Lazada Seller Stories – Gim’s Heritage’s Success

“It started all the way back in 1928, when our founder Tan Gim Teh arrived in Singapore from Xiamen, China. He began selling ngioh hiang (seasoned meat roll with Chinese 5 spices) as a mobile hawker with his family recipe and other hawkers purchased from him.”

Today, Gim’s Heritage has a wide variety of products and they supply to over 80% of the Ngioh Hiang stores across Singapore. If you are still thinking about joining Lazada or how to further your store on Lazada platform, check out Gim’s Heritage’s e-commence success story on Lazada.

Having sold ngioh hiang products for nearly a century, Gim’s Heritage prides themselves in staying true to their recipes to retain the authentic flavour that is loved by their customers. In keeping up with the times, they also have a dedicated R&D team to constantly innovate new flavours and products also allows the brand to satisfy the ever-changing tastes and to reach out to a wider customer base.

For a brand that focuses on selling traditional food and snacks, Gim’s Heritage’s shift onto the e-commerce space was hastened by the onset of the COVID-19 pandemic.

“A major part of our business is supplying hawkers and small portions in the supermarkets (NTUC and Sheng Shiong). It was when the Circuit Breaker started, that we decided to enter the online presence to cater to customers who are staying at home,” Daniel, whose great-grandfather founded the brand and is now a management trainee at Gim’s Heritage shares.

Selling ngioh hiangs, oyster cakes, various meat and seafood rolls, as well as hot pot essentials, Gim’s Heritage’s shift onto Lazada’s platform allows the brand to access a wider range of customers. They had first joined Lazada on RedMart in 2019 before moving to Lazada Marketplace in 2021. Subsequently, in November of the same year, the brand onboarded onto LazMall.

“Lazada has helped us to save so much time since almost everything we need is available on the Seller Centre. We are able to access lots of useful data and analytic tools under ‘Business Advisor’ which aids us in making marketing decisions.”

With B2B as their main mode of business, dealing directly with supermarkets and hawkers, Daniel shares that the brand was “a little sceptical about having an E-commerce platform” at first. “However, we were aware that consumers’ buying habits were shifting towards these online channels. We were lucky enough to be onboard an E-commerce platform before the first wave of Covid kicked in.”

On top of Lazada platform’s ease of use for sellers, Gim’s Heritage has also seen the benefits from having a supported logistics partner. “We do not have to manually arrange orders with our logistics team. This solution is good as we have peace of mind knowing our customers receive our products on time.”

During the Circuit Breaker, Gim’s Heritage shares that the brand saw a drop in customers when coffee shops were forced to close. Thankfully, they are able to see success and a surge in sales on their e-commerce shop on Lazada.

A one-stop solution for the brand, Lazada helped Gim’s Heritage in bringing them closer to the brand’s goal of increasing their brand awareness in the B2C sector.

The move to LazMall increases Gim’s Heritage’s brand visibility across Lazada. An upward trend in sales was observed swiftly after the brand’s transition onto LazMall. And while it had been a challenge for the brand, Daniel shares that they “are grateful for the help of the incubation team,” which had assisted the brand in participating in special invite-only campaigns that helped pushed their sales.

Indeed, despite being brand-new on LazMall, Gim’s Heritage sees a significant surge in orders from new customers when they joined the 12.12 Mega Campaign. “We are excited for more to come in future campaigns,” Daniel let on.

Daniel also praises the Lazada University program, which helps Gim’s Heritage to quickly learn the ins and outs of selling on the platform. Even though the brand is unfamiliar with the platform’s features, “we know that we can always count on the incubation team whenever we need any assistance.”

For brands who are still on the fence about joining Lazada, Daniel drops an advice. “I think that working with Lazada will be a great way as Lazada is a good solution for all, despite your knowledge or background. They have many resources for you to tap on, such as the Lazada University.”

The incubation period has also helped Gim’s Heritage greatly in transitioning onto the e-commerce platform. “It has been really insightful for us to get feedback on how else we can improve our store and that the incubation team has been very knowledgeable and willing to help us in every obstacle we encounter,” Daniel discloses.

On, we have also written about the courses and programs available on Lazada University. You can check out our piece on the specially tailored Omnicom branding series of videos, or the Everyday Cashback program to know more. Existing sellers, you do not want to miss out on Lazada’s New Seller Starter Pack, which gives you exclusive and targeted support and courses that can transform your e-commerce business. Alternatively, you can also reach out to your KAMs for more information!