The fruit juice business is another business that shines a lot of attention. Normally, Thai fruit juices such as watermelon smoothies, mango smoothies, coconut juices are known as the highlight drinks that foreigners like. The traveling nation must not miss these drinks. Because eating fresh, delicious juices from the countries that grow these fruits is considered to have a better taste than the exported beverages.
And with the situation of COVID 19, foreigners who have not traveled to Thailand but are still longing for these drinks. Look for brands that have production capacity and the ability to export a large number of products. To buy and keep drinking when you want fruit drinks in ready-made form, and Royal Plus is considered another brand that has hit the foreign market with great-tasting fruit juices. Thai nationality comes out to the global market.
Today, thumbsup was honored to interview. Mr. Phon Saeng Sae Bae Managing Director, Royal Plus Public Company Limited Doing business with beverages as a manufacturer and exported to foreign countries To be an inspiration for people who have dreams of doing business in this field, let’s leave each other.
Royal Plus starts with electronic business, electrical appliances imported from abroad. Imported about 13 years, feeling saturated and electrical business. Constantly changing, making it difficult for us to adapt We have an idea to do another business, another business that we think about is coconut water.
Because of foreigners, when we do business with ourselves, there will be contact with foreigners. And felt that he liked Thai fruit juices, especially coconut water, so he had the idea that we would export coconut water abroad.
Why do you want to try to change to sell coconut water?
Some of you may think that changing something new or changing a new business. It’s something that’s very difficult and I don’t dare to go and do it. But in my view, if the business we are doing is not, we may have to make a new decision. what we can build on in the long run We must hurry to make a decision because if we don’t make a quick decision, it’s a waste of time, so we must dare to change and dare to adapt.
We switched our business to beverages because we viewed the beverage business as Especially coconut water, it’s not just for the market of one country, it’s being sold all over the world.
Coconut water is a fruit that is available in a few countries. especially in ASEAN There will be Thailand and Vietnam, Indonesia, the Philippines, so the fact that we have raw materials here is an advantage point. To start with good ingredients Especially Thailand, which is considered to have the best raw materials in the world.
Create a highlight, we send it to countries around the world. Able to make Thai coconut water become a Thai soft power that will allow foreigners to know more about Thailand.
The path of making Royal Plus coconut water
Difficulty of coconut water Let’s start with the formula. or develop a formula On a small scale it might be possible to do it. You can’t do it on a large scale. From doing R&D, it takes a long time. to come easily By copying other people, you will get products that have many competitors. Therefore, if we are able to develop our own unique formula and is different from others, we will create Value to the product without having to compete on price Competing about the market, we have our strengths in the starting point from R&D.
which we have built since 10 years ago, we are still the champions in the products that we sell around the world.
The first country we went to was America where we exported coconut water. America is a country where it is very difficult to ship goods from countries that are less developed than them to their country. To make him accept this, we have to make some effort.
This US FDA process very strict that He will inspect every production process. and then he came to inspect the factory, inspect the factory whether you will receive his acceptance or not If not, it can’t be sent. Especially America, Europe and Japan are very difficult countries. The fact that we are able to place products on Wallmart’s shelf or many channels in foreign countries. whether it is seven Eleven abroad or lotte e-Mart in Korea leading. Each channel is leading in his country, it is considered the pride of Thai people who are able to get new products to be placed on his table.
The fact that we are able to be popular in foreign markets with our own brand or the OEM brand that we do for customers. It’s not caused by any part, it’s not caused by the customer and it’s not caused by us, this is the second part. The combined part is between the customer and us. We have a strong product. We have a product that Created without repeating with others We have the uniqueness of the product itself.
COVID may be an opportunity for some businesses if they find their strengths.
In the early stages of covid, we also had concerns. But it turned out to be an advantage because when the country locked down People panicked and went to buy products from supermarkets. And we are a product that can to be stored in normal temperature
Therefore, the fact that consumers buy fresh products stored in the refrigerator for a long time In order to consume for several days during lockdown, so that he can buy products that are stored in normal temperature without having to go into the refrigerator He went to hoard our products. in order to take them for consumption So it made our products sell well during the first covid period.
But on the other hand, the impact in the country itself will have a lockdown, causing both domestic and international transportation. Foreign countries also have problems with shipping ships. It’s going to cost 10 times more shipping by boat, and this is where it affects us.
I may look at it differently from what they say the market will go down. I look at it as an opportunity. Because everyone may see that it is a downtrend, may not invest. But we think our beverages are growing. We are the moment when we are ready to invest. This year we will invest in new PET. Currently, we are in the process of installing. This will create a lot of growth for us.
One is that we must believe in our products that we can sell. and is in the process of growing and others slow down investment It is the moment when we can invest and grow. Another thing is that our market is not the only country in Thailand. We can still grow in many places. Countries we haven’t been to yet This is a great opportunity for us.
forward to the stock market
We aim that we will enter the stock market. This will be a turning point that from originally we were an SME, we are now a company listed on the stock market. What must we do to make the company sustainable?
How to make our employees have a better life, we have to build a company to be stable and grow. In order to create growth, we have to consider many things, whether it is the development of new products. Marketing and developing our existing personnel Or bring personnel from outside to add and then things environmental that does not destroy the environment and is environmentally friendly
We are currently using biometrics to power our production processes. and use solar roofs to produce part of the electricity This, too, will answer the question.
Some people may think that it’s just the environment. But it comes back to global warming. Currently, the world is campaigning on this issue. Especially in Europe, America, they will be concerned about this matter if any company or factory does not take into account carbon emissions. He will have anti. about importing goods Now it has begun to be implemented. Here we will have the advantage that we have done before.
In addition, Plus also has innovations that combine creativity. For example, in the juice product group, the packaging makes the meat or seed float around the bottle. so that consumers can experience both water and meat every time they drink In which the flesh or Seed will not pile up at the bottom of the bottle, making our products create an impressive drinking experience from having a complete taste.
Or ready-to-drink coconut milk that has stable milk without separating layers is considered a privilege of innovation like no other. Because consumers will get the taste ofCoconut Milk Alternatives with the taste and aroma of coconut in a format that is different from other brands Plus has invented and developed until it becomes a unique identity in terms of taste. and our unique perfect texture
or in the product groupextract the tea group That makes it taste and texture like drinking traditional Thai tea.
We have a technique to preserve the aroma of tea leaves into a bottle ready to drink. with specially designed innovations making konjac mixed milk tea products Create a drinking experience that fulfills every sense of deliciousness. Indulge in the taste and aroma of tea leaves like no other.
Finally, in terms of doing business, it may be easy for someone with expertise. But loving and being proud of the product and seeing its growth make us love to develop and innovate. To always create new opportunities, every business has opportunities and solutions to find us, and Royal Plus is considered another example of courage to develop new things with the Innovation Plus Creativity concept that develops and creates until the business grows. very well
Watch the interview clip
