interview with Tang Siew Chuan, President of Singapore Bakery & Confectionery Trade Association

48 19

行销

MARKETING Wong

热点专题

DESIGN 出版

Passing the Torch

Commerce is the Lifeblood of the Masses - Sun Shi Ding, Qing Dynasty’s Consul General in Singapore and His Relationships with the Chamber

Global Innovations: Navigating the New Future Eight Journeys That Made It

Media Group Pte Ltd

薪火相传 商业是苍黎命脉 —清朝驻新加坡总领事 孫士鼎与总商会的关系

Focus

竞逐全球创新 驾驭全新未来 —商界领袖共话成功之路

设计

Industry Dynamics 让顾客盈门 打价格战不是 出路—专访新加坡面包 西果商公会会长郑修铨

CONTRIBUTORS 唐子筌 Tanya Tang 郑 晰 Zheng Xi

商团动态

随需而变 以客为本 —专访金钟金融服务 行政总裁蔡满榜

特约撰稿

黄兆荣 Leonardo

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PUBLISHER 新加坡中华总商会

Singapore Chinese Chamber of Commerce & Industry 9 Jurong Town Hall Road #04-01 Trade Association Hub Jurong Town Hall Singapore 609431 Tel: (65) 6337 8381 Fax: (65) 6339 0605 E-mail: corporate@sccci.org.sg Website: www.sccci.org.sg

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Chinese Entrepreneur is produced and designed by Media Group Pte Ltd (Registration No. 200105565G) for Singapore Chinese Chamber of Commerce & Industry (Registration No. S61550014E). Copyright of the materials contained in this publication belongs to SCCCI. Nothing in here shall be reproduced in whole or in part without prior written consent of SCCCI and/or Media Group Pte Ltd. The views expressed in Chinese Entrepreneur by authors and contributors are not necessarily those of SCCCI and no liabilities shall be attached thereto. All rights reserved. Editorial enquiries should be directed to the Editor, Chinese Entrepreneur, Singapore Chinese Chamber of Commerce & Industry, 9 Jurong Town Hall Road, #04-01, Trade Association Hub, Jurong Town Hall, Singapore 609431. Tel: (65) 6337 8381 Fax: (65) 6339 0605 E-mail: research@ sccci.org.sg. Unsolicited material will not be returned unless accompanied by a self-addressed envelope and sufficient return postage. While every reasonable care will be taken by the Editor, no responsibility is assumed for the return of unsolicited material. MCI (P) 025/09/2019. Printed by KHL Printing Co Pte Ltd (Registration No. 197801823M).

上网阅读电子版《华商》 View Chinese Entrepreneur online www.sccci.org.sg

SME心声

56

商会时讯

Voice of SMEs

Moments

竞消委列出四大常见 不良销售手法 —注意商业行为以免违法

中小型企业大会 SME Conference

Avoid Engaging in Unfair Pricing Practices in Violation of Law

SCCCI Mid-Autumn Celebration

总商会中秋晚会 事业女性传承 华商精神”论坛

30

中华脉搏

China Beat 制胜中国新零售时代 Formula for Success in China’s New Retail Market

FOLLOW US ON

SCCCI SME ICC 华商交流站

Forum on “The Legacy of Chinese Entrepreneur Spirit: the Career Women’s Perspective”

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欢迎新会员 Welcome Aboard

Chinese Entrepreneur (华商) is a bilingual publication. While the publication carries only selected articles in English, we can provide an English translation of the Chinese articles for our readers upon request.

SME FINANCE FORUM

Global SME Finance Awards 2019

World’s Best Bank for SMEs 2019

Global SME Bank of the Year 2018 & 2019

World’s Best Bank for SMEs 2018

“DBS treats the smallest businesses as if they were corporate giants, knowing they very well may become just that in the future.”

“DBS is clearly a leading bank by international standards. The bank is an SME powerhouse and ranks without doubt among the leading SME banks in the world.”

“As with everything else at DBS, a world leader in digital innovation, automation is at the heart of the SME offering.”

More

DBS: The world’s first bank to hold all three global SME honours at the same time.

In addition to the concurrent global best bank wins, DBS has now been recognised as the ‘World’s Best Bank for SMEs’ by Global Finance and Euromoney, as well as ‘Global SME Bank of the Year’ by SME Finance Forum.

To all our partners past, present, and future, thank you for inspiring us and believing in our vision to create a better global business community.

Oct 2019

It is with your support that DBS has achieved yet another world first.

World’s Best Bank 2019

Best Bank in the World 2018

Bank of the Year 2018

华商人物 | U p C l o s e

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华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

为顾客所需而变 以行天下 专访金钟金融服务行政总裁蔡满榜

ADAPTING TO THE NEEDS OF CUSTOMERS INTERVIEW WITH ALEX CHUA, CHIEF EXECUTIVE OFFICER OF GOLDBELL FINANCIAL SERVICES

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

金

钟集团是新加坡首屈一指的工业运输设 备租赁公司，自1980年以来为顾客提供

卡车、叉车、挖掘机等工业用车和搬运器材。近 年来，公司走向多元化发展，除了进军金融服务 业，也推出新计划，以“孵化+投资”的模式协助 初创企业起步。公司设立了数据分析部门，以协

Does your previous experience of working in multinational corporations like JP Morgan help in the managing of your family business?

助旗下各个业务环节的决策，更好地为顾客服务。 金钟金融服务行政总裁蔡满榜指出，金钟

One learns about corporate process

集团的发展史就是一个“为顾客所需而变”的故

working in a big organisation. In a family

事。顾客的需求无穷无尽，但企业是否有能力因

business, the process is usually not as

需求而演变，是制胜关键。

structured. Process concerns audit and compliance. Also, the size of a company

G

oldbell Group, Singapore’s leading

does not matter. It is the amount of talent

industrial vehicle leasing company, has

it has that counts. That is especially the

been providing trucks, forklifts, excavators

case with JP Morgan. I realised that hiring

and other industrial vehicles and handling

the right people would help build a work

equipment since 1980. In recent years, the

culture good for its development.

company diversified its business. Besides entering the financial services industry, it has launched new plans to give start-ups a leg-up with an “incubation + investment” model. The company also set up a data analysis department to help its various business segments make decisions and serve customers better.

Alex Chua, Chief Executive Officer of Goldbell Financial Services Pte Ltd, said Goldbell’s growth journey is a story of adapting to customers’ needs. Customers have limitless needs but whether a company has the capability to evolve accordingly is the key to success.

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经验、直觉、逻辑和胆识都很重要，但如果可以通过数据分析获 取更深入的见解，不是更理想吗？”

华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

People in JP Morgan are very smart.

But the people in family businesses are smart in a different way. Their smartness does not come from academic studies but experience. Experience is what keeps Goldbell strong and growing till today and enables it to avoid pitfalls and make the right decisions. The Goldbell sort of smartness was not apparent to me on

此前在JP Morgan等跨国 企业工作的经验，如何助 您管理家族生意？

my first day at the company. I needed to discover it by talking to the people. And

上市公司的管理制度较为完善，也吸

it could be further exploited to serve the

收了更多专业人才。在私人企业工作的那

company even better. This smartness is

几年，我学会了如何更好地展开合规审查工

acquired over many years of working

作，也从同事身上学到很多，并理解到企业

on the ground and getting the hands

文化的重要性。

dirty. You cannot replicate it. There is no

在JP Morgan的同事都很聪明，学历

training manual like in a bank. Here, you

高，专业能力也很好。但这并不表示在在家

learn on the job and from everyone from

族企业工作的员工就比较差。金钟集团的员

the lowest rank to the managerial level.

工大部分都没有高学历，但他们的智慧源自

Experience, sense, logic and guts are

于多年来坚守岗位所累积的工作经验。这些

very important, but would it not be better

经验是金钟集团至今屹立不倒的原因。回到

if these can be supplemented with data,

金钟集团工作后，我发现老员工宝贵的经验

which enable deeper insights? Goldbell

是无法复制的，不像银行可以发给新人一本

has a big business intelligence and data

训练手册，短时间内就可以上手。

analytics team. Before making a major

经验、直觉、逻辑和胆识都很重要，但

decision, we look at the numbers. I do

如果可以通过数据分析获取更深入的见解，

not mean looking at profit and loss. In

不是更理想吗？因此，金钟集团成立了数据

fact, P/L is the most outdated reference.

分析的部门，让数据成为指导公司决策的一

There are other factors to consider,

环。数据指的不是盈亏数字，做生意只看盈

such as improving process or efficiency.

亏早已过时，而是如何完善程序、提高效率

In this way, we can make much more

的分析数据。这些信息可以让我们作出更明

insightful decisions.

智的判断。

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

How does your company keep up with the times and adjust to rapidly changing market needs? 贵公司如何跟上时代，因应 市场需求的快速变化？

Goldbell is a story of constantly adapting to the needs of our customers. We started off selling forklifts 39 years

金钟集团的发展史，就是一

ago. We moved on to selling trucks in

个为顾客所需而变的故事。39年

response to customer needs. Then into

前，我们以代理叉车起家，之后又

compressors, excavators and generators

根据顾客的需求，开始卖卡车，以

for construction. When customers gave

及建筑用的压缩机、挖掘机、发电

the feedback that they do not need to own

机等。顾客反馈可否不买而改为租

but rent the vehicles and machinery, we

用后，我们便开始租赁服务。五年

set up a leasing company. Five years ago,

前，随着顾客拓展海外市场，我们

we followed our customers to Malaysia

也将业务延伸到马来西亚和越南。

and Vietnam and set up operations there.

因为有顾客向银行贷款面对困难，

We also decided to provide financing to

我们决定提供贷款服务，从车贷，

our customers, given that sometimes

到最低库存融资、流动资金贷款

they could not obtain bank loans. From

等。顾客的需求无穷无尽，但问题

there, we moved on to financing cars,

是我们是否有能力因需求而演变？

floor stocking, working capital loan, etc.

我们致力于横向移动，即在相同业

So, customers have plenty of needs. Are

务的向上下游拓展延伸，经营不同

you able to evolve to meet them? We

类别的商品或服务。遵循这一商业

believe in shifting laterally, which means

模式让我们行走天下。

dealing in different product groups but staying in the same kind of business or going upstream or downstream. With this business model we have ventured into different markets.

