Khind’s Strategies for Going Global

By Carol Lin

The journey of going global for Khind began when PK (Mr Cheng Ping Keat, Executive Chairman of Khind Holdings Berhad) joined the company in 1987. At that time, the domestic market was running smoothly under the good leadership of the two founders, King Fa and Cheng Hup. PK clearly saw the opportunity to take the business to a new level – the global market.

Back to 80s, taxes imposed on imported products were very high. Due to this, the domestic market became a protected market, and those who produced good quality products stayed ahead of the rest. Khind, which had been on the local scene for more than two decades, made a decent profit from locally produced goods as they rarely faced competition from imported products. 

Like his father, PK had foresight, and his foresight enabled Khind to set foot in more than 60 countries around the globe. From its humble beginnings in half a shop lot in Sekinchan, Khind is now a world brand, from Malaysia!

1. Untapped market

Venturing into untapped markets has always topped the list of strategies for Khind in going global. An untapped market or one with very few international players is a godsend for Khind. One of the good examples would be the Middle Eastern market. In the early years, before many others did, Khind had ventured into the Middle East and began the work of establishing itself as a leading brand. 

2. Right products

After identifying a potential market, Khind takes note of the products that could be suitable for the particular market. In the Middle East for instance, Khind’s rechargeable emergency lights were obviously among the best. The range was good and well accepted by the market plus there was a good network there to sell the products.

Khind would forego products that had no selling advantage in certain markets. Instead, they would focus on fewer products and do a good job providing strong and efficient support to their distributors.

3. Good business partner 

In the journey of going global, Khind looked for good business partners, that is, distributors who could do a good job promoting and selling its products. Working with the biggest distributor in the country does not always ensure victory; more often than not, most of them deal with many other brands, and therefore, have many clients to focus on. Hence, they might not put enough effort into selling your products. 

It is also important to keep in mind that it is unwise to work with small distributors who have little or no financial capability, market network and knowledge; this can create a lot of problems. In a nutshell, it is important to find distributors who are passionate about the products they are selling and who are, at the same time equipped with the necessary knowledge, financial capability, infrastructure and good market relationship to succeed in the venture. 

4. Provide full support and maintain good relationship

After finding the correct distributors, Khind makes sure they are provided with all the necessary support. One of the key elements would be working on an exclusive basis – “one country one distributor” has been a policy for Khind from the first moment the decision was made to enter the global market. 

Charity is another way in which Khind shows support for countries it is exporting to. When Myammar, for example, was hit by typoon and tsunami, Khind donated money towards helping the victims. Doing good deeds, sincerely from the heart helps to build good relationships with local business partners.

Global Malaysian Brands: https://kanyinbooks.com/collections/english-book/products/global-malaysian-brands

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