Retailing in Malaysia

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RETAILING IN MALAYSIA

Euromonitor International

January 2016


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© E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLES

Retailing in Malaysia - Industry Overview .......................................................... ........................... 1

Executive Summary ................................................................................................................ ..... 1 Retailing Sees Stable Growth .............................................................. ..................................... 1 Internet Retailing Sees the Most Dynamic Performance .......................................................... 1 Grocery Retailers Sees More Dynamic Sales Growth Than Non-grocery Retailers ................. 1 International Players Act More Aggressively ............................ ................................................ 1 Positive Outlook for Retailing ............................................................... ..................................... 2

Key Trends and Developments .................................................................................... ................ 2

Retailing Performance Driven by Economic Conditions....................................................... ..... 2 Traditional Grocery Retailers See Slower Growth Than Modern Grocery Retailers ................. 3 Companies Invest in Marketing ........................................................... ..................................... 4

Operating Environment................................................................................................. ................ 5

Informal Retailing ........................................................... ........................................................... 5 Opening Hours.......................................................................................................................... 5

Summary 1 Standard Opening Hours by Channel Type 2015 ......................................... 5

Physical Retail Landscape ........................................................ ................................................ 6 Seasonality ......................................................... ................................................................. ..... 6 Payments and Delivery ............................................................. ................................................ 7

Market Data ............................................................ ................................................................. ..... 7

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2010-2015 ............. 7 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth

2010-2015 ............................................................... ..................................... 7 Table 3 Sales in Store-based Retailing by Channel: Value 2010-2015 ..................... 8 Table 4 Store-based Retailing Outlets by Channel: Units 2010-2015 ....................... 8

Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2010-2015 ............................................................. ................................................ 8

Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015 ........ 8 Table 7 Sales in Non-Store Retailing by Channel: Value 2010-2015 ........................ 9 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015 ....... 9 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space

2010-2015 ............................................................... ..................................... 9 Table 10 Sales in Non-Grocery Specialists by Channel: Value 2010-2015 ............... 10 Table 11 Non-Grocery Specialists Outlets by Channel: Units 2010-2015 ................. 10 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-

2015 ............................................................. .............................................. 10 Table 13 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-

2015 ............................................................. .............................................. 11 Table 14 Retailing GBO Company Shares: % Value 2011-2015 .............................. 11 Table 15 Retailing GBN Brand Shares: % Value 2012-2015 .................................... 12 Table 16 Store-based Retailing GBO Company Shares: % Value 2011-2015 .......... 12 Table 17 Store-based Retailing GBN Brand Shares: % Value 2012-2015 ................ 13 Table 18 Store-based Retailing LBN Brand Shares: Outlets 2012-2015 ................... 14 Table 19 Non-Store Retailing GBO Company Shares: % Value 2011-2015 ............. 14 Table 20 Non-Store Retailing GBN Brand Shares: % Value 2012-2015 ................... 15 Table 21 Non-Grocery Specialists GBO Company Shares: % Value 2011-2015 ...... 16 Table 22 Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015 ............ 16


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Table 23 Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015 ........... ... 17 Table 24 Non-Grocery Specialists LBN Brand Shares: Selling Space 2012-

2015 ............................................................. .............................................. 18 Table 25 Forecast Sales in Retailing by Store-based vs Non-Store: Value

2015-2020 ............................................................... ................................... 18 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: % Value

Growth 2015-2020 .................................................................................. ... 19 Table 27 Forecast Sales in Store-based Retailing by Channel: Value 2015-

2020 ............................................................. .............................................. 19 Table 28 Forecast Store-based Retailing Outlets by Channel: Units 2015-2020 ...... 19 Table 29 Forecast Sales in Store-based Retailing by Channel: % Value Growth

2015-2020 ............................................................... ................................... 20 Table 30 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth

2015-2020 ............................................................... ................................... 20 Table 31 Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020 ....... 20 Table 32 Forecast Sales in Non-Store Retailing by Channel: % Value Growth

2015-2020 ............................................................... ................................... 21 Table 33 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling

Space 2015-2020 ....................................................................................... 21 Table 34 Forecast Sales in Non-Grocery Specialists by Channel: Value 2015-

2020 ............................................................. .............................................. 21 Table 35 Forecast Non-Grocery Specialists Outlets by Channel: Units 2015-

2020 ............................................................. .............................................. 22 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: % Value

Growth 2015-2020 .................................................................................. ... 22 Table 37 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth

2015-2020 ............................................................... ................................... 22

Definitions ............................................................... ................................................................. ... 23

Store-based Retailing ............................................................................................................. 23 Non-store Retailing ........................................................ ......................................................... 24

Sources ....................................................... ................................................................. .............. 24

Summary 2 Research Sources ............................................................. ......................... 24

Retailing in Malaysia - Company Profiles ................................................................................... 26 7-eleven Malaysia Sdn Bhd in Retailing (malaysia) ................................................................ .... 26

Strategic Direction .................................................................................................................. 26 Company Background .............................................................. .............................................. 26 Digital Strategy ....................................................................................................................... 26

Summary 3 7-Eleven Malaysia Sdn Bhd: Share of Sales Generated by InternetRetailing 2013-2015 ................................................................................... 26

Private Label ....................................................... ................................................................. ... 27

Summary 4 7-Eleven Malaysia Sdn Bhd: Private Label Portfolio .................................. 27

Competitive Positioning .................................................................................................... ...... 27

Summary 5 7-Eleven Malaysia Sdn Bhd: Competitive Position 2015 ............................ 27

Aeon Co (m) Bhd in Retailing (malaysia).................................................................................... 28



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Summary 6 AEON Co (M) Bhd: Share of Sales Generated by Internet Retailing2013-2015 ............................................................... ................................... 28

Private Label ....................................................... ................................................................. ... 29

Summary 7 AEON Co (M) Bhd: Private Label Portfolio ................................................. 29


Summary 8 AEON Co (M) Bhd: Competitive Position 2015 .......................................... 30

Ecart Services Malaysia Sdn Bhd in Retailing (malaysia) .......................................................... 30

Strategic Direction .................................................................................................................. 30 Company Background .............................................................. .............................................. 30

Summary 9 Ecart Services Sdn Bhd: Share of Sales Generated by InternetRetailing 2013-2015 ................................................................................... 30


Summary 10 Ecart Services Sdn Bhd: Competitive Position 2015 .................................. 31

Gch Retail (m) Sdn Bhd in Retailing (malaysia) ......................................................................... 31


Summary 11 GCH Retail (M) Sdn Bhd: Share of Sales Generated by InternetRetailing 2013-2015 ................................................................................... 32

Private Label ....................................................... ................................................................. ... 32

Summary 12 GCH Retail (M) Sdn Bhd: Private Label Portfolio ....................................... 32


Summary 13 GCH Retail (M) Sdn Bhd: Competitive Position 2015.............................. ... 33

Jade Eservices Malaysia Sdn Bhd in Retailing (malaysia) ......................................................... 33

Strategic Direction .................................................................................................................. 33 Company Background .............................................................. .............................................. 33

Summary 14 Jade EServices Malaysia Sdn Bhd: Share of Sales Generated byInternet Retailing 2013-2015 ........................................................ .............. 34

Competitive Positioning .................................................................................................... ...... 34 Parkson Holdings Bhd in Retailing (malaysia) .............................................................. .............. 34


Summary 16 Parkson Holdings Bhd: Share of Sales Generated by InternetRetailing 2013-2015 ................................................................................... 35

Private Label ....................................................... ................................................................. ... 35

Summary 17 Parkson Holdings Bhd: Private Label Portfolio ........................................... 36


Summary 18 Parkson Holdings Bhd: Competitive Position 2015 ...................... .............. 36

Poh Kong Holdings Bhd in Retailing (malaysia) ........................................................... .............. 36



