Central Pattana Plc (CPN), the leading retail real estate developer in Thailand, has picked three small operators for its "CPNlead" programme, which was launched to strengthen new small and medium-sized enterprises (SMEs) in the retail industry.
The winner of the project is BUN101, a maker of whole-wheat buns which are stuffed and steamed. Camp, a multi-brand fashion store, took second place, while the second runner-up is Vintel brand, a bedding and home accessories concept store.
The winners were chosen from 34 SMEs that participated in the intense programme held by Central Group, which is intended to improve the capabilities of SMEs in the marketing and retail sectors. The "SMEs marketplace -- Thai helps Thai by Pracharat" programme saw companies cooperate with the government in providing sales space for SME entrepreneurs.
The top three finishers have been provided the opportunity to lease retail space from CPN, which now operates 30 shopping centres nationwide.
Chatchai Wongmahacharoen, the founder of BUN101 brand, said the CPNlead programme enables small operators to learn about retail management and get coaching from experts in the industry.
BUN101 was founded last year to make and sell healthy Chinese steamed buns by using low-calorie whole wheat. Its products are available at some retail branches of Central Group.
BUN101 was selected to join the first year of CPNlead, and Mr Chatchai participated in a study course held from February to August.
"I took marketing courses before, but never ones that encouraged me to further develop my own products and test the actual market," he said.
Following its participation in the programme , BUN101 created a wider range of meals aimed at health-conscious consumers such as rice berry porridge, stewed pork steamed buns, stewed chicken with Chinese herbs and a dessert made from tofu and Asian-style desserts.
Under the programme, CPN opened space at CentralWorld and CentralFestival East Ville for SMEs to come and study consumers through a pop-up store workshop called "Ruam Mit Market".
Asst Prof Pitipee Ruammake, lecturer from marketing department, Thammasat Business School, and director of the CPNlead programme, said that the market was held twice to encourage SMEs to engage in a group-learning atmosphere and to create a sample brand combining new ideas for products and services.
CPN chief executive Preecha Ekkunagul said Central has operated several key projects in recent years to strengthen smaller enterprises, including SMEs Think Big, SMEs Market Place and the CPNlead, which is intended to help high-potential firms familiarise themselves with useful business tools and skills.
"We aim to support the growth of high potential SMEs whether or not they are our tenants or have opened stores in our shopping centres," said Mr Preecha.
The outstanding SMEs were assessed on their group presentations and individual business plans.