From Agency to Self-Made Brand
Bel’Air Global Chairman Mr. Huang Shu Li is the pioneer who brought European aromatherapy products into Asia. Backed by the need to create healthier air quality, these products gained rapid popularity and recognition in Asia, where concern for air pollution has been increasing by the day. Soon, supplies were unable to meet the escalating demands and Bel’Air had to review the limitations of agency distribution.
For the permanent management of a business, integrated production and marketing is the sure way to go. Therefore, Bel’Air resolutely gave up its agency for the centuries-old French products and established its own factory in Franceand created the new Bel’Air brand name. This caused a huge upheaval. More than half of our clients and distributors, being used to the old product, drifted away. Sales volume was badly hit. Some started to doubt if the creation of a self-made brand was the wise choice to begin with.
It is never easy for a new brand to gain acceptance in the market, especially when faced with competition from similar products. Yet Bel’Air did this after it geared up on product research and development, with collaboration from a bio-tech research team. Combining the latest bio-technology with ancient Chinese herbal medicine, a new range of herbal essential oil products is developed, which delivers more prominent therapeutic effects. Besides elevating the domain of the products from air purification to bio-tech aromatherapy, Bel’Air has also worked closely with a group of German scientists and researchers to develop more advanced and enhanced beauty products in Singapore, sharpening our competitive edge and opening new horizons.
Foothold in Singapore, Sights on the World
In 2000, Bel’Air was officially launched in Singapore, with Mrs Goh. Chok Tong, then Prime Minister’s wife, as the guest-of-honour for the opening ceremony. As an international economic and trading hub, Singaporeis also blessed with a multi-lingual and multi-cultural environment and is thus the most ideal base for worldwide expansion. Coupled with Singaporeans’ broad international outlook and the efforts of our distributors, Bel’Air’s career strongholds soon extended to Malaysia, Indonesia, Thailandand Philippinesin South-east Asia, as well as Japanin North-east Asia. Some distributors even went as far as USA, Canada, New Zealand, Australia, etc. The number of Bel’Airians grew rapidly across the globe. Now, the figure stands at several hundred thousands.
Bel’Air Regional CEO for Asia Ms Lee Xiang Ying heads the Singaporebranch office and handles the administration and management in Asian countries. In other words, Singaporeis the management centre for Bel’Air in the Asia-Pacific zone, spearheading new territories and serving as its critical link. We can also say that Singaporeis a lifeline of Bel’Air in the region.
Localising Education
An overseas company would inevitably face stiff market challenges and competition in the small island-state of Singapore. As opposed to others who moved away as a result, Bel’Air has thrived and continued to cultivate this fertile ground with increased diligence.
Singaporedistributors translated the Chinese training materials to English and blended in local cultural flavours to suit Singapore’s social fabric. This led to the birth of an all-rounded training and education scheme, allowing Singaporeans to grasp the product essence, as well as the gist for team operations, with speed and precision. Their practical and progressive attitude has been handed down from then and is now a part of Bel’Air culture here.
Social Reciprocation
Since the day Bel’Air was rooted in Singapore, it has been constantly reciprocating to society with the fruits of its labour. This includes sponsoring the National Kidney Foundation and its Children Medical Fund in various ways, adopting a local contemporary dance troupe, being a principal sponsor for Singapore National Day Parade 2004, etc. Ms Lee thinks that network marketing is a “people” business. Besides elevating their professional knowledge and image, distributors also ought to develop the correct values to be an outstanding network marketer and a good citizen. So, whenever Ms Lee gives a rallying call, distributors would respond with enthusiasm.
Similarly, Bel’Air’s niche at the International Brand Summit boils down to its socially-conscientious image. With its concrete acts of participating in various community service events, it has established an excellent role model for network marketing and has also left a deep impression in public consciousness.
This passion has also given rise to heightened exposure. Following the publicity done by various media, Bel’Air’s logo has been imprinted throughout Singapore, shooting this enterprise to fame and popularity within a short time. Although this is not the motive of engaging in community service, it has nonetheless created market benefits and serves as a testament to Bel’Air’s glorious conquest which other network marketing companies can learn from.
The Future China Market
In the future, besides continuing to develop more quality products, Bel’Air will also step up on the opening of the Chinamarket. As network marketing is not yet liberalised in China, Bel’Air has used the legally-approved methods – traditional and wholesale – to expand our business map. Now, Bel’Air’s imprints can be found in all major provinces. Distributors have upheld the Bel’Air business spirit of professionalism and localisation to establish a firm foundation in China. This has given much commitment and reassurance to the relevant personnel. And when the law is passed for network marketing in China, Bel’Air will sow this fertile ground to reap the fruits one day.
Glory for a Young Brand
From Bel’Air’s success model, we can trace the difficulties of a business as it changed from an agent to a self-made brand. We can also see how it boldly re-invented itself in a quest for continuous breakthroughs, a reflection of these objectives laid by the International Brand Summit: local foothold, global expansion, brand establishment, future development. For such a young brand to share this international recognition and honour with other acclaimed gold brands, we can proudly proclaim, “Bel’Air has done it!”
