We usually do our grocery shopping in-store where we get to handpick the items ourselves. Despite the robust growth of digital technology, online grocery still seemed like an unconventional platform in the industry. Regardless, this young man proved that e-commerce can be utilised by everyone, even by the companies offering fresh and frozen goods. How did James Sim Baoyuan of Kee Song Group made this possible? Let’s all find out.
James, Group Marketing Manager & Head of Business Development of Kee Song Group, as well as founder of Kee Song Online, has a track record across diverse industries—from consumer electronics to private education. He currently spearheads the business development and marketing team of Kee Song, a food company offering fresh and frozen goods for more than 30 years now.
Kee Song Group reached international heights when it was recognised back in 2014 as the first producer in Southeast Asia to prove broilers can be farmed on a large scale without the use of antibiotics. Today, not only do they have farms, hatcheries, slaughterhouses, and processing plants, they also have retail outlets in Singapore and Malaysia. To top it all off, they currently have growing online presence as the first farm-to-home food company to have an ecommerce platform in the region.
Every good businessman knows that all risks that must be taken should at least be calculated. And so to kick-off his plans for Kee Song to go online, he and his team conducted a study first to gauge the relevance of e-commerce in Singapore. In this research, he found out all the necessary information which led him to a decision to push through with his expansion plan—a huge percentage of consumers devote long hours at work, struggling with after-work rush, long queues at shops, and even parking issues. It was even harder for those who rely on public transport.
With these in mind, they realised how difficult it must be for an ordinary citizen to get frozen goods. James saw the need to level up the industry by introducing online retail. If the consumer can’t come to frozen goods, they can make the frozen goods come to the consumers. No more dealing with parking and long queues. No more struggling with public transport. They can do everything in the comforts of their own homes any time of the day. James acknowledges that this takes away the face-to-face interaction with customers, which is significant to any business. But as an expert marketing professional, he knows well that this is what social media and other digital platforms are for.
Kee Song, with James’ determination, took the company to new heights when they introduced a whole new level of convenient shopping. It was a revolutionary move for the whole retail industry. Called Kee Song Online, the whole team continuously worked on making the platform and business operations better. With the help of Skubbs, they worked on perfecting their website and making sure that the design is built to the utmost ease of users. They also utilised social media, listened to customer feedbacks, and even executed sales promotional campaigns to facilitate repeat purchases.
These efforts didn’t only improve their business as a B2C online retailer. Surprisingly, this bold decision to brave the digital realm also yielded them customers from the SME sector—from startup ones to those as big as 4Fingers. If you think that was amazing, then this one is much incredible. Their success was able to reach Hong Kong through a trade show that showed their online products. Now, a client from Hong Kong has become a reseller of their products.
To date, Kee Song Online still continuously improves their service by opening up a new category, the pre-marinated frozen products. Now that’s a whole new level of convenience. Kee Song has definitely taken the standards for fresh and frozen food industry a notch higher!
James’ story of success proves that knowing your customer’s needs and making an effort to cater to these is the right path to success. And as a great believer that success sprouts from teamwork rather than individual effort, he knew better to take this route together with his trusted colleagues and partners. As the web development team of Kee Song Online, Skubbs is truly honoured to be with James in this journey of revolutionising the online retail industry.