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华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

数据分析和新科技对 您的生意有何帮助？

数据分析是你决定做某件事背后的 逻辑。有时你会凭经验以为知道问题所 在，但其实问题的根本要经过数据分析才 能知晓。以顾客投诉交车时间延误为例， 车房经理凭经验认为是修车工人手脚慢， 要求他们做事勤快些，但经过数据分析后 发现，其实是因为某个零件缺货，而这个 零件存放在另一个货仓，只要把更多零件 从货仓移到车房便能解决问题。其他问 题，如盈亏统计、项目竞标等，都可以通 过数据分析得出更好的解决方案。 作为新加坡最大的工业用车租赁公 司，我们通过数据分析，清晰地掌握顾客 的情况，包括哪一款车发生过几次意外， 在什么情况下最容易发生意外等。假如某 位顾客经常发生意外，我可能加价，或宁 可不做他的生意。另一家公司可能因为接 过生意而蒙受亏损，但顾客的问题依然没 有解决。更好的做法是告诉顾客我们发现 的问题，并找出解决的方法，但背后需要 有确凿的数据支持。 这也是我们研发Mobileye的原因。 这个安装在车里的系统，可以协助驾驶 员更好地驾驶，从而将交通事故减少达 50%。这样，车辆的使用率更高，保险费 也会下降。 “作为新加坡最大的工业用车租赁公司，我们通过数据分析，清晰地掌握顾客的情况。”

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华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

How do data analytics and new technologies help you in your business?

Analytics is a logical method to find out

I might be rid of one competitor,

why something happens. Sometimes

but the customer still faces the

what appears to be the cause of a problem

same problem. So, it is better to

might not be so using proper analytics.

tell the customer the problem

For example, in face of a complaint from a

we have discovered. This can

customer that he often receives his vehicle

only happen if you have the data

late, the workshop manager’s response is

to back your claim.

to work harder and put in longer hours

That is why we have Mobileye,

to solve the issue. But that does not solve

a gadget installed in vehicles to

the problem. By doing analytics properly,

help our customers’ drivers drive

the cause could be located. It might be

better. It has helped bring down

the difficulty in finding a certain spare

accidents by 50 per cent. With

part. Then further data shows it is stored

fewer accidents, customers could

in another warehouse. Moving the stock

increase their use of the hired

to where they are usually needed solves

vehicles. Also, the car insurance

the problem. We could also look at

costs will drop.

matters such as P&L and project bids in a granular way.

Being the biggest commercial leasing company in Singapore, we know each of our customers well, down to how likely they would get into vehicle accidents.

If I know a customer is accident prone, I would raise my charges or rather not do his business. A competitor who does not have that data might end up seeing his vehicle destroyed in an accident.

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

我们在摸索过程中也遇到不少困难。 当你毫无头绪，什么数据都全盘皆收，这是 最愚蠢的方式。在展开工作前，必须清楚了 解收集那些数据的用途。收集数据的方式一 定不能影响公司的正常运作，否则员工会觉 得麻烦，久而久之就把这件事给忘了。我们 的做法是把数据收集的操作嵌入到平常的工 作流程中。另外，收集数据是为了知道问题 所在，如果只想着如何通过收集到的数据获 利，只会徒劳无功。

How do you conduct data collection and analysis, which is time consuming?

收集和分析数据耗时耗力， 您如何展开这项工作？

We learn this the hard way. The dumb way is to collect everything. First you must know what the data is for, then you work on collecting the relevant ones. The collection must be done nonintrusively so as not to affect normal operations. As data collection is not a fixed practice in some companies, the staff finds it troublesome and tends to forget about it after some time. We embed data collection in our workflow.

You must know what you really want to solve in collecting data, and not think of 金钟集团通过数据分析完善程序、提高效率，作出更明智的判断。

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华商 | C H I N E S E E N T R E P R E N E U R

making money from it.

U p C l o s e | 华商人物

这个行业未来有 哪些新趋势？

ups resort to short-term rental, but I believe there are better ways to do “rental without commitment”. For example, a hirer can rent a car for one day or one month, without having

零工经济（Gig Economy）的兴起，

to place a three-month fixed deposit. Nowadays,

使更多人成为自由职业者，他们有多份兼

customers, especially millennials, do not like

差，不愿意被束缚，这将使短期租赁更加

to bind themselves to long-term leases. Even

普及。当前有许多初创企业都采用短租的

though they need a car for one year, they would

商业模式，但我相信有更好的方法实现

rather pay more every month.

无承诺租赁” 。例如，让顾客可以租车一天

Another trend is the use of data for fleet

或一周，但无需缴付三个月的押金。现在

management. This is not just about vehicle

的客户，尤其是千禧一代，不喜欢被承诺

maintenance but managing the life cycle of

束缚。即使他们需要租车一年，也宁可每

vehicles by predicting and interpreting data

月续租，并支付更多。

from vehicles. It not only improves safety,

另一趋势是车队管理数据化。所谓

reduces the chance of accidents, but also saves

车队管理不只是车辆维修，而是通过数据

costs and improves the operational efficiency of

分析和预测，在车辆不同的生命周期阶段

the fleet. However, finding professionals in this

制订相应不同的维护方式。除了提高安全

area is not easy.

性、降低事故机率，还可以节省成本，让 车队运作效率得到改善。不过，寻找这方 面的专业人才并不容易。

What are the trends you envisage in this business?

Because of the spread of the gig economy, where people move about between jobs, I believe that short-term rental, which does not bind a hirer for three or four years, is becoming common. Now many start车队管理数据化是未来趋势

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

金钟集团最近成立了名为 Move.SG的企业加速器计划。 这将如何帮助发展公司的核心 业务？

Move.SG是我们和新加坡企业局携手 合作的一项计划，许多公司都表示有兴趣 参与。许多初创企业都是因为掌握某项新 技术而起步，但它们未必知道如何应用这 一技术去解决实在的问题。我相信在工业

我们决定成立企业孵化器/加速器，以更好地栽培与指导初创企业， 使他们能够为新加坡经济作出贡献。”

用车这一领域，确立问题点并制订解决方 案是金钟集团的强项。多年来，我们投入 大量资源在这一领域，许多企业都向我们

复制也不难。这些年来，Pitstop已将业务

寻求指导，但这并没有形成机制。所以，

拓展到印度四个邦，并且成为当地Uber车

我们决定成立企业孵化器/加速器，以更好

队的专属修车服务商。他们甚至为修车师傅

地栽培与指导这些企业，使他们能够为新

提供专用的小型货车，以便可以实现上门修

加坡经济作出贡献。这对我们也有好处，

车服务。Pitstop根据车型收费，并提供保

因为它让我们了解这些初创企业在做什

修，因此无论是哪一位修车师傅为你服务，

么，它们如何颠覆这个市场。

价格都一样，你只需通过应用程序付款。这

三年前，我们在印度投资了一家名为

些年来，Pitstop已把业务拓展到车检、事

Pitstop的公司。这是一个寻找修车服务的

故索赔、分销机油等。这家公司具备技术，

应用程序。大多数修车师傅不精通科技，

但缺乏车队管理的知识，因此我们跟他们分

我因此好奇Pitstop如何成功让他们使用这

享相关经验。如今，他们计划发展东南亚市

个平台。如果印度做得到，我相信在新加坡

场，找我们当合作伙伴。

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华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

Goldbell recently launched a mobility accelerator programme – Move.SG. How would this help to develop Goldbell’s core business?

Move.SG is an initiative that we have been working on with Enterprise Singapore, and many companies are interested to work with us. Most start-ups

workshop owners are not tech-savvy. I was

are equipped with technology but do not

interested in knowing how it attracts all

always know how to apply it. Figuring

these people onto this platform and makes

out its applications is a matter of domain

them use it. If Pitstop can do it in India, it

knowledge. Goldbell, I believe, is the

can do it in Singapore. Now it has expanded

strongest company when it comes to the

to four states in India and serves most of the

domain of mobility. Since we have been

Uber cars in the country. It even gives each

investing in mobility, many companies

of the head mechanics of the workshops a

came to us for mentorship in this area.

van so that they can go to customers’ homes

But we handled them on an ad hoc basis.

to fix their cars. It standardises the servicing

So, why not set up a proper incubator/

prices, including by car models, so it does

accelerator where we can curate, mentor

not matter which workshop this app sends

and grow these start-ups, shape them and

you to. It also provides warranty. And the

contribute to the Singapore economy? It

customers pay through the app. Now it has

is also good for Goldbell because it allows

evolved into doing inspections, accident

us to know the players out there, and how

claims, distribution of engine oils, etc. We

they are disrupting the market.

have been adviser to the company over the

Three years ago, we invested in a

last three years. Pitstop has the technology,

company in India called Pitstop. It is

but it lacks experience in the domain of fleet

an app where a car owner can find all

management. So, we guide them. Now it is

the workshops to which he can send

planning to develop the South East Asian

his vehicles for servicing. Most of the

market and has chosen us as its partner.

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

对于传统企业想要拓展海外 市场，您会给予什么建议？ 你需要了解当地文化和经商方 式，也需要了解自己的产品有什么 独特卖点。如果没有就不要贸然到 海外发展，因为当地人很可能做得 比你更好。过去几年，金钟集团已 把业务扩展到越南和马来西亚。我 们也在柬埔寨经营贷款服务。租赁 业务要向外拓展并不容易，不但需 要资金，还要在异地部署资源，以 进行交易。我们只会去那些我们认 为有把握的国家，而且一定会在当 地寻找合适的合作伙伴。

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华商 | C H I N E S E E N T R E P R E N E U R

U p C l o s e | 华商人物

What is your advice for traditional businesses that hope to expand overseas but face stiff competition from local competitors?

You need to understand the local cultures and ways of doing business. You also need to know your unique selling point. If you do not have that, do not go overseas. The locals there can do better. Over the last few years, we have expanded into Vietnam and Malaysia. We are also venturing into Cambodia to provide some financial services.

Leasing business is hard to scale because this needs capital and requires setting up brick and mortar. We only go to countries that we are comfortable in and can find suitable local partners.

我们决定成立企业孵化器/加速器， 以更好地栽培与指导初创企业， 使他们能够为新加坡经济作出贡献。”

华商 | C H I N E S E E N T R E P R E N E U R

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华商人物 | U p C l o s e

Goldbell如何履行 企业社会责任？

一家公司的成功不仅取决于努力，还 有“因果” ，即是否有做该做的事。我认为 企业应该尽心尽力回馈社会。我是“Food From the Heart”的董事会成员，该组织 为有需要的人提供送餐到宅服务。我之所 以知道这个组织，是因为他们需要送餐， 想跟我们租车。与该组织负责人交谈时， 我发现他们曾经跟我们买了一辆叉车，价 格比原价便宜许多。原来，我公司的一位

How does Goldbell fulfil its social responsibility?

“金钟集团去年拨出30万元， 捐赠给了六七个不同的慈善机构。 ”

销售职员暗地里自掏腰包，付了一部分 钱。我责备他没有告诉我，因为如果让我

A company’s success comes not just from hard work but

知道，我其实可以把叉车送给他们。后

also its “karma”, which means doing the right thing. I

来，我免费把货车租给他们使用，并加入

believe that every company should try to give back

了他们的董事会，希望以此可以给予他们

to society in some small way. It may not be money but

更多帮助。金钟集团多年来取得盈利，对

effort. I am on the board of “Food from the Heart”, which

此我甚为感恩。我们去年拨出30万元，捐

delivers food to the needy in Singapore. I came to know

给了六七个不同的慈善机构。

this organisation because it wanted to lease trucks for delivery. After talking to its general manager, I realised it had a forklift which was bought from us at a much lower

“顾客的需求无穷 无尽，但问题是我 们是否有能力因需 求而演变？”

price. It turned out that one of my salespersons had paid a partial sum for it from his own pocket, but kept quiet about it. I scolded him for not telling me, for I could have given the organisation the forklift for free. In the end, we leased our trucks to the organisation free of charge, and I joined its board, hoping to help it even more. I am grateful that Goldbell has been making profits. Last year, we set aside $300,000 and have donated to six to seven different charitable causes.

