8 branding and eCommerce focus areas under Malaysia's National Trade Blueprint

The global environment in which Malaysia competes is changing rapidly, especially with the demographic changes, digital acceleration, the rise of Asia in economic power as well as the growing global demand for sustainability. These changes provide enormous opportunities for all Malaysian exporters to take advantage of the growing export markets. Malaysia was also recently named 20th in Brand Finance's top 100 most valuable nation brands. 

The country's trade performance has been one of the key pillars of Malaysia's economic growth. Malaysia has maintained 22 consecutive years of trade surplus by the end of 2019. To continue this momentum and propel the country forward into the digital age, the Malaysian government launched the National Trade Blueprint which aims to address objectives such as validating the concerns on enhancing Malaysia's trade competitiveness and identifying the challenges, as well as enhancing Malaysia's export competitiveness.

As part of the blueprint, the government plans to develop a national branding theme for a more consistent, less fragmented approach to market Malaysia’s products internationally. To streamline multiple messages when promoting Malaysian's exports, a study could be conducted to embark on Malaysia's brand development journey.

A special task force composed of public and private stakeholders would manage the study and branding alignment initiatives which are supported by branding experts. Additionally, when a brand is developed, it should be made a requirement for all relevant stakeholders to use the same branding themes. 

Meanwhile, guidelines can be provided for branding initiatives that are currently being implemented. This can be done by developing a strategic and coordinated communication plan. It should also include a template for the public and private sectors with key messages, imagery, videos and music. The blueprint explained that branding is a paramount component and acts as a crucial enabler for foreign buyers to recognise Malaysian products. Aside from developing a national branding theme, here are seven other areas that will interest the marketing community.

1. Nurture SMEs in terms of product branding and marketing to reach a wider audience

Malaysian SMEs lack product marketing capabilities, mainly due to poor communication, storytelling and lack of emphasis, said the National Trade Blueprint. To rectify this, the existing efforts on promoting "Made in Malaysia" products had to be intensified. This could be done by promoting one product per sector on a weekly basis through the input from industry players through social media or various touchpoints. 

Additionally, the coverage of grants would be extended to help exporters develop the branding of their products. Another area of coverage would be the capacity building programme and the necessary tools provided to cover the aspects of product branding and marketing. Support must also be given to exporters in engaging professionals who can help establishments, especially SMEs to carve out products for export markets. 

2. Harnessing growth through technology and eCommerce

New digital technologies have already begun to transform global manufacturing value chains and business models, redefining sources of competitive advantages for exporters. When the pandemic hit, it has further stressed the importance of digitalisation and eCommerce in order for businesses to stay resilient. By embracing the whole spectrum of digitalisation and its ancillary technologies, exporters will have the necessary tools to be internationally connected and shorten the supply chain. 

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3. Collaborate with international eCommerce marketplace players to help onboard more Malaysian goods at the B2B level

To increase the adoption of B2B eCommerce among Malaysian businesses, collaborations with international players such as Alibaba, eBay and Amazon were key, as they showcase the potent of the platform for B2B transactions. It also helps facilitate the adoption. Also to encourage eCommerce adoption, the cost of listing and commission charges were subsidesed based on a tiering system. 

4. Increase the active participation of Malaysian exporters especially from the SME categories in eCommerce. 

The government plans to work together with stakeholders to increase eCommerce adoption. This could be done by collaborating with chambers and eCommerce platform operators to increase awareness campaigns and events on the benefits of eCommerce. The Malaysia External Trade Development Corporation and stakeholders are also set to host weekly sessions with businesses, highlighting the success story of companies who grew their exports through eCommerce platforms. 

5. Increase the allocation and extend the coverage for the eTRADE programme

The eTRADE programme is an effort by the MATRADE to assist Malaysian SMEs in accelerating exports and increase presence on cross-border eCommerce. To increase adoption of B2B eCommerce among Malaysian businesses, stakeholders can collaborate to identify the suitable sectors so eTRADE and be more targeted. Furthermore, the allocation and coverage under the eTRADE programme would be increased. The training should cover eCommerce export strategies for longer-term sustainability. 

6. Develop an export sector storyline to carve out the unique value proposition of the respective sectors

To improve the perception of Malaysia’s capabilities as a premium goods sourcing destination, it would be key to work with industry champions and branding experts to prepare industry promotion brochures. According to the blueprint, the storyline should encompass the strength of the industry, why buyers should choose Malaysian products, performance of exports and directory of Malaysia’s brands, among others. 

Whereas to promote a strong Malaysian brand narrative for national and international partners, virtual reality features can be utilised. Such examples include 360-degree panorama photos of local suppliers’ manufacturing capabilities and products in 3D, among others. 

7. Work with strategic partners in target markets to build global connections

To support local exporters in connecting with potential business partners and contacts, a global network programme would be initiated to energise the Malaysian diaspora and in-country networks. This would be conducted in a structured and sustainable approach. Next, would be to expand the existing network by identifying potential partners to gain access and promote Malaysian products. 

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Photo courtesy: 123RF

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