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[ Last edited by HangPC2 at 11-11-2008 08:12 PM ] |
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Post Last Edit by HangPC2 at 14-7-2009 14:35
Cheetah shifts to high gear
By RACHAEL KAM
SPORTS and casual wear retailer Cheetah Holdings Bhd is planning to diversify into shoes, bags and even healthcare items, as the company tries to ensure its home-grown Cheetah brand stays relevant and competitive.
Having been in the sports and casual wear retail industry for three decades, the Cheetah brand has seen steady growth, especially as the number of shopping malls in Malaysia increases.
The company is now shifting up a gear.
It has begun selling Cheetah sports spectacles and sunglasses at all Focus Point outlets in Malaysia after entering into an agreement with eyecare company Focus Point Vision Care Group Sdn Bhd.
Cheetah chairman and managing director Chia Kee Foo, 46, said the company would be getting more distribution rights for international lifestyle brands.
It was also considering franchising its boutique, which sells casual and sports wear.
“It may be easy to own a brand but a lot of efforts is required to build a strong brand that is easily acceptable or recognisable by the market,” Chia told StarBiz in an interview. “We should not limit ourselves only to the sports wear and casual wear segments while there is a huge untapped market out there.”
The family business was founded by Chia Yoon Yuen, his wife Hor Ah Kuan and their son Kee Yew, in 1977.
They initially operated out of their single-storey house in Kuala Lumpur with three staff. As the business grew, they moved to a double-storey house, then a shoplot in Taman Maluri in Cheras.
Today, Cheetah is listed on the Bursa Malaysia main board and operates out of a 16,000 sq ft factory in Taman Shamelin Perkasa. It has six home-grown brands: Cheetah, Cheetah Ladies, Cheetah Junior, Cth Unlimited, C-two and C. Union.
It is also the sole distributor for Ladybird children’s wear and GQ men’s office wear.
Chia was roped in to assist his mother in 1979, after his father passed away. He was only 17.
He and his elder brother quickly discovered that it was easier for a product with an easy-to-recognise brand name to get repeat purchases. They then decided on Cheetah as their brand name, and the rest, as they say, is history.
“A cheetah is a unique animal with remarkable speed. We want to move ahead aggressively like one,” Chia said.
The Cheetah group now has some 700 consignment counters at supermarkets, hypermarkets and shopping malls, 18 boutiques, including two Ladybird outlets, and 90 sports shops.
Two years ago, Cheetah bought 0.8ha of industrial land in Balakong, Seri Kembangan and spent RM12mil to build its new headquarters, which it will move into in February.
On the economic slowdown, Chia said the company’s decision to outsource early on has proven right. “It has helped us control our costs well in the past 30 years, especially during the recession,” he said.
Chia said Cheetah outsourced its manufacturing to 10 local and overseas producers.
But he acknowledged that “this round of economic slowdown is a little tough compared with the past two times because all prices including raw materials, petrol and electricity have gone up dramatically at the same time.”
However, he said Cheetah remains positive of posting consistent growth in the coming years.
For the financial year ended June 30, Cheetah posted a net profit of RM9.42mil on revenue ofRM103.34mil compared with RM9.86mil and RM88.67mil respectively the previous year.
- The Star -
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Reply #101 HangPC2's post
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haha...cmne nk lawan dgn nike..adidas... |
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Reply #124 HangPC2's post
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Falsafah Figos
Oleh JAGATHESWARY NARAYANAN
[email protected]
Label Figos mencuri perhatian penggemar sukan terutamanya golongan remaja yang obses membeli kelengkapan sukan.
SELAIN kemahiran bermain, memiliki kostum dan aksesori sukan menjadi tuntutan.
JEJAKA berbaju-T jersi rona kuning keemasan itu menyimpan satu impian besar yang perlu dicapai dalam tempoh lima tahun akan datang.
Barangkali, impian itu kedengaran mustahil dan sukar.
Ini kerana lelaki berketurunan Cina itu, ingin melihat pakaian sukan terutama jersi pengeluaran syarikatnya menjadi pilihan skuad futsal kebangsaan tatkala mereka beraksi pada perlawanan akhir Kejohanan Futsal Sedunia kelak.
