THAI PROMOTION AT ISETAN DEPARTMENT STORE
(Sawasdee @ Isetan 3-16 June 2011)
Isetan is one of the high end Japanese department stores in Singapore that carries quality products
and also sells great variety of products, viz., household items, fashion section, children's section,
toys, stationery, restaurants, luggage, sports goods & wears. It has wide Japanese customers as
well as local middle and upper income customers.
Thailand Trade Office (TTO), the Representative of Department of Export Promotion, Ministry of
Commerce (Thailand), has been working with this Japanese Department Store since 2010 to
introduce quality products with good design from Thailand to target the Japanese and the local
shoppers here.
Below are some photo-taking selections of the Opening Day event at all 5 Levels.
Opening and Ribbon cutting at Supermarket (Basement area)
Opening and Ribbon cutting at Supermarket (Basement area)
Opening Thai Dancing by Children Professional Dance
Group Photo of Thailand Trade Office together with Isetan management
Opening Thai Dancing by Children Professional Dance
THAI PROMOTION AT ISETAN DEPARTMENT STORE
(Sawasdee @ Isetan 3-16 June 2011)
Site tour of Guest of Honour (GOH)
Food tasting by GOH – Deputy DG of DEP and accompanied by Director of TTO and Manager of Isetan Supermarket
Jim Thompson restaurant participate at Isetan Thai Promotion
Thai company - RAYA presents her collection of costume jewellery at Level 1
THAI PROMOTION AT ISETAN DEPARTMENT STORE
(Sawasdee @ Isetan 3-16 June 2011)
Site tour of Guest of Honour (GOH)
Thai company - ANUROJI lady collection present to GOH at Level 2
Thai company - COOL presents man T-shirt collection to GOH at Level 3
Vice-President of NOHMEX from Chiangmai greeting to GOH on their
Participation at Level 4
At the Event Hall at Level 4, GOH is pleased to have skin re-newel.
THAI PROMOTION AT ISETAN DEPARTMENT STORE
(Sawasdee @ Isetan 3-16 June 2011)
Executive Summary
The Thai promotion at Isetan for the Supermarket lasted from 3-16 June 2011. A total of 14
days of continuous pushing Thai cooked food and grocery to Japanese and local consumers. Isetan
has indicated the target to be S$ 270,000 and total sales achieved are estimated S$245,000.
Five Thai restaurants that join us in this promotion are Jim Thomson, Thanying, Tawadang,
Lerk Thai and LeWu enjoyed good sales with combined sales of S$88,000. This is more than 35% of
the total sales achieved. Apart from the cooking of the Thai restaurants, fresh fruits and vegetables
have proven to be popular and recorded sales of over S$50,000 which is about 20% of total sales.
The remaining sales account for groceries and dessert. The Supermarket Division in Isetan is glad
to see Thai food is still a popular food among local Singaporeans as well as the Japanese clients
based in Singapore.
Thai fashion wear, household and accessories are categorized under Non-food area that
starts on 3 -12 June 2011 from Level 1 to 4. This promotion last for 10 days and Isetan expect sales
targets to be $165,000, however, all the Thai vendors manage an estimate of S$100,000 sales.
At Level 1 – a total of 12 Thai vendors selling fashion accessories and related items. Majority of the
Thai companies achieve good sales result especially May Bead Co Ltd, De Bois International and
Sawasdee Creation. During the promotion of 10 days, retail business has achieved good results and
for export business, Ma Bead Co Ltd is currently talking to a Vietnamese Company based in
Singapore in exporting the products to Vietnam. Isetan set the expected sale target for this area to
S$50,000 and all Thai vendors achieved a combine sale of S$51,000.
At Level 2 – a total of 5 Thai vendors selling ladies fashion wear. All the fashion wears contain
quality materials and designs that are suitable for boutique type of business. Isetan Department
requires a mass market products and competitive pricing that still come with quality. Survey done
by TTO among local consumers found that the fashion wear are a bit expensive. As a result, the 5
Thai vendors feel that they may have over price their fashion wears. The overall fashion wear
sales figures are consider satisfactory.
At Level 3 – a total of 4 Thai vendors selling men fashion wear. The men’s fashion also comes with
quality materials and designs. Although the design and cut are attractive, the pricing of these wear
are also on the high side. The overall fashion wear sales figures are consider satisfactory.
At Level 4 – the Thai vendors are divided into 3 sections - children, handicraft and household.
Isetan set the expected sale target for 3 sections to S$85,000 and all Thai vendors achieved a
combine sale of S$37,000. Good performance Thai companies such as Digitup Co Ltd, Dokkhem
(Chiangmai), Better Art Group and Chasisikarin Garden Home have strong sales figures. More
importantly, they have export business and learnt valuable experience from the promotion at Isetan.
THAI PROMOTION AT ISETAN DEPARTMENT STORE
(Sawasdee @ Isetan 3-16 June 2011)
For example, Dokkhem (Chiangmai) received export order for the wooden photo frames from a
Singapore company during the invitation to Isetan. Better Art Group received indication from
Isetan purchasing department that Isetan is keen to have the products selling in Isetan. This is
considering an export order however; the order will be subjected to the business and trade
agreement laid down by Isetan.
Digitup Co Ltd, another Thai vendor, selling children toys mentioned that he now knows and
understand what is meant by doing business overseas e.g. In Singapore. He learnt a lot in
managing business with overseas clients. Lastly, Chasisikarin Garden Home selling spa and herbal
products may be doing a new brand of products for a local consumer in Singapore.
In conclusion, all Thai vendors express their happiness and willingness to come back to Isetan Fair
for 2012. Many Thai vendors commented that it’s a new and important learning experience
outside Thailand. It’s also important to learn that these Thai vendors experience for themselves
that the Japanese and local consumer have different mind-set, expectation and purchasing
preference. At the end of this promotion, all Thai vendors gather together to discuss and share
experience. A common comment from Thai vendors is that the products need to be improved in
quality and design as well as the packaging plays an important role in calling for attention to local
selling.