Bel’Air Global Chairman Mr. Huang Shu Li is the pioneer who brought European aromatherapy products into Asia. Backed by the need to create healthier air quality, these products gained rapid popularity and recognition in Asia, where concern for air pollution has been increasing by the day. Soon, supplies were unable to meet the escalating demands and Bel’Air had to review the limitations of agency distribution.
For the permanent management of a business, integrated production and marketing is the sure way to go. Therefore, Bel’Air resolutely gave up its agency for the centuries-old French products and established its own factory in Franceand created the new Bel’Air brand name. This caused a huge upheaval. More than half of our clients and distributors, being used to the old product, drifted away. Sales volume was badly hit. Some started to doubt if the creation of a self-made brand was the wise choice to begin with.
It is never easy for a new brand to gain acceptance in the market, especially when faced with competition from similar products. Yet Bel’Air did this after it geared up on product research and development, with collaboration from a bio-tech research team. Combining the latest bio-technology with ancient Chinese herbal medicine, a new range of herbal essential oil products is developed, which delivers more prominent therapeutic effects. Besides elevating the domain of the products from air purification to bio-tech aromatherapy, Bel’Air has also worked closely with a group of German scientists and researchers to develop more advanced and enhanced beauty products in Singapore, sharpening our competitive edge and opening new horizons.
Foothold in Singapore, Sights on the World
In 2000, Bel’Air was officially launched in Singapore, with Mrs Goh. Chok Tong, then Prime Minister’s wife, as the guest-of-honour for the opening ceremony. As an international economic and trading hub, Singaporeis also blessed with a multi-lingual and multi-cultural environment and is thus the most ideal base for worldwide expansion. Coupled with Singaporeans’ broad international outlook and the efforts of our distributors, Bel’Air’s career strongholds soon extended to Malaysia, Indonesia, Thailandand Philippinesin South-east Asia, as well as Japanin North-east Asia. Some distributors even went as far as USA, Canada, New Zealand, Australia, etc. The number of Bel’Airians grew rapidly across the globe. Now, the figure stands at several hundred thousands.
Bel’Air Regional CEO for Asia Ms Lee Xiang Ying heads the Singaporebranch office and handles the administration and management in Asian countries. In other words, Singaporeis the management centre for Bel’Air in the Asia-Pacific zone, spearheading new territories and serving as its critical link. We can also say that Singaporeis a lifeline of Bel’Air in the region.
Localising Education
An overseas company would inevitably face stiff market challenges and competition in the small island-state of Singapore. As opposed to others who moved away as a result, Bel’Air has thrived and continued to cultivate this fertile ground with increased diligence.Singaporedistributors translated the Chinese training materials to English and blended in local cultural flavours to suit Singapore’s social fabric. This led to the birth of an all-rounded training and education scheme, allowing Singaporeans to grasp the product essence, as well as the gist for team operations, with speed and precision. Their practical and progressive attitude has been handed down from then and is now a part of Bel’Air culture here.
Social Reciprocation
Since the day Bel’Air was rooted in Singapore, it has been constantly reciprocating to society with the fruits of its labour. This includes sponsoring the National Kidney Foundation and its Children Medical Fund in various ways, adopting a local contemporary dance troupe, being a principal sponsor for Singapore National Day Parade 2004, etc. Ms Lee thinks that network marketing is a “people” business. Besides elevating their professional knowledge and image, distributors also ought to develop the correct values to be an outstanding network marketer and a good citizen. So, whenever Ms Lee gives a rallying call, distributors would respond with enthusiasm.
Similarly, Bel’Air’s niche at the International Brand Summit boils down to its socially-conscientious image. With its concrete acts of participating in various community service events, it has established an excellent role model for network marketing and has also left a deep impression in public consciousness.
This passion has also given rise to heightened exposure. Following the publicity done by various media, Bel’Air’s logo has been imprinted throughout Singapore, shooting this enterprise to fame and popularity within a short time. Although this is not the motive of engaging in community service, it has nonetheless created market benefits and serves as a testament to Bel’Air’s glorious conquest which other network marketing companies can learn from.
The Future China Market
In the future, besides continuing to develop more quality products, Bel’Air will also step up on the opening of the Chinamarket. As network marketing is not yet liberalised in China, Bel’Air has used the legally-approved methods – traditional and wholesale – to expand our business map. Now, Bel’Air’s imprints can be found in all major provinces. Distributors have upheld the Bel’Air business spirit of professionalism and localisation to establish a firm foundation in China. This has given much commitment and reassurance to the relevant personnel. And when the law is passed for network marketing in China, Bel’Air will sow this fertile ground to reap the fruits one day.
Glory for a Young Brand
From Bel’Air’s success model, we can trace the difficulties of a business as it changed from an agent to a self-made brand. We can also see how it boldly re-invented itself in a quest for continuous breakthroughs, a reflection of these objectives laid by the International Brand Summit: local foothold, global expansion, brand establishment, future development. For such a young brand to share this international recognition and honour with other acclaimed gold brands, we can proudly proclaim, “Bel’Air has done it!”
Adapted and translated from China“Capital” Magazine,
International Brand SummitSpecial Edition
International Brand SummitSpecial Edition
No comments:
Post a Comment