华商 Chinese Enterprise - 2017 Issue 4 by Singapore Chinese Chamber of Commerce & Industry

04 物尽其用、人尽其才的餐饮业发展之道

15 SCCCI Opens Representative Office in Chongqing

Chinese enterprise MCI (P) 098/02/2017

第四期 . ISSUE 4/2017

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卷首语 PRESIDENT’S NOTE 开发“一带一路”机遇促进新、中携手共赢

Developing opportunities from “One Belt, One Road” • Promoting win-win collaboration for Singapore and China

近来，中国的“一带一路”倡议取得了实质性进展，为世界经济开创许多发展机遇。总商会积极引导本地商家把握其中的商机，也鼓励新、中企业携手合作，开拓沿线国家市场，达成互利共赢。

Recently, China’s “One Belt, One Road” initiative has seen substantial progress, and has opened up many development opportunities for the global economy. The Chamber has proactively steered local businesses towards seizing these opportunities. It also encourages Singapore and China enterprises to collaborate in developing the markets along the Belt and Road route to achieve a win-win situation.

例如，今年总商会与企发局多次联办工作坊，带领商家到中国考察智慧工业、配餐行业、电子商务的发展趋势；举办新中商务论坛，邀请新、中企业进行分享，探讨如何携手共享“一带一路”的商机。上个月，我们的重庆办事处正式揭幕，协助新加坡企业到中国发展，也支持中国企业通过新加坡到东南亚各国发展。 “一带一路”的核心内容，是促进基础设施建设和互联互通，整合各国发展资源，对接政策和战略，促进协调联动发展。配合这个框架，我建议新加坡企业可以先做好现有合作领域，例如发挥金融中心角色，推动基建项目融资，随着合作深化，城市规划、设计、咨询等高端服务业也可以参与其中，贡献价值。此外，新加坡具备国际化都市、区域经济中心的优势，本地企业熟悉东南亚环境和经商文化，可以与中资企业携手，优势互补，开拓沿线国家市场。新加坡一向是自由贸易的受益者和支持者，中国的“一带一路”也主张建设开放型世界经济，双方理念一致，合作前景广阔。总商会一直扮演新中商贸交流的桥梁，我们将大力支持两国商家参与“一带一路”，并借势区域联系网和即将在缅甸举办的世界华商大会，集结人脉促成更多合作，达致互利共赢！

会长 Roland Ng, SCCCI President 请到总商会网站 www.sccci.org.sg 阅读电子版《华商》。 Chinese Enterprise can be viewed online through the Chamber’s corporate website www.sccci.org.sg

For instance, the Chamber held numerous joint workshops with IE Singapore this year, bringing businesses to China to explore smart industries, catering industries, and trends of e-commerce. For the Singapore-China Business Forum that was organised this year, we invited speakers from Singapore and China enterprises to share their insights and explore how to collaborate on business opportunities arising from “One Belt, One Road”. Last month, our Chongqing Representative Office officially opened, helping Singapore enterprises expand into China and supporting China enterprises in using Singapore as a springboard to enter into Southeast Asian markets. At the core of “One Belt, One Road” is the promotion of infrastructure development and connectivity, integrating each country’s development resources, policies and strategies, to spearhead development linkages. To complement this framework, I suggest that Singapore enterprises could first make use of existing avenues of cooperation, such as the role of the financial hub, financing of infrastructural projects, along with deepening cooperation in other high-end service industries like urban planning, design and consultancy which could contribute value. Besides, Singapore has an edge in internationalisation and being a regional economic hub. Local enterprises, being familiar with the Southeast Asian environment and business culture, could partner Chinese enterprises and be a perfect complement in opening up markets along the Belt and Road route. All along, Singapore has been a beneficiary and champion of free trade, while China’s “One Belt, One Road” also advocates an open global economy. Given these corresponding concepts, the outlook for collaboration is very promising. The Chamber has always assumed the role of being the bridge between Singapore-Sino trade and business relations. We will go all out to support the businesses of both countries in plugging into “One Belt, One Road”, and will leverage on our regional network and the upcoming World Chinese Entrepreneurs Convention in Myanmar, building up contacts to facilitate even more collaborative opportunities for a win-win situation!

编辑顾问 Editorial Advisors

黄山忠 Roland Ng San Tiong 蔡其生 Thomas Chua Kee Seng 吴绍均 Ng Siew Quan 林玉勤 Lim Geok Khoon

CONTENTS

出版统筹 Publications Supervision 谭宝锠 Tham Poh Cheong

主编

Chief Editor

梁廷昭 Leong Teng Chau 英文编辑 English Editor

胡爱兰 Fiona Hu 助理编辑 Assistant Editor

李胜保 Lee Sin Poh 撰稿 Staff WriterS

李胜保 Lee Sin Poh 吴仕安 Woo See Ann 行销

Marketing

黄兆荣 Leonardo Wong 设计 Design Egg Creatives Publisher

Singapore Chinese Chamber of Commerce & Industry 9 Jurong Town Hall Road #04-01 Trade Association Hub Jurong Town Hall Singapore 609431 Tel: (65) 6337 8381 Fax: (65) 6339 0605 E-mail: corporate@sccci.org.sg Website: www.sccci.org.sg Follow us on SCCCI SME ICC

华商交流站 Chinese Enterprise is produced and designed by Egg Creatives Pte Ltd (Registration No. 200504905G) for Singapore Chinese Chamber of Commerce & Industry (Registration No. S61550014E). Copyright of the materials contained in this publication belongs to SCCCI. Nothing in here shall be reproduced in whole or in part without prior written consent of SCCCI and/or Egg Creatives Pte Ltd. The views expressed in Chinese Enterprise by authors and contributors are not necessarily those of SCCCI and no liabilities shall be attached thereto. All rights reserved. Editorial enquiries should be directed to the Editor, Chinese Enterprise, Singapore Chinese Chamber of Commerce & Industry, 9 Jurong Town Hall Road, #04-01, Trade Association Hub, Jurong Town Hall, Singapore 609431. Tel: (65) 6337 8381 Fax: (65) 6339 0605 E-mail: research@sccci.org.sg. Unsolicited material will not be returned unless accompanied by a selfaddressed envelope and sufficient return postage. While every reasonable care will be taken by the Editor, no responsibility is assumed for the return of unsolicited material. MCI (P) 098/02/2017. Printed by Hock Cheong Printing Pte Ltd (Registration No. 197600590C).

