Stamford Tyres Malaysia Expands its Retail Presence with New Retail Branch

Stamford Tyres Malaysia has added a new retail branch to add to its presence across Malaysia, as of January this year. Located in Kota Damansara, this newest tyre retailing branch is wholly-owned by the company. 

“We have been in the tyre retailing business for more than 20 years. Today, Stamford Tyres Malaysia has 3 retail branches located strategically in the Klang Valley. Our Glenmarie branch has been around for more than 20 years, followed by our Cheras branch which was established 15 years ago, and our newest branch is located at Kota Damansara,” said Head of Finance and Operation Ch’ng Lee Lee.

Each branch has a different market positioning and product strategy.  She pointed out that the Glenmarie retail branch is targeting the middle to high end market, with the Falken Wildpeak AT3W tyre and 4×4 wheels such as the Diesel ‘Florida’, ‘Texas’ and ‘Ohio’ design. Whilst the Falken Wildpeak AT3W is made in Thailand, the Diesel wheels, she said, are the company’s house brand. 

“We have crafted a niche in the 4×4 tyre market, one of the fastest growing car segments in Malaysia. There are very limited good 4×4 tyre and rim selections in the local market, and this is where Stamford Tyres Malaysia comes into play. Our ‘Japan Quality’ Thai-made Falken Wildpeak AT3W is gaining a foothold in the Malaysian market, as well as in the US and Australia through its good quality and overall performance, coupled with competitive pricing and expertise. We are able to recommend you the right 4×4 tyres and wheels according to your needs.”

As for the Cheras retail branch, she explained that it has been serving the low to mid-range market segment since its operation, and the products that this branch focuses on are mainly Falken and Rovelo brands of tyres, as well as SSW, the company’s propriety brand of alloy wheels.

Assistant Retail Manager Lee Kam Hong added, the popular tyre sizes in Cheras branch is ranging from 12-16-inches, which is smaller when compared to the other two branches that range from 17-inches onwards. 

Kota Damansara retail branch targets high-end market 

Meanwhile, the newest retail branch is aiming at the high-end market with its premium offerings. “As a vibrant, verdant, fast growing and self-sustaining mature township within the Klang valley region, Kota Damansara is the right choice that meets our market positioning. Made in Japan, the Falken FK510 ultra high-performance tyre and Rays sport rims, as well as high performance parts are the main products for this new retail branch.”

Spread across 2,000 square feet, this easily accessed new touchpoint is a modern and spacious facility, backed by state-of-the-art tyre servicing equipment and a team of fully trained tyre specialists. It comprises two service bays, a comfortable waiting room, a great tyre display and a wall mounted with all its best-selling wheels. 

Although each retail branch has its specific product offering and brand focus, she said, all Stamford Tyres’ products are available to all these 3 retail branches at all time. She added that with the company’s own delivery van, their stock is ‘mobile’ and easily available from their headquarters’ warehouse. These include the Falken SN832i tyres produced in Indonesia and the Falken ZE914 tyres from Thailand, as well as the Rovelo tyres made in Vietnam and the Minnell and Comforser tyres hailing from China. Also available are the inhouse brand, SSW and Diesel rims made in Thailand, Japanese-made rims, Rays and Weds, as well as accessories such as the Project Mu brake pads, nuts and brake discs.

These 3 branches, Lee said, offer a wide variety of services, including tyre installation and balancing, wheel alignment, tyre puncture and repair, maintenance services such as engine oil change, brakes, absorber, battery and spark plug replacement and servicing, alloy wheel installation, air conditioning service and minor car repairs. At present, Ch’ng pointed out that only the Glenmarie branch that is located at their headquarters is able to perform engine overhaul service. 

Lead by Ch’ng, the company’s retail team has 10 staffs, including one retail manager and each retail branch has 3 personnel, one foreman and two technicians.  

On-going creative promotions through digital platforms

To attract customers, Ch’ng said they have come out with many creative promotion ideas. “We have ongoing promotions from month to month, for example the Raya Aidilfitri in June, the Raya Haji promotion in July, Merdeka Sales in August, a lucky wheel spin in September and a fabulous package deal in October.  All the above promotions will be updated through our official Facebook page, as well as the broadcast WhatsApp group, other social media platforms and online platforms such as Shopee, Lazada, Mudah, as well as others to come. Furthermore, to facilitate customer purchase with instalment, especially those who do not own a credit card, we have applied for Aeon credit service.” 