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Summary 19 Poh Kong Holdings Berhad: Share of Sales Generated by InternetRetailing 2013-2015 ................................................................................... 37


Summary 20 Poh Kong Holdings Berhad: Competitive Position 2015.......................... ... 38

Tesco Stores (malaysia) Sdn Bhd in Retailing (malaysia) ....................................................... ... 38


Summary 21 Tesco Stores (Malaysia) Sdn Bhd: Share of Sales Generated byInternet Retailing 2013-2015 ........................................................ .............. 39

Private Label ....................................................... ................................................................. ... 39

Summary 22 Tesco Stores (Malaysia) Sdn Bhd: Private Label Portfolio ......................... 39


Summary 23 Tesco Stores (Malaysia) Sdn Bhd: Competitive Position 2015 .................. 40

Grocery Retailers in Malaysia - Category analysis ....................................................... .............. 41 Headlines ................................................................................................................................... 41 Trends ......................................................... ................................................................. .............. 41 Traditional Vs Modern ....................................................................................... ......................... 42 Competitive Landscape ..................................................... ......................................................... 42 Prospects ................................................................................................................................... 43 Channel Formats ............................................................... ......................................................... 43

Chart 1 Modern Grocery Retailers: Giant, Hypermarkets in Selangor ................. ... 44 Chart 2 Modern Grocery Retailers: Cold Storage, Supermarkets in Sunway

Pyramid Shopping Mall ........................................................................... ... 44

Channel Data ............................................................................................................................. 45

Table 38 Grocery Retailers: Value Sales, Outlets and Selling Space 2010-2015 ..... 45 Table 39 Sales in Grocery Retailers by Channel: Value 2010-2015 ......................... 45 Table 40 Grocery Retailers Outlets by Channel: Units 2010-2015 ............................ 46 Table 41 Sales in Grocery Retailers by Channel: % Value Growth 2010-2015 ......... 46 Table 42 Grocery Retailers Outlets by Channel: % Unit Growth 2010-2015 ............. 46 Table 43 Grocery Retailers GBO Company Shares: % Value 2011-2015 ................ 47 Table 44 Grocery Retailers GBN Brand Shares: % Value 2012-2015 ...................... 48 Table 45 Grocery Retailers LBN Brand Shares: Outlets 2012-2015 ......................... 48 Table 46 Grocery Retailers LBN Brand Shares: Selling Space 2012-2015 ............... 49 Table 47 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space

2015-2020 ............................................................... ................................... 50 Table 48 Forecast Sales in Grocery Retailers by Channel: Value 2015-2020 .......... 50 Table 49 Forecast Grocery Retailers Outlets by Channel: Units 2015-2020 ............. 51 Table 50 Forecast Sales in Grocery Retailers by Channel: % Value Growth

2015-2020 ............................................................... ................................... 51 Table 51 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2015-

2020 ............................................................. .............................................. 51

Apparel and Footwear Specialist Retailers in Malaysia - Category analysis .............................. 53 Headlines ................................................................................................................................... 53 Trends ......................................................... ................................................................. .............. 53 Competitive Landscape ..................................................... ......................................................... 53 Prospects ................................................................................................................................... 54


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Channel Formats ............................................................... ......................................................... 54

Chart 3 Apparel and Footwear Specialist Retailers: G2000, Apparel andFootwear Specialist Retailers in Sunway Pyramid Shopping Mall,

Selangor ................................................................. .................................... 54

Channel Data ............................................................................................................................. 55 Table 52 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and

Selling Space 2010-2015 ........................................................................... 55 Table 53 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and

Selling Space: % Growth 2010-2015 ...................................................... ... 55 Table 54 Apparel And Footwear Specialist Retailers GBO Company Shares: %

Value 2011-2015 ............................................................... ......................... 56 Table 55 Apparel And Footwear Specialist Retailers GBN Brand Shares: %

Value 2012-2015 ............................................................... ......................... 56 Table 56 Apparel And Footwear Specialist Retailers LBN Brand Shares:

Outlets 2012-2015 ............................................................. ......................... 57 Table 57 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling

Space 2012-2015 ....................................................................................... 58 Table 58 Apparel And Footwear Specialist Retailers Forecasts: Value Sales,

Outlets and Selling Space 2015-2020 ........................................................ 58 Table 59 Apparel And Footwear Specialist Retailers Forecasts: Value Sales,

Outlets and Selling Space: % Growth 2015-2020 ...................................... 59

Electronics and Appliance Specialist Retailers in Malaysia - Category analysis ........................ 60 Headlines ................................................................................................................................... 60 Trends ......................................................... ................................................................. .............. 60 Competitive Landscape ..................................................... ......................................................... 60 Prospects ................................................................................................................................... 61 Channel Formats ............................................................... ......................................................... 61

Chart 4 Electronics and Appliance Specialist Retailers: SenQ in The MinesShopping Mall, Selangor ............................................................................ 61

Chart 5 Electronics and Appliance Specialist Retailers: Harvey Norman inSunway Pyramid Shopping Mall, Selangor ............................................. ... 62

Channel Data ............................................................................................................................. 63

Table 60 Electronics and Appliance Specialist Retailers: Value Sales, Outletsand Selling Space 2010-2015 .................................................................... 63

Table 61 Electronics and Appliance Specialist Retailers: Value Sales, Outletsand Selling Space: % Growth 2010-2015 ......................... ......................... 63

Table 62 Electronics and Appliance Specialist Retailers GBO CompanyShares: % Value 2011-2015 ...................................................................... 64

Table 63 Electronics and Appliance Specialist Retailers GBN Brand Shares: %Value 2012-2015 ............................................................... ......................... 64

Table 64 Electronics and Appliance Specialist Retailers LBN Brand Shares:Outlets 2012-2015 ............................................................. ......................... 64

Table 65 Electronics and Appliance Specialist Retailers LBN Brand Shares:Selling Space 2012-2015 ........................................................................... 65

Table 66 Electronics and Appliance Specialist Retailers Forecasts: ValueSales, Outlets and Selling Space 2015-2020 ............................................. 65

Table 67 Electronics and Appliance Specialist Retailers Forecasts: ValueSales, Outlets and Selling Space: % Growth 2015-2020 ........................... 65


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Health and Beauty Specialist Retailers in Malaysia - Category analysis .................................... 66 Headlines ................................................................................................................................... 66 Trends ......................................................... ................................................................. .............. 66 Competitive Landscape ..................................................... ......................................................... 67

Prospects ................................................................................................................................... 67 Channel Formats ............................................................... ......................................................... 68

Chart 6 Health and Beauty Specialist Retailers: Guardian,Parapharmacies/Drugstores in The Mines Shopping Mall, Selangor ......... 68

Chart 7 Health and Beauty Specialist Retailers: Watson‟s,Parapharmacies/Drugstores in The Mines Shopping Mall, Selangor ......... 68

Chart 8 Health and Beauty Specialist Retailers: The Body Shop, BeautySpecialist Retailers in The Mines Shopping Mall, Selangor ....................... 69

Channel Data ............................................................................................................................. 70

Table 68 Health and Beauty Specialist Retailers: Value Sales, Outlets andSelling Space 2010-2015 ........................................................................... 70

Table 69 Sales in Health and Beauty Specialist Retailers by Channel: Value2010-2015 ............................................................... ................................... 71

Table 70 Health and Beauty Specialist Retailers: Value Sales, Outlets andSelling Space: % Growth 2010-2015 ...................................................... ... 71

Table 71 Sales in Health and Beauty Specialist Retailers by Channel: % ValueGrowth 2010-2015 .................................................................................. ... 71

Table 72 Health and Beauty Specialist Retailers GBO Company Shares: %Value 2011-2015 ............................................................... ......................... 71