物尽其用、人尽其才的餐饮业发展之道陈祖坤投身餐饮业25年，创办胜乐集团并持续创新，发展多元化业务，覆盖配餐供应、员工餐厅、餐饮品牌、即食餐点等多个领域。今天，面对成本攀高和激烈竞争，他采取变革措施，谋求转型升级。他的餐饮业发展与转型之道，重视优化资源配置，物尽其用，人尽其才：深入开发人才资源与品牌空间，开创可持续发展的新业务；善用科技提高生产力，集中人力加强人性化服务，高度融合效率与人性，推动产业升级。

携手中资企业共享一带一路总商会以“携手中资企业共享一带一路”为主题，举办新中商务论坛，鼓励新中两国企业携手合作，优势互补，把握中国“一带一路”政策带来的庞大商机，到沿线国家谋求发展。

“一带一路”专题：开创新思路拓展新出路 “一带一路”依靠现有的多边机制和区域合作平台，通过丝绸之路经济带、21世纪海上丝绸之路，与沿线国家开展、加深经济合作伙伴关系，并以“共商、共建、共享”的建设原则，重塑中国的新全球化战略。配合“一带一路”倡议，总商会致力推动新中两国的经贸合作，积极协助本地企业提升实力、进军海外市场，开创“一带一路”中的机遇。

SCCCI Opens Representative Office in Chongqing SCCCI has opened a second representative office in China in the municipality of Chongqing, under strong support and invitation of the Chongqing Connectivity Initiative (CCI) project office. The office will be taking charge of the Chamber’s affairs in Central-West China, fostering cooperation between Singapore and Chinese enterprises, and seeking out areas of growth for both sides. Regional Files

区域经济

出版新加坡中华总商会

In the Lead

华商焦点

Community E-commerce: Catching the Next Wave of China’s E-Commerce Revolution As traditional e-commerce has satisfied the fundamental needs of how consumers source and pay for products and services, the Chamber organised a targeted mission to Beijing to delve into the intriguing evolution of China’s e-commerce into a mature model – Community E-commerce.

商会时讯

联系情谊

DBS AD

华商焦点

In the Lead

物尽其用、人尽其才的餐饮业发展之道专访胜乐集团创办人陈祖坤陈祖坤投身餐饮业25年，创办胜乐集团并持续创新，发展多元化业务，覆盖配餐供应、员工餐厅、餐饮品牌、即食餐点等多个领域。今天，面对成本攀高和激烈竞争，他采取变革措施，谋求转型升级。他的餐饮业发展与转型之道，重视优化资源配置，物尽其用，人尽其才：深入开发人才资源与品牌空间，开创可持续发展的新业务；善用科技提高生产力，集中人力加强人性化服务，高度融合效率与人性，推动产业升级。

华商焦点

In the Lead

25年前，陈祖坤察觉到餐饮业是个庞大市场，于是从一名土木工程师“ 半路出家”，以三万元积蓄为资本，从送外卖起步，创办了胜乐集团。胜乐不断创新业务，如今已成为本地领先的餐饮集团，旗下有2200名员工，业务高度多元化，也逐步国际化。今天，陈祖坤也担任新加坡餐饮业协会（Restaurant Association of Singapore）会长，配合政府举措，推动本地餐饮业的转型升级。新加坡的餐饮业者目前面对一些挑战，最主要是租金随着经济发展攀升，人力供应随着经济转型、外劳政策的紧缩而降低。为了帮助商家调整应变，政府在近期的“产业转型计划”中推出餐饮业转型蓝图，提倡业者一面通过创新扩大收入来源，一面借助科技提升生产力，做好开源节流。在本次专访中，陈祖坤就以胜乐集团为例，分享如何优化资源配置，持续创新发展并推动转型升级。

Giving F&B the tech edge and Human TOUCH Vincent Tan has been in the F&B industry for 25 years. Since founding Select Group, he continues to embark on innovation and diversification of his business, including catering, staff canteens, F&B brands, ready meals, and many more. Today, as he faces rising overheads and increasingly intense competition, he made appropriate changes, adopting IT, streamlining operations, and pursuing restructuring and upgrading. The development and transformation philosophy of his F&B business focuses on optimising resource allocation and making the best use of material and human resources – deepening human resource and brand development to ensure sustainability of new businesses; leveraging on technology to improve productivity and concentrating on manpower to enhance personalised

services, so as to upgrade the industry by perfect integration of effectiveness and the human touch. Twenty-five years ago, Vincent Tan perceived that F&B was a huge market. Albeit having a civil engineering background, he made a career switch with savings of $30,000 as capital. From a humble beginning of making food deliveries, he established Select Group. Select Group continued to sprout new businesses, and today it has already become a leading F&B group in Singapore. It has 2,200 employees, and a diversified business which is also steadily embarking on the path of internationalisation. As current President of the Restaurant Association of Singapore, Vincent Tan complements the government’s initiatives

in pushing for the transformation of the local F&B industry. Local F&B players are currently facing some challenges, mainly due to spiralling rentals owing to economic development, diminishing manpower supply as a result of economic restructuring, and tightening of foreign worker policies. In order to help businesses adjust, the government has recently rolled out the F&B transformation blueprint in its “Industry Transformation Programme”, urging players to widen sources of revenue through innovation on the one hand, and to adopt technology for productivity improvement. During the interview, Vincent Tan cites Select Group as an example of how to optimise resource allocation while continuing to innovate and transform.

华商焦点

In the Lead

创新不忘稳健开发人才资源与品牌空间胜乐的业务创新能力令人瞩目，它快速与稳健地拓展多元业务，包括配餐供应、员工餐厅、餐饮品牌、概念食阁、即食餐点，旗下经营的品牌定位多样化，如中餐馆“桃苑”、 “Texas Chicken”快餐连锁店、 “盛记甜品” 餐厅、 “牛车水美食街”概念食阁等。陈祖坤进行业务创新时，会充分发挥企业资源，包括运用人才优势，开拓品牌空间，以确保创新产品或业务的可持续发展。例如，胜乐近期的创新业务是即食餐点 (ready meal)。陈祖坤观察到，即食餐点在日、台和欧洲等地都有成功先例，从新加坡的经济转型趋势、消费习惯变化、胜乐的人力和物力条件来看，也有深厚的发展潜能。 “即食食品可以自动化生产，劳动力需求低，创造更多专业人士的就业机会，例如营养师，可以推动餐饮业升级；我们将品牌定位为“亚洲风味”，因为集团已经具备了亚洲各国的厨师人才，而且品牌定位广，有很多创新空间。” 中央厨房以输送带精简运作程序，减少依赖人力。