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华商 | C H I N E S E E N T R E P R E N E U R

F o c u s | 热点专题

竞逐全球创新 驾驭全新未来 商界领袖共话成功之路

GLOBAL INNOVATIONS: NAVIGATING THE NEW FUTURE EIGHT JOURNEYS THAT MADE IT

未

来充满无限机遇与 挑战。在一个不受地

理位置、行业形态和传统社会结 构限制的开放世界里，如何重塑营商 新环境至关重要。当前，全球政经格局和 科技发展出现了前所未有的急剧变革，企业 必须对环境变化和全球趋势作出迅速反应， 以争取到新的机会。由新加坡中华总商会举 办的一年一度中小型企业大会，邀请多位商 界强人，分享他们如何走出舒适圈，强化创 新策略的基础实力，引领企业转型成功。

O

urs is a time where geographical constraints are obliterated while

industrial practices and social structures undergo revolutionary upheavals. The economic and technological changes are quickening, necessitating similar pace of change in businesses to capture the new outbreak of opportunities. The annual SME Conference and Infocomm Commerce Conference organised by the Singapore Chinese Chamber of Commerce & Industry invited several business hotshots to share how they have braved the unknown and succeeded in strengthening the foundations of their enterprises by way of innovation.

华商 | C H I N E S E E N T R E P R E N E U R

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热点专题 | F o c u s

智能门锁开启新局面 未来应用可能无限 人工智能产业发展、物联网应用和智 慧城市建设，带动了智能家居行业的普及和 发展。其中，智能门锁更是成为争夺的热战 场。单是中国，智能门锁品牌已经超过3500

袁绍 丰 igloohome 首席运营官

个，生产企业达1500多家。 面对上千厂商的竞争，很难想像一家新 加坡的初创公司在这个市场会有什么优势。 但igloohome证明，正如防盗要有一把好锁 头，做生意要成功，不让对手攻破，就必须 拿出好点子，发现市场需求并找寻合适的解 决方案。 Airbnb等短期租房平台盛行，房东和租 客之间如何方便地转交钥匙，促使igloohome 联合创办人周文杰和王跃博士，带领一班数据 科学家和工程师开发智能门锁系统。 袁绍丰介绍，新技术让房东通过移动应 用程序，将虚拟钥匙发送到租客手机。当租 客收到房东分享的虚拟钥匙后，只需输入一 组带有时效性的密码或蓝牙钥匙，就能进入 屋内。这样，房东再也不必为了转交钥匙， 或因为租客丢失钥匙而苦恼。 igloohome的智能门锁采用同步和 加密的技术，类似于网上银行的认证令牌

更多资金在研发新产品和软件上，并且在欧 美及亚太地区开拓新市场。

（internet banking token），安全可靠。技

袁绍丰说： “ iglooworks卖的不只是门

术得到国际肯定，igloohome更成为Airbnb

锁，而是一套全方位的解决方案，以推进

的全球官方合作伙伴之一。

智慧城市发展、实现更好的城市规划，以

在igloohome的基础上，公司在今年推

及更完善的基础设施管理。”这套智能通行

出iglooworks，将智能门锁科技的运用拓展

（Smart Access）解决方案可以帮助企业和

至房地产和基础设施的领域。公司也将注入

政府加强安保和监察能力，节省开支。

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华商 | C H I N E S E E N T R E P R E N E U R

F o c u s | 热点专题

结合高科技专属定制 护肤品牌引领新风气 随着时代进步，许多传统日用手工艺

涯。原来是因为自己和孩子容易患上湿疹，

品都早已被流水线生产的工业产品所取代。

在寻找治疗方法时开始深入接触护肤品市场

这些产品虽然质量好、价格低廉，却有可能

这一领域，发现定制护肤品大有潜力。如

忽略艺术特色和个性追求。这样的产品满足

今，公司每年收入达数千万美元，产品在美

不了那些追求更高层次生活的人，他们希望

国、澳大利亚和亚洲各地均有出售。

拥有独一无二，仅属于自己的衣服、首饰或 家具。

陈丽温将她的成功归功于使用“科技思 维”。她十分佩服日本人对科研的执着，尤其

科技进步和方法创新简化了生产程序，

是对护肤品成分巨细靡遗的分析。市面上很

也使专属定制成为潮流。以护肤品市场为

多产品都只分油性、干性、混合性和敏感性

例，Skin Inc的产品标榜为为肌肤量身定做。

四种肤质，而Skin Inc细分到84种。因为技术

该品牌与日本实验室合作研发的肌肤在线诊

含量高，陈丽温对自己的产品自信满满，不

断科技平台——MSID（My Skin Identity ，

担心被抄袭。

可更精准地了解每一个人的肌肤状态，从而 调配出一瓶专属的护肤精华液。 陈丽温说： “创立Skin Inc的初衷就是要 颠覆‘一瓶适合所有肤质’的护肤理念，将 护肤品市场带入‘定制适合你的那一瓶’的 新阶段。” 她认为，护肤不需要复杂的程序,而是可 以像编程一样模块化，借用科技和数据化分 析,发现肌肤问题，然后组合能够解决问题的 有效成分，从而能够立竿见影地解决问题。 陈丽温十多年前毅然放弃在一家跨国资 讯科技企业当行销高管的高薪工作，勇闯商

陈丽 温 Skin Inc 创始人兼首席执行官

华商 | C H I N E S E E N T R E P R E N E U R

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热点专题 | F o c u s

东南亚首家ODM电商平台 开启新零售时代 2017年创立的IUIGA，是新加坡首个生

合制造业的新模式较“重” ，但也重塑了电商的 品质和服务标准，吸引了一批对品质有追求的 中青年消费者。

活类产品自营电商平台，采用ODM模式，直

赖昕说： “IUIGA只和国际大牌的工厂合

接和品牌制造商对接，由制造商设计生产产

作，把最高品质的生活类产品直接带给消费

品，去掉品牌高溢价，将顶级商品平价化。

者。我们想通过这种方式告诉消费者，好的东

这种主打名牌质量精品，以具竞争力的

西不一定很贵。”

价格为卖点的电商平台，几年前开始在中国兴

赖昕以IUIGA的明星商品全镁铝行李箱为

起。此前，天猫、淘宝、京东等电商，只提供

例，指出这类行李箱如果是国际名牌，售价一

交易平台，不负责库存和产品质量。但以网易

般超过1000新元，但在IUIGA仅卖159新元。

严选等为代表的电商一改以往的做法，参与产

原因是，奢侈品的成本和售价差距巨大，溢价

品制造、承担库存、做自主品牌。虽然这种结

率往往超过12倍。IUIGA通过ODM模式与品 牌制造商合作，建立自营电商渠道，去掉高溢 价，给消费者提供了更有性价比的选择。 有别于其他零售商，IUIGA的每一个产品都 会附上“透明定价表”，列明产品从原材料、人 工、税务、物流到最终定价的价格，消费者的 每一分钱花在什么地方一目了然。 赖昕说，为国际名牌服务的代工厂，一 般不会跟小公司合作。IUIGA花了两年多的 时间，在中国各地走访了上千家工厂，向它 们解释公司采用的创新模式，说服它们成为 IUIGA的合作伙伴。目前已吸引200多家工厂 加入。 IUIGA目前在Singpost Centre， Causeway Point，Tampines 1和 Funan有 四间线下商店。赖昕指出，虽然新加坡是东 南亚国家当中，网购最普及的地方，但与中 国相比，电商渗透率较低。顾客可以通过实 体店了解线上产品，提高信任度，与此同时

赖昕 IUIGA 联合创办人兼首席营运官

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华商 | C H I N E S E E N T R E P R E N E U R

熟悉IUIGA的模式，逐渐培养起通过电商购 物的习惯。

F o c u s | 热点专题

分销是FNA的主要业务，占公司营

吕立岩 FNA集团 首席执行官

收的七成，其余则是零售。为提高效率和 减低成本，公司近年来推行数码化，从库 存自动化，到利用大数据分析消费者行为 等，效果显著。 “在提高效率方面，我们做得特别彻 底，因为做中间人的生意，没有成本优势是 不行的。” 1991年，新加坡免税商品店（DFS）决 定关闭其巧克力分销部门，吕立岩认为这门 生意仍大有作为，因此鼓动当时担任该部门 主管的太太，向DFS要求接管业务，并成立 自己的公司，从而开启分销巧克力的生意。 可卡树目前在樟宜机场共有五间店，其 中在第四航厦、面积达433平方米的店面去年 四月开张，以蓝天白云和热气球为主题的装 潢设计让人仿佛置身天空之城，亦梦亦幻。 吕立岩说，樟宜机场对入驻商店的要 求很高，而招标竞争激烈，当中不乏财力 雄厚的国际大牌。要在竞标中脱颖而出，

本地巧克力零售与时并进 与国际最强品牌比拼 新加坡知名巧克力连锁店品牌可卡树

除了零售空间的设计要充分发挥创意，服 务也要设想周到，例如利用科技提升结账 速度，让赶飞机的旅客节省等候时间等。

（The Cocoa Trees）的母公司FNA，在

过去四五年来，FNA的业绩每年增长

短短28年间，从一间只有五名员工的小公

1-2%。吕立岩认为，从长远来看，公司必

司，拓展成为亚洲最大的巧克力分销与零

须探索新的增长策略，比如通过收购等方

售商。在吕立岩看来，这是公司不断寻求

式拥有自己的巧克力品牌。 “ 我们的强项是

方法提升竞争力的结果。

分销网络，没有自己的产品。但如果我们

“每个生意人都希望自己建立的企业

拥有好的产品，打着‘新加坡出品’，利用

历久不衰，我们也不例外。巧克力市场竞争

自己的渠道在全球销售，相信会加速公司

激烈，我们必须注重实效，步步为营。”

增长。”

华商 | C H I N E S E E N T R E P R E N E U R

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热点专题 | F o c u s

RIGHT BEARING LEADS TO THE FRONT OF AI

Derrick Yap

“There is a saying that if you think the speed of

Chief Executive Officer PBA Holding Pte Ltd

change today is fast, it will only be faster tomorrow.”

This is a motto which has inspired Derrick Yap, Chief Executive Officer of PBA Holding Pte Ltd, to quickly evolve his father’s ball bearing trading company to also become a provider of automation and motion control components.

PBA has since grown further to become a local leader in offering end-to-end robotics and industrial 4.0 solutions across multiple industries.

Its solutions range from manufacturing robotic parts to designing whole robots.