Table 73 Health and Beauty Specialist Retailers GBN Brand Shares: % Value2012-2015 ............................................................... ................................... 72

Table 74 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets2012-2015 ............................................................... ................................... 73

Table 75

Health and Beauty Specialist Retailers LBN Brand Shares: Selling

Space 2012-2015 ....................................................................................... 73 Table 76 Health and Beauty Specialist Retailers Forecasts: Value Sales,

Outlets and Selling Space 2015-2020 ........................................................ 74 Table 77 Forecast Sales in Health and Beauty Specialist Retailers by Channel:

Value 2015-2020 ............................................................... ......................... 74 Table 78 Health and Beauty Specialist Retailers Forecasts: Value Sales,

Outlets and Selling Space: % Growth 2015-2020 ...................................... 75 Table 79 Forecast Sales in Health and Beauty Specialist Retailers by Channel:

% Value Growth 2015-2020 ......................................................... .............. 75

Home and Garden Specialist Retailers in Malaysia - Category analysis .................................... 76 Headlines ................................................................................................................................... 76

Trends ......................................................... ................................................................. .............. 76 Competitive Landscape ..................................................... ......................................................... 76 Prospects ................................................................................................................................... 77 Channel Formats ............................................................... ......................................................... 77

Chart 9 Home and Garden Specialist retailers: Courts, Homewares and HomeFurnishing Stores in The Mines Shopping Mall, Selangor.......................... 77

Chart 10 Furniture and Homewares Stores: Ace Hardware, Home Improvementand Gardening Stores in The Mines Shopping Mall, Selangor ................... 78

Channel Data ............................................................................................................................. 79


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Table 80 Home and Garden Specialist Retailers: Value Sales, Outlets andSelling Space 2010-2015 ........................................................................... 79

Table 81 Sales in Home and Garden Specialist Retailers by Channel: Value2010-2015 ............................................................... ................................... 79

Table 82 Home and Garden Specialist Retailers: Value Sales, Outlets andSelling Space: % Growth 2010-2015 ...................................................... ... 80

Table 83 Sales in Home and Garden Specialist Retailers by Channel: % ValueGrowth 2010-2015 .................................................................................. ... 80

Table 84 Home and Garden Specialist Retailers GBO Company Shares: %Value 2011-2015 ............................................................... ......................... 80

Table 85 Home and Garden Specialist Retailers GBN Brand Shares: % Value2012-2015 ............................................................... ................................... 80

Table 86 Home and Garden Specialist Retailers LBN Brand Shares: Outlets2012-2015 ............................................................... ................................... 81

Table 87 Home and Garden Specialist Retailers LBN Brand Shares: SellingSpace 2012-2015 ....................................................................................... 81

Table 88 Home and Garden Specialist Retailers Forecasts: Value Sales,Outlets and Selling Space 2015-2020 ........................................................ 82

Table 89 Forecast Sales in Home and Garden Specialist Retailers by Channel:Value 2015-2020 ............................................................... ......................... 82

Table 90 Home and Garden Specialist Retailers Forecasts: Value Sales,Outlets and Selling Space: % Growth 2015-2020 ...................................... 82

Table 91 Forecast Sales in Home and Garden Specialist Retailers by Channel:% Value Growth 2015-2020 ......................................................... .............. 82

Leisure and Personal Goods Specialist Retailers in Malaysia - Category analysis .................... 84 Headlines ................................................................................................................................... 84 Trends ......................................................... ................................................................. .............. 84 Channel Formats ............................................................... ......................................................... 85

Chart 11 Leisure and Personal Goods Specialist Retailers: City Chain,Jewellery and Watch Specialist Retailers in The Mines Shopping Mall,

Selangor ................................................................. .................................... 85 Chart 12 Leisure and Personal Goods Specialist Retailers: Tomei, Jewellery

and Watch Specialist Retailers in The Mines Shopping Mall, Selangor ..... 86 Chart 13 Leisure and Personal Goods Specialist Retailers: Toycity, Traditional

Toys and Games in The Mines Shopping Mall, Selangor ............ .............. 87 Chart 14 Leisure and Personal Goods Specialist Retailers: Toys “R” Us,

Traditional Toys and Games in Sunway Pyramid Shopping Mall,

Selangor ................................................................. .................................... 88 Chart 15 Leisure and Personal Goods Specialist Retailers: Pet Lovers Centre,

Pet Shops and Superstores in The Mines Shopping Mall, Selangor .......... 89 Chart 16 Leisure and Personal Goods Specialist Retailers: Popular, MediaProducts Stores in Sunway Pyramid Shopping Mall, Selangor .................. 90

Channel Data ............................................................................................................................. 91

Table 92 Leisure and Personal Goods Specialist Retailers: Value Sales,Outlets and Selling Space 2010-2015 ........................................................ 91

Table 93 Sales in Leisure and Personal Goods Specialist Retailers by Channel:Value 2010-2015 ............................................................... ......................... 91

Table 94 Leisure and Personal Goods Specialist Retailers: Value Sales,Outlets and Selling Space: % Growth 2010-2015 ...................................... 92


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Table 95 Sales in Leisure and Personal Goods Specialist Retailers by Channel:% Value Growth 2010-2015 ......................................................... .............. 92

Table 96 Leisure and Personal Goods Specialist Retailers GBO CompanyShares: % Value 2011-2015 ...................................................................... 92

Table 97 Leisure and Personal Goods Specialist Retailers GBN Brand Shares:% Value 2012-2015 ........................................................... ......................... 93

Table 98 Leisure and Personal Goods Specialist Retailers LBN Brand Shares:Outlets 2012-2015 ............................................................. ......................... 94

Table 99 Leisure and Personal Goods Specialist Retailers LBN Brand Shares:Selling Space 2012-2015 ........................................................................... 94

Table 100 Leisure and Personal Goods Specialist Retailers Forecasts: ValueSales, Outlets and Selling Space 2015-2020 ............................................. 95

Table 101 Forecast Sales in Leisure and Personal Goods Specialist Retailers byChannel: Value 2015-2020 ........................................................................ 96

Table 102 Leisure and Personal Goods Specialist Retailers Forecasts: ValueSales, Outlets and Selling Space: % Growth 2015-2020 ........................... 96

Table 103 Forecast Sales in Leisure and Personal Goods Specialist Retailers byChannel: % Value Growth 2015-2020 ........................................................ 96

Mixed Retailers in Malaysia - Category analysis ........................................................................ 98 Headlines ................................................................................................................................... 98 Trends ......................................................... ................................................................. .............. 98 Competitive Landscape ..................................................... ......................................................... 99 Prospects ................................................................................................................................... 99 Channel Formats ............................................................... ......................................................... 99

Chart 17 Mixed Retailers: AEON, Department Stores in Selangor ........................... 99

Channel Data ........................................................................................................................... 100

Table 104 Mixed Retailers: Value Sales, Outlets and Selling Space 2010-2015 ...... 100

Table 105 Sales in Mixed Retailers by Channel: Value 2010-2015........................... 100 Table 106 Mixed Retailers Outlets by Channel: Units 2010-2015 ............................. 101 Table 107 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth

2010-2015 ............................................................... ................................. 101 Table 108 Sales in Mixed Retailers by Channel: % Value Growth 2010-2015 .......... 101 Table 109 Mixed Retailers Outlets by Channel: % Unit Growth 2010-2015 .............. 101 Table 110 Mixed Retailers GBO Company Shares: % Value 2011-2015 .................. 101 Table 111 Mixed Retailers GBN Brand Shares: % Value 2012-2015........................ 102 Table 112 Mixed Retailers LBN Brand Shares: Outlets 2012-2015 .......................... 102 Table 113 Mixed Retailers LBN Brand Shares: Selling Space 2012-2015 ................ 103 Table 114 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space

