A registered member of the Malaysian Furniture Council (MFC),
Kinsha Works Sdn Bhd is one of the beneficiaries of MTC’s Digital
Marketing Entrepreneurship Programme (DMEP). Based in Sungai
Buloh, Selangor, Kinsha Works is a company with expertise in
manufacturing office chairs and sofas which was established in 2009.
With over 20 staff in the company, Kinsha Works’ products are
exported to over 40 countries. The major markets include America,
Asia, Africa, the Middle East, Europe, and Oceania region. They
also have dealers in other countries and their main targets are
office and home-office users.
Director Mr. Eugene Lee said that their product speciality lies in
the durability of its materials, upholstery workmanship, colour
variation, and ergonomic seats. Kinsha provides higher seats for
markets outside Asia, to meet the seating ergonomics. In addition,
there is flexibility in customising their products according to the
customers’ specifications, where some of the chairs are designed in
larger sizes for western regions, which are rarely promoted in Asian
countries, and are covered up to five years of warranty.
The chairs are manufactured using bent plywood with crafted solid
wood for the arms, and some of their star base chairs were made
from timber. To push the quality of their products higher, Kinsha
began to collaborate with foreign designers. Currently, 85% of
its products are for the export market while the remaining 15%
for local end-users. Kinsha also intends to increase its domestic
market ratio via e-commerce.
“We have been exporting for over a decade with our brand name,
Kinsha, and it is time to introduce our quality products directly to
our domestic market via business-to-consumer (B2C) e-commerce.
We realise that our brand will become more splendid, and it can build
confidence in the international buyers to become our dealers if we are
able to dominate the Malaysian local market. Thus, we have built an
e-store within a year for a good shopping experience and this website
was launched in May 2022”, said Mr. Lee.
“This e-store has a clean interface, product information details, a
live chat box to answer shoppers’ enquiries, discount code, and in
addition to that, we give free shipping to buyers in West Malaysia.
We also have our showroom open for shoppers to try the chairs
before they purchase our products” Mr. Lee added. As a beneficiary
of DMEP’s programme, Mr. Lee said that he knew about this
programme during the Malaysian movement control order (MCO). At
that time, Kinsha was in the initial stage of preparing its e-commerce
website and he knew that he needed to participate in this programme
to boost his knowledge in digital marketing.
Taking into account the change in consumer behaviour to rely more
on digital technology and social media, DMEP was initiated by MTC
in June 2021 with classes commencing in August the same year
to provide targeted training and coaching programmes to timber
companies. The programme aims to inculcate digital marketing
strategies such as marketing via content, email, social media, as well
as e-commerce and websites among the timber industry players.
Mr. Lee pointed out that the need for knowledge in digital
marketing has become more crucial due to the impact of the
Covid-19 pandemic on businesses, where physical marketing has
become more difficult to conduct.
“Hence, DMEP helps timber industry players to better understand
virtual platforms and processes to get into the digital sphere. By
joining this programme, it helped us to expand our minds from
doing B2B to B2C business and move into e-commerce platforms.
We realised that there was so much to learn in DMEP, and products
need to have a good marketing platform to reach the target buyers
effectively. We are in the midst of applying what we have learned
from the programme”, said Mr. Lee.
“If I were to rate the effectiveness of this programme, I will give five
stars to DMEP as it is an excellent, and practical programme for
SMEs to break through their traditional ways of handling business.
I would encourage timber industry players to participate in this
programme”, added Mr. Lee.
“We have been exporting
for over a decade
with our brand name,
Kinsha, and it is time
to introduce our quality
products directly to our
domestic market via
business-to-consumer
(B2C) e-commerce.”
said Mr. Lee.