With e-wallet getting more and more popular, she added, cashless payment option such as Touch’n Go e-wallet and QRpay are available over the counter at all their retail branches. 

The secret to Stamford Tyres Malaysia’s success in managing marketing channel conflicts, Ch’ng said is that the company’s retail branches complement the current Stamford Tyres’ dealership in Malaysia. 

“Today, almost all of the tyre retailers in Malaysia are adopting a multi-brands concept, and they normally would not carry a complete range of any brand. We are the distributor and importer of Falken, Rovelo, Minnell and Comforser, so we are able to provide a full range of these tyre brands. The same goes to the wheel brands that we represent, which enables us to provide more options to consumers.” 

According to Ch’ng, the greatest challenge that the company has faced in tyre retailing is that many consumers still believe that the tyre has to be ‘fresh’, and that if a tyre that is more than a year old it is considered ‘expired’. 

Ch’ng wants to disprove this idea: “This idea is not true. A tyre is considered ‘fresh’ within 5 years from the year of manufacturing – as long as it has been stored properly and there is no impact on its safety and overall performance.  We have attempted to clear the air through print magazine, social media and direct verbal communication through our retail branches,” she explained. 

Another challenge, she continued, is to keep their operating cost to a minimum by optimising their resources, especially during this challenging period of the Covid-19 pandemic. 

Differentiated Target Marketing 

Approach  

Despite the challengers, the company is looking at ways to further grow their retail business. Ch’ng said, the differentiated target marketing is their strategy.  She explained that by targeting different products in different market segments and locations through their retail branches, allows the company to develop and deliver personalised and relevant messages that engage with different consumers.

“We have been investing and leveraging more energy on the online and social media platforms before the Covid-19 pandemic.  The global crisis, well, has added greater urgency to this effort. Under such a gloomy environment filled with so much uncertainties, we are trying to contain our costs, and digital marketing solutions are a cheaper alternative to traditional marketing. For example, our official Facebook page has helped us to reach a much more targeted audience.  In fact, we have successfully converted some online marketing leads into actual sales, which brought the end users to our retail branches.”

In view of the poor market sentiment, especially after the end of government’s 6-month loan repayment moratorium on all bank loans for individuals and small and medium enterprises (SMEs) on 30th September, Ch’ng revealed that the company has no plan to open up more retail branches at the moment. However, she said, expanding their retail footprint has always been in the pipeline. 

“We would expand as soon as the market recovers. As we continue to bring in new products into the country, we will definitely look for more locations to reach our different target groups in the future,” she stressed.

Today, Ch’ng added, consumers are spoilt with the increasing choice of brands and prices, as well as more channel alternatives such as online e-platforms, which has led to less loyalty overall. She pointed out that only those players that offers reliable products and affordable services are able to stay ahead of the competition.  

Stamford Tyres Malaysia has added a new retail branch to add to its presence across Malaysia, as of January this year. Located in Kota Damansara, this newest tyre retailing branch is wholly-owned by the company. 

“We have been in the tyre retailing business for more than 20 years. Today, Stamford Tyres Malaysia has 3 retail branches located strategically in the Klang Valley. Our Glenmarie branch has been around for more than 20 years, followed by our Cheras branch which was established 15 years ago, and our newest branch is located at Kota Damansara,” said Head of Finance and Operation Ch’ng Lee Lee.

Each branch has a different market positioning and product strategy.  She pointed out that the Glenmarie retail branch is targeting the middle to high end market, with the Falken Wildpeak AT3W tyre and 4×4 wheels such as the Diesel ‘Florida’, ‘Texas’ and ‘Ohio’ design. Whilst the Falken Wildpeak AT3W is made in Thailand, the Diesel wheels, she said, are the company’s house brand. 

“We have crafted a niche in the 4×4 tyre market, one of the fastest growing car segments in Malaysia. There are very limited good 4×4 tyre and rim selections in the local market, and this is where Stamford Tyres Malaysia comes into play. Our ‘Japan Quality’ Thai-made Falken Wildpeak AT3W is gaining a foothold in the Malaysian market, as well as in the US and Australia through its good quality and overall performance, coupled with competitive pricing and expertise. We are able to recommend you the right 4×4 tyres and wheels according to your needs.”

