SUGAR RUSH

ZbBZ (Singapore) - - IN FOCUS - TEXT TEO WOAN YEE / 赵琬仪 PHO­TOG­RA­PHY 龙国雄

Home-grown rock sugar man­u­fac­turer Cheng Yew Heng Candy Fac­tory hits a sweet note with new re­tail prod­ucts 从生产糖果、物流、商品货易,到出品包装新颖时尚的冰糖棒,钟友兴糖果厂赋予糖新的生命。

Brand Owner 品牌舵主

John Cheng, 35, is the di­rec­tor of busi­ness de­vel­op­ment and trade at Cheng Yew Heng Candy Fac­tory. A busi­ness man­age­ment and mar­ket­ing grad­u­ate of Sin­ga­pore Man­age­ment Uni­ver­sity, he has been the key driver in modernising the com­pany for the past eight years. 钟友兴糖果厂商业发展和贸易董事钟程龙(35岁)毕业于新加坡管理大学,拥有商业管理文凭,双主修经营管理和市场行销。加入家族企业前,他在国际银行任职,负责采用六西格码(six sigma mythol­ogy)技术,改善企业质量流程管理。

过去8年,他透过更新品牌形象、人力资源管理、自动化及获取食品安全体系认证ISO 22000等多管齐下,推动糖果厂现代化经营。

Brand Story 品牌故事

Founded in 1947, Cheng Yew Heng Candy Fac­tory, Sin­ga­pore’s big­gest and old­est rock sugar sup­plier and man­u­fac­turer, marks its 70th an­niver­sary this year.

It used to pro­duce tra­di­tional Chi­nese sweets such as hawthorn and sour plum, and started sell­ing rock sugar in the 1950s. It also man­u­fac­tures red and black jag­gery, which is made from sugar cane.

John Cheng and elder brother Cheng Liang Kheng, 47, ex­ec­u­tive di­rec­tor of Cheng Yew Heng Candy Fac­tory are third-gen­er­a­tion own­ers of the fam­ily busi­ness, which has re­tained its orig­i­nal name even though it no longer pro­duces candy.

A mem­ber of the Re­fined Sugar As­so­ci­a­tion (RSA) head­quar­tered in Bri­tain, Cheng Yew Heng now fo­cuses on three ar­eas: in­ter­na­tional bulk trade, lo­gis­tics (the im­port and sup­ply of flour and sugar prod­ucts) and the do­mes­tic pro­duc­tion of sugar.

The long-time sup­plier to shops and en­ter­prises ven­tured into the re­tail mar­ket two years ago with the Cheng brand of sugar packs for daily use. Last year, it also launched Jewels, a range of colour­ful rock-sugar sticks that come in in­no­va­tive flavours such as Sin­ga­pore Sling. The brand is pitched at younger con­sumers, who can pair the sweet­en­ers with tea or cof­fee. Jewels is stocked at stores such as Nai­ise and 1872 Clip­per Tea Co..

Through its prod­ucts, the com­pany seeks to ed­u­cate con­sumers on rock sugar and its uses. For in­stance, it is the purest form of sugar and takes 14 days to crys­tallise. Rock sugar has a mild, smooth flavour and is of­ten used in lo­cal dishes such as prawn soup and bak kut teh. 钟友兴糖果厂创立于1947年,是本地品牌最大规模的糖果厂,主要生产冰糖、黑糖和红糖等。钟程龙和哥哥钟良庆(47岁)——钟友兴糖果厂执行董事,是公司第三代传人。

现在的钟友兴糖果厂已不是生产糖果的工厂,但仍然保留原名。公司现有三项业务,即国际大宗商品贸易、物流(入口与供应面粉和糖),以及在本地生产糖。公司也是英国精制糖协会会员。

数十年来,公司的客户都是企业和机构,近期开始进军消费者市场。去年创立品牌“Jewel”,定位为生活时尚产品,为喝咖啡、茶和气泡水带来新体验,争取年轻消费群青睐。

钟程龙说,在收集了客户意见以及参考海外考察结果后,公司出品包装缤纷新颖的冰糖棒,选在诗家董、罗敏申、创意产品零售商Nai­ise及本地精品茶品牌The 1872 Clip­per Tea Co.发售。公司也赋予冰糖棒教育使命,希望透过商品传达关于冰糖的美味信息,以及使用糖果的健康贴士。糖的最纯净形式是天然结晶的冰糖,结晶时间需要14天。冰糖拥有圆润的甜味,所以大虾汤、肉骨茶多采用冰糖熬煮。

Se­cret To Suc­cess 成功秘诀

Seek pas­sion in your work. Be a good lis­tener. Make friends from far and wide. 在工作中寻找热忱,擅长聆听,广结好友。

Sig­nif­i­cance To Sin­ga­pore 对新加坡的意义

The Cheng broth­ers hope Sin­ga­pore­ans will grow to place more value in home-grown brands, es­pe­cially those with a long his­tory and proven track record. Suc­cess­ful brands, they say, serve as cul­tural am­bas­sadors that help for­eign­ers un­der­stand Sin­ga­pore bet­ter. Lo­cal suc­cess sto­ries can also in­spire other en­ter­prises here to strive for in­no­va­tion and cre­ativ­ity. 钟家兄弟希望更多人珍惜本土品牌。这是新加坡历史及文化遗产的一部分,拥有历史悠久及文化深度的本土品牌值得国人自豪。成功品牌也是文化使者,有助于开拓外国人对新加坡的认识。本土品牌的成功经验,也能激发其他商家再创造及创新。

Plans For The Fu­ture 未来计划

The com­pany is work­ing to in­crease the plant’s ca­pac­ity and to es­tab­lish learn­ing and R&D fa­cil­i­ties. Through col­lab­o­ra­tions with schools and in­dus­try play­ers, it hopes to boost brand vis­i­bil­ity and pro­duc­tiv­ity. It also has plans to ex­pand world­wide, and tar­gets to en­ter mar­kets in China, Tai­wan, Ja­pan and South Korea in the next two years. 钟友兴糖果厂目前正在提升产量,建立学习及研发设施,以便于和工业及教育伙伴合作。与此同时,公司也在探索新市场,计划在未来两年进军中国大陆、台湾、日本及韩国。

The Cheng broth­ers hope Sin­ga­pore­ans will grow to place more value in home­grown brands, es­pe­cially those with a long his­tory and proven track record.

Newspapers in English

Newspapers from Singapore

© PressReader. All rights reserved.