In the wave of globalization, how did Su Chin Hock lead Julie’s to become an internationally renowned biscuit brand through wisdom and vision?
The Start of the Venture，Creating the Brand Image
In 1981, Su Chin Hock founded Perfect Food Industry (PFI) in Alor Gajah, Malacca, marking the beginning of his biscuit business. To make the brand more international, he decided to name the company Julie’s, a name that was easy to remember and gave the brand a global appeal.
The Julie’s logo features a blonde girl, smiling and looking up, symbolizing the brand’s vision for the future and enthusiasm for life. This image not only conveyed Julie’s brand philosophy but also enhanced its recognition and affinity. Through this design, Julie’s quickly established a strong brand presence in the market.
Facing Crisis
In October 2008, Julie’s encountered an unprecedented crisis. Three factories in China were found to be using contaminated baking powder, leading to a massive recall and destruction of inventory. Customers lost confidence in the products, orders were canceled en masse, and the company suffered a loss of approximately RM14 million. This incident almost destroyed Julie’s, but Su Chin Hock did not give up.
Crisis Response Strategies，Commitment to Quality and Partnerships
To regain the trust of retailers and consumers, Su Chin Hock implemented a series of stringent measures. He strengthened hygiene and quality checks in the production process and invited the public to tour the factories from 2010 to 2012 to witness the changes firsthand. These efforts helped Julie’s gradually restore market confidence and eventually achieve RM280 million in sales by 2014.
Since its establishment in 1985, Julie’s has always insisted on using high-quality ingredients, never compromising to lower costs. In 2014, international chocolate brand Hersheys chose Julie’s as its first overseas partner, launching co-branded biscuits in ten ASEAN countries, Taiwan, and Mongolia. This partnership not only increased Julie’s brand value but also expanded its international market presence.
Digital Transformation and Brand Revitalization
Keeping pace with the digital market trends, Julie’s modernized its brand image. The company redesigned its logo after 35 years and actively entered the digital domain to promote the brand in more countries. These initiatives not only enhanced the brand’s modern appeal but also increased its market competitiveness. Currently, Julie’s products are available in over 18,000 stores in Malaysia and sold in more than 80 countries worldwide.
Expanding Global Markets
Julie’s success extends beyond the Malaysian market, achieving significant milestones globally. Through partnerships with renowned international brands like Hersheys, Julie’s further consolidated its position in the international market. The company continuously expands its sales channels, promoting products through both online and offline platforms to reach more countries and regions.
Social Responsibility and Brand Value
Su Chin Hock not only focuses on corporate profitability but also emphasizes social responsibility and brand value enhancement. He adheres to environmental sustainability and quality assurance in production processes. Additionally, Julie’s actively participates in social welfare activities, giving back to the community and enhancing brand reputation and social image.
Future Development
Looking ahead, Julie’s will continue to uphold high-quality products and innovative brand strategies to expand its market. Su Chin Hock stated that the company would further invest in research and development and market promotion, striving to make Julie’s a global leader in the biscuit industry. The company will also focus on digital transformation, leveraging new technologies to improve production efficiency and market competitiveness.
Su Chin Hock, through his wisdom and vision, transformed Julie’s from a small workshop into a globally renowned biscuit brand. In the wave of globalization, he demonstrated exceptional leadership and determination, successfully leading Julie’s to international success. Su Chin Hock’s story is not only a model for corporate globalization but also an inspiration for all aspiring global entrepreneurs. Today, we share Su Chin Hock’s story; stay tuned for more stories about entrepreneurs.
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