3 4 Superbrands Volume 14 Market When it comes to health and wellness, Hockhua Tonic Singapore (‘Hockhua’) stands out as a leader in the import, distribution, production, and cultivation of specialised traditional Chinese medicine (‘TCM’) products. The company has successfully developed greater awareness and promoted the value of alternative therapies by providing quality products at affordable prices. The product and price ranges are so broad that consumers include everyone from the average student to the high-income businessman Hockhua’s main products include Chinese herbs such as ginseng and cordyceps, bird’s nest, abalone, dried seafood, manuka honey, herbal tea, red wine, as well as health supplements. Its target market includes those who, on average, are more health-conscious and want a better quality of life for themselves and their loved ones. Judging by the turnover of the last financial year, which totalled S$150 million, the support from the community continues to demonstrate positive growth. Achievements One of the most significant accolades a company can receive is attaining Superbrands Status for consecutive years between 20082022. Hockhua was also awarded the Top 100 Singapore Excellence Award in 2012 and was conferred a Silver Award from the AVA (renamed the Singapore Food Agency) for recognising ten consecutive years of achieving Grade ‘A’ status for excellence in food hygiene, sanitation and processing in 2018. In 2019, Hockhua received recognition from “Singapore Quality Class” for its commendable performance in business excellence. The same year, in recognition of 30 years of operation in Singapore, the local press nominated the company as one of the “Singapore heritage brands”. In 2021, Hockhua introduced safe distancing measures and hygiene protocols during the pandemic. The company participated in the SG Clean Programme, and most of its outlets located in shopping malls were awarded an SG Clean certification. History Mr Chan Tiong Cheng founded Hockhua in 1986. It started as a small business, with Mr Chan’s mother, Madam Lee Ang Cho importing American Ginseng from Canada. The business expanded to a wholesale company in 1987, distributing the same product with three other partners. As the company grew and the demand increased for traditional Chinese health foods, Hockhua Ginseng Birdnest Trading Enterprise was established in 1989, with its first retail shop operating in the Hougang estate. In 1992, the company expanded its retail outlets, prompted by a direct import strategy and the creation of SHW Trading Enterprise in 1996, cutting operational costs, maintaining lower retail prices and achieving greater quality control. In 2000, Hockhua began to upgrade and improve the quality of its imports by establishing seven different subsidiary companies, each specialising in one major product category, which included ginseng, bird’s nest, Chinese herbs, agri-food, seafood, traditional medicine and wines. At the same time, they opened their first Oriental Herbal Tea store. In 2003, Hockhua Holdings moved to its present headquarters at Ang Mo Kio Industrial Park and centralised administration and operations to increase productivity and professionalism. In 2004, the company restructured Hockhua Ginseng Birdnest Trading Enterprise and was renamed Hockhua Tonic Pte Ltd to reflect the scope of its business more accurately. In 2007, they decided to expand their business to Malaysia and opened the first two retail outlets in Kuala Lumpur. In 2011, Hockhua set up another manufacturing facility in Singapore, which also obtained HACCP certification. This plant focuses on manufacturing ready-to-consume health foods and beverages such as herbal jelly, concentrated aloe vera drinks, and fruit juices. An e-store was launched in 2014, which paved the way for Hockhua’s digital presence in marketplaces such as Qoo10, Lazada, RedMart and Shopee in 2018. A new factory and warehouse were established in Malacca, West Malaysia, in 2015. The operations include centralising product storage, processing and distribution to outlets located in various states to enhance product quality assurance and strengthen source management efficiency in Malaysia. A bird’s nest processing factory was set up in Indonesia in 2018. Product Hockhua offers a range of over 1,000 different TCM products, health foods, supplements and beverages for healthy living. Its three-star products are Ginseng, Bird’s Nest (Golden Cow) and Abalone (Tiger King). Since 2003,
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