10 tips for getting your products into Singapore

Author
Jenny Hainsworth
Business Services Manager | British Chamber of Commerce Singapore
21st October 2014

Singapore is an ideal market for UK exports as there is a high demand for branded British goods. This small, but wealthy city-state is a leading global business hub and is recognised as one of the easiest places in the world to start, run and do international business. 

Here are my top ten tips for getting your products into Singapore:

1) Asians love their brands! So branding is very important - Lifestyle branding is ideal.

Appearance & approval from peers is essential for Asians. It is vital to understand your market and how your product can appeal to the consumers.'Materialism is in peoples' hearts, what you wear, what you drive, represents what you are." - (Straits Times, 2014)

2) Singapore is a modern city state.

Make sure your product appeals to the modern & busy lifestyles of Singaporean consumers. If you are able to show your consumer how your product can fit into their modern city lifestyles, even better!

3) Take note of the climate and weather conditions.

Singapore's weather is humid, stormy and sunny all at once. It can be freezing cold as well (Think offices and shopping malls which are air-conditioned).

4) Unique innovative products are sought after.

Singaporeans seek to be unique and can afford to be!

5) Keep in mind that the purchasing power of and average Asian consumers is lower than in Europe.

The exchange rate between POUND/SGD is approximately 1 POUND = 2.14 SGD

6) Singaporeans are tech savvy and have high internet penetration so make sure you have brand presence online!

Internet Penetration in Singapore is significantly above the global average at 73% (from wearesocial.sg).  Social Media Penetration is also significantly above the global average at 59%. A fun fact - Internet users in Singapore view social network sites 3.1bn times every month! Singaporeans tend to consult online reviews to reassert their purchase decisions.

7) Show your consumers how your product can be used as part of their lifestyle!

Consumers today are accustomed to being advised when making decisions. Providing visuals to consumers will cement ideas on how to incorporate your products in their daily lives.

8) 'Made in Britain' marque is great for luxury product branding.

British workmanship is appreciated and recognised in Singapore. With an increased concern with products made in China, the marque assures quality and value for consumers.

9) Create Value Packages

There's nothing that Singaporeans love more than a good package deals and discounts. Come up with unique packages for each occasion - Birthdays/Anniversaries etc.

10) The affluent consumers across Asia Pacific have impressive spending power in good times and bad (Synovate, 2010 PAX Survey) - Singapore has access to them.

Singapore is home to nomadic wealthy clientele. Moreover, Singapore has a high concentration of high-net-worth individuals. In addition, the economic integration of ASEAN, ASEAN Economic Community 2015, is upcoming and we will be seeing a reduction in trade barriers.

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