Developing manpower resources and brandING

Select Group’s business innovation capability knows no bounds, having rapidly and steadily diversified into catering, staff canteens, F&B brands, concept food courts, ready meals, amongst others. The various brands it has developed include Chinese restaurant Peach Garden, Texas Fried Chicken fast food chain, Hong Kong Sheng Kee Desserts, Chinatown Food Street concept food court, and more. When Vincent Tan embarks on business innovation, he would fully utilise resources, including using the best talents, opening up brand space, to ensure the sustainability of its new products or businesses. For instance, Select Group’s most recent business innovation is the ready meal. Vincent Tan noted successful examples of ready

meals in Japan, Taiwan and Europe. Given Singapore’s economic restructuring, change in consumer spending patterns, Select Group’s manpower and financial resources, there is certainly great development potential. “Ready meals can be manufactured through automation, requires less manpower, and could create more employment opportunities for professionals like nutritionists, who could help to upgrade the F&B industry. Our brand positioning will be that of Taste Asia, because the group has already assembled chefs from all over Asia. Moreover, the brand positioning is broad and provides much room for innovation.” Vincent Tan says that brands under Select Group, such as the Malaysian style “Lou Yau”, Vietnamese “Pho Street”, the Hong Kong style desserts like “Sheng Kee Desserts”, are all distinctive brand concepts with expansive room for

development. Even for the same product, within one year it could expand into various new flavours. Besides clinching the right brand to develop, success in innovation comes from motivating people, including encouraging employees to help each other and growing talent together with the company. “Select Group is like a big family. Our employees all have a positive, do-or-die attitude, working hard at innovating. Management teams of the different brands can also share innovation and business tips and experiences with the others, complementing the multi-brand approach, and working industriously towards overall development.” The local F&B industry is not lacking in new brands. Competition is really intense, with the fallout rate as high as 28 per cent. Vincent Tan finds that many young people who have returned from overseas studies

华商焦点

陈祖坤说，胜乐旗下的品牌，如主打马来西亚风味的“老友”、越南美食的“Pho Street”、香港甜品的“盛记甜品”等，都是形象鲜明、品牌空间广，就算是同一个产品，一年内也可以推出许多新口味。除了抓准、发展品牌空间外，要创新成功，发挥人的动力也十分重要，包括鼓励员工互助、互补，让人才与企业共同成长。 “胜乐像个大家庭，员工态度都很正面积极，不屈不饶，努力创新，不同品牌的管理团队也可以互相分享创新、营销的点子和经验，发挥多元品牌的互补性，为整体的发展努力。” 本地餐饮业新品牌层出不穷，竞争激烈，淘汰率高达28%。陈祖坤观察到，现在很多年轻人出国留学回来，想把外国的餐饮品牌、新鲜理念带回来，但没有把食物品质、口味、价钱各方面根据本地情况作出调整，业务难以持续。他在创新品牌和业务时，关注的不是一时的潮流和短期盈利，而是可持续性。设立每个新商业模式时，他都以五年计划为框架，投入一到两年的时间做市场研究，在人力和物力方面都做好思考，务求稳健。

In the Lead

深入生产环节借数码化、科技提高生产力虽然行事谨慎，陈祖坤还是曾经在开发新业务时遭受失败。2005年，胜乐到中国、泰国和马来西亚开员工餐厅，因为以新加坡的成本运作，入不敷出，四年后结束营业。经此一役，他更深刻地体会到餐饮业者必须对每个环节都把控到位，才能成功经营。以新加坡的情况来说，餐饮业对人力依赖性大，人力占本地劳动队伍 4.8%，而行业仅占国内生产总值 0.8%。行业需要降低人力需求，精简运作，提高生产力。陈祖坤也不断在探讨如何借助科技、数码化，精简运营过程。从办公室、厨房到前台运作，他都细心改进。在生产自助餐的中央工厂，他投资了一条输送带，把食品从厨房直接送到包装部门，省去运输人力；他也购入自动煮饭机，只需2人每个小时就能烹煮3千人份的米饭，赢得规模效应。此外，数码经济的发展也有助简化餐饮业的运营。在办公室，他启用电子采购和支付系统，让旗下餐饮业者都可

胜乐集团发挥经营亚洲美食的人才优势与经验，以“亚洲风味”为主题开拓即时餐点业务。

“胜乐像个大家庭，员工态度都很正面积极，不屈不饶，努力创新，不同品牌的管理团队也可以互相分享创新、营销的点子和经验，发挥多元品牌的互补性，为整体的发展努力。”

——陈祖坤

华商焦点

In the Lead

胜乐集团创新营销概念，在牛车水美食街启动“5毛美食荟萃” （The 50 Cents Fest）活动，让顾客以0.50元购买超过20种古早味美食，成功吸引10万人光临。

would like to bring back foreign F&B brands back to Singapore. However, they did not adjust food quality, taste, pricing and other areas according to the local culture. The business is therefore very difficult to sustain. As he innovates new brand concepts and business, he does not solely focus on a momentary trend and short-term profits, but sustainability. Establishing each new business model would take five years of planning, one or two years of market survey, and careful considerations into manpower and resource allocation, progressing steadily. Applying digitalisation and technology

Even though he proceeds with caution, Vincent Tan has experienced failures once in his new business ventures. In 2005, Select Group entered into China, Thailand and Malaysia to start staff canteens. But because it was based on Singapore’s overheads, they could not make ends meet, and the business folded four years later. This made him realise that F&B

players need to control every aspect of the operations in order to succeed. In Singapore, the reliance on workers in the F&B industry is very high. It accounts for 4.8 per cent of the local workforce, but contributes only 0.8 per cent to GDP. The industry needs to lower manpower needs, streamline operations, and up productivity. Vincent Tan is continually exploring how to utilise technology and digitalisation to streamline the business process. He has made significant changes from the office, kitchen to front of the house. In the central kitchen which produces buffets, he invested in a conveyor belt to bring the food directly from the kitchen into the packaging department as a labour-saving method. He also purchased an automated rice cooking line, which requires only two people to cook 3,000 portions of rice every hour. Besides, the advancement of the digital economy has also helped to streamline operations of the F&B industry. In the

office, he uses e-purchasing and payment systems, allowing F&B players to directly purchase ingredients from suppliers. Besides eliminating manual paperwork, it could also consolidate relevant data and conduct analysis. Using the app for ordering delivery services, companies can do away with manpower to answer calls and fill out order forms. Video conferencing has made expanding an overseas business so much more convenient as it allows everyone to understand local conditions in real time. Vincent Tan is very adaptable and exercises flexibility in optimising resources. Besides adopting technology, he also came up with various special ways to streamline his workforce. For example, he opened up the different food stalls in Changi Airport’s food court. In the middle of the night, when there is less traffic, only one service staff needs to take care of nine stalls, while one chef could be responsible for many stalls.