Growing at 30 to 40 per cent per year and having presence in over 10 countries may be unlikely dreams if PBA, founded in 1987, had not made that transformation. But achieving it all single-handedly is impossible. PBA has acquired close to 30 companies in different industries over time that now make up its automation value chain. It also counts three conglomerates among

to retrain and nurture robotics engineers.

its shareholders. Preferring to focus on their core

PBA also has an advanced new technology

business, conglomerates would have SMEs as

incubator which helps young companies in robotics

their complementary partners if the SMEs have

and automation. “Most of the time when you try to

the niche expertise they need, shared Yap.

make changes or grow the company aggressively,

Tapping into collaborations, PBA aims to create

you fail,” said Yap.

a platform of choice for robotics and automation at

“The timing may not be right, or the plan needs

its new premises at Cleantech Park in 2020. Seeing

some tweaking. If you give up, you lose everything.

the talent gap in the industry, Yap founded the not-

Fail hard but not too hard; fail quick and fail cheap,”

for-profit Robotics Application Centre of Excellence

he added, advising that perseverance often pays off.

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华商 | C H I N E S E E N T R E P R E N E U R

F o c u s | 热点专题

“IMAGINEERING” A WORLD OF DRIPPING SWEETS

The 36-year-old is also re-inspired to expand her brand aggressively overseas through franchising

This Christmas, what is topmost on the mind

and licensing, after opening a few outlets abroad,

of Janice Wong, founder of the Janice Wong dessert

including a crowd-enticing sweets shop which

and confectionery brand, is her next challenge:

features a chocolate fountain in Macau.

get feedback and create sweet treats bearing the

“Now I spend 70 per cent of my time away from

“personal signatures” requested by customers.

the kitchen as I need to focus on marketing,” said

Meanwhile, for the long term, she is thinking

Janice, who calls herself “chef imagineer”.

of developing a transportation system to deliver same- or next-day online orders to buyers.

Soon after its founding in 2007, Janice Wong was wooed by many potential foreign franchisees following its success with the cafe 2am:dessertbar.

“But we needed to adapt to the constant changes in those markets. We must also be able to deliver the products,” Janice recalled. “The money was attractive, but the business might not be sustainable if we didn’t have a long-term plan,” she added.

A series of bold initiatives followed.

First, she set up a lab, which has since consistently come up with new flavours and designs for the Janice Wong collection. Then, a job installing an edible art piece put Janice Wong on the world map. The intricate and enchanting work of adorning and covering walls, ceilings, floors and whatnots in public spaces with pastries and sweets is now equated with the brand by many.

“This brings us another stream of revenue,” mused Janice. She is happy that her edible art is

Janice Wong Chef Imagineer Janice Wong Singapore

providing a platform for people to come together to interact and enjoy new experiences, including using edible crayons for drawing.

“I count myself lucky for being able to do what I love most and still remaining passionate.”

华商 | C H I N E S E E N T R E P R E N E U R

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热点专题 | F o c u s

ONE STOP, MANY MARKETPLACES

its customer brands and use digital technology to

Joe Choa is a good guide on how to sell products

integrate the vending across multiple popular and

online without incurring unnecessary expenses.

After all he has 10 years under his belt as an

region-wide marketplaces such as Lazada, Shopee and Qoo10. Hence the word “omni-channel”.

eCommerce seller. A former military logistics

“Don’t repeat the process for each. We do

officer with a trend-spotting nose, the managing

all the integration work at the backend and the

director of UrbanFox turned his initial three-man

synchronisation of inventory for our customers.”

venture, which delivered parcels sold on eBay, into

UrbanFox has also taken up data analytics to help

the omni-channel eCommerce enabler it is today.

customers find out what products sell best and

UrbanFox, originally named Courex, now

why. “I am still the man on the ground finding out

serves 500 brands and sells over 20,000 products.

what to do next and what not,” said Choa, who

Recently, the company expanded to Vietnam,

still steers UrbanFox although it has become a

where it established online-to-offline capabilities

subsidiary of Keppel Logistics in 2017.

at a shopping mall. It is also appointed as a crossborder e-commerce initiative partner by the Malaysian Digital Economy Corporation. Now it is looking to move into Indonesia, where a market of potentially over 200 million consumers waits to be tapped.

But the journey might not have happened if Choa had not realised in 2014 that logistics is key to eCommerce, leading to his investment in warehousing. However, he advised sellers not to make this move if they are not planning long-term since online sales fluctuate.

“There is also the consideration of last-mile delivery, a capability we have developed.”

He also advised against setting up own Web

Joe Choa

stores as this requires management costs.

That is how UrbanFox comes into the picture as its job is to determine the eCommerce strategy for

26

Managing Director UrbanFox

华商 | C H I N E S E E N T R E P R E N E U R

F o c u s | 热点专题

THE INDISSOLUBLE WILL OF A SUGAR MAKER These might be unimaginable ideas to the founder when he started making and selling candies in 1947. Seven decades since, Cheng Yew Heng Candy Factory, one of Singapore’s sugar manufacturers and importers, is no longer just churning out black, red and rock sugar at its factory and distributing foreign-produced sugar.

Today it also makes colourful beverage-dipping rock sugar sticks that come in many flavours and runs a food incubator that helps food start-ups commercialise and scale their ideas. The good old Cheng Yew Heng has become innovative and trendy under the stewardship of John Cheng and his elder brother, third-generation standard bearers of the company.

Recalling his initial days at the helm, John Cheng has no doubt now about the need for constant change even if resistance from his

John Cheng Director of Trading and Business Development Cheng Yew Heng Candy Factory

employees is strong. His first moves included revamping the company structure to entice young

“We want to show that rock sugar can be used

talents and getting it certified by the two food

in everyday life. We still do the traditional rock

safety systems of HACCP and ISO 22000.

sugar, and now we want the younger generation to

As the company was deficient in research and

appreciate it. We didn’t want to focus just on eating

possessed insufficient key knowledge, he sought

but also on the experience.” The collaboration

partnerships with institutes of higher learning,

with institutes of higher learning led to the birth

which helped it to improve its work processes and

of Innovate 360, Singapore’s first food incubator.

develop new products. One creation is the Jewels

This is part of Feed 9 Billion, an open innovation

Rock Sugar Sticks, a brainchild of John, who wants

platform which strives to raise awareness about

consumers to understand rock sugar better amid

sustainable food production methods as the world

growing health concerns on diabetes.

population is expected to rise to 9.8 billion by 2050.

华商 | C H I N E S E E N T R E P R E N E U R

27

S M E 心声 | V o i c e o f S M E s

竞消委列出 四大常见不 良销售手法 注意商业行为以免违法 AVOID ENGAGING IN UNFAIR PRICING PRACTICES IN VIOLATION OF LAW

商

家少不了要跟消费者打交道，为了

法来损害消费者的利益。例如，在今年8月，竞消

招揽生意，各施高招，相互竞争。然而，招数可

委对一家餐厅进行调查后，发现该餐厅在宣传资

不能天马行空，如果胡作非为，还有可能触犯法

料上让消费者误以为他们只能在有限时间内享受

律。因此，商家应该谨慎地描述商品，并注意营

优惠价格，然而实际促销有效期为几年。竞消委

销手法是否妥当，以免被制裁。

认为这样的宣传手法违反了消费者保护法律，但

和许多国家一样，新加坡也有一套健全的消 费者保护法。2018年4月，新加坡竞争局改名为竞

28

基于该餐厅答应不再继续使用这种宣传方式，竞 消委决定不对其施以罚款。

争与消费者委员会（简称“竞消委” ） ，并接手了

根据竞消委在2019年9月发表的市场调查报

标新局的消费者保护工作。此后，竞消委一直积

告，以下四种商家常用的行销手法，可能会触犯

极履行职责，确保商家没有运用不恰当的行销手

消费者保护法令：

新加坡立杰有限责任

新加坡立杰有限责任

合伙律师事务所合伙人

合伙律师事务所 律师

唐子筌

郑晰

华商 | C H I N E S E E N T R E P R E N E U R

V o i c e o f S M E s | S M E 心声

消费者最终支付的价格比原先显示的价格

删除线定价 (Strikethrough Pricing)

高。比如，商家为了显示较低的价格，经常

这是指在售价旁划掉

会将预订费、信用卡费等省略，这可能导致

所谓的“原格” ，代表商

消费者无法根据完整的价格信息消费，比较

品或服务是打折出售的做

不同商家的价格也更困难。对此，竞消委提

法。如果售价和原价之间的差

议商家在标价时标明所有不可避免或强制性

别不实或具有误导性，消费者可

的费用。如果商家无法预先计算出这些费用

能会被误导，以为自己享受到了优惠，

的价格，就应该明确提醒消费者这些费用的

因而购买，甚至承担较高的价格。竞消委建议商家在

存在。

使用删除线定价时，应提供真实的原价，以免消费者

滴灌定价 (Drip Pricing) 在交易或付款时才通知有额外费用，以至于

对于自己省下的金额有所误解。

预选框 (Pre-Ticked Boxes) 产品或服务。如果消费者没有注意并取消这

以不真实或误导性信息强迫推销 (Pressure Selling Techniques)

些预选框，他们可能会买到不需要的附加产

商家可能运用不正确或者具有误导性的信息来制造一

品。因此，竞消委建议商家避免使用预选框

种不真实的迫切感，让消费者在这样的压力下购买商

来自动添加附加产品或服务。如果商家选择

品或服务。例如，商家可能进行一个“限定促销”的

使用预选框，则必须清楚地告诉消费者所提

活动，但实际上即使活动结束后价格也不变。对此，

供的附加商品或服务，并在标价时显示相应

竞消委提醒商家不要对消费者传达带迫切感的虚假或

的价格。

具误导性信息，让消费者被迫立即购买商品或服务。

商家有时会利用预选框来为消费者预选附加

为了杜绝不良的行销手法，竞消委拟定了一套 价格透明度准则，说明什么样的行为可能被视为触犯 消费者保护法律，以及竞消委在评估商家的行销手法 是否违法时的各种考量。经公众咨询，等这套准则正 式推行后，商家将可以更清楚地知道如何避免进入消 费者保护法律的雷区。 竞消委也提到，不设期限的清仓或歇业大甩卖 等行销手法也是违法的。在执法过程中，竞消委不会 特别优待较小的零售商。在这样严格的执法环境下， 我们呼吁商家更加谨慎，并且适当地修正现有的营销 手法，以确保其合法性。