As for the Cheras retail branch, she explained that it has been serving the low to mid-range market segment since its operation, and the products that this branch focuses on are mainly Falken and Rovelo brands of tyres, as well as SSW, the company’s propriety brand of alloy wheels.

Assistant Retail Manager Lee Kam Hong added, the popular tyre sizes in Cheras branch is ranging from 12-16-inches, which is smaller when compared to the other two branches that range from 17-inches onwards. 

Kota Damansara retail branch targets high-end market 

Meanwhile, the newest retail branch is aiming at the high-end market with its premium offerings. “As a vibrant, verdant, fast growing and self-sustaining mature township within the Klang valley region, Kota Damansara is the right choice that meets our market positioning. Made in Japan, the Falken FK510 ultra high-performance tyre and Rays sport rims, as well as high performance parts are the main products for this new retail branch.”

Spread across 2,000 square feet, this easily accessed new touchpoint is a modern and spacious facility, backed by state-of-the-art tyre servicing equipment and a team of fully trained tyre specialists. It comprises two service bays, a comfortable waiting room, a great tyre display and a wall mounted with all its best-selling wheels. 

Although each retail branch has its specific product offering and brand focus, she said, all Stamford Tyres’ products are available to all these 3 retail branches at all time. She added that with the company’s own delivery van, their stock is ‘mobile’ and easily available from their headquarters’ warehouse. These include the Falken SN832i tyres produced in Indonesia and the Falken ZE914 tyres from Thailand, as well as the Rovelo tyres made in Vietnam and the Minnell and Comforser tyres hailing from China. Also available are the inhouse brand, SSW and Diesel rims made in Thailand, Japanese-made rims, Rays and Weds, as well as accessories such as the Project Mu brake pads, nuts and brake discs.

These 3 branches, Lee said, offer a wide variety of services, including tyre installation and balancing, wheel alignment, tyre puncture and repair, maintenance services such as engine oil change, brakes, absorber, battery and spark plug replacement and servicing, alloy wheel installation, air conditioning service and minor car repairs. At present, Ch’ng pointed out that only the Glenmarie branch that is located at their headquarters is able to perform engine overhaul service. 

Lead by Ch’ng, the company’s retail team has 10 staffs, including one retail manager and each retail branch has 3 personnel, one foreman and two technicians.  

On-going creative promotions through digital platforms

To attract customers, Ch’ng said they have come out with many creative promotion ideas. “We have ongoing promotions from month to month, for example the Raya Aidilfitri in June, the Raya Haji promotion in July, Merdeka Sales in August, a lucky wheel spin in September and a fabulous package deal in October.  All the above promotions will be updated through our official Facebook page, as well as the broadcast WhatsApp group, other social media platforms and online platforms such as Shopee, Lazada, Mudah, as well as others to come. Furthermore, to facilitate customer purchase with instalment, especially those who do not own a credit card, we have applied for Aeon credit service.” 

With e-wallet getting more and more popular, she added, cashless payment option such as Touch’n Go e-wallet and QRpay are available over the counter at all their retail branches. 

The secret to Stamford Tyres Malaysia’s success in managing marketing channel conflicts, Ch’ng said is that the company’s retail branches complement the current Stamford Tyres’ dealership in Malaysia. 

“Today, almost all of the tyre retailers in Malaysia are adopting a multi-brands concept, and they normally would not carry a complete range of any brand. We are the distributor and importer of Falken, Rovelo, Minnell and Comforser, so we are able to provide a full range of these tyre brands. The same goes to the wheel brands that we represent, which enables us to provide more options to consumers.” 

According to Ch’ng, the greatest challenge that the company has faced in tyre retailing is that many consumers still believe that the tyre has to be ‘fresh’, and that if a tyre that is more than a year old it is considered ‘expired’. 

Ch’ng wants to disprove this idea: “This idea is not true. A tyre is considered ‘fresh’ within 5 years from the year of manufacturing – as long as it has been stored properly and there is no impact on its safety and overall performance.  We have attempted to clear the air through print magazine, social media and direct verbal communication through our retail branches,” she explained. 

Another challenge, she continued, is to keep their operating cost to a minimum by optimising their resources, especially during this challenging period of the Covid-19 pandemic. 