华商焦点

以直接向供应商采购材料，省去处理账单的人力，还可以整合相关数据，分析业务趋势；使用外卖服务应用程序后，公司也不再需要人力接电话、处理订单；有了视讯会议，扩展海外业务也更方便，可以实时了解当地状况。陈祖坤擅于灵活变通，优化资源配置。除了采用科技，他也想出不少特别方法精简队伍。例如，他将樟宜机场食阁的各个摊位打通，在半夜人流较少时，九个摊位只需一位前台服务员看管，一名厨师也可以负责多个摊位。 “做餐饮必须研究和控制好每个环节，包括概念、人力、材料、货源、成本等，才能确保可持续经营，和维持优质的客户体验。”

凝聚人力发展高增值、人性化服务虽然科技有助于精简运营、降低成本，但餐饮业始终是服务业，人性化的服务品质、用户体验必不可少。业者应如何在机器与人性、效率与服务品质之间达成平衡？

In the Lead

“做餐饮必须研究和控制好每个环节，包括概念、人力、材料、货源、成本等，才能确保可持续经营，和维持优质的客户体验。”

—— 陈祖坤

陈祖坤认为，餐饮业可以根据不同的定位，分配好人力物力，把握好应提供的效率和服务素质。他将餐饮业的消费群体定位分作四层进行分析：第一层，是讲求高速、服务需求较低的快餐店、咖啡店、食阁，这类业者可以采用自动点餐机，降低人力成本；第

樟宜机场的“海峡美食村”：以自动点餐机提高生产力，降低前台服务所需的人力。

二层，是提供送餐等基本服务的快速慢食 (fast casual) 餐厅，可采用取餐振动器等电子设备，简化程序；第三层，是需提供更多人性化服务的休闲餐饮 (casual dining)，为了优化运用前、后方的人力资源，可以采用电子点餐、移动支付等方式降低工时，而且在让顾客享有较长的用餐时间的同时，也把握好翻台率 (table turnover rate)，平衡用户体验与效率；最后，是高档次的精致餐饮 (fine dining)，从前台到厨房都应该提供最人性化的服务。他观察到，有些中高档次的餐厅也在使用机器人服务员来接待顾客，可能矫枉过正，忽略了餐饮业的情怀价值。 “做餐饮很多时候不单靠食物赢，而是服务赢。用机器做服务不但缺乏亲切感，也不能做进阶销售 (upsell)，推广新产品。人要面对面沟通，才能了解需求和感受，这才是人力无法被取代的价值。”

陈祖坤强调，使用科技是为了消除低价值的人力成本，集中人力为顾客贡献增值，让人和机器完美分工，充分发挥彼此的价值。例如，他观察到东陵坊 (Tanglin Mall) 的食阁中，用餐和洗碗碟地点相距40米，于是投资了一个碗碟输送带，减轻清洁工运送碗碟的负担，让他们更专注于清洁工作，提升客户用餐体验。

业者应与时并进深化对餐饮业经营的认识身为新加坡餐饮业协会会长的陈祖坤，也正与贸工部共同领导食品服务领域所在的生活方式（lifestyle）行业组合的转型升级，其中的举措包括创新、生产力提升、国际化和人才培训四大方面。餐饮业协会推动行业转型的方式，主要是与会员分享行业新知识，例如举办座谈会、邀请国际企业进行分享、到海外考察新方案等。

华商焦点

In the Lead

但最终决定企业成败的因素还是企业的态度。企业必须接受眼前的人力挑战、数码科技的颠覆性，思考怎么简化运营，降低成本和劳动力，找到市场定位，才能长远发展。” 去年，胜乐搬入了位于圣诺哥南路、由知名建筑设计师陈家毅设计的新总部大厦。大厦外貌设计新颖，内部结合了办公室与中央厨房，陈祖坤希望籍此重塑形象，引领集团跃升为一个专业化的时尚餐饮品牌。在转型的努力上，胜乐积极有为，除了创新、提高生产力，也加强人才培训和国际化。它是获得劳动力发展局批准的培训机构，去年的培训工时达9万小时，也与学府、理工学院合作培训专业人才。陈祖坤也意识到，新加坡市场规模有限，而胜乐目前也有充足的人力储备，因此准备在未来放缓本地发展，把重心转向区域市场。

“做餐饮很多时候不单靠食物赢，而是服务赢。用机器做服务不但缺乏亲切感，也不能做进阶销售，推广新产品。人要面对面沟通，才能了解需求和感受，这才是人力无法被取代的价值。”

——陈祖坤

“商团可以贡献的力量是分享前人的经验和新概念，带领业者一起前进，

“In F&B, you need to study and control every single aspect, including concept, manpower, ingredients, source of goods, and costs, in order to guarantee sustainability and maintain excellent customer experience.” HARNESSING manpower to develop high value-added and personalised services

Although technology can help to streamline operations and lower costs, the F&B industry is ultimately a service industry. Personalised service quality and customer experience cannot be eradicated. How can industry players achieve a balance between machines and people, effectiveness and service quality? Vincent Tan believes that the F&B industry could allocate manpower and resources based on different positioning, to provide effective service quality. He analyses F&B consumer groups into four different categories: the first category looks for

quick turnaround, and is less demanding of service levels like fast food outlets, coffee houses, food courts. This category could use self-service ordering kiosks to lower manpower costs. The second category is the fast casual restaurants which have basic services, and it could utilise the vibrating customer paging device to simplify process. The third category is the casual dining concept which would require more personalised services. In order to optimise the front and back-end human resources, the e-ordering and mobile payment modes could save time, and whilst enabling the patrons to enjoy a longer dining period, it could also manage the table turnover rate, to achieve an equilibrium between customer experience and effectiveness. Finally, for fine dining, the highest category, it would be essential to provide the most personalised services from the front of house to the kitchen.

He noted that some mid- to high-end restaurants are also using robots to receive customers, but this could be an overkill and overlook the sentiments and values of the F&B industry. “In the F&B industry, we cannot just rely on winning through food quality but on service quality. Using robots to serve will lose that personal touch, and could not do upsell to promote new products. People need that faceto-face communication to understand needs and feelings, and that is the value of manpower that is irreplaceable.” Vincent Tan emphasised that technology is meant to eradicate low value-added manpower costs and integrate manpower to bring value to customers. By achieving a perfect division of labour between man and machines, their respective values can be maximised. For instance, having noted that at the Tanglin Mall food court, the dining area and the dishwashing area are 40 metres apart, he invested in a dish

华商焦点

In the Lead

“商团可以贡献的力量是分享前人的经验和新概念，带领业者一起前进，但最终决定企业成败的因素还是企业的态度。企业必须接受眼前的人力挑战、数码科技的颠覆性，思考怎么简化运营，降低成本和劳动力，找到市场定位，才能长远发展。” ——陈祖坤

胜乐集团于2016年迁入位于圣诺哥南路的新总部大厦，陈祖坤希望由此引领集团跃升为一个专业化的时尚餐饮品牌。大厦由本地知名设计师陈家毅设计，外部以点心蒸笼为设计概念。

conveyor belt to alleviate the burden of the cleaning staff, allowing them to concentrate on cleaning and improving customers’ dining experience. Keeping up with trends and deepening knowledge on the F&B business

As President of the Restaurant Association of Singapore, Vincent Tan also co-chairs the Food Services Industry Transformation Map under the Lifestyle Cluster, together with the Ministry of Trade and Industry. The initiatives include four main areas of innovation, improving productivity, internationalistion and manpower training. In promoting industry transformation, The Restaurant Association of Singapore aims to share new industry knowledge with its members, like organising seminars, inviting international enterprises to share insights, and organising overseas missions to study new solutions.

