3 8 Superbrands Volume 15 Market Hockhua Tonic Singapore (Hockhua) is a leader in the import, distribution, production, and cultivation of specialised traditional Chinese medicine (TCM) products. The company promotes alternative therapies by providing quality products at affordable prices, attracting a diverse consumer base that includes students and high-income professionals. Hockhua’s main products include Chinese herbs such as ginseng and cordyceps, bird’s nest, abalone, dried seafood, manuka honey, herbal tea, red wine, and health supplements. The target market consists of health-conscious individuals seeking a better quality of life. With a turnover of S$150 million last year, community support for Hockhua continues to grow. Achievements Hockhua has achieved Superbrands Status for consecutive years from 2008 to 2024. It received the Top 100 Singapore Excellence Award in 2012 and a Silver Award from the AVA (now the Singapore Food Agency) in 2018 for ten consecutive years of achieving Grade ‘A’ status in food hygiene, sanitation, and processing. In 2019, Hockhua was recognised by the “Singapore Quality Class” for business excellence and nominated as a “Singapore heritage brand” in the local press. During the pandemic in 2021, Hockhua introduced safe distancing measures and hygiene protocols, earning SG Clean certification for most of its outlets. History Founded by Mr. Chan Tiong Cheng in 1986, Hockhua began as a small business importing American Ginseng from Canada. It expanded to wholesale in 1987 and established Hockhua Ginseng Birdnest Trading Enterprise in 1989 with its first retail shop in Hougang. By 1992, the company had grown its retail outlets and, in 1996, created SHW Trading Enterprise to cut costs and maintain quality control through a direct import strategy. In 2000, Hockhua established seven subsidiary companies specialising in different product categories, such as ginseng, bird’s nest, Chinese herbs, agri-food, seafood, traditional medicine, and wines. The first Oriental Herbal Tea store opened in the same year. In 2003, Hockhua centralised its administration and operations by moving to its current headquarters at Ang Mo Kio. Hockhua rebranded as Hockhua Tonic Pte Ltd in 2004 and expanded to Malaysia in 2007. In 2011, a new manufacturing facility was set up in Singapore, focusing on ready-to-consume health foods and beverages. An e-store launched in 2014 paved the way for Hockhua’s digital presence on platforms like Qoo10, Lazada, RedMart, and Shopee by 2018. A new factory and warehouse in Malacca, West Malaysia, were established in 2015 to centralise product storage, processing, and distribution. In 2018, a bird’s nest processing factory was set up in Indonesia. Product Hockhua offers over 1,000 TCM products, health foods, supplements, and beverages. Its star products include Ginseng, Bird’s Nest (Golden Cow), and Abalone (Tiger King). The company cultivates its own ginseng with partners in Ontario, Canada, and Jilin Province, China. Factories adhere to good manufacturing practices, ensuring quality and affordability. Hockhua imports over 20 grades of superior bird’s nest from Indonesia and East Malaysia and began farming bird’s nest in West Malaysia in 2007. Abalones are imported from multiple countries, with detailed packaging information to validate pricing. Responding to market trends, Hockhua offers ready-to-consume bottled bird’s nest and other convenient, high-nutritional-value products such as bottled snow jelly, ginseng capsules, and various herbal essences. Recent Developments With the completion of a new factory in late 2022, Hockhua expanded its production line and storage capacity by over 65,000 square feet. The factory houses ginseng processing, multigrain product production, and Chinese herbal packaging, along with increased storage for essential items like beans, sugar, nuts, and herbs to prevent supply shortages and mitigate global inflation impacts. The new facility has improved workflow efficiency and productivity. Concurrently, the existing factory is being restructured to enhance production lines and warehousing, raising overall product quality and optimising logistics.
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