华商 | C H I N E S E E N T R E P R E N E U R

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中华脉搏 | C h i n a B e a t

制 胜 中 国 新 零 售 时 代 30

FORMULA FOR SUCCESS IN CHINA’S NEW RETAIL MARKET China’s consumer market is experiencing dramatic changes. The evolution of “new retailing” and “new technology”, as well as the rise of young people as the core target group in the new ecology of retailing, have posed new tests to the ways businesses are run, their capabilities to position themselves to exploit advantages, and their habitual lines of thought. Professor Fang Baoqing, Vice Dean of the Institute of China Commercial Development, Shanghai Jiaotong University, suggests that companies switch their business strategies to make use of methods such as “cross-sector imagineering” and “fission marketing” as they embrace the age of new consumption. 中国消费者市场正在急剧变化。 “新零售” 、“新技术”的发展， 以及青年人成为零售新生态的核心人群，对企业的经营手段、布 局能力与思考维度都带来了新的考验。对此，上海交通大学中国 商业发展研究所副所长方宝庆教授认为，企业要改变经商策略， 运用“夸界思维” 、 “裂变营销”等方式，迎接新消费时代。 华商 | C H I N E S E E N T R E P R E N E U R

C h i n a B e a t | 中华脉搏

方宝庆教授 上海交通大学中国商业发展研究所副所长

PROFESSOR FANG BAOQING Vice Dean of the Institute of China Commercial Development

华商 | C H I N E S E E N T R E P R E N E U R

31

中华脉搏 | C h i n a B e a t

方宝庆指出，近十年来，中国消费诉求发生 深刻变化。如今，人们最为忧心的已经不是柴米油 盐，服装、茶饮咖啡、宠物服务、打车、生鲜 食品等，才是当今中国的消费新趋势。尤其在 一线城市，包括干洗店、便利店、钟点工、保

随

着地位不断上升，收入

洁阿姨等新生活服务业的需求也很强劲。

日益增长，中产阶级迅

中国新生代消费者对于充满理想与抱负的生

速成为中国的主体消费力量。他们

活方式，比他们的父母辈更具有行动力，更敢于

的消费行为更精明和成熟，更愿意

尝试新鲜事物，更崇尚新奇和惊喜，也更追求精

为产品品质支付溢价，并且非生活

致和个性化品味。以酒店为例，各式主题旅馆和

必需品的消费占比越来越大。

度假村如雨后春笋般兴起，如欧式城堡佇立在湖 中的“兴义吉隆堡度假村”、悬崖洞穴酒店“迷

A

s the income of the

途·后隆” 、位于富春江沿岸的建德富春开元芳草

Chinese

people

地乡村酒店等，精巧绝伦、匠心独具，颠覆了消

continues to grow, the middle

费者的酒店传统印象，它们甚至不必标榜自己是

class has quickly become

星级酒店，都已经给传统的五星级酒店带来竞争

China’s main consumption

压力。

force. Their consumption behaviour is savvier and more mature. They are more willing to pay a premium for product quality while non-necessities make up a growing proportion of their spending.

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华商 | C H I N E S E E N T R E P R E N E U R

C h i n a B e a t | 中华脉搏

Professor Fang pointed out that in the

of fulfilling their dreams and desires. More

past decade consumer demand in China

adventurous to try new things, they are

has undergone a profound change. Today,

drawn to novelties and thrills. They are also

what the people worry about most are not

after things exquisite and in tune with their

daily necessities such as rice and cooking

individual tastes. Take hotel as an example.

oil. Apparel, tea and coffee, pet care service,

A variety of theme hotels and resorts have

hail-and-ride service, and fresh food, among

sprung up, such as Xingyi Jilong Fort Resort,

other things, have become the new consumer

which stands in the middle of a lake like a

staples in present-day China. Particularly in

European-style castle; “Mitu Houlong”, a

the first-tier cities, there is also a very strong

cave hotel perched on a cliff; and Wonderland

demand for new everyday services such as

Resort Jiande Fuchun located on the bank of

dry cleaning, convenience stores, part-time

the Fuchun River. Elegantly and ingeniously

domestic workers, and women cleaners.

built, they subvert the traditional impression

Compared to their parents, the new

that people have of hospitality hotels.

generation of Chinese people are more the

Without having to even advertise themselves

“do it” type as they embrace the modern

as star-rated, they pose competitive pressure

lifestyle which affords them the possibility

on the conventional five-star hotels.

华商 | C H I N E S E E N T R E P R E N E U R

33

中华脉搏 | C h i n a B e a t

their tea drinks is no longer that they “taste good” and could “quench thirst”, but that they are “healthy” and “trendy”.

Whether they are dining at an outlet or it 中国茶饮品牌喜茶

is about processed food, consumers are

China tea drink brand Heytea

increasingly brand conscious. “Tastiness” is not the only standard they demand.

Besides the product itself, consumer experience is also very important. 为了吸引年轻消费者的眼球，企业纷 纷使出浑身解数，玩法层出不穷，近来更是 吹起了“跨界”风，注入巧思，积极建立与 年轻消费者沟通、连接，进而引起他们的共 鸣。就以卖奶糖的“大白兔”为例，推出奶 至于餐饮业，当前在中国最火爆的

糖味润唇膏，一开售便被迅速抢空。之后，

莫过于新式茶饮，街头巷尾茶饮店遍地

企业乘胜追击，携手香水代理商推出大白兔

开花。随着年轻消费群体的崛起以及人们

系列香水、身体乳、沐浴乳以及护手霜等产

的健康意识不断增强，现在的消费者对茶

品，同样大受欢迎。

饮的诉求已经不是“好喝”、“解渴” ，而 是“健康”、“时尚” 。无论是餐饮场所或加

To a t t r a c t eye b a l l s o f yo u n g

工食品，消费者越来越认品牌。 “好吃”不

consumers, companies pull out all the

是他们追求的唯一标准，除了消费产品本

stops and keep producing all sorts of

身，还要有消费体验感。

gimmicks. Lately the fashionable thing to do is “cross-sector imagineering”, which

As for food and beverage, the biggest

involves adding imaginative touches to

rage now in China is the new alternative

products as a proactive way to reach out,

tea drinks, with tea shops set up at all

relate and appeal to the young. Take the

corners. Due to the rise of the young consumer group and growing health consciousness among the general public, what current consumers expect from

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华商 | C H I N E S E E N T R E P R E N E U R

C h i n a B e a t | 中华脉搏

White Rabbit, which is famous for its

除了新生代消费者，方宝庆也指出， “她

milk candy, as an example. It rolled out

经济”和“夜消费”也是今天的两大新趋势。

a lip balm with the taste of milk candy.

女性教育知识水平提高，女性独立造成单身女

Once on sale, the sticks were quickly

性增加，女性已经成为主要消费者之一，其消

snapped up. Riding on its success, the

费品趋势包括健康、美容、生鲜、服装饰品、

company went further to collaborate with

旅游、母婴。中国有4亿20至60岁的女性消费

a perfume agent to launch a White Rabbit

者，她们每年的消费潜力高达10万亿元人民

line of perfume, body lotion, shower gel,

币，接近法国、德国、英国零售市场的总和。

hand cream and other products. These

近年来女性电商平台在中国名列前排，更是反

are also very popular.

映了她经济趋势。

Besides the new generation of young consumers, Professor Fang also mentioned the two new major trends of “she economy” and “night consumption”.

Being more knowledgeable, highly educated, and self-reliant, which leads to more of them being single, women have become one of the major consumer groups.

Some of the things they tend to spend on include healthcare and beauty products, fresh food, attire accessories, travel, as 大白兔香水

White Rabbit perfume

well as baby and maternity items. There are 400 million female consumers aged between 20 and 60 in China. Every year their consumption potential is as high as 10 trillion yuan (about S$2 trillion), close to the combined market of France, Germany and Britain. In recent years, the e-commerce platforms targeted at women have come to rank as the most visited, reflecting the rise of the “she economy”.

华商 | C H I N E S E E N T R E P R E N E U R

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中华脉搏 | C h i n a B e a t

“夜经济”也是当前中国的另一大热 词。去年年底以来，天津、上海、北京等大 城市相继出台举措，专门支持夜间经济发 展。从夜宴、夜饮，到夜唱、夜购等，夜 间消费几乎涵盖了商业、交通运输业、餐饮 业、旅游业、娱乐业等所有第三产业。中国 有36%的网购发生在夜间， “吃货”寻觅夜宵 好去处，令城郊变成城市副中心，展现了中 国“夜经济”的潜力。

“Night economy” is also one of the buzz terms now in China. Since the end of last year, major cities such as Tianjin, Shanghai and Beijing have successively introduced special measures to support night activities that could contribute to economic development. From evening banquet, night drinking, night singing to night shopping, night consumption encompasses all the tertiary sectors such as commerce, transportation, food and beverage, tourism, and entertainment. 36 per cent of China’s online shopping takes place at night.

The curious phenomenon of suburbs being turned into sub-centres of urban areas by “chi huo” or food lovers looking for good supper locations illustrates the potential of China’s “night economy”.

上海南京路步行街

Nanjing Road, Shanghai

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华商 | C H I N E S E E N T R E P R E N E U R

C h i n a B e a t | 中华脉搏

面对中国消费市场的迅速变化，企业要抓住市场 机遇，最关键是做好调研分析，包括商圈市场调研、 消费轮廓分析、质量知名调研及价位敏感分析。方宝 庆认为，如果要在中国一线城市发展，应该考虑该城 市是否有核心商圈和历史街区城市更新的机会、 城市 新定位下功能和结构优化的机会、城市功能疏解和溢 出带给周边区域发展的机会，或者近郊休闲度假的机 会。拥有这些优势的城市正进入产业优化升级和结构 调整阶段，会给周边区域带来巨大的发展商机。

In face of the rapid changes in China’s consumer market, businesses must seize the market opportunities. Most critically, they must do a good job of research and analysis, including research on markets in business districts, consumption profile analysis, research on quality and popularity, and price sensitivity analysis. Professor Fang believes companies intending to invest in a first-tier city in China must consider whether its core commercial district and historical enclaves would undergo urban renewal; whether it would optimise its economic functions and structure as it repositions itself; whether it would relinquish and devolve some of its functions, thereby shifting some development opportunities to its surrounding region; and whether one could find recreations and spend holidays in its suburbs.

Cities with these four prospects are entering the phase of industrial optimisation and upgrading as well as structural adjustment, which will bring huge development opportunities to their surrounding areas.

华商 | C H I N E S E E N T R E P R E N E U R

37

中华脉搏 | C h i n a B e a t

双十一”促销

Double Eleven Promotion Day

方宝庆也指出，裂变营销已经成为很多

spread word about it, which would have

中国企业的重要营销方式。所谓“裂变” ，即

a diffusion effect bringing its publicity

利用用户，通过用户的扩散效应，实现一传

to an exponential number of people. In

三，三传十的扩散效应。在中国，裂变营销

China, “fission marketing” methods are

方法五花八门，例如在“双十一”促销中大

varied, such as the “Collect Your Hong

放异彩的“领红包”活动、以团购价格购买优

Bao” activity, which was a big hit on

惠产品的“拼团” 、还有“打卡” 、“朋友圈点

the Double Eleven Promotion Day, and

赞”、 “分享抽奖” 、“邀请福利”等，如果能

“Group Pricing” which allows those who

够善加运用这些营销窍门，相信能够更容易

form purchase groups to buy products at

地找到目标客户，从而提升销售业绩。

a discount price. Other methods include “Punch Card”, “Like A Friend”, “Share

38

Professor Fang also pointed out

the Draw”, and “Invitation to Benefits”. If

that fission marketing has become an

you can skilfully use all these marketing

important marketing method for many

tips, very likely it will be easier for you

Chinese companies. “Fission” here refers

to find your target customers, thereby

to tapping users of a product or service to

improving your sales performance.

