Cha Yi grows on core business philosophies, market strategy

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NEW HEIGHTS: Poh (right) is pictured with Justin Sim, personal assistant to Cha Yi director with festive hampers for Chinese New Year. Cha Yi has scaled to new heights via its core business philosophies and impeccable product placement via carefully-conducted market research.

NEW HEIGHTS: Poh (right) is pictured with Justin Sim, personal assistant to Cha Yi director with festive hampers for Chinese New Year. Cha Yi has scaled to new heights via its core business philosophies and impeccable product placement via carefully-conducted market research.

KUCHING: Cha Yi Trading Sdn Bhd (Cha Yi) has scaled to new heights as a leading snack food enterprise and hamper provider on staying true to its core business philosophies and impeccable product placement via carefully-conducted market research.

Cha Yi’s general manager Poh Kim Kwang, in an interview with The Borneo Post emphasised that the company focused heavily on high quality which in turn led into well-established brand recognition.

“Transparency in terms of what we do is very important as this builds and preserves brand reputation. The choice of our products is based on certain criteria. Normally we look for natural and healthy snacks. For example, when we source cuttlefish, we look for the deep sea cuttlefish.

“Deep sea means they are exposed to less pollution as these creatures they stay deep in the sea, so they would be less affected by pollution,” Poh said.

He said that the core strength of the company was that compared with other establishments, Cha Yi carried a lot of leading brands, making it a one-stop shop offering a wide range of products.

The products and brands selected must be sustainable and must be placed for the appropriate time frames, whether festive (such as Chinese New Year and Hari Raya) or normal seasons.

He also noted that the company was always on the lookout for industry-related trends and conducted a lot of or market research by periodically sending out executives to various overseas trades shows in countries such as Taiwan and China.

In addition, taste testers (such as key staff members and selected customers) sampled the imported food items on a twice-yearly basis to determine various criteria in order to ascertain local appeal and marketability.

The various categories of products include biscuits (crème, sugar and flying fish), cuttlefish, nuts, preserved fruits, candies, and chips (corn-based and flour-based).

Cha Yi has definitely established a robust supply distribution and client base with supermarkets, convenience stores, sundry provision shops, school canteens, hotels, coffee shops and entertainment outlets making up the bulk of the long list.