7 0 Superbrands Volume 15 Market Sheng Siong is a supermarket chain established in Singapore, currently operating more than 70 stores islandwide, serving a diverse clientele. It emphasises value-for-money and quality products coupled with excellent service. Achievements Since 2007, Sheng Siong has consistently ranked in the top three in sales revenue according to the Retail Asia-Pacific Top 500 survey by Euromonitor International. In 2012 and 2013, it was honoured as Singapore’s “Best of the Best Retailer.” Recognised as a “Superbrand” annually since 2008, it was listed on the Mainboard of the Singapore Exchange in August 2011. Sheng Siong Group Limited was a six-time recipient in the Consumer Staples Category of the Securities Investors Association Singapore (SIAS) Investors’ Choice Awards for the Most Transparent Company, and was ranked in the FORTUNE Southeast Asia 500 in 2024. In addition, Sheng Siong has also been voted into the list of Singapore’s Best Customer Service by The Straits Times since 2022. In 2015, the Group Limited received the Innovation Excellence Award from SPRING Singapore and the Singapore Quality Award Governing Council, recognising its productivity improvements through the hybrid selfcheckout system and individually quick frozen technology. Sheng Siong’s green efforts led to the installation of Singapore’s largest single solar panel at its Mandai Link distribution center, earning it a 2013 Solar Pioneer Award. The Group also won the Best Inaugural Sustainability Report (Mainboard) Award in 2018 from the Singapore Institute of Directors. History Sheng Siong started as a family-owned retail store on Ang Mo Kio Avenue 3 in 1985. Mr. Lim Hock Chee, current CEO, and his wife, initially rented a stall from Savewell to sell pork from their family’s farm. After Savewell decided to sell its stores, Mr. Lim, alongside his brothers Mr. Lim Hock Eng and Mr. Lim Hock Leng, ventured into the supermarket business, capitalising on the government’s phasing out of pig farms. Combining quality, value-for-money products, and personalised service, Sheng Siong’s daily turnover grew from S$3,000 to S$19,000 within three years. Expansions followed in Bedok (1988) and Woodlands (1996), and the company grew significantly post-2000, adding 14 stores within five years. A major restructuring in 2006 set the stage for future growth, including a logo makeover and store upgrades. As of 31 December 2023, Sheng Siong’s retail area had expanded to 618,349 square feet. Furthermore, Sheng Siong has expanded into China with 6 stores to date. Product Sheng Siong offers a wide range of products, including groceries, pre-packed convenience foods, household goods, personal care items, electronics, and fresh food. The company is strong in the fresh food segment, leveraging years of experience in retailing live seafood,
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