2015-2020 ............................................................... ................................. 104

Table 115 Forecast Sales in Mixed Retailers by Channel: Value 2015-2020 ............ 104 Table 116 Forecast Mixed Retailers Outlets by Channel: Units 2015-2020 .............. 104 Table 117 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: %

Growth 2015-2020 .................................................................................. . 104 Table 118 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2015-

2020 ............................................................. ............................................ 105 Table 119 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2015-

2020 ............................................................. ............................................ 105

Direct Selling in Malaysia - Category analysis .............................................................. ............ 106 Headlines ................................................................................................................................. 106


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Trends ......................................................... ................................................................. ............ 106 Competitive Landscape ..................................................... ....................................................... 107 Prospects ................................................................................................................................. 107 Channel Data ........................................................................................................................... 107

Table 120 Direct Selling by Category: Value 2010-2015 ........................................... 107 Table 121 Direct Selling by Category: % Value Growth 2010-2015 .......................... 108 Table 122 Direct Selling GBO Company Shares: % Value 2011-2015 ..................... 108 Table 123 Direct Selling GBN Brand Shares: % Value 2012-2015 ........................... 109 Table 124 Direct Selling Forecasts by Category: Value 2015-2020 .......................... 109 Table 125 Direct Selling Forecasts by Category: % Value Growth 2015-2020 ......... 110

Homeshopping in Malaysia - Category analysis ........................................................... ............ 111 Headlines ................................................................................................................................. 111 Trends ......................................................... ................................................................. ............ 111

Internet Retailing in Malaysia - Category analysis ........................................................ ............ 112 Headlines ................................................................................................................................. 112 Trends ......................................................... ................................................................. ............ 112 Competitive Landscape ..................................................... ....................................................... 112 Prospects ................................................................................................................................. 113 Channel Data ........................................................................................................................... 114

Table 126 Internet Retailing by Category: Value 2010-2015 ..................................... 114 Table 127 Internet Retailing by Category: % Value Growth 2010-2015 .................... 114 Table 128 Internet Retailing GBO Company Shares: % Value 2011-2015 ............... 115 Table 129 Internet Retailing GBN Brand Shares: % Value 2012-2015 ..................... 115 Table 130 Internet Retailing Forecasts by Category: Value 2015-2020 .................... 115 Table 131 Internet Retailing Forecasts by Category: % Value Growth 2015-2020 ... 116

Vending in Malaysia - Category analysis ........................................................... ....................... 117 Headlines ................................................................................................................................. 117

Trends ......................................................... ................................................................. ............ 117 Prospects ................................................................................................................................. 117 Channel Data ........................................................................................................................... 118

Table 133 Vending by Category: % Value Growth 2010-2015 .................................. 118 Table 134 Vending GBO Company Shares: % Value 2011-2015 ............................. 118 Table 135 Vending GBN Brand Shares: % Value 2012-2015 ................................... 119 Table 136 Vending Forecasts by Category: Value 2015-2020 .................................. 119 Table 137 Vending Forecasts by Category: % Value Growth 2015-2020 ................. 119


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RETAILING IN MALAYSIA - INDUSTRYOVERVIEW

EXECUTIVE SUMMARY

Retailing Sees Stable Growth

In 2015, retailing in Malaysia saw retail value sales growth comparable with that seen the

previous year. Retailing is mainly driven by young consumers, particularly those with disposable

incomes, while some consumers are attracted by the various creative marketing activities from

retailers, such as lucky draws, contests, and scratch and win, amongst others. Nevertheless, the

declining value of the ringgit relative to other major currencies and the introduction of a 6%

goods and sales tax (GST) served to dampen retail value sales growth in 2015. As such,

challenging economic conditions resulted in stable growth.

Internet Retailing Sees the Most Dynamic Performance

Internet retailing recorded the most dynamic pace of growth among the main retail channels in

2015, gaining increasing popularity amongst consumers, particularly younger, IT savvy and

more sophisticated consumers. Most of this demographic have sizable disposable incomes and

are confident in their spending, due to a lack of commitments. In addition to the rapid growth of

pure internet retailers, some store-based retailers also ventured into internet retailing towards

the end of review period. These store-based retailers either set up their own online shopping

portals or opened flagship stores on the leading B2C platforms, such as lazada, Zalora, and

Rakuten.

Grocery Retailers Sees More Dynamic Sales Growth Than Non-groceryRetailers

Grocery retailers saw more dynamic retail value sales growth than non-grocery retailers in

Malaysia in 2015. The newly implemented GST increased the burden on consumers, with

families with more children, as well as low income families, particularly affected. Given such

budgetary restrictions, consumers gave priority to essential products through grocery retailers

over non-essential items through non-grocery retailers. Nonetheless, non-grocery retailers will

continue to record growth in 2015, with consumers displaying increasing interest in their image

and status, choosing branded products sold through non-grocery retailers.

International Players Act More Aggressively

In 2015, international retailers were aggressive in terms of expanding their outlet networksand supporting their products with creative marketing campaigns, intended to attract new

customers and retain the loyalty of existing ones. Despite the activity of international players,

domestic retailers were rather cautious about expanding their outlets in urban areas, due to

facing many challenges, such as a lack of capital, high rental rates, shortage of manpower, and

rising crime rates in certain locations, amongst other things. As a result, young consumers

showed more interest in international brands, which remained more expensive, but offered a

guarantee of quality.


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Positive Outlook for Retailing

The outlook for retailing is positive over the forecast period, as the government is taking

measures to address the economic situation in the country. As a consequence, inflation is

expected to rise moderately, thereby allowing most retailers to control their costs and shift focus

to growing their businesses, which will be beneficial to the growth of retailing. In addition, the 6%

GST is slowly coming to be accepted by consumers, whereas, immediately following its

introduction, consumers were frustrated and reacted by reducing expenditure.

KEY TRENDS AND DEVELOPMENTS

Retailing Performance Driven by Economic Conditions

The Malaysian ringgit started on a downtrend in 2013, before recuperating some losses at the

beginning of the 2014. However, the slide began again and it looked like getting worse during

2015, as the Malaysian ringgit weakened significantly against the US Dollar. Furthermore, the

goods and services tax (GST) negatively impacted retailers in Malaysia, following itsintroduction in April 2015. The purchasing power of low-to-middle-income consumers was

noticeably affected, which impacted the performance of retailers.

The presence of numerous uncertainties led to a slowdown in spending, albeit offset by the

contribution of foreign tourists. Elderly consumers in Malaysia increasingly sought out products

offering greater value-for-money, due to the prevailing economic uncertainty, whereas younger

consumers limited their expenditure during shopping trips. Nevertheless, Malaysia saw GDP

growth of 5% in 2015. Meanwhile, the unemployment rate stood at 3%, meaning young

consumers in urban areas had disposable income available and, thus, higher spending

capability, which gave them more confidence in spending.

As a consequence, retailing managed to largely replicate 2014 growth rates in 2015, with

store-based retailing seeing retail value sales excluding sales tax grow by 3%, while non-store

retailing saw corresponding growth of 5%. Therefore, it appears that the challenge of weakereconomic conditions did not affect domestic demand in Malaysia to a significant degree.

Younger mid-to-high-income consumers, in particular, were willing to spend significantly on

grocery items, due to their essential nature. Some higher-income consumers remained willing to

invest in premium non-grocery products, such as bags, jewellery and home wares.

Outlook

Malaysia is expected to see stronger GDP growth from 2015 onwards, as it benefits from

improving exports and fixed investments. However, personal consumption will continue to slow

down, as the majority of households prepare for higher debt levels, resulting from the

government‟s move to reduce budget deficits. Despite this, the low unemployment rate means

consumers will still be willing to trade up to premium and luxury products. Therefore, more

international retailers are likely to enter Malaysia to capitalise on the strong demand for uniqueand luxury offerings. This, in turn, will benefit the performance of non-grocery retailing over the

forecast period.

