Entrepreneur of the Month : Ms.Nancy Puteri
Start in this year, INACHAM HK introduces new section of 「Entrepreneur of the Month」 which feature a business player and her/his story particularly to Indonesia market. This month, we proudly present Ms. Nancy Puteri.
What kind of business do you do in Indonesia?
My lingerie brand, Questchic, which is based in Hong Kong, is selling to Indonesia through our online shop. So we‘re doing business through e-commerce and not physical stores. We have our own design featuring mainly Asian-fit, comfortable and very feminine style lingerie targeting middle to upper class women.
We also offer lingerie design services and wholesale to Indonesia, but our core business is the retail brand.
I think Indonesia is an attractive and big market, especially in terms of e-commerce. Smartphones are becoming increasingly popular and accessible. Recently I found out that the number of smartphone users in Indonesia is predicted to reach more than 100 million. This number will make Indonesia the fourth largest active smartphone users in the world after China, India and the United States. And recent research by Indonesia Googles head of marketing shows that it has the fastest-growing internet economy in Southeast Asia. They‘re not just using smartphones for basic communication needs, the trend now is that due to the development of technology, consumer behaviour has shifted from offline purchase to online shop purchase. Lingerie is something intimate, shopping such items online would provide a more discreet yet convenient way for customers so they can explore and compare more with just a few clicks and without the need of moving themselves around different shops physically. We provide measurements and different sizes, so this would be pretty straight forward and easy. Apart from that, Indonesia has the largest number of women by population in SE Asia, so it‘s a huge market for lingerie. Additionally, it has the highest growth rate of high-net-worth individuals in Asia as predicted by Asia Wealth Report. Therefore, I see huge potential in terms of the demography and spending power.
What are the challenges?
I think one of the main challenges is the cost of transport. At the moment I find the cost of transportation to Indonesia is by far the most expensive in comparison to other South East Asian countries. And for the production, generally, I have very minimal production in Indonesia due to its less competitive pricing in comparison to China and other SE Asian countries. So I‘m actually still in the midst of sourcing some high quality lingerie factories in Indonesia with competitive prices.
What do you think about Indonesian in 5 years？
I have confidence in the development of Indonesia in general, whether economically or politically, especially in the hands of Joko Widodo. Part of his main and foremost plan is to develop the infrastructure for many parts of Indonesia. Linking this to the e-commerce industry, I‘m positive this will also bring development for the industry with faster and more efficient delivery of online orders, especially to more remote regions of Indonesia. And in turns I hope this will reduce the costing in general.
Indonesian technology has also been developing fast – low cost internet with increasingly reliable connection. The high penetration rate of the internet in Indonesia has enabled e-commerce industry to develop very quickly. With the increasing popularity, development and maturity of the e-commerce in Indonesia, also with the help of more and more online platforms penetrating the whole of Indonesia, consumers in Indonesia are getting more open and confident towards shopping online especially for the more attractive pricing and convenience. So I would say it will be a huge market in the next 5 years.
Ms Nancy Puteri
Inti Global Limited
Tel: (852) 2544 5844 & (852) 2541 1810
Fax: (852) 2854 0881 & (852) 2123 9129