Wootinun Sung-ong is on top of the world since being voted web hero by Google. He has also underlined the obvious fact that the online world is the ultimate medium to promote your passion _ for him it is Muay Thai.
The 34-year-old has played a pivotal role in cleverly using cyberspace to promote the centuries-old Thai sport to reach the four corners of the world. Starting off simply by selling a limited amount of Muay Thai gear on ebay in 2003, today he has metamorphosed into a full-fledged e-commerce entrepreneur, offering everything to do with Muay Thai to the worldwide market under his company, Muay Thai Stuff. Wootinun has also branched out, and today owns and manages a Muay Thai camp.
Despite graduating from Chulalongkorn University with a degree in metallurgical engineering, it was e-commerce which was to eventually play an important role in his choice of careers.
Why did you decide to study metallurgical engineering, when at the back of your mind it wasn't a subject you wanted to pursue after university?
I did not pay attention to my studies back then. As a university student I was more interested in sport and music activities than academia. I was an avid guitar player and member of the university's band, which took part in various types of contests in town. In sports, I played soccer and rugby. Then my exam results in the first year were, in short, unimpressive. I didn't pay too much attention in arranging to study metallurgical engineering.
Why do your master's degree in the UK?
After graduating from university in Thailand, I tried a career in music for a couple of months because I was determined not to work in manufacturing. Unfortunately, my music career didn't take off. I then applied for a job as a computer programmer, which was something I enjoyed but had very little educational background in. I learned coding by myself at the workplace for six months, but my goal was e-commerce.
Back in 2002, the knowledge of e-commerce in Thailand was zero, so I decided to further my studies in IT for manufacturing, majoring in e-commerce at Warwick University in the UK. It was basically IT courses for engineers.
Where do you think you get your passion for IT and sports?
I think the IT bit definitely comes from my mum, who is a science teacher. She has probably laid down the foundation for my appreciation for technology and computers, largely because she is also inspired by technology.
I started to play with computers in primary school. In fact, I began with the Apple programme. Back then I practised writing simple programmes. I still recall the screen at that time was green.
The sport side of me was cultivated by my dad. Since I was in elementary, he taught me sports such as soccer, rugby, swimming and boxing.
Apart from studying, how did you spend your student life in the UK?
I played sports and I tried my hand at selling Thai stuff online. I attempted to sell a pair of Muay Thai boxing pants that my mother brought over for me to England on ebay.
I was pleasantly surprised with the overwhelming response I got from people interested in purchasing the item. Thai boxing is a unique martial art, and so the boxing pants seemed to fascinate foreigners.
I later set up my company Muay Thai Stuff in 2003 when I came back to Thailand. I was able to tangibly use what I studied in the UK to pursue my dreams.
Why did you decide on focusing on Muay Thai for your e-commerce venture?
I began with e-commerce to benefit the global market. When I sat down to list the Thai products that I wanted to sell, I came up with everything from food, jewellery, Thai boxing equipment and gear and handicrafts.
As I wasn't sure what would actually work, I tried everything. I started with jewellery, which at first sort of worked, but in the end fizzled out because I had no interest in pursuing it. With food products the main issues were licensing and contending with expiry dates. While handicraft items at first looked like a good idea, due to their rather heavy weight they became expensive to send.
Muay Thai gear became the most attractive product to sell on cyberspace because I have a good knowledge of what the customers want and I am also passionate about the sport.
Tell us about your customer base.
All my customers are foreigners. As our market is worldwide, we cater to clients from the US, Europe, the Middle East, and many small island countries. The business is 100% online _ we don't have retail shops.
Since setting shop in 2003, how have you seen Muay Thai evolve?
In the past, the sport was reserved for a certain group of people, but today you see that the public have easy access due to the number of boxing camps around.
Across the board, it has also become popular among foreigners. Due to its immense popularity overseas, and the fact that many start training at an early age, you can observe how good some foreigners have become in this form of martial art. I have to admit some have even become better than Thais.
What strategies have you used to further your e-commerce business?
My business is based on the development of technology. So far Muay Thai Stuff has applied new tools, especially social media _ Facebook, Twitter and YouTube.
Four years ago, we started using Facebook for fans who want to know more about the sport. Besides promoting the brand, the main focus is on information and latest news on the discipline.
YouTube, on the other hand, is where fans can watch videos on teaching techniques.
Besides offering Muay Thai gear online, you've also diversified the business?
Yes, indeed, last year we set up a boxing camp. It's part of the business diversification. And earlier this year we started a new business venture called Brainia. This is an online solution provider.
