The FMCG Market is estimated to expand by $310.5 billion between 2021 and 2026. One of the primary variables driving FMCG industry growth is the growing preference for e-Commerce online distribution. Fastmoving consumer goods, often known as consumer packaged goods (CPG), are the most common type of consumer product.
It encompasses both durable and non-durable commodities such as food and beverages, personal health, and home care products. Lim Soon Huat has been in the FMCG trade and distribution business for over 56 years, connecting FMCG brands with retailers throughout Malaysia. The company specializes in distributing a wide variety of consumer packaged goods (CPG) across the country, including health and beauty, cosmetics, food and beverage, and domestic products.
Promising a Range of Solutions
As a full service or end-to-end services provider, ALSH’s range of offerings include warehousing, selling, and merchandising services. In addition to that, the firm also offers direct delivery to store and marketing services of the brands to which it caters. Prospective clients also get the option of deciding on the scope of services required from ALSH. “We have a unique route to market model whereby we can provide national coverage for new brands looking to launch in Malaysia. For clients with established brands, we can also provide a dedicated field team to execute customized trade plans for sales and merchandising”, shares Lim Ming Fei, Managing Director.
Lim Soon Huat Agency provides promotional and distribution support for developing and major companies across Malaysia, with over 7,500 direct and indirect outlets for distribution across Modern and General Trade channels. ALSH is known as Malaysia's premier market development company. By providing best-in-class marketing and trade strategies, the business aims to be the go-to supplier of both FMCG brands and retailers. The company’s process is quite extensive and detailed.
Beginning with an exploratory session, the team seeks to understand about the brand aspirations, target customers, market plan, and more. Following this, a proposal is shared about how ALSH can benefit the clients. Once accepted, the firm begins the operations setup, and maps out the route-to-market for the client. Lastly, the plans will be kicked off and executed as planned.
Lim Soon Huat Agency strives to take on the main challenges that clients confront in this sector through the use of these strategies. It is difficult for those trying to scale up the business to navigate this cutthroat retail environment.
To expand and maintain the visibility of a company in the FMCG industry, significant labor and resources are required. Aside from that, prospective clients often struggle to determine the ideal way to sell its items. Finding appropriate channels in the right places with the correct consumer profile that matches the brand's intended demographic necessitates a thorough awareness of the regional marketplace as well. Potential consumers can extend its business or goods by collaborating with Lim Soon Huat Agency and leveraging the company's extensive infrastructure, trade team, and network of retail customers in the market.
The company's success can be attributed not just to its excellent tactics and expansive network, but also to the people who work there. Prior to joining Lim Soon Huat Agency, the core management team worked in marketing research agency and multinational principal companies, allowing them to relate to and understand the needs of prospective clients while also translating plans into effective execution in the shifting FMCG retail landscape.
Future Roadmap
Lim Soon Huat Agency was established 11 years ago, branching out from the other sister company, Lim Soon Huat. Over the years, the company has grown tremendously as a result of the reputation its services have achieved. From Modern Trade to General Trade, the company has expanded its distribution reach to include hypermarkets, supermarkets, department stores, petrol marts, baby stores, Chinese medical halls, pharmacies, convenience stores, fresh food stores, dollar stores, and others. Because of its broad coverage, the company can tailor route to market plans to the goals of the client brands. This has greatly increased the firm's prominence and propelled it to the forefront of the industry.
The company's success can be attributed not just to its excellent tactics & expansive network, but also to the people who work there
“We are proud to be working together with some of the leading FMCG companies such as Unilever, Kara, SC Johnson, L’Oreal, Vinda, Johnson & Johnson and Iffco. Ever since our inception, our company has grown over 15 times in revenue and expanded our reach to over 7,500 distribution points (direct and indirect) across Malaysia. By offering a wide array of brands in various product categories such as packaged foods, confectionery, personal care, baby, household, and pet care, it also enables us to offer a wide range of products to retail customers and building stronger relationships with them”, further adds Lim Ming Fei.
With a proven track record, the company aspires to keep on broadening its sales and marketing reach throughout the nation of Malaysia, both directly and indirectly. Furthermore, to keep pace with the changing retail terrain, Lim Soon Huat Agency is expanding its products and services range by bolstering its digital footprint and developing online-offline (O2O) solutions.
Lim Ming Fei, Managing Director, Lim Soon Huat Agency
Lim Ming Fei is the Co-Founder and Managing Director of Lim Soon Huat Agency, a market expansion agency that helps local and multinational brands to connect with local retailers. During the past 12 years at the company, he has led ALSH's expansion to national coverage, growing its business over ten-fold since its inception. He believes in empowering and growing together with the local community. He is a graduate of Curtin University in Australia, majoring in Marketing & Advertising, and currently resides in Kuala Lumpur, Malaysia.
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