A more challenging business environment is likely over the forecast period, due to the rising

cost of doing business in the country. It is estimated that it will take retailers between six months

and one year to recover from the impact of the implementation of GST. Retailers are expected

to enlarge their product portfolios, in order to increase their attractiveness to consumers, and

are predicted pick up the pace of expansion from 2015 onwards, as they seek to strengthen

their presence across Malaysia. For example, both Mydin and The Store have already revealed


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aggressive expansion plans for East Malaysia, in order to attract consumers and grow their

turnover over the forecast period.

Moreover, retailers are likely to continue to engage in creative marketing activities, such as

seasonal offers and special contests for certain periods. Such activities are mainly intended to

stimulate and encourage consumer demand, and further boost impulse purchases. However,price competition is likely to increasingly become the norm in retailing, with Malaysian

consumers already accustomed to these strategies and the comparing of offers across multiple

retailers prior to making a purchasing decision.

Traditional Grocery Retailers See Slower Growth Than Modern GroceryRetailers

Modern grocery retailers enjoyed retail value sales growth of 6% in 2015, compared with the

corresponding growth of 2% seen by traditional grocery retailers. Modern grocery retailers

benefit from the widespread presence of outlets throughout Malaysia and the good reputation

enjoyed by the channel amongst loyal consumers. During 2015, modern grocery retailers saw

consistent improvements in terms of outlet formats, with a move towards modern yet elegant

store designs, as well as the offering of additional services from third parties that were in

accordance with changing consumer demands. Furthermore, modern players are also very

active in terms of further enhancing their business concepts and marketing strategies, while they

consistently look to expand and diversify their product portfolios.

The advent of supermarkets and hypermarkets in Malaysia enabled consumers to do their

shopping in bulk. Consumers are increasingly seeking convenience, due to hectic l ifestyles,

especially in urban areas, where traffic conditions are terrible, meaning consumers need to plan

their regular shopping trips in advance. The trend of consumers preferring a one-stop shopping

solution is ongoing, while awareness of the need to allocate a budget and cut down on

expenses is spreading. Therefore, the development of modern grocery retailers and the rapid

expansion of franchising outlets led to flourishing value sales.

Traditional grocery retailers are being inhibited by the rise of modern grocery retailing.

However, in Malaysia these conditions remain limited to urban areas. Independent small grocers

located near residential areas continue to be patronised by consumers for impulse purchases

and instances when products are needed urgently. Some traditional grocery retailers even offer

credit facilities, which makes them attractive to low-income consumers. Such facilities are

extended based on trust and the belief that repayment will be made at the end of the month.

Outlook

Over the forecast period, traditional grocery retailers is expected to experience an ongoing

decline in outlet numbers, due to weak management from largely older owners, lack of educated

staff and slowing sales. Meanwhile, modern grocery retailers are expected to record much

better growth.

Modern grocery retailers are expected to continue growing and drawing consumer attentionaway from traditional grocery retailers. The significant number of young urban consumers that

flock to shopping centres during weekends and holidays will further benefit the performance of

modern grocery retailers in the country. On the other hand, traditional grocery retailers, such as

wet markets and independent small grocers, will continue to lose customers.

Over the forecast period, in order to further enhance consumer confidence and purchasing

power in weak economic conditions, all players will need to further stimulate purchases, in order

to drive the growth of retailing in the country. Modern grocery retailers will continue to offer

broader product ranges, higher quality products and multiple payment options, both cash and

credit, whereas more traditional grocery retailers will offer a narrower product range, cheaper

quality products, rarely accept bank cards and remain mostly cash-based. As a consequence,


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traditional grocery retailers is likely to lose further ground to modern grocery retailers over the

forecast period.

Companies Invest in Marketing

During 2015, competition in retailing in Malaysia become more intense, with the entry of

several new players. In mid-2015, Mitsui Outlet Park KLIA Sepang opened and allowed

consumers to purchase off-season items, overstock items, discontinued items, and trial products

at greatly discounted prices. The strategy employed by the mall enabled it to attract a significant

number of consumers interested in branded products of high quality at relatively cheap prices.

Although located relatively far from Malaysia‟s largest cities, consumers proved willing to drive

and spend the whole day there, due to the mall being larger than other malls in the country.

As a result, reactive and outstanding marketing campaigns were needed from both grocery

and non-grocery retailers, to ensure they remained competitive in the face of intense

competition in the category. For example, some players ran creative contests and weekly or

monthly lucky draws with purchases of a certain amount, with players offering a lot of attractive

prizes, in a bid to boost participation. Furthermore, players used flash discounts, seasonal offers

and price markdowns to draw consumers away from rivals, as consumers were increasingly

interested in budgeting, as well as comparing prices across a number of stores, either through

website research or visiting stores personally.

Players also launched marketing campaigns through traditional channels, such as television,

radio, newspaper, magazine and print ads. Furthermore, players actively engaged in marketing

on social media, such as Twitter, Facebook and Instagram. These channels enable two-way

communication and the ability to engage with followers, as well as reach out to younger

consumers. For example, Bata Malaysia organised the Selfie & Win contest in July 2015,

offering prizes for the best selfies, as a means of attracting young consumers.

Outlook

Over the forecast period, competition in retailing will become more intense, due to the entry of

several new players. In addition to local demand, retailing in Malaysia is also supported by

tourists visiting from around the world, particular those from countries with stronger currencies

than the ringgit. Non-grocery specialists tend to invest more in marketing campaigns than

grocery retailers. This is because non-grocery items are mostly purchased by consumers with

significant disposable incomes, whereas low-to-mid income consumers need to be induced into

buying these products, with grocery items remaining the priority for this demographic.

Employing an effective multi-channel marketing strategy will vital be for both grocery retailers

and non-grocery specialists, as players will face intense competition from players in the same

category and even from players in different categories. In addition, players also plan to avoid the

phenomenon of low purchase levels that can result from only showrooming the products. Thus,

marketing campaigns are expected to be key to maintaining retail value sales share and

avoiding a sharp decline in in-store sales. For instance, initiatives such as promoting products

through social media and building a strong brand presence through traditional media like

newspapers, television and radio will be very important to players competing in retailing in

Malaysia.

Lastly, the trend of advertising brands through third-party marketplaces, such as lazada,

Rakuten and Zalora, in attempt to attract consumers, will strengthen over the forecast period.

The support of third-party marketplaces that already have a huge number of loyal members will

allow players to build their reputation and also sell their products easily, helped by the

advertising efforts of these marketplaces to recruit new members.


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OPERATING ENVIRONMENT

Informal Retailing

Informal retailing accounts for a significant portion of value sales in overall retailing in

Malaysia. This is mainly contributed to by internet retailing, especially given that most

consumers now have access to a Wi-Fi or mobile data connection.

Non-grocery specialists like apparel, personal care and traditional toys and games are

categories which are significantly affected by informal retailing. Young consumers in particular

prefer informal apparel retailers, such as those conducting their business activities through

social media pages like Facebook, Instagram and blogs, in order to reach a huge number of

potential buyers.

Informal retailing can be done anywhere. Most informal retailers use their Facebook page to

display product information, to create interest from potential buyers. Consumers can easily

place their order by leaving a message for the seller and making payment to their personal or

business account. Once payment is made, the seller arranges for the delivery of goods withthe buyer.

Informal retailing mostly targets younger consumers who are IT-savvy and addicted to using

their mobile phones. Younger consumers in Malaysia are constantly logging onto social media

to communicate with their peers, whenever they have the opportunity and wherever they are.