“Trade associations have the strength and capability to share others’ experiences and new concepts, and lead industry players to advance together. But what determines the success or failure of the enterprise still boils down to attitude. The enterprise needs to accept the manpower challenges that loom ahead, the disruptive nature of digital technology, and think carefully about how to streamline operations, lower overheads and manpower, and find the right market positioning, before it could achieve long-term development.” Last year, Select moved its premises to Senoko South, into its new headquarters designed by renowned architect Kay Ngee Tan. The building has a trendy new design, with the interior housing offices and a central kitchen. Vincent Tan hopes to rebrand its image, enabling the group to become a professional trendy F&B brand. Select has devoted much effort into restructuring. Apart from innovation

and improving productivity, it has also strengthened manpower training and internationalisation. It is an approved training organisation by Workforce Singapore. Last year it chalked up 90,000 training hours, and also collaborates with universities and polytechnics to train professional talent. Vincent Tan also realises that the domestic Singapore market is very small. Currently Select has sufficient manpower, and is thus preparing to slow down the pace of local development, and shift its focus to regional markets.

The above is a translation of the original article in Chinese.

华商焦点

In the Lead

华商焦点

In the Lead

本届新中商务论坛分享嘉宾为（右起）新翔集团总经理冯慧仪、太平船务集团散杂货处总经理胡克、中冶置业（新加坡）有限公司总经理谭志勇、江河集团东南亚大区副总裁吴灵敏、华为综合解决方案和营销总监郑建军。论坛主持为总商会外事委员会副主席谢锦发（左一）。

与中银签署协议帮助会员融资 “走出去” 本届新中商务论坛于7月3日在洲际酒店举行，邀请了中国驻新加坡大使馆公使衔参赞郑超、中国银行新加坡分行总经理邱智坤出席。鉴于在“一带一路”计划中，许多基础设施项目都需要大量的资金支持，总商会与中国银行签署合作协议，期盼发挥各自优势，加强在金融支持、信息交流等领域的合作。未来三年，中国银行将向总商会会员公司提供授信意向。黄山忠会长在开场致辞时，鼓励新中企业携手开发“一带一路”商机。他指出，目前“一带一路”的大型项目多数集中在基础设施领域，随着跨国合作的不断深入，希望各行各业也都参与进来。今后，总商会将更加关注如何落实“一带一路”项目，提供多元化服务，让中小型企业也能有机会参与。 “每个国家文化背景不同，开展基础设施项目时，一定会涉及当地文化和法律问题，这方面风险不小。但我们相信凭借本地企业对东南亚市场的熟悉程度，再加上与中资企业共同分担风险，两国企业能够携手开拓第三国市场。”

中资与外资合作有助降低风险与吸纳经验论坛也邀请了中国国际问题研究院亚非院副所长李自国发表主题演讲，全面分析“一带一路”政策。他认为，中国会坚持“一带一路”的开放性。中国单一国家的资本本不足以发掘这项政策的巨大潜力，吸引国际资本和企业参与有助中国企业汲取经验，以及降低项目风险。他解释，与西方、亚洲企业的利益捆绑在一起，可能会降低中国企业的利润，但同时会降低风险。鉴于基础设施项目投资金额大，回收期限长，地缘政治风险高，联合国际资本，如世行、亚开行、西方企业对项目进行联合融资，可有效降低“赖账”风险。而且，与更有经验的国际资本和企业合作，刚“走出去”的中国企业可以在财务管理、风险管理、法律风险、环境风险等方面借鉴其经验。例如，中缅石油管线就是由缅、中、印、韩四国的六家公司合作建设的。他进一步说明， “一带一路”的一个主要风险在于中国与他国是否能形成新的经济产业链。中国企业如果要

在境外形成新产能，国内产业必须成功升级，与周边国家形成错位发展，否则会出现同质竞争，无法形成互补和产业链。如果产业升级与产能转移不合节拍，中国与各国的经贸摩擦反而会增加。

综合开发产业生态实现可持续发展担任论坛分享嘉宾的中冶置业（新加坡）有限公司总经理谭志勇也认为，随着中国的发展渐趋成熟，中资企业有条件在走出海外时把理念和经验带出去，结合新加坡的软体实力，发展第三方市场。他举例说，近年在走访柬埔寨、老挝等东南亚国家时，他发现这些国家拥有天然生态，地广人稀，在畜牧、食品制造等产业具备潜力。 “‘一带一路’不只是搞基础建设，真实目标是把中国的发展理念和经验带出去。然而，中国的发展模式还面临很多挑战，例如并未完全获得沿线国家认可，但如果能联合新加坡的技术、管理和金融方面的软体实力，在这些国家谋求发展，就有很大的前景。”

In the Review Lead 狮城经贸华商焦点 Economic

他认为，如果“一带一路”只在相关国家做小型项目或基础建设，影响力是有限的，必须计划综合性发展，为第三方国家打造可持续的产业生态。 “ 一些国家经济能力太有限，如果只投资做基础措施建设，拉不动国家的其他产业，这种方式是有问题的。 ‘一带一路’要成功，要做综合性发展，把国家的内生动力带动起来，实现持续性的发展。修了路，也要有食品加工、民生企业等后续支持，拉动经济内生循环，投入和产出才能有回报。” 中冶自90年代开始走出去，见证了中国企业走出去的整个历程，也从海外的大型项目累积了宝贵经验，如今更计划在一项新城市开发项目中，带领更多本地中小企业进入新市场。

新中企业可共享全球联系网谭志勇认为，新中企业不仅可以双方联合，更可以做多方联合，新加坡作为高度全球化的国家，吸引很多具竞争力的跨国公司落户，大家可以组织起来，到“一带一路”沿线国家做重点项目。同时，当大型中资企业在以新加坡为基点走出去时，本地中小企业也可以发掘与之合作的机会，开展国际化道路。

华为综合解决方案和营销总监郑建军表示，华为对“一带一路”的理解是：在各区域建立好移动物联网，以及融入当地的的数字经济转型步伐，把电子商务、云计算等模式加入其中。在这一过程中，华为也联手新加坡国立大学建立孵化合作项目，培养本地中小企业，也和区域60多家公司合作，提供通讯技术领域的权威，帮助他们将业务辐射到华为所覆盖的全球170 多个国家。从事建筑装饰的江河集团东南亚大区副总裁吴灵敏则表示，作为基础建设的连带产业，该公司是“一带一路”政策的受益者，在中国对沿线国家的投资中承接了许多大型项目。他观察到，大型基建项目必然带入许多人流，因此对餐饮、物流等各行业都有大量需求。他也曾把新加坡的劳动力管理公司、设计咨询等企业带入周边国家。推进政策与文化沟通巩固多边贸易体制“一带一路”政策以“五通” 为重点，即政策沟通、设施联通、贸易畅通、资金融通、民心相通。太平船务集团散杂货处总经理胡克在分享时，指出了“一带一路”在促进跨国互联互通方面所取得的成效。