华商 | C H I N E S E E N T R E P R E N E U R

C h i n a B e a t | 中华脉搏

中国一线城市北京、上海、广州、深圳各有其定位。而新一线城市定位则大致如下：

杭州、成都、苏州

西安、郑州、 武汉、重庆、南京

长沙、贵阳、青岛

市场型

市场型

市场型

价值型

特色

先进制造业、高新技 术产业、度假休闲

流量型

特色

历史名城、工业城市、国家 交通枢纽、区域中心城市， 人口流量大，虹吸效应显著

成长型

特色

旅游休闲、本地消费

China’s first-tier cities Beijing, Shanghai, Guangzhou and Shenzhen each have their market positions. Other new first-tier cities can be positioned as follows:

Hangzhou, Chengdu, Suzhou

Market type

Value-accretion type

Attributes

Advanced manufacturing, high-tech industries, leisure and vacationing

Xi’an, Zhengzhou, Wuhan, Chongqing, Nanjing

Market type

Circulation type

Attributes

Famous historical cities, industrial cities, national transportation hubs, highly populated regional city centres which attract immigrants and capital

华商 | C H I N E S E E N T R E P R E N E U R

Changsha, Guiyang, Qingdao

Market type Growing type

Attributes

Possess industrial foundation; tourism and leisure, local consumption

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商团动态 | I n d u s t r y D y n a m i c s

让打 顾价 客格 盈战 门不 是 出 路

40

专 访 新 加 坡 面 包 西 果

商 公 会 会 长 郑 修 铨

PRICE WAR NOT THE WAY TO BRING MORE BUSINESS INTERVIEW WITH TANG SIEW CHUAN, PRESIDENT OF SINGAPORE BAKERY & CONFECTIONERY TRADE ASSOCIATION

华商 | C H I N E S E E N T R E P R E N E U R

面包西果是许多新加 坡人日常饮食当中必 不可少的食品。近年 来，本地烘焙业更加 丰富多彩，除了烘焙 商品选择更多，也有 更多外国品牌进驻， 烘焙业整体水平有所 提高。然而，烘焙业 也面对成本增加和人 才短缺的问题。新加 坡面包西果商公会 会长郑修铨接受《华 商》专访时表示，消 费者与烘焙业的发展 息息相关，面对激烈 竞争，邻里烘焙店不 能只是打价格战，必 须提高品质，但如果 消费者对烘焙商品的 品质没有要求，本地 烘焙业也难以进步。

I n d u s t r y D y n a m i c s | 商团动态

华商 | C H I N E S E E N T R E P R E N E U R

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商团动态 | I n d u s t r y D y n a m i c s

本地烘焙业的现状如何？ 近年来出现哪些新趋势？

业的日均总收入达290万新元。整体而言， 烘焙业在本地正向好发展。近年来，我们看 到有更多外国品牌进入本地市场，包括台 湾的吴宝春麦方店、马来西亚的Lavender

新加坡有大约8300家餐饮企业，其中

Confectionery & Bakery、韩国的Paris

烘焙企业有600多家。根据统计，今年一月

Baguette、美国的Shake Shack等。说明

到九月，新加坡消费者花费在面包上的总金

这个市场虽小，但有他们生存的空间。如果

额达7亿6000万新元，比去年同期上升了四

他们觉得没有把握，他们不会来。虽然外国

个百分点。民众平均每天花费$0.50在面包

品牌多了，但在新加坡经营业务的烘焙企业

上，比去年上升了3.2个百分点。本地烘焙

绝大多数是本地企业，外企不超过5%。

由新加坡面包西果商公会举办的食品烘焙展Chillax Asia，是餐饮业者相互交流和洽谈合作的重要平台。

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华商 | C H I N E S E E N T R E P R E N E U R

I n d u s t r y D y n a m i c s | 商团动态

本地烘焙业如何适应消费者 的需求变化，在经营模式、 营销方法等方面有哪些相应 的改变？ 如今消费者的选择更多，本地烘焙业 频频推出新产品，以满足消费者喜新猎奇 的消费心理。他们对本区域烘焙商品的流 行动态越来越敏锐，及时把脏脏包、古早 味蛋糕、芝士塔等人气商品引进新加坡。 一些蛋糕店提供私人定制的服务，可根据 顾客的要求，使用特别食材或塑造特别造 型，制作出独一无二的蛋糕。 郑修铨担任新加坡面包西果商公会会长期间，推动举办 烘焙展和烘焙比赛，希望借此提升本地烘焙业水平。

随着网上购物越来越普遍，更多人尝 试开设网上烘焙店，在家烘焙糕点，让顾 客在网上订购，没有实体店，上门送货或 约好在特定地点取货。其实我们公会反对 政府允许在家烘焙糕点网上售卖的商业模 式，因为住家厨房的卫生状况和商品的品 质标准难以监管，也给依照政府规定设立 标准烘焙厨房的传统实体烘焙店带来不公 平的竞争。但不得不承认网上烘焙店给对 烘焙感兴趣，又怀有创业梦的年轻人一个 成本较低的创业机会，他们推出与传统烘 焙店不一样的商品，创意十足，自有支持 的对象。

华商 | C H I N E S E E N T R E P R E N E U R

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商团动态 | I n d u s t r y D y n a m i c s

大型烘焙连锁品牌的市场 占有率越来越高，家庭式 小本经营的邻里烘焙店是 否还有生存空间？

本地烘焙业持续稳定增长，中端市场 在扩大，但邻里烘焙店似乎一直停留在原 地，既没有什么突破，也没有萎缩。面包是 许多国人的基本生活需求，邻里烘焙店还是 有它的需求。但如果要寻求突破，邻里烘焙 店不能只是打价格战，必须提高品质。 让我忧心的是很多人“不太会吃” ，对 食物的鉴赏能力较差。虽然烘焙业者愿意在 产品品质方面提升，但如果消费者吃不出差 别，只懂得比价钱、求便宜，那烘焙业者也 只能以最便宜的材料和方法制造糕点。如果 持续这样，本地烘焙业不会进步。

Bake-A-Star Championship烘焙比赛给年轻烘焙师一个展现技艺、发挥创意的舞台。

我经常到台湾考察，发现当地烘焙业 者无论是在材料或品质都比新加坡讲究。他

烘焙店和咖啡店是两类经营执照，官方一

们不敢使用偷工减料，或使用较差的材料，

向不允许商家同时经营烘焙店和咖啡店。

因为消费者吃得出分别，一旦觉得不好吃就

目前，同是面包物语集团（BreadTalk

会光顾另一家。

Group）旗下的烘焙店面包物语和咖啡店

邻里烘焙店也不妨在店面装潢上多

土司工坊（Toast Box）往往挨着隔壁开

下功夫，以吸引顾客入店。国外有许多烘

设，是最接近烘焙与餐饮结合的模式。如

培店，既是烘焙店，也是咖啡店，让顾客

果可以放宽让烘焙店经营咖啡店业务，将

可以在店里享用面包糕点。但在新加坡，

有助于本地烘焙行业升级。

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华商 | C H I N E S E E N T R E P R E N E U R

I n d u s t r y D y n a m i c s | 商团动态

创业者、为行业注入活力的重要手段。多个 海外商家和跨国机构参展支持，为本地企业 提供与外企合作，拓展海外市场的机会。此 外，我会也经常举办交流活动，邀请海外烘 焙师傅来新分享烘焙心得。 今年，公会响应政府的“工业4.0”愿景 号召，与全国职工总会就业与职能培训中心 e2i）合作，落实“烘焙师4.0计划” ，以协助 烘焙行业跟上科技发展步伐。计划也旨在培 养年轻一代的烘焙师，除了加强他们的烘焙 技能，也传授经商知识，鼓励创业精神。 配合烘焙展举办的烘焙比赛（Bake-AStar Championship） ，给年轻烘焙师一个展 现技艺、发挥创意的舞台。获得冠军的选手 还有机会代表新加坡到国外参赛。赛后，我 们也推广“冠军产品全国卖”的活动，安排 得奖烘焙师的参赛作品在全岛超过150家烘 焙店出售，让一般消费者也能品尝到这些烘 焙师精心制作的烘焙作品。 公会希望有更多烘焙师参赛，但一些老 板不喜欢员工参加比赛，怕他们得奖后被挖

贵会近年来做了哪些工作，以促进本 地烘焙业的发展？未来有什么计划？

角。正所谓“小池塘养不出蛟龙” ，如果年轻 烘焙师真有潜力成为“蛟龙” ，我会鼓励老板 力挺年轻人争取晋升机会。台湾面包大师吴宝 春也是从烘焙展举办的烘焙比赛发迹的。其实 在台湾有不少优秀的烘焙师，水平与吴宝春不

由新加坡面包西果商公会举办一年一度

相上下，但未必有机会走向国际舞台。而吴宝

的食品烘焙展Chillax Asia，是餐饮业者相互

春能够成功，除了自身的努力，也多得有个好

交流和洽谈合作的重要平台，也是扶持餐饮

老板，肯放手让他去绽放光芒。

华商 | C H I N E S E E N T R E P R E N E U R

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商团动态 | I n d u s t r y D y n a m i c s

本地烘焙商是否面临难请人的问题？您认为如何能提高烘焙 师的薪资，以吸引更多人加入烘焙行业？贵会如何帮助烘焙 商请人难的问题？

在本地工作的烘焙师，外籍人士占至

键是员工如何为企业增值。许多抱着打工心

少六七成，许多烘焙店都是聘请马来西亚

态的人做事缺乏主动性，但我认为烘焙师应

人。在新加坡请烘焙师确实不容易，愿意加

该不断提升技能，多动脑筋发挥创意，为企

入这个行业的本地人不多，甚至找不到本地

业的发展尽一份力。而老板也应该要明白，

烘焙师代表新加坡参加国际比赛。

廉价劳工的时代已过去，不能一直只求通过 压员工工资以节省成本，应该多栽培员工，

目前烘焙师傅的起薪大约在1800新元

让他们可以为企业贡献更多。

左右。我想这个行业不是没有加薪空间，关

郑修铨：邻里烘焙店不能只是打价格战，应提升品质，以增强实力。

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华商 | C H I N E S E E N T R E P R E N E U R

I n d u s t r y D y n a m i c s | 商团动态

郑修铨：更多外国品牌进来，说明这个市场虽小，但仍有生存空间。

连年上升的人力、店租及 原材料成本，导致利润越 来越薄，是许多烘焙商都 面临的问题。对此您会给 业界什么建议？

我们无法改变现状，但正如我之前提 到，这个行业的产值量持续增长，外国烘 焙业者也纷纷加入，说明只要经营得法， 还是可以获取利润。面对竞争，我建议业 者提升产品品质和服务水平，以增强实 力。公会也鼓励有条件的本地烘焙业拓展 国际市场。面包物语集团是一个成功的例 子，但通过带团出国考察、支持会员参展 等方式，我们希望协助更多企业走出去。

华商 | C H I N E S E E N T R E P R E N E U R

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薪火相传 | P a s s i n g t h e To r c h

商 业 是 苍 黎 命 脉 48

清孙 朝士 驻鼎 新与 加总 坡商 总会 领的 事关 系

COMMERCE IS THE LIFEBLOOD OF THE MASSES SUN SHI DING, QING DYNASTY’S CONSUL GENERAL IN SINGAPORE AND HIS RELATIONSHIPS WITH THE CHAMBER

华商 | C H I N E S E E N T R E P R E N E U R

P a s s i n g t h e To r c h | 薪 火 相 传

商业是苍黎命脉 喜见 人材聚会 愿同输爱力 支持故国大江流

中原为天府膏腴 改良 物产精华 好共挽利权 组织殖民新世界

Commerce is the lifeblood of the masses, so I am pleased to see this gathering of talents, whom I hope to work with to contribute patriotic effort in supporting our motherland to flourish like the continuous flow of the Yangtze River.