Opening Hours

Standard daily opening hours for most retailers are from 10.00hrs to 22.00hrs from Monday to

Thursday and Sunday, with retailers allowed to operate from 10.00hrs to 24.00hrs on Friday

and Saturday. Only retailers in Kedah, Kelantan and Terengganu have standard operating

hours from 10.00hrs to 22.00hrs on Sunday to Wednesday and Saturday; and 10.00hrs to

24.00hrs on Thursday and Friday, because these two days are considered as the weekend in

these states.

Special retail opening hours are granted on public holidays, whereby retailers can operate

from 10.00hrs to 24.00hrs on public holidays, including the eve of public holidays. For major

festivals, such as Hari Raya Puasa, Chinese New Year, Deepavali, Christmas, Hari Raya

Haji, Gawai Day and Kaamatan Festival, retailers are allowed to operate from 10.00hrs to

24.00hrs for seven days prior to the festival.

There are no restrictions imposed on the number of opening days per year for retailers in

Malaysia. Almost all retail outlets are open on Sundays, due to the large crowds seen, as it is

a non-working day. Retailers opening on Sundays operate without limits on staff working

hours. Most staff working in retailing have shift work, especially for retail channels like

hypermarkets and supermarkets, which require long working hours. 24-hour retailing is only applicable to convenience stores, such as 7- Eleven and KK Mart.

There are no other 24-hour retailers in Malaysia, as most perceive it to be unnecessary and

believe that is does not benefit customers.

Summary 1 Standard Opening Hours by Channel Type 2015

Channel 24-houropening?

Monday-Thursday

Friday Saturday Sunday

Supermarkets

No 10.00-22.00hrs

10.00-22.00hrs

10.00-24.00hrs

10.00-24.00hrs


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Hypermarkets

No 10.00-22.00hrs

10.00-22.00hrs

10.00-24.00hrs

10.00-24.00hrs

ChainedForecourts

No 6.00-24.00hrs

6.00-24.00hrs

00.00-24.00hrs

00.00-24.00hrs

Discounters No 10.00-22.00hrs

10.00-22.00hrs

10.00-22.00hrs

10.00-22.00hrs

ConvenienceStores

Yes 00.00-24.00hrs

00.00-24.00hrs

00.00-24.00hrs

00.00-24.00hrs

Source: Euromonitor International

Physical Retail Landscape

Most retailers are present in shopping malls, despite high monthly rental rates and the need to

commit to opening outlet every day. Most retailers accept this situation, due to the high traffic

seen in shopping malls, particularly after work, and during holidays and weekends. However,certain retailers, such as convenience stores and independent small grocers, tend to be

located in neighbourhood areas that are close to consumers, in order to provide high

accessibility for urgent and impulse purchases.

Major shopping malls are built in major urban cities, particularly places near to tourist spots,

as well as locations that are easily reachable using public transport like LRT, monorail, taxi

and buses. For reasons of convenience, consumers are increasingly visiting malls, as they

can satisfy all of their shopping needs under one roof, thereby saving time and effort.

Besides shopping malls, standalone hypermarkets and supermarkets operated by larger

players, such as AEON, Tesco and Giant, are also increasingly popular in Malaysia.

Supermarkets and hypermarkets tend to be located near housing areas, schools and, in some

cases, commercial centres.

Shopping centres are the primary destination for shopping. Most of the shopping centres in

the country are stand-alone buildings rather than consolidated properties.

Luxury retailers mostly chose locations with a high flow of higher-income consumers. For

instance, Kuala Lumpur, Bangsar and Damansara all have sizeable expatriate populations

that have a good income level, while these areas are also popular amongst tourists and

wealthy consumers from other areas.

Seasonality

Christmas

Date: 25 December.

Shopping season: November-December.

Primary products bought: Fresh food, packaged food, Christmas-themed apparel, home ware,

furnishing, traditional toys and games, etc.

Retailer strategy: Consumers of all ages are targeted; however, children, as the recipients of

the most gifts, are often a focus. Lots of discounts for existing members are offered or

promotions run to attract consumers.

Chinese New Year

Shopping season: Early January to mid-February.

Primary products bought: Fresh food, packaged food, apparel and footwear, electric

appliances, hamper sets, herbs and supplements, etc.


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Retailer strategy: Chinese consumers are attracted to purchase more products through

promotions and certain discounts, especially for bulk products and products that are

perceived as bringing luck. Normally, around this period, consumers receive a bonus or salary

increment, and retailers invest in advertising, in order to further stimulate purchases.

Payments and Delivery

The primary payment method in retailing in Malaysia is cash. However, a growing number of

consumers use credit card or debit cards, for reasons of safety, given the country‟s rising

crime rate, as well as the general movement away from cash. Furthermore, younger

consumers tend to be more impulsive and less averse to using credit cards to finance items

they cannot immediately afford.

As of 2015, the use of mobile payments remains minimal in Malaysia, due to the lack of

necessary infrastructure in retail outlets. It is likely that mobile payments will continue to see

slow development in the country, given lack of consumer knowledge of this payment type, and

the fact that the majority of retailers are yet to adapt to mobile payments in any significantway.

Consumers mainly use courier services, such as Skynet, Pos Laju, Pos Malaysia, and DHL.

These companies are generally reliable, ensuring delivery in three to five days, with shippers

providing tracking numbers to recipients. Retailers in Malaysia use these services frequently,

especially those involved in internet retailing.

The primary methods of payment for e-commerce transactions are credit cards, online

transfers, and giro transfers. Cash on delivery (COD)) is seldom used, due to lack of trust on

behalf of both parties. Furthermore, the other payment methods are easily traced through

online banking records.

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2010-2015

MYR million2010 2011 2012 2013 2014 2015

Store-based Retailing 142,542.4 147,900.7 153,534.3 159,982.3 164,909.9 169,730.9Non-Store Retailing 7,634.1 8,010.7 8,382.3 8,935.2 9,416.2 9,842.3Retailing 150,176.5 155,911.5 161,916.6 168,917.5 174,326.1 179,573.3

Source: Euromonitor International from official statistics, trade associations, trade press, company research,trade interviews, trade sources

Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

2014/15 2010-15 CAGR 2010/15 Total

Store-based Retailing 2.9 3.6 19.1Non-Store Retailing 4.5 5.2 28.9Retailing 3.0 3.6 19.6



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Table 3 Sales in Store-based Retailing by Channel: Value 2010-2015

MYR million2010 2011 2012 2013 2014 2015

Grocery Retailers 48,750.5 51,931.1 55,223.1 56,832.9 59,048.1 61,262.1Non-Grocery Specialists 84,607.0 86,415.0 88,212.5 89,829.3 92,073.3 94,264.9Mixed Retailers 9,184.9 9,554.7 10,098.7 13,320.0 13,788.5 14,203.9Luxury Retailing - - - 1,307.9 1,396.9 1,450.0Store-based Retailing 142,542.4 147,900.7 153,534.3 159,982.3 164,909.9 169,730.9


Note: Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is aduplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 4 Store-based Retailing Outlets by Channel: Units 2010-2015

outlet2010 2011 2012 2013 2014 2015

Grocery Retailers 74,639.0 74,533.0 74,730.0 74,969.0 75,424.0 75,869.0Non-Grocery Specialists 140,359.0 140,902.0 141,344.0 141,851.0 142,341.0 143,044.0Mixed Retailers 228.0 221.0 229.0 238.0 246.0 254.0Luxury Retailing - - - 65.0 68.0 69.0Store-based Retailing 215,226.0 215,656.0 216,303.0 217,058.0 218,011.0 219,167.0


Note: Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is aduplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2010-2015


2014/15 2010-15 CAGR 2010/15 Total

Grocery Retailers 3.7 4.7 25.7Non-Grocery Specialists 2.4 2.2 11.4Mixed Retailers 3.0 9.1 54.6Luxury Retailing 3.8 - -Store-based Retailing 2.9 3.6 19.1

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

trade interviews, trade sourcesNote: Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is aduplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015

% unit growth2014/15 2010-15 CAGR 2010/15 Total

Grocery Retailers 0.6 0.3 1.6Non-Grocery Specialists 0.5 0.4 1.9Mixed Retailers 3.3 2.2 11.4


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Luxury Retailing 1.5 - -Store-based Retailing 0.5 0.4 1.8


Note: Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a

duplicate category already accounted for within non-grocery specialists and mixed retailers.

