How can small local brands compete against big international players?
I recently bought a gas stovetop at Ban Hin Bee Sdn Bhd, an otai Penang electrical goods store that’s been around since 1961.
After my transaction was completed, the store manager said, “Ms Wong, after this I will invite you to be our VIP member.”
I stared at her in surprise.
Wow, VIP? The item I bought wasn’t even that expensive.
Before I could press her for benefits a VIP member was entitled to, the manager gave me another piece of good news.
Apparently for every purchase above RM600, I qualified for a lucky draw.
My prize was a RM20 Touch ’n Go top-up. Not bad!
Just when I thought the surprises were over…
“Ms Wong, let’s take a photo together,” she invited.
“Why?” I asked, suspicious.
“For our social media pages,” she explained.
I hesitated.
Until she threw in this persuasive line: “Ms Wong, you are a pretty lady, will sure look nice. Come lah.”
How to say no?
After we reached home, I’d forgotten all about the incident until a WhatsApp from an unknown number popped up that evening:
“Thank you so much for your recent purchase with us! We truly appreciate your support and trust in our products. I hope everything went smoothly during delivery and that you’re satisfied with your new appliances. If there’s anything at all that we can assist you with, please don’t hesitate to reach out.”
Attached was a scanned copy of my invoice and a photo with the dynamic sales manager Shirnee.
Colour me impressed!
This is how an otai brand can win leverage against big international players with their shiny showrooms, bottomless marketing budgets, and strategic mall locations.
Personalisation and digitization.
Ban Hin Bee used tech (WhatsApp) to stay connected, and paired it with human warmth (direct message, personal touch).
I couldn’t help comparing this with a recent experience at an international retailer in a mall.
The salespeople huddled among themselves, I had to flag for attention, and once I paid, I felt like another faceless entry in their sales ledger.
By contrast, Shirnee attended to me seconds after I walked in, answered my questions patiently, never once pushed, and yes, made me feel like a VIP.
👉 To win in a crowded marketplace, you don’t have to go toe to toe with your competitors. Play to your strengths. That’s how you stand out.
Now, excuse me while I check if my photo made it onto their socials.