As China is a blessed land endowed with abundance, let us improve the essence of our products so that we could together recover our rights and work out a new world for the colonised.

龙飞光绪三十有二年岁次 丙午 新嘉坡中华商会告成

毫末茫茫大陆商战方新

书此持赠 我愧不才无勋

窃愿诸君共勉之 泉唐孙士 鼎撰并书

On the 32nd year since the accession of Emperor Guangxu, which falls on

The vast comes from the minute.

the Chinese calendar year of Bingwu

China has newly got into the trade

(1906). This is written to be gifted to

competition. It’s my private hope to

the Singapore Chinese Chamber of

be mutual motivation with all of you gentlemen. Composed and penned by Sun Shi Ding of Quantang.

1906年清朝驻新加坡总领事孙士鼎赠予新加坡中华商 务总会之木刻对联。 （新加坡中华总商会珍藏）

The couplet enclaved on the two wooden blocks given by Sun Shi Ding, Qing Dynasty's Consul General in Singapore to the Singapore Chinese Chamber of Commerce, in 1906. (SCCCI Collection)

华商 | C H I N E S E E N T R E P R E N E U R

Commerce following its establishment.

From one who feels unworthy with no meritorious achievements.

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薪火相传 | P a s s i n g t h e To r c h

你

知道吗？1906年新加坡华商 首创商务总会时，清朝总领事

赠送的木刻对联上写了什么？

D

o you know what was written in the couplet engraved on

two wooden blocks that the Consul

这幅木刻对联是清朝驻新加坡总领事孙

General of the Qing government

士鼎于1906年赠予新加坡中华商务总会，祝

gifted to the Singapore Chinese

贺本地华商首创商务总会，扮演及发挥“团

Chamber of Commerce (SCCC, the

结内部、开创商机、为民请命”的角色与功

original name of SCCCI) upon its

能。贺词上下联对仗工整，言简意赅，内容

establishment – an unprecedented

则反映清朝政府对海外华商的期许。

creation by the Chinese business community of Singapore?

This couplet was presented in 1906 to the Singapore Chinese Chamber of Commerce by Sun Shi Ding, the Qing Court’s Consul General in Singapore, to congratulate the establishment of the Singapore Chinese Chamber of Commerce. The association would perform and give full play to its roles and functions of “uniting all within it, creating business opportunities, and making representations for the people”. The two lines of the couplet are symmetrical and concise.

Its content reflects the expectations of the Qing government for the overseas Chinese business community.

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华商 | C H I N E S E E N T R E P R E N E U R

P a s s i n g t h e To r c h | 薪 火 相 传

孙士鼎，生于1865年，浙江省杭州府钱

孙士鼎赠总商会的这幅贺联，背后带出

塘县人，曾任广东候补知县，1905年8月底

的是一个时代的声音，亦即清政府对洋务运

经出使英国大臣汪大燮推荐，派充新加坡领

动、侨务及商务政策的立场与态度。贺词上

事署随员。1906年新加坡总领事凤仪准备卸

联表现了清廷自1840年鸦片战争以来的政

任时，汪大燮本要奏调广东后补知府汪大钧

治处境，期望透过变法自强来收回利权和发

继任总领事，惟其因尚有政务在身无法离粤

展实业。清廷于1903年设立“商”部后，

赴叻，遂改委孙士鼎出任新加坡兼海门等处

极力鼓励国内外实业家踊跃投资，利用中国

总领事，任期自光绪31年12月始至33年9月

地大物丰的优势来改良物产，开通商情，促

止(1906年1月至1907年10月)。

进商业发展，同时也鼓吹海外华商广设商务

清政府自光绪3年(1877年)始在新加坡

总会，以此巩固和凝聚华社的在地力量，在

设立领事馆，至辛亥革命被推翻为止，先后

殖民地社会形成新世界。而商业是百姓生存

任命了11位领事。驻新领事的任务主要是

的命脉，是民生的根基、社会的动力，因此

传达朝廷政策与讯息、反映海外华人需求、

总商会的成立，是商界群英的结合，也是人

处理捐官鬻爵、负责招商投资、接待到访

才汇集、共同为中国的富强和现代化贡献力

官员、庆祝皇室大典，以及推动文化教育

量的表现，这亦是贺词下联所表达的寄语

等。1900年以来，维新及革命派分别到本地

及意义。

宣传各自的政治理念，驻新领事也不时拍电 报上奏朝廷有关康有为、孙中山等人的政治 活动，并告诫侨民勿涉足支持或资助革命 的活动。 1906年总商会成立之际，时任驻新领事 的孙士鼎与总商会关系密切。他不但在任内 见证总商会的创设，协助呈请中国农工商部 备案，同时也与总商会鼎力合作，在英国人 要求淇漳山检疫站裸体检验和消毒时，抗议 这种不平等待遇和歧视政策，并成功促其取 消，同时也争取改良检疫站环境。孙士鼎鼓 吹戒鸦片烟，并交由总商会来协助办理。此 外，孙士鼎也关注华工出洋情形，曾调查南 洋地区华工是否有被拐骗逼勒之事，并协助 被拐卖的华工返乡。

华商 | C H I N E S E E N T R E P R E N E U R

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薪火相传 | P a s s i n g t h e To r c h

Sun Shi Ding was born in 1865 and

The main roles of the consul

hailed from Qiantang county of Hangzhou

in Singapore included conveying

prefecture in Zhejiang province. He was

policies and messages of the Qing

once a candidate for a county magistrate

Court, communicating the needs

post in Guangdong. At the end of August

of the overseas Chinese, checking

1905, on the recommendation by Wang

on d o na t io ns in exch a nge fo r

Da Xie, the ambassador to Britain, he

official positions, taking charge of

was posted to the consulate in Singapore

attracting businesses and investments,

to be an aide. In 1906, when the Consul

receiving visiting officials, celebrating

General in Singapore Feng Yi was

royal events, and promoting culture and

preparing to leave his post, Wang Da Xie

education. From 1900 on, the reformist

initially wanted to submit a request

and revolutionary parties separately

for Wang Da Jun, a candidate for a

came to Singapore to spread their

prefectural governor post in Guangdong,

respective political ideas. The consul in

to take over this position. But the latter,

Singapore also regularly sent telegrams

tied down by some administrative

to the Court to report about political

matters, could not leave Guangdong for

activities linked to people such as

Singapore. Therefore, a change was made

Kang You Wei and Sun Yat Sen. On top

with Sun Shi Ding assuming the post

of that, it warned the overseas Chinese

of Consul General in Singapore and for

not to get involved in revolutionary

other locations of the Straits Settlements.

activities by way of supporting or

His term lasted from the 12th month in

financing them.

the 31st year of the reign of Emperor Guangxu to the 9th month in the 33rd year (January 1906 to October 1907).

From the third year of the reign of Emperor Guangxu (1877) when it established its consulate in Singapore until it was overthrown in the 1911 Revolution, the Qing government altogether appointed 11 consuls.

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华商 | C H I N E S E E N T R E P R E N E U R

P a s s i n g t h e To r c h | 薪 火 相 传

In 1906 when SCCC was being established, the then consul in Singapore Sun Shi Ding developed a close relationship with the Chamber. Not only did he witness the creation of SCCC while in office, but also helped to request China’s Ministry of Agriculture, Industry and Commerce to keep a file record on it. Meanwhile, as the British demanded complete stripping for inspection and disinfection at St John’s Island quarantine station, Sun Shi Ding worked closely with SCCC to protest against the unequal treatment and discriminatory policy and successfully caused the requirement to be scrapped. At the same time, he fought for improvements of the

Underlying the couplet that Sun Shi

environment in the quarantine station.

Ding gifted to SCCC is a voice of the

An activist in helping opium smokers kick

times. That is, one manifesting the stance

the addiction, he let SCCC lend a hand

and attitude of the Qing government in

in the cause. In addition, Sun Shi Ding

regard to its Westernisation Movement

was concerned about the circumstances

as well as policies on overseas Chinese

in which Chinese labourers came abroad

and commerce. The first half of the

to work. He once investigated whether

couplet reflects the political situation of

there were cases of Chinese labourers

the Qing Court since the Opium War. It

being abducted and helped those who

hoped to recover its rights and develop

had been kidnapped and sold to return to

solid industries through reforms and by

their hometowns.

strengthening itself. Since setting up

华商 | C H I N E S E E N T R E P R E N E U R

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薪火相传 | P a s s i n g t h e To r c h

总商会史料征集

the Ministry of Commerce in 1903, the Qing Court made utmost efforts to encourage domestic and foreign industrialists to actively invest and make use of China’s vast territory and abundant resources to improve their products as well as drive commercial

新加坡中华总商会欢迎大家捐赠 史料，一起与我们保存和传承总 商会的历史。您可以透过以下途 径提供有关总商会的的文物资料 (如旧照片、证件、佩章)给我 们，我们会尽快与您联系。

development by facilitating the flow of goods. At the same time, it also advocated widespread establishment of business associations by overseas Chinese businessmen, which would help consolidate and integrate the strengths of the local Chinese communities to form a new “world” within the colonial societies.

CALL FOR HISTORICAL ITEMS

Commerce was the lifeblood of survival for the general masses, the foundation of people’s livelihood, and the driving force of society.

Therefore, the establishment of SCCC was not only about gathering of the elites of the business community but also a statement about the combining of talents to collectively contribute their efforts to help China achieve prosperity and modernisation. This is the message and the meaning conveyed in the second half of the couplet.