Differentiated Target Marketing 

Approach  

Despite the challengers, the company is looking at ways to further grow their retail business. Ch’ng said, the differentiated target marketing is their strategy.  She explained that by targeting different products in different market segments and locations through their retail branches, allows the company to develop and deliver personalised and relevant messages that engage with different consumers.

“We have been investing and leveraging more energy on the online and social media platforms before the Covid-19 pandemic.  The global crisis, well, has added greater urgency to this effort. Under such a gloomy environment filled with so much uncertainties, we are trying to contain our costs, and digital marketing solutions are a cheaper alternative to traditional marketing. For example, our official Facebook page has helped us to reach a much more targeted audience.  In fact, we have successfully converted some online marketing leads into actual sales, which brought the end users to our retail branches.”

In view of the poor market sentiment, especially after the end of government’s 6-month loan repayment moratorium on all bank loans for individuals and small and medium enterprises (SMEs) on 30th September, Ch’ng revealed that the company has no plan to open up more retail branches at the moment. However, she said, expanding their retail footprint has always been in the pipeline. 

“We would expand as soon as the market recovers. As we continue to bring in new products into the country, we will definitely look for more locations to reach our different target groups in the future,” she stressed.

Today, Ch’ng added, consumers are spoilt with the increasing choice of brands and prices, as well as more channel alternatives such as online e-platforms, which has led to less loyalty overall. She pointed out that only those players that offers reliable products and affordable services are able to stay ahead of the competition. 

大马添福胶胎通过新零售分行扩充零售业务

今年1月,马来西亚添福轮胎在国内添加了一家 全新的零售分行。这家位于哥打白沙罗的新门店是该公司最新的独资零售分行。

“我们在轮胎零售业拥有20多年的经验。今天,马来西亚添福胶胎在巴生谷有3家位于策略性地点的零售分行。我们的Glenmarie分行设立至今已有20多年,而蕉赖的分行则成立于15年前,我们最新的分行位于哥打白沙罗。”财务兼营运主管荘莉莉表示。

该公司的每一家分行都拥有不同的市场定位和产品策略。她指出,Glenmarie分行以中高端市场为目标,主要产品是飞劲Wildpeak AT3W轮胎和四驱车轮圈如 Diesel‘Florida’、‘Texas’及‘Ohio’款型。她说,飞劲Wildpeak AT3W轮胎生产于泰国,Diesel轮圈则是该公司的自有品牌。

“我们在马来西亚成长最快速之一的汽车领域,也就是 四驱车轮胎市场中占有一席之地。在目前的市场上,好 的四驱车轮胎和轮圈不多,这正是马来西亚添福胶胎能 够发挥所长的地方。我们泰国制造的‘日本质量’飞劲Wildpeak AT3W轮胎,凭借着其良好的品质和整体性能表现,再加上具竞争性的定价和专门技术,在马来西亚、美国及澳大利亚市场赢得了立足点。我们能够按照客户的需要提 供适合他们的四驱车轮胎和轮圈。”

至于蕉赖的分行,荘莉莉解释,自开业以来,主要是为中低端市场服务。飞劲和Rovelo轮胎品牌,以及该公司专有的轮圈品牌SSW是该分行的重点产品。 

零售副经理李金錡补充,其他两家分行的通 销轮胎尺寸都在17寸以上,蕉赖分行的则比较小,介于12至16寸之间。

哥打白沙罗零售分行瞄准高端市场

与此同时,其最新的零售分行则以其优质产品瞄准高端市场。“位于巴生谷的哥打白沙罗,青翠、充满活力、增长快速,是一个能够自给自足的成熟城镇。符合我们市场定位的它是一个最合适的选择。日本制造的飞劲FK510超高性能轮胎和Ray运动轮圈,以及高性能零部件便是这家新零售分行的主要产品。” 

这家面积2,000平方尺,方便进出的全新客户接触点非常现代化和宽敞,备有尖端的轮胎服务设备和训练有素的轮胎专家。它有两个维修车间,舒适的等候室,亮眼的轮胎摆设和一面挂满该公司最畅销轮圈的展示墙。