Table 7 Sales in Non-Store Retailing by Channel: Value 2010-2015

MYR million2010 2011 2012 2013 2014 2015

Direct Selling 6,563.7 6,792.3 7,011.4 7,244.5 7,476.3 7,648.2Homeshopping - - - - - -Internet Retailing 809.9 944.3 1,081.2 1,387.0 1,622.8 1,866.2Vending 260.6 274.1 289.6 303.8 317.1 327.9Internet Pure Play 403.5 479.8 534.7 736.9 998.1 1,273.2

Retailers

Mobile Internet Retailing - 28.3 64.9 111.0 154.2 223.9Non-Store Retailing 7,634.1 8,010.7 8,382.3 8,935.2 9,416.2 9,842.3


Note 1: Vending data captures vending systems installed in public and semi-captive environments only. Forfurther details refer to definitions.

Note 2: Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoiddouble counting as these categories are already accounted for within internet retailing.

Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015


2014/15 2010-15 CAGR 2010/15 Total

Direct Selling 2.3 3.1 16.5Homeshopping - - -Internet Retailing 15.0 18.2 130.4Vending 3.4 4.7 25.8Internet Pure Play Retailers 27.6 25.8 215.5Mobile Internet Retailing 45.3 - -Non-Store Retailing 4.5 5.2 28.9


Note 1: Vending data captures vending systems installed in public and semi-captive environments only. Forfurther details refer to definitions.

Note 2: Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoiddouble counting as these categories are already accounted for within internet retailing.

Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2010-2015

2010 2011 2012 2013 2014 2015

Value sales MYR million 84,607.0 86,415.0 88,212.5 89,829.3 92,073.3 94,264.9Outlets 140,359.0 140,902.0 141,344.0 141,851.0 142,341.0 143,044.0Selling Space '000 sq m 15,287.9 15,457.9 15,573.0 15,723.0 15,882.9 16,026.2



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Table 10 Sales in Non-Grocery Specialists by Channel: Value 2010-2015

MYR million2010 2011 2012 2013 2014 2015

Apparel and Footwear 13,311.4 13,619.5 13,923.0 14,298.1 15,063.8 15,764.4Specialist Retailers

Electronics and 29,286.6 30,003.6 30,562.8 30,929.6 31,238.8 31,707.4 Appliance SpecialistRetailers

Health and Beauty 7,470.0 7,643.2 7,909.0 8,091.7 8,314.1 8,490.1Specialist Retailers

Home and Garden 8,288.4 8,401.0 8,482.5 8,666.0 8,881.8 9,079.4Specialist Retailers

Leisure and Personal 12,309.4 12,667.1 12,943.4 13,265.1 13,675.1 14,011.0Goods SpecialistRetailers

Other Non-Grocery 13,941.2 14,080.6 14,391.8 14,578.9 14,899.6 15,212.5Specialists

Non-Grocery Specialists 84,607.0 86,415.0 88,212.5 89,829.3 92,073.3 94,264.9


Table 11 Non-Grocery Specialists Outlets by Channel: Units 2010-2015

outlet2010 2011 2012 2013 2014 2015

Apparel and Footwear 11,280.0 11,406.0 11,492.0 11,580.0 11,700.0 11,850.0

Specialist RetailersElectronics and 18,315.0 18,370.0 18,407.0 18,455.0 18,524.0 18,543.0 Appliance SpecialistRetailers

Health and Beauty 7,378.0 7,471.0 7,610.0 7,698.0 7,758.0 7,825.0Specialist Retailers

Home and Garden 18,600.0 18,674.0 18,720.0 18,760.0 18,814.0 18,900.0Specialist Retailers

Leisure and Personal 9,263.0 9,383.0 9,449.0 9,551.0 9,638.0 9,726.0Goods SpecialistRetailers

Other Non-Grocery 75,523.0 75,598.0 75,666.0 75,807.0 75,907.0 76,200.0Specialists

Non-Grocery Specialists 140,359.0 140,902.0 141,344.0 141,851.0 142,341.0 143,044.0


Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-2015


2014/15 2010-15 CAGR 2010/15 Total

Apparel and Footwear Specialist 4.7 3.4 18.4Retailers


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Electronics and Appliance Specialist 1.5 1.6 8.3Retailers

Health and Beauty Specialist Retailers 2.1 2.6 13.7Home and Garden Specialist Retailers 2.2 1.8 9.5Leisure and Personal Goods Specialist 2.5 2.6 13.8

RetailersOther Non-Grocery Specialists 2.1 1.8 9.1Non-Grocery Specialists 2.4 2.2 11.4


Table 13 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-2015

% unit growth2014/15 2010-15 CAGR 2010/15 Total

Apparel and Footwear Specialist 1.3 1.0 5.1Retailers

Electronics and Appliance Specialist 0.1 0.2 1.2Retailers

Health and Beauty Specialist Retailers 0.9 1.2 6.1Home and Garden Specialist Retailers 0.5 0.3 1.6Leisure and Personal Goods Specialist 0.9 1.0 5.0

RetailersOther Non-Grocery Specialists 0.4 0.2 0.9Non-Grocery Specialists 0.5 0.4 1.9


Table 14 Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales taxCompany 2011 2012 2013 2014 2015

Dairy Farm 4.4 4.5 4.3 4.3 4.3International HoldingsLtd

AEON Group 1.7 2.8 3.2 3.2 3.3Tesco Plc 2.7 2.7 2.7 2.7 2.8Seven & I Holdings Co Ltd 1.0 1.1 1.1 1.2 1.3Parkson Holdings Bhd 1.1 1.1 1.1 1.1 1.1Store Corp Bhd, The 1.2 1.2 1.1 1.0 1.0Econsave Cash & Carry 0.8 0.8 0.8 0.8 0.8

Sdn BhdPoh Kong Holdings Bhd 0.4 0.5 0.5 0.6 0.7Senheng Electric (KL) 0.6 0.7 0.7 0.6 0.7

Sdn BhdHutchison Whampoa Ltd 0.4 0.5 0.5 0.5 0.5 Amway Corp 0.5 0.5 0.5 0.5 0.5Cosway (M) Sdn Bhd 0.4 0.4 0.4 0.4 0.4Mydin Mohamed Holdings 0.2 0.3 0.3 0.4 0.4

BhdHerbalife Ltd 0.3 0.3 0.4 0.4 0.4Isetan Mitsukoshi 0.3 0.4 0.4 0.4 0.4

Holdings LtdElken Sdn Bhd 0.4 0.4 0.3 0.3 0.3Padini Holdings Bhd 0.3 0.3 0.3 0.3 0.3


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Petronas Dagangan Bhd 0.3 0.3 0.3 0.3 0.3Tupperware Brands Corp 0.3 0.3 0.3 0.3 0.3Rocket Internet GmbH - - 0.1 0.2 0.3Carrefour SA 1.1 - - - -Others 81.5 80.9 80.7 80.5 79.9

Total 100.0 100.0 100.0 100.0 100.0Source: Euromonitor International from official statistics, trade associations, trade press, company research,

trade interviews, trade sources

Table 15 Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales taxBrand Company (GBO) 2012 2013 2014 2015