Walaupun cita-citanya setinggi gunung, Pengarah Urusan, Figos Sdn. Bhd., Tang Kok Wai, 39, nekad mencapai azam tersebut. Dia benar-benar mahu jenamanya diiktiraf oleh ahli sukan antarabangsa.
Katanya, pasaran item-item sukan mempunyai persaingan sengit daripada jenama seperti Adidas, Nike, Polo, Reebok ataupun Puma.
"Figos masih mencuri perhatian penggemar sukan terutamanya golongan remaja yang obses membeli barangan sukan sama ada sehelai jersi, sebiji bola mahupun sepasang kasut.
"Tumpuan penggemar sukan tempatan pada Figos dilihat satu permulaan yang baik pada jenama ini untuk terus mara dengan lebih cemerlang," ujar Kok Wai ketika ditemui di gudang Figos, Taman Komersial Pandan Indah, Kuala Lumpur.
Kok Wai yang menggilai sukan bola sepak sejak remaja lagi memberitahu, selain kemahiran bermain, memiliki kelengkapan sukan menjadi satu tuntutan.
Tanpa kelengkapan yang sempurna, seorang pemain pasti sukar memberi persembahan terbaik.
Falsafah
Menurut Tang, Figos menggenggam falsafah Fittness Go With Style. Sebelum menjejak kaki di Malaysia, beliau terlebih dahulu mencuba nasib di pasaran Eropah seperti Belgium, Belanda dan Luxemburg.
PRODUK jenama Figos dijual pada harga yang murah tetapi berkualiti.
"Sambutan yang kurang memberangsangkan menyebabkan Figos membuka tirainya di negara ini tujuh tahun lalu.
"Benar, ia tidak mudah. Figos harus bersaing dengan barisan jenama sukan antarabangsa yang sudah sebati dalam kalangan pengguna," ujar lelaki yang mengelolakan sebuah kelab futsal dan bola sepak Figos sejak dua tahun lalu.
Kok Wai berkata, kritikan dan tohmahan menjadi lumrah tatkala syarikatnya ingin memperkenalkan koleksi pakaian ataupun kasut yang terbaru untuk pasaran tempatan.
"Saya berasa bosan dengan rekaan jersi yang berlengan sampai siku dan potongan pakaian yang bersaiz lebar dan besar.
"Sehubungan itu, saya memperkenalkan jersi Figos yang berlengan lebih pendek dan potongan badan yang lebih ketat," ujar Kok Wai yang tidak menyangka percubaannya itu akhirnya mendapat sokongan masyarakat tempatan.
Lelaki yang turut menggemari permainan sukan futsal itu menjelaskan, Figos yang mengetengahkan rekaan bersifat inovatif, ringkas dan praktikal turut mengutamakan kualiti.
"Bagi jersi fabrik, dry fit digunakan kerana sifatnya yang kalis haba dan peluh yang menjamin keselesaan si pemakai ketika beraksi di gelanggang perlawanan.
"Dalam pada itu, kesemua rekaan pakaian dan item sukan Figos diimport dari Hong Kong, China, Jepun dan ada juga yang dibuat di Kuala Lumpur," jelas Kok Wai.
Inovatif
Kok Wai menyifatkan, rangkaian kasut sukan keluaran Figos bukan sahaja sesuai untuk golongan lelaki malah atlet wanita.
"Walaupun kasut-kasut yang diperaga dalam pasaran tidak sarat dengan elemen teknikal tetapi ia masih selesa dipakai untuk bersukan mahupun aktiviti riadah.
JERSI jenis dry fit bersifat kalis haba dan peluh bagi menjamin keselesaan si pemakai ketika beraksi di gelanggang.
"Himpunan kasut jenama Figos, tidak diperbuat daripada material kulit yang mudah rosak manakala ia disesuaikan mengikut cita rasa masyarakat Asia," katanya.
Figos yang begitu sinonim dengan sukan futsal turut mempunyai koleksi kasut futsal yang tahan lasak.
"Koleksi kasut yang dikenali sebagai high performance shoe iaitu barisan kasut yang diperbuat daripada sejenis material super mikro fiber sesuai untuk perlawanan sebenar.
- Kosmo -
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Post Last Edit by HangPC2 at 16-8-2010 12:01
edit.................. |
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Post Last Edit by HangPC2 at 16-8-2010 12:00
edit..................... |
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Post time 7-11-2008 09:37 PM