荘莉莉说,虽然每家零售分行拥有各自独特的产品供应和品牌,然而客户却能够在任何时候在这三家分行中取得添福胶胎的所有产品。她补充说,由于该公司拥有自己的送货车,他们的存货是“流动”的,而且能够很轻易地从他们总部的仓库中取货。这包括产自印尼的飞劲SN832i轮胎和产自泰国的飞劲ZE914轮胎,以及越南制造的Rovelo轮胎和中国生产的Minnell和Comforser 轮胎。此外,还包括自有品牌如泰 国制造的SSW和Diesel轮圈,日本 生产的Rays和Weds轮圈,以及配件 如Project Mu刹车片、螺母及刹车 盘。

她说,这三家分行提供广泛的服务,包括轮胎安装和平衡、四轮定位、轮胎穿孔修补、维修服务如更换引擎油、刹车片、避震器、电池及火花塞维修与替换、铝圈安装、汽车空调服务及小型汽车修理。目前,她指出,只有位于他们公司总部的Glenmarie分行有提供引擎大修服务。

荘莉莉所领导的零售团队有十名员工,包括一名零售经理,每家分行的三名员工(一名头手和两名技术人员)。

持续和充满创意的数字平台促销活动

为了吸引客户,荘莉莉说他们提出 了许多有创意的促销想法。“我们 每月持续进行促销,如在6月开斋 节和7月哈芝节的促销活动、8月默 迪卡促销、9月的幸运轮旋转及10 月的配套促销活动。我们会透过我 们的官方脸书和WhatsApp群组,其 他的社交媒体平台及线上平台如虾 皮(Shopee)、来赞达(Lazada) 及Mudah等,跟进以上的所有促销 活动。此外,为了方便客户,特别 是那些没有信用卡的客户能够以分 期付款方式购买产品和服务,我们 申请了Aeon信贷服务。” 

随着电子钱包越来越受欢迎,她补充,他们的零售分行柜台也提供无现金支付如一触及通电子钱包(Touch’n Go e-wallet)和QRpay的付款便利。 

询及马来西亚添福胶胎能够成功管理行销渠道冲突的秘诀,她指出是添福胶胎的零售分行,能够与其国内的代理商相辅相成。

“今天,几乎所有的马来西亚轮胎代理商经营多品牌,他们一般不会持有任何一个品牌的完整系列。我们是飞劲、Rovelo、Minnell和Comforser轮胎的经销商和进口商,因此我们能够提供这些轮胎品牌的全系列产品。我们所代表的轮圈品牌也一样,这使我们能够为消费者提供更多选择。”

据她说,该公司目前面对的最大轮胎零售业挑战是许多的消费者仍然相信轮胎必须是“新鲜”的,一年多前生产的轮胎被他们视为“过期”。

荘莉莉反对这个想法,并解释说:“这是错误的想法。只要存储得当,生产年份在5年内的轮胎都是‘新鲜’的,而且不会影响其安全性和整体性能。我们试着通过杂志、社交媒体,以及我们的零售分行与客户直接沟通。”

她接着说,另一个挑战是透过优化他们的资源,特别是在目前这个新冠肺炎大流行充满挑战的时刻,将其运营成本降至最低。

差异化目标营销方法

尽管充满挑战,该公司仍然在寻求进一步增长他们零售业务的方式。她说,他们的策列是差异化目标营销。她解释,他们通过在不同细分市场和地点的零售分行,以不同的产品为目标,让公司能够发展和提供个性化和相关的信息,与不同的消费者产生联系。

“早在新冠肺炎大流行前,我们就一直投资和运用线上平台和社交媒体平台。而目前的全球危机添加了这个努力的紧迫性。在这个充满不确定性的阴郁环境中,我们试着控制我们的成本,而数字行销解决方案是一个比传统行销更便宜的选择。比如,我们的官方脸书专页,助力我们接触到我们的目标客户。事实上,我们已经成功将一些线上的行销变成真正的销售,把用户带到我们的零售分行。”

有鉴于市场情绪低迷,特别是政府落实的个人和中小型企业银行贷款延期还款计划在9月30日结束后,她透露,该公司不计划在此时开设更多零售分行。然而,她表示,扩展零售足迹一直在公司的计划当中。

“一旦市场复苏,我们就会扩展。我们将持续地引进新的产品,当然也必然会在未来寻找更多的地点来接近不同的目标群体。”

今天,荘莉莉补充,面对着不断增长的品牌和价格,以及更多的渠道选择如线上电子平台,消费者已然被宠坏,整体的忠诚度也相对降低。她指出,唯有提供可靠的产品和可负担得起服务的业者才能保持竞争优势。