GOING GLOBAL
By SHILING WOON

CHEW Wai Ming believes in taking risks, not just following a safe route. “I do not like to limit my horizon. The business world is massive and I always like to challenge myself even if I might perform poorly,” said the 41-year-old founder of Cellnique Cosmaceutical Sdn Bhd.

Chew was an electrical engineer student in the National Taiwan University and completed his studies in 1987. Upon graduation, he worked in a firm that sold Apple computer in Taiwan for two years before he pursued his Master in Business Administration (MBA) degree in the US.

His main reasons for going to the US were to improve his English speaking and writing skills, as well as to enhance his business management knowledge to prepare himself to be a successful entrepreneur.

Chew completed his MBA degree in 1992 and went to Singapore to work in his mother’s beauty school for five years.

“I did not have any idea what to do after I graduated. Therefore, my mother asked me to help her manage her school to gain working experience while seeking other job opportunities,” Chew said.

He read whatever trade magazines he could get his hands on. “I realised that there were numerous skincare brands in the US which utilised their distributors to expand their business globally.

“I was fascinated by the business strategy and decided to contact one of the brand owners there to discuss business,” he said.

That brand happened to be a “medical delivery system” skincare range and it signalled the beginning of a new business concept in the skincare industry.

Chew borrowed S$40,000 from his mother and came to Malaysia in 1997 as a distributor of that product range. However, he declined to disclose the brand.

He rented a small shop in Petaling Jaya from his aunt and furnished it with some second-hand furniture from his neighbours.

“Even though I had a tight budget, I was proud that I was my own boss when I was only 32 years old,” he said.

Chew planned his business model as a product skincare educator, targeting beauty salon owners. He wanted to build his business through confidence, relationship and trust.

He approached every salon in the Klang Valley and secured about 20 customers in just three months.

However, the economic crisis in 1998 hit his company’s bottom line badly.

“The crisis hit the country’s retail industry, and most of the beauty salons suffered. What I earned was not sufficient to pay for the stocks from the US. Therefore, I again borrowed RM80,000 from my family to sustain my business,” he said.

In 1999, he gave up the distributorship of the brand and created his own brand in Malaysia - Cellnique.

“About 90% of the skincare products were foreign names, I wanted to create my own skincare brand.

Cellnique, which initially offered four whitening and moisturiser products, was similar to the skincare products that he had distributed previously.

He said Cellnique’s research and development work were outsourced to various countries, including Japan and France.

His hard work and risks paid off. Today, Cellnique skincare products are available at all major pharmacies, including Guardian and Watsons, beauty salons, as well as all Sa Sa Cosmetics outlets nationwide.

Chew now has a 18,000 sq ft shop in Subang Industrial Park with about 200 workforce. He said his philosophy on managing his business was providing training to enhance employees’ products knowledge, as well as understanding their needs.

In July this year, Chew launched Cellnique in Singapore via the 12 Sa Sa Cosmetics outlets.

“I brought in the right products to attract consumers. Although the sales contribution from Singapore is not significant now, I hope it would be substantial in the immediate future,” he said.

Looking back, Chew said he was proud of his achievements and there were no regrets in the path he took.

“It was difficult in the beginning and there were thoughts of giving up. However, sheer willpower had stood me in good stead as my family members rallied around in support.”

Revenue rising

Cellnique Cosmaceutical Sdn Bhd is confident of achieving handsome revenue this year, thanks to the company's overseas expansion plan, as well as leveraging on its existing operation in Malaysia, said founder Chew Wai Ming.

In its first half-year, the firmposted revenue of RM27mil.

“We recorded a group turnover of RM37mil last year and we anticipate that we will surpass this figure for this year,” he said, but did not elaborate.

Chew said the group's Singapore operation would start contributing revenue next year, projecting a contribution about RM6mil to group turnover.

On Cellnique’s business outlook, Chew added that the company was looking at venturing into Hong Kong, South Korea, Thailand, Australia and the Middle East within the five years.

The company’s vision to position Cellnique as an international brand, he said.