他在非洲经营业务时，观察到政策带来的基建发展成效——基建发展已从沿海延伸到内陆，并走向更高层次，如跨国的电缆建设，通过电流供应催生跨越式的发展，建设互联网、移动通讯设施。除了港口建设，物流园、工业园等园区发展模式也逐步落实。同时，中资工厂和建材生产商也从运入产品转为落户当地生产，推动在地的产业发展。除了硬体的流通外，政策、文化等软体的沟通也是“一带一路”的关注点。李自国副所长认为，在政策上，中外应开展制度和规则对接，力争互认标准，以通用的游戏规则化解不确定性；接洽过程中，中方应摒弃“帮助当地搞建设”、 “教会和培养当地人员”等居高临下态度，抱以“按市场规则挣钱”的心态，才会对当地习惯、法律有敬畏之心，进而主动适应。从事航空服务业的新翔集团总经理冯慧仪说，该公司积极与中方合作交流，例如与中国企业合作开展实习生计划，也争取更多的认证管道，提高服务素质。

总商会与中国银行签署合作协议，期盼发挥各自优势，加强在金融支持、信息交流等领域的合作。未来三年，中国银行将向总商会会员公司提供授信意向。

区域经济

REGIONAL FILES

一带一路专题：

开创新思路拓展新出路

区域枢纽

根据中国商务部的数据，中国在新加坡的投资额，占中国对一带一路沿线国家的三分之一。这笔投资额不仅仅是落实于新加坡的具体项目，还包括经由新加坡，转而投向其他一带一路沿线国家的项目。

2013年9月，中国国家主席习近平在出访中亚、东南亚时，首次提出“ 一带一路”发展战略： “这不是一个实体和机制，而是合作发展的理念和倡议。” “一带一路”依靠现有的多边机制和区域合作平台，通过丝绸之路经济带、21世纪海上丝绸之路，与沿线国家开展、加深经济合作伙伴关系，并以“共商、共建、共享”的建设原则，重塑中国的新全球化战略，全面提升中国竞争力。

机遇与挑战并存的年代在“一带一路”的推动下，新加坡将与中国和其他沿线国家与地区连接，一方面为本地商家创造更多机会，拓展中国和本区域投资；另一方面，也推动更多中国企业加速进军本地和东南亚市场。不少商家因此顾虑， “一带一路”在为本地企业创造商机的同时，也可能带来竞争。然而，这是一个机遇与挑战并存的年代。当企业充分了解新加坡的定位和亮点，并结合自身优势，就能在筹划业务发展蓝图时，善用“一带一路”所创造的大趋势，以新思路拓展新出路。

对于许多中资企业来说，新加坡是中国资金“走出去”路线中的重要枢纽，狮城可发挥区域总部优势，助力中资企业把商业版图辐射到其他国家和地区。新中两国企业之间，有着巨大的合作和互补空间——新加坡企业熟悉东南亚的实际操作环境，也在当地有商业人脉，若能把握契机，发挥优势，就能够有所作为。

融资服务

在亚细安国家落实的一带一路项目中，有六成的项目最早出于新加坡，这是由于很多可提供项目融资的机构都在新加坡。尽管一般中小企业无法成为提供融资的机构，但供应链管理与金融业的结合、项目带动的跨行业需求，已经衍生出许多新兴产品与服务。在“一带一路”驱动的强大需求下，创新资本营运解决方案、金融科技产业的壮大、互联网/电子支付普及化、供应链金融业务等，都是未来必然发展的方向。因此，积极创新转型、业务放眼四海的新加坡的企业，将能凭借新加坡作为国际金融中心的地位，从金融体制革新、融资渠道拓宽的发展趋势中受惠。

区域经济

REGIONAL FILES

一带一路 “五通战略” • 提升旅游领域合作

优势与机遇

政策沟通一带一路倡议提出至今，中国一直在发展规划方面，寻求与不同国家和地区间的政策沟通与对接。 2015年11月，新中正式启动 “中新（重庆）战略性互联互通示范项目”。这是新中两国继苏州工业园、天津生态城后，第三个政府间合作项目，让新加坡企业能借力重庆优势，落户丝路经济带的西部发展重镇。

设施联通一带一路的国际合作重大工程项目，以跨境铁路、港口、机场合作、城镇发展、石油天然气管道等基础建设项目为主。

聚焦重庆，拓展西部市场重庆有众多供中小企业使用的空间和孵化平台，在房地产、旅游、教育、餐饮、零售、专业服务这些领域，都能找到合适的发展空间。 2016年底，中华总商会于重庆成立代表处，发挥三大功效： 1. 收集信息，积极向会员商家推介中新示范项目及重庆投资环境； 2. 加强新加坡企业与当地政府和工商界的联系，引导有实力的新加坡企业到中国西部发展； 3. 吸引中资企业到新加坡开展业务。交通枢纽：专业服务优势新加坡地理位置优越，是海运、陆路、航空运输与物流枢纽，凭借优势成为“一路” （海上丝绸之路）的重要衔接点。

由中国政府主导的亚洲基础设施投资银行、丝路基金，在设施联通的发展进程中，扮演着供血供氧，促进经脉畅通的角色。贸易畅通一带一路的重要纲领，是拓展贸易畅通的渠道，推动中资企业国际化。

此外，新加坡也提供一系列高素质专业服务，包括：城市规划、工程、争端协调等，这些都能促进更多基础设施项目的落实。

自2013年起，中国成为新加坡最大的贸易伙伴国，新加坡也是中国最大的外资来源地；双边贸易额880亿美元（新币 1,250亿）。

借力在新的中资企业走出去目前，在新加坡的中资企业超过6500家，投资额超过 50亿美元（年比增76.5%）。新加坡企业可与数量庞大的龙头企业合作，并借力自身优势，成为中资企业国际化的重要合作伙伴。潜在商机包括：运输/物流、城市规划建设（发展总蓝图规划、多元用途园区建设、智慧城市、高效建筑科技/材料、水资源管理）、专业服务领域。

作为本区域的主要金融、运输/物流、贸易中心，新加坡能成为中资企业国际化的辐射点（如国际/区域总部）。此外，新加坡企业也熟悉东南亚的实际操作环境，在当地拥有广泛的商业人脉。中资企业可凭借新加坡的上述优势，将业务辐射到亚细安（东盟）的市场、发掘新商机。

新加坡企业到中国开拓商机一带一路是新加坡企业进入中国市场的通道：许多中国城市响应中央号召，大力推动基础建设、城镇发展，新加坡企业可参与相关项目，如：资信通讯科技(ICT)、城市发展解决方案、运输/物流、基础建设及相关项目。

资金融通一带一路的建设不仅需要投融资合作，还涉及大量配套金融服务，包括代理行关系、银团贷款、资金结算和清算、项目贷款、账户管理、风险管理等。

国际金融中心：项目融资能力新加坡是国际金融中心，也是全球最大的人民币离岸结算中心之一；我国可在“一带一路”项目融资，尤其是在东南亚项目方面，和其他世界金融中心一起扮演互补角色。