Giant Dairy Farm 3.5 3.4 3.3 3.3International Holdings Ltd

AEON AEON Group 1.7 2.1 2.1 2.2Tesco Tesco Plc 2.2 2.1 2.0 1.97-Eleven Seven & I Holdings Co Ltd 1.0 1.0 1.1 1.2Parkson Parkson Holdings Bhd 1.1 1.1 1.1 1.1 Aeon Big AEON Group 1.1 1.1 1.1 1.1Guardian Dairy Farm 0.9 0.9 0.9 0.9

International Holdings LtdTesco Extra Tesco Plc 0.5 0.6 0.7 0.9Econsave Econsave Cash & Carry 0.8 0.8 0.8 0.8

Sdn BhdThe Store Store Corp Bhd, The 0.8 0.8 0.7 0.7Poh Kong Poh Kong Holdings Bhd 0.5 0.5 0.6 0.7SenHeng Electric Senheng Electric (KL) 0.7 0.7 0.6 0.7

Sdn BhdWatson's Hutchison Whampoa Ltd 0.5 0.5 0.5 0.5 Amway Amway Corp 0.5 0.5 0.5 0.5

Cosway Cosway (M) Sdn Bhd 0.4 0.4 0.4 0.4Herbalife Herbalife Ltd 0.3 0.4 0.4 0.4Isetan Isetan Mitsukoshi 0.4 0.4 0.4 0.4

Holdings LtdElken Elken Sdn Bhd 0.4 0.3 0.3 0.3Kedai Mesra Petronas Dagangan Bhd 0.3 0.3 0.3 0.3IKEA Inter Ikea Systems BV 0.3 0.3 0.3 0.3Others 82.1 81.9 81.8 81.5Total 100.0 100.0 100.0 100.0


Table 16 Store-based Retailing GBO Company Shares: % Value 2011-2015


Dairy Farm 4.7 4.7 4.6 4.6 4.5International HoldingsLtd

AEON Group 1.8 2.9 3.3 3.4 3.5Tesco Plc 2.9 2.9 2.8 2.8 2.9Seven & I Holdings Co Ltd 1.1 1.2 1.1 1.2 1.3Parkson Holdings Bhd 1.2 1.2 1.2 1.1 1.1Store Corp Bhd, The 1.2 1.2 1.2 1.1 1.0


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Econsave Cash & Carry 0.9 0.9 0.9 0.8 0.9Sdn Bhd

Poh Kong Holdings Bhd 0.4 0.5 0.6 0.6 0.7Senheng Electric (KL) 0.6 0.7 0.7 0.6 0.7

Sdn Bhd

Hutchison Whampoa Ltd 0.5 0.5 0.5 0.6 0.6Mydin Mohamed Holdings 0.2 0.3 0.4 0.4 0.4

BhdIsetan Mitsukoshi 0.4 0.5 0.4 0.4 0.4

Holdings LtdPadini Holdings Bhd 0.3 0.3 0.3 0.3 0.3Petronas Dagangan Bhd 0.3 0.3 0.3 0.3 0.3Inter Ikea Systems BV 0.3 0.3 0.3 0.3 0.3Popular Holdings Ltd 0.3 0.3 0.3 0.3 0.3Courts Asia Ltd - 0.2 0.3 0.3 0.3Petron Corp - 0.2 0.3 0.3 0.3Tomei Consolidated Bhd 0.2 0.2 0.3 0.3 0.3H&M Hennes & Mauritz AB - 0.0 0.1 0.2 0.2Carrefour SA 1.2 - - - -Others 81.6 80.6 80.3 80.0 79.5Total 100.0 100.0 100.0 100.0 100.0


Table 17 Store-based Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales taxBrand Company (GBO) 2012 2013 2014 2015

Giant Dairy Farm 3.7 3.6 3.5 3.5International Holdings Ltd

AEON AEON Group 1.8 2.2 2.2 2.3

Tesco Tesco Plc 2.3 2.2 2.1 2.07-Eleven Seven & I Holdings Co Ltd 1.1 1.0 1.1 1.2Parkson Parkson Holdings Bhd 1.2 1.2 1.1 1.1 Aeon Big AEON Group 1.1 1.1 1.1 1.1Guardian Dairy Farm 0.9 0.9 0.9 1.0

International Holdings LtdTesco Extra Tesco Plc 0.5 0.6 0.7 0.9Econsave Econsave Cash & Carry 0.9 0.9 0.8 0.9

Sdn BhdThe Store Store Corp Bhd, The 0.9 0.8 0.8 0.7Poh Kong Poh Kong Holdings Bhd 0.5 0.6 0.6 0.7SenHeng Electric Senheng Electric (KL) 0.7 0.7 0.6 0.7

Sdn BhdWatson's Hutchison Whampoa Ltd 0.5 0.5 0.6 0.6

Isetan Isetan Mitsukoshi 0.5 0.4 0.4 0.4Holdings LtdKedai Mesra Petronas Dagangan Bhd 0.3 0.3 0.3 0.3IKEA Inter Ikea Systems BV 0.3 0.3 0.3 0.3Popular Popular Holdings Ltd 0.3 0.3 0.3 0.3Courts Courts Asia Ltd 0.2 0.3 0.3 0.3Padini Padini Holdings Bhd 0.2 0.2 0.2 0.3H&M H&M Hennes & Mauritz AB 0.0 0.1 0.2 0.2Others 82.1 81.8 81.6 81.1Total 100.0 100.0 100.0 100.0



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Table 18 Store-based Retailing LBN Brand Shares: Outlets 2012-2015

sites/outletsBrand (GBO) Company (NBO) 2012 2013 2014 2015

7-Eleven (Seven & I 7-Eleven Malaysia Sdn Bhd 1,407 1,559 1,747 1,950Holdings Co Ltd)

Kedai Mesra Petronas Dagangan Bhd 695 725 750 78599 Speedmart 99 Speedmart Sdn Bhd 391 500 570 708Kedai (Koninklijke Shell Malaysia Ltd 450 523 593 607

Shell Groep/RoyalDutch Shell Group)

Guardian (Dairy GCH Retail (M) Sdn Bhd 400 414 420 430Farm InternationalHoldings Ltd)

On The Run (Petron Petron Malaysia Sdn Bhd 351 375 415 420Corp)

Shell Select Shell Malaysia Ltd 335 350 400 420(Koninklijke ShellGroep/Royal DutchShell Group)

Watson's (Hutchison Watson's Personal Care 270 295 315 332Whampoa Ltd) Stores Sdn Bhd

Bata (Bata Ltd) Bata (Malaysia) Sdn Bhd 275 280 285 290Petron Treats Petron Malaysia Sdn Bhd 120 125 200 250

(Petron Corp)Kedai Rakyat Mydin Mohamed Holdings 85 130 162 222

1Malaysia BhdBHP (Boustead Boustead Petroleum 162 200 215 220

Holdings Bhd) Marketing Sdn BhdmyNEWS.com Bison Stores Sdn Bhd 161 180 195 210

KK Super Mart KK Supermart Holdings 125 155 165 195Sdn BhdSenHeng Electric Senheng Electric (KL) 130 135 130 126

Sdn BhdPoh Kong Poh Kong Holdings Bhd 104 109 112 115Caring Pharmacy Caring Pharmacy Group Bhd 76 85 95 108Giant (Dairy Farm GCH Retail (M) Sdn Bhd 99 99 101 95

InternationalHoldings Ltd)

Eu Yan Sang (Eu Yan Eu Yan Sang (1959) Sdn 92 95 90 88Sang International BhdLtd)

Popular (Popular Popular Book Co (M) Sdn 75 76 77 80Holdings Ltd) Bhd

Others Others 210,500 210,648 210,974 211,516Total Total 216,303 217,058 218,011 219,167


Table 19 Non-Store Retailing GBO Company Shares: % Value 2011-2015


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