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Singapore Chinese Chamber of Commerce & Industry warmly invites you to donate historical documents to help preserve and perpetuate the historical heritage of SCCCI. You may wish to provide us with more information about the Historical Documents (e.g. old photographs, certificates and badges) through the following contact: Email: history@sccci.org.sg Contact: (65) 6430 8304 Address: Singapore Chinese Chamber of Commerce & Industry (Historical Items) 9 Jurong Town Hall Road, #04-01, Trade Association Hub, Jurong Town Hall, Singapore 609431

华商 | C H I N E S E E N T R E P R E N E U R

SCCCI

FAMILY BUSINESS SHARING SERIES Successful Family Businesses, Generation after Generation Family Businesses constitute a key component of the business community in Singapore, creating employment opportunities and contributing to our economy. At a time when Singapore’s economy is restructuring, many family businesses are also transforming, and undergoing transition from one generation to the next. The process may not be easy, but solutions can be found.

Find out more about the SCCCI Family Business initiative right here

Proudly Organized By

商会时讯 | M o m e n t s

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华商 | C H I N E S E E N T R E P R E N E U R

M o m e n t s | 商会时讯

2019.8.21-22

中小型企业 大会 SME CONFERENCE 第21届中小型企业大会以“竞 逐全球创新·驾驭全新未来” 为主题，让业者了解如何面对 挑战，强化创新策略，转型与 发展。大会开幕主宾为贸工部 长陈振声。

Under the theme “Global Innovations: Navigating the New Future”, the 21st SM E C onfe r enc e was geared to help businesses navigate challenges, adopt in nov ation, tran sfo rm and grow. Minister for Trade and Industry Chan Chun Sing officiated at the opening. More than 7,000 participants attended the event.

华商 | C H I N E S E E N T R E P R E N E U R

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商会时讯 | M o m e n t s

2019.9.6

总商会中秋晚会 SCCCI MID-AUTUMN CELEBRATION 《灯传中秋缘 千里共婵娟》中秋晚会在商团中心 举行。300名来自新加坡马来商会、新加坡印度 商会、马来西亚中华总商会、各国外交使节和政 府官员出席。总商会也在晚宴上颁发奖学金，嘉 奖学业表现优异的大专生。大会主宾为总理公署 部长兼财政部及教育部第二部长英兰妮。

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The Mid-Autumn Night Celebration was held at the Trade Association Hub. 300 representatives from the Singapore Malay Chamber of Commerce and Industry, the Singapore Indian Chamber of Commerce and Industry, the Associated Chinese Chambers of Commerce and Industry of Malaysia, diplomats and government officials attended. Scholarships were awarded at the dinner banquet to tertiary students in recognition of their outstanding academic performance.

Minister of the Prime Minister’s Office cum Second Minister for Finance and for Education Indranee Rajah was the guest of honour.

华商 | C H I N E S E E N T R E P R E N E U R

M o m e n t s | 商会时讯

2019.9.29

“事业女性传承 华商精神”论坛 FORUM ON “THE LEGACY OF CHINESE ENTREPRENEUR SPIRIT: THE CAREER WOMEN’S PERSPECTIVE” 配合总商会事业女性组成立25周年，论坛 邀请总商会名誉董事——张齐娥女士和颜 诗琴博士担任主讲嘉宾，阐释华商精神在 她们经营企业上所展现的力量。

The forum was held to mark the 25th anniversary

of

the

SCCCI

Career

Women’s Group. SCCCI honorary council members – Ms Claire Chiang and Dr Gan See Khem shared at the forum on how the Chinese entrepreneur spirit has helped them strengthen their business.

华商 | C H I N E S E E N T R E P R E N E U R

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欢迎新会员 W E LCO M E A B OA R D ( Au g u st - O c to b e r ) Member Company A PLUS MANPOWER SERVICES PTE LTD AIR CHINA LTD (SINGAPORE BRANCH) ALBATROSS WORLD TRAVEL & TOURS PTE LTD AM GLOBAL PTE LTD ANTICS HOLDINGS PTE LTD APEX PWM PTE LTD ASIA BLOCKCHAIN INDUSTRY INSTITUTE PTE LTD AWIN RESOURCE INTERNATIONAL PTE LTD AXLESOLUTIONS PTE LTD BI CUICUI BIGFATPURSE PTE LTD CHEN WA LANDSCAPE PTE LTD CHEONG LUEN SNG, REEVE CHONG YOKE POH CKR CONTRACT SERVICES PTE LTD DACAI PTE LTD DIESEL TECH PTE LTD DODOCA INFORMATION TECHNOLOGY (S) PTE LTD ECOCO PTE LTD FINEXIS ADVISORY PTE LTD FOOD CORPORATION (S) PTE LTD GEMZ CORPORATE SERVICES PTE LTD GLOBAL TE HOLDING PTE LTD GOH YIN LING, LYNNETTE GSUM-TITANLAND CAPITAL PTE LTD GWS LIVING ART H&T INVESTMENT AND DEVELOPMENT PTE LTD HANIFA KAHAR HAYLNNE SHI HRM LABS PTE LTD HUANG XUEMEI HUBEI CHANG JIN REAL ESTATE DEVELOPMENT LIMITED COMPANY HUNG LIN LIN INLEDS LIGHTING PTE LTD INTEGER ALPHA PTE LTD KILLY CAI KONGSBERG TECHNOLOGY (S) PTE LTD L’EXCELLENCE PTE LTD LAI SIJUN LAVENDER MEADOWS ACADEMY PTE LTD LEON EXHIBITION PTE LTD LIAN GIM (S) TRADING LIM CHIA LEONG, STEVEN LIM OH HONG LIU FOOK THIM LIU PENG CHENG, JASON LU LIPENG M DOMER ENTERPRISE MERCATOR INTERNATIONAL SG PRIVATE LIMITED MOOVPAY GLOBAL PTE LTD NEW CREATIVE CULTURAL EDUCATION CENTRE PTE LTD NEXTEVO INTERNATIONAL PTE LTD NG YAN BO, ABEL ARTHUR NG YONG JIA, AMELIA PENG CHAN KOK PIXEL MECHANICS PTE LTD PRODUCTS PURCHASING & SUPPLY SERVICES PROSPACE PTE LTD PS ENERGY PTE LTD RUIXING TECHNOLOGY PTE LTD SEOCIETY PTE LTD SH DESIGN & BUILD PTE LTD SHEER TECHNOLOGY PTE LTD SIN YEW TEK SOUTH-ASIA BIOMEDICAL ENGINEERING PTE LTD SUNRISE BUSINESS CENTRE PTE LTD TAN SOON CHENG,DIANA TAN TENG SEN TEO LAU SU HUI, SHAUNA THREE NORTH STARS PTE LTD V3 GROUP (SINGAPORE) PTE LTD VGC TECHNOLOGY PTE LTD WANG SUFANG WINFILL HOLDINGS PTE LTD WISDOM AND WIT CONSULTANCY PTE LTD XU SONGQING YEO XUAN BING, PEARLY ZOHO CORPORATION PTE LTD

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Business Representative MS MR MS MR MS MR MR MR MDM MS MR MR MR MR MR MR MR MDM MR MS MR MS MS MS MR MR MR MDM MS MR MS MR MS MS MR MDM MR MS MR MS MS MS MR MR MR MR MR MR MR MR MS MR MR MS MR MR MR MDM MR MDM MS MR MR MR MR MS MS MR MS MR MS MR MS MR MDM MR MS MR

ZHANG LIN WANG ZHI YONG CRYSTAL IVY SIM ADRIAN NG WINNIE PUA TANG TUCK SOON CHEN BOHUI JU HAI JUN JOSEPHINE TEO BI CUICUI ALVIN CHOW DARREN CHOO REEVE CHEONG CHONG YOKE POH C KALAIYARASAN DONG CAI ELSON TOH LIN RUO WEI HENG YIH JER ADELINA KOH JIANG ZHONG LE AW HUI MIEN QUEK JIA JIA LYNNETTE GOH CHEN ZHEN KOH HONG YEW SIA ENG TEK HANIFA KAHAR HAYLNNE SHI KASON TAN HUANG XUEMEI XUE CONGQING HUNG LIN LIN ELLIE KONG LIM KAH GUAN KILLY CAI KELVIN TANG SYLVIE KHAU LAI SIJUN WAN FENG MAI SHUHUI LIM SIEW GIM STEVEN LOW LIM OH HONG LIU FOOK THIM JASON LIU LU LIPENG MURTHY MORGAN NICHOLAS NETZER DAVID CHONG SUMMER WANG ZHUJUN DROSTON TANG ABEL NG AMELIA NG PENG CHAN KOK CAL YEO GOH MIAN MENG ISEBELLE ANG NG LEOK KWEE ZHANG LIXIN FALICIA TAN WALTER TAN YUE RUI SIN YEW TEK SHANNON TAY FANNY YAU DIANA TAN TAN TENG SEN SHAUNA TEO LAU RICHARD WEN RACHEL SIM VINC TAN LEET HOOI WANG SUFANG JAMES CHEN MAVIS WANG XU SONGQING PEARLY YEO GIBU KURIAN

Designation Director General Manager Chief Executive Officer Director Managing Director Financial Services Director Director General Manager Director Director Chief Executive Officer Director Finance Director Executive Managing Director Director Managing Director Managing Director Director Executive Financial Consultant Shareholder Head of Corporate Services Director Managing Director General Manager Manager Chairman Director Senior Associate Director Director Chief Executive Officer Education Consultant Director Chief Executive Owner Managing Director Managing Director Sales Manager Director Accounts Director Owner Associate Director Owner Chief Executive Officer Associate Director Director General Manager Director Director Director Account Manager Teacher Owner Director Managing Partner Lead Consultant Chief Operating Officer Director General Manager Deputy Chairman Director Admin Assistant Business Development Manager Director Engineer Director Director Chief Executive Officer Director Managing Director Business Development Manager Chief Executive Director Group Chairman Implementation Specialist General Manager

华商 | C H I N E S E E N T R E P R E N E U R

Business Nature Others (please specify) Transport, Storage & Logistics Tourism & Hotels Transport, Storage & Logistics Professional, Business & Technical Services Finance & Insurance Education Wholesale & Retail Trade Professional, Business & Technical Services Others (please specify) Professional, Business & Technical Services Construction Manufacturing Manufacturing Others (please specify) Manufacturing Finance & Insurance Wholesale & Retail Trade Professional, Business & Technical Services Wholesale & Retail Trade Real Estate Manufacturing Professional, Business & Technical Services Others (please specify) Real Estate Wholesale & Retail Trade Finance & Insurance Construction Wholesale & Retail Trade Education Construction Others (please specify)

Others (please specify) Others (please specify) Finance & Insurance Education Manufacturing

Professional, Business & Technical Services Wholesale & Retail Trade Real Estate Others (please specify) Education Information & Communications Construction Wholesale & Retail Trade Others (please specify) Tourism & Hotels

Information & Communications Wholesale & Retail Trade Information & Communications Professional, Business & Technical Services Professional, Business & Technical Services Others (please specify)