资金融通的目标也包括：加强金融基础设施互联互通，推动以社区银行、互联网/电信支付为代表的普惠金融发展。

2016年，新加坡国际企业发展局分别与三家中资银行签署谅解备忘录，为本区域的一带一路项目提供超过900亿新元融资。新加坡企业可从金融体制革新、融资渠道拓宽的发展趋势中受惠。

民心相通民心相通是一带一路建设的社会基础和长久保障，通过与沿线国家通过信息沟通、人文交流、宣传互动等方式，积极推进双方民心民意的沟通，不断深化理解互信。

旅游经济的发展、人才交流 2016年，樟宜机场接待到访旅客近6,000万人次（比 2015年增加6%），往返新中两国的搭客量大增15％。入境旅客的强大消费能力，也为其他行业（零售、餐饮、物流等）带来倍增效应。新加坡是全球最具竞争力、最有创新能力的城市之一。作为跨国企业、科研机构、金融服务的聚集地，狮城也是各国专才的交汇点。

总商会致力推动新中两国的经贸合作，积极协助本地企业提升实力、进军海外市场，在“一带一路”计划中开创机遇。中华总商会属下中小企业中心(SME Centre@SCCCI)提供专业的商业咨询服务，协助新加坡企业及有意在新加坡设立办事处的企业善用政府援助计划。欲知更多详情，欢迎联系我们。新加坡中华总商会中国事务部

电话：6337 8381

电邮：chinaaffairs@sccci.org.sg

中小企业中心

电话：6337 8381

电邮：enquiry@smecentre-sccci.sg 资料整理：新加坡中华总商会研究与出版部

华商焦点

In the Lead

SCCCI opens representative office in Chongqing SCCCI has opened a second representative office in China in the municipality of Chongqing, under the strong support and invitation of the Chongqing Connectivity Initiative (CCI) project office. This office will be taking charge of the Chamber’s affairs in Central-West China, fostering cooperation between Singapore and Chinese enterprises, and seeking out areas of growth for both sides.

The unveiling ceremony which ensued was witnessed by the Deputy Director-General Sun Xiyong and Gan Teng Kiat, Consul-General, Singapore Consulate-General in Chengdu. SCCCI Vice-President Wu Hsioh Kwang then signed an MOU of cooperation with the Chongqing Industrial Park representative. Finally, the event concluded with a panel discussion on leveraging the Belt and Road Initiative to discover business opportunities. It was moderated by SCCCI’s External Relations Vice-Chairman Chia Kim Huat.

The opening ceremony started off with SCCCI President Roland Ng and Han Baochang, Director General of ChinaSingapore (Chongqing) Demonstrative Initiative on Strategic Connectivity Administrative Bureau, delivering their opening remarks. President Ng

mentioned that on July 7, Singapore Prime Minister Lee Hsien Loong met up with President Xi Jinping in Hamburg ahead of the G-20 summit, affirming the warm and longstanding bilateral ties between the two countries. The two leaders discussed how Singapore and

China could cooperate to implement the Belt and Road Initiative, including the Chongqing Connectivity Initiative, which is making good progress. This makes the opening of the Chamber’s Chongqing office very timely, with a bright future to look forward to.

华商焦点

In the Lead

Strategic importance of Chongqing As the third G to G cooperation initiative, Chongqing has a strategic advantage both politically and geographically. The most influential city in Western China, Chongqing is located at the intersection of air, sea and land transport, and is moreover China’s most populated city. It holds tremendous potential for further development, and Singapore businesses should find growth opportunities aplenty. Mr Han acknowledges the standing that SCCCI has globally among Chinese businesses, and appreciates SCCCI’s contribution in promoting a higher level of cooperation between Singapore and Chinese businesses. He emphasised that Chongqing is the only direct-controlled municipality in western China, and a crucial anchor for the opening up of western China. In addition, it connects the Belt and Road Initiative and the Yangtze economic belt, holding a unique position of importance in China’s national development and trade liberalisation strategy. SCCCI President Roland Ng (top) and Director General of China-Singapore (Chongqing) Demonstrative Initiative on Strategic Connectivity Administrative Bureau Han Baochang (bottom) delivering their opening remarks.

Establishing a second office in China President Ng explained that the purpose of the Chongqing Office is to foster greater cooperation between Singapore and Chinese businesses. It is a twoway collaboration, allowing Singapore enterprises to develop in the China market, and for Chinese enterprises to use Singapore as a springboard to access the Southeast Asian market. This is very aligned with the Belt and Road Initiative. Over the past three years, SCCCI has been organising many activities to promote the Belt and Road Initiative, enhancing business networking among the enterprises of Singapore and China.

Strengthening Singapore’s ties with China Mr Han noted that the signing of the Chongqing Connectivity Initiative was witnessed by President Xi Jinping and Prime Minister Lee Hsien Loong, and marks the third government to government initiative between Singapore and China. The initiative aims to enhance modern connectivity and

services in Chongqing, and enhance cooperation in four main areas: financial services, aviation, transport and logistics, and info-communications technology. Ultimately, it is hoped that success in Chongqing will have a positive effect on the development of the entire western region. During the past year, efforts of the governments of China and Singapore have achieved commendable results. Mr Han believes that Chongqing is an ideal location for SCCCI to set up its 2nd representative office, as it reflects the alignment of objectives with the authorities in Singapore and China. He hopes that through this platform, businesses from Singapore and China could strengthen their ties, improve collaboration, and reap the benefits in western China arising from the Belt and Road Initiative.

区域经济

REGIONAL FILES

Community E-Commerce: Catching the Next Wave of China’s E-commerce Revolution As traditional e-commerce has satisfied the fundamental needs of how consumers source and pay for products and services, the Chamber organised a targeted mission to Beijing to delve into the intriguing evolution of China’s e-commerce into a mature model – Community E-commerce. From July 24 to 28, the Chamber coorganised a field mission to a number of established e-commerce players in Beijing, to study an emerging model of e-commerce – community e-commerce. The objectives of the trip are to identify and appreciate the business-to-home (B2H) community e-commerce models prevalent in China; gain insights into the mentality and behaviour of B2H online consumers; and identify potential community e-commerce platforms to scale the China market. A total of 23 participants joined the trip. The e-commerce battlefield has now reached new heights as every platform seeks to fulfil consumer needs within a 3 Km radius. New sharing economy businesses like ofo, Didi and new startup Chong Chong are evolving their business around this arena. ofo has totally removed the need for bicycle docking stations by leveraging on electronic locks, so consumers need not be restricted by bike dock locations. Didi improves the driver and consumer users’ experience by constantly understanding users’ behaviour in different cities instead of employing a blanket approach in its strategies to improve fare calculation accuracy and loyalty among drivers. Chong Chong sees business opportunities in mobile users’ need to

区域经济

REGIONAL FILES

Learning from the model of Jumei.com, one of the biggest China’s online retailers of beauty products.

recharge and offers free electricity for adverts eyeballs, as mobility is the way of life and battery life is the limiting factor that may disrupt the consumer experience. Data as the new oil The saying “Data is the new oil” is very evident in the Chinese e-commerce landscape as e-commerce deliveries reach new milestones, with JD.com being able to deliver within two hours upon receiving an online order. In order to achieve this feat, it’s not just about how fast drivers can drive but how near goods can be placed near high potential customers to further reduce delivery distance. Drones are currently tested for deliveries in rural areas where road conditions may not be good and/or volumes are small. As shared by Anki. com (subsidiary under GOME), deliveries in China have reached a benchmark

unsurpassed anywhere in the world. Delivery response time may not be the next competitive edge but additional skillsets of employees may bring about the next big business opportunity. With each delivery only yielding RMB 15 to 30 per trip, the ability to provide installation service (with additional charge of RMB 30 to 45) would yield greater business margins. Didi.com is also offering “Driver-as-a-Service”, providing drivers with high reliability to serve a niche customer group – for those who may not want to risk driving if they have had too much to drink. Consumers are constantly browsing for products and/or services on their mobile devices and all the data has been captured and crunched by backend platforms to identify potential buyers, ready to pounce on consumers with the “right” offer. As more and more consumers

are comfortable with disclosing information about themselves, with prevalence of big data analytics, a new e-commerce model is expected to be up and coming in the very near future – consumer-to-manufacturer (C2M) commerce. Manufacturers may get input from consumers on their specific requirements and seek consumer sentiments before product development and/or product refinement. With the prevalence of Social Commerce driven by WeChat and other Social Media platforms, China has entered a new era of Internet celebrity (“网红”), where normal people can become celebrities and gain followers through the Internet. Businesses leverage on these Internet celebrities to promote their products or services as they are able to get good engagement with the

区域经济

REGIONAL FILES

The delegation visited ofo, one of the world’s largest bike-sharing companies, to learn about strategies to improve the new sharing economy business model.

audience. They are effective users of technology, leveraging on Social Media and other digital tools to propagate their reach. Consumers believe these Internet celebrities to be transparent and credible, leading to establishment of trust.

Integrating online and offline strengths of business Trust is a key element sought by China consumers as the country has been rocked by food scares in locally manufactured products. With the prevalence of mobility and Internet, Chinese are actively seeking information online before making purchases. Chunbo.com, a fresh goods company, has tapped on consumers’ need for trusted information to set up its own food testing lab, offering per-item certification which is impossible under normal circumstances due to cost and

区域经济

REGIONAL FILES

JD.com, one of the China’s largest e-commerce giants is developing drone to deliver packages to customers in remote community.

next frontier – the “New Retail”. “New Retail” is not really about man-less operation but forcing consumers to communicate with shops digitally. The more consumers interact digitally, the better e-commerce players are able to capture and analyse data to convert “window shopping” to buyers at shorter purchasing cycle and lower “eye-ball” cost. The “New Retail” concept aims to truly fulfil the earlier promise of “Onlineto-Offline” and “Offline-to-Online” (OTO) e-commerce model. This trend is prevalent even for incubators like United Innovation Services, a China incubator for Chinese start-ups. They related that in today’s context, no investor is keen on any pure e-commerce or pure brick-andmortar start-ups. It has to be a hybrid of sorts. This trip is jointly organised by SCCCI and International Enterprise (IE) Singapore, as the third in the series of Overseas Market Workshop programme.

Visiting Yangzhou Software Park, which specialises in development and application of eco-technology for sustainable urban planning.

time lapse in obtaining lab information. Third-party lab testing is still carried out to reinforce quality of their products. Users can assist the product and testing information by scanning the item’s QR code. Chunbo.com also leverages on WeChat groups to drive community e-commerce, engaging consumers in different interest groups like nutrition and cooking classes to further engage consumers and strengthen brand loyalty. In essence, Chunbo.com is a traditional retailer, but it has upgraded to a third-party food testing lab, leveraging on selective digital tools and

platforms to communicate quality of their products. However, there is a noticeable trend that cost of customer acquisition in the digital space is rising. A few years ago, the cost of customer acquisition was only RMB 15, whereas in today’s context, that value has increased to RMB 200 generically and even higher for some product categories and/or industries. The inefficiency in digital marketing and customer conversation is leading e-commerce platforms, especially Alibaba and JD.com which pursue the

商会时讯

CHAMBER COMMUNIT Y

联系情谊 Enhancing Ties

7月 20日

陈晓中国驻新加坡大使

东欢送晚宴

ssador for China Am ba Fare well Dinner g E. Chen Xiaodon to Singapore H.

8月 7日

馆中国驻新加坡大使加坡摩天观景轮为期内任在他谢感 7月20 日，本会在新，办欢送晚宴举）五右（使大权大使馆的友好陈晓东特命全增进总商会和中国及，作合贸经中积极推动新关系。

dor dinner for Ambassa ber held a farewell am Ch for the , him 20 ly nk Ju On m right), to tha Xiaodong (fif th fro and trade ic om on ec of China H.E. Chen ina ng Singapore- Ch oti om pr in ts or d eff continued Chamber an China ing ties between the nc ha en d an n, tio coopera term of office. Embassy during his

印度驻新加坡最高专员

礼貌拜访 Cour tesy Visit fro m the High Comm issio ner of India

8月7日，印度驻新加坡最高专员Jawed As hraf礼貌拜访本会，探讨如何促进两国之间的经贸合作。 On August 7, the Hig h Commissioner of Ind ia H.E. Jawed Ashraf paid a cour tesy visit to Chamber, to discu ss how to promote economic and trade cooperation betwee n Singapore and Ind ia.

商会时讯

8月 8日

CHAMBER COMMUNIT Y

晚宴建国52周年国庆 nd Singapore’s 52

National Day Dinner

8月 15日

缅北中华总商会商业代表团

莅访 Visit from Myanma r Chinese Cham ber of Comm erce (Upper Myanmar)

52周年国庆晚坡乌节大酒店举办建国 8月8日，总商会在新加陈振声为联系情谊。总理公署部长宴，与各界人士欢庆国庆，晚宴主宾。 y Dinner at held the 52nd National Da On August 8, the Chamber ether and tog y , to celebrate National Da Orchard Hotel Singapore ister’s Min e munities. Minister for Prim enhance ties with all com this event. for ur s invited as Guest-of-Hono Office Chan Chun Sing wa 8月15日至18日，缅北中华总商会李东涛会长（左三）率领26人商业代表团于访问新加坡，并拜访总商会，增进两地的经贸合作关系。期间，李东涛会长也出席总商会举办的第19届中小型企业大会，担任分享嘉宾。 On August 15-18, Presid ent of Myanmar Chinese Chamber of Commerce (Upper Myanm ar) Ko Ko Gyi (third from lef t) led a 26-member delegation to visit Singapore and the Ch amber, to promote business collab oration between both cou ntr ies. During his visit, he also participa ted in the 19th SME Confe rence organised by the Chamber as a for um panelist.

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