Written by Liu Qingxian / Translated by Mao Yuye

Go and Buy a Thai PaSa Latex Pillow at CAEXPO

Written by Liu Qingxian / Translated by Mao Yuye

In recent years, Thailand’s latex bedding is more and more popular with Chinese consumers and tops their shopping lists when they are traveling in Thailand. Many Thai manufacturers prefer selling directly latex bedding to China through the regional high-profi le platform CAEXPO — PaSa International Latex Bedding Co., Ltd., for one.

The name “PaSa” is coined by the two cofounders’ names, according to the chief executive of PaSa International Latex Bedding Co., Ltd. and co-founder of PaSa Ai Zhong. The two overseas Chinese — Ai Zhong and Yan Sharong — jointly established their company in 2013 and began to create their self-owned brand as they found that latex bedding enjoys large popularity and broad market among Chinese consumers.

“The PaSa owns a rubber plantation of 6.768 hectares in the Chanthaburi Province, Thailand. The company adopted an integrated management throughout the production procedure from raw material collection to finished products manufacturing. The monthly export to China reached 20,000-40,000, and the sale volume ranked third among all latex brands in China.”Ai said in the interview with the China-ASEAN Panorama Magazine. He added that PaSa products are 100 percent made from rubber latex strictly in accordance with ergonomics. All this is for supreme quality of products and consumers’enjoyable experience.

Good products will also need effective marketing. Having noticed that Chinese consumers are apt to shop online, the company recruited sale agents on E-commerce platform and introduced their latex bedding products to Chinese consumers. PaSa sale agents cover 11 provinces of China. In light of stratifi ed liability system, the provincial agents are in charge of the sub-level ones. The head offi ce holds regular meetings for agents to exchange views and cooperate closely with each other.

“50 percent of our customers come from China’s E-commerce platform, particularly through WeChat. Apart from online sale places, we set up real stores in many places in China, with totally 120 stores and 67 of them set in department stores. In addition, our products are available in dutyfree shops in Xiamen, Chongqing, and Henan. We have got a sale growth of 50 percent in just one year.” Ai said that they hope to participate in the CAEXPO, and thus to introduce their products to other countries in and even beyond ASEAN region.“Our participation in the 13thCAEXPO in Nanning in this September has greatly improved our brand image and visibility, and has tapped more channels to markets of other ASEAN countries.” Ai stressed that they want to take advantage of the state-level and international expo to enlarge their market in China, as well as channels to countries in and beyond ASEAN region.”

Yan Sharong, the other co-founder of PaSa said,“Despite the success we have achieved, there is a long way to go for market expanding. In 2016, we set focus on the tourism market in Thailand and local brand awareness. We promote our products in Chinese tourists-favored places such as Ratchada, Sukhumvit, Khaosan and embankment night market, and make products available in Lotus and Big C supermarkets in these places, so as to keep our products accessible to international tourists.”

PaSa has entered American market by providing the hotel bedding, and has prepared well for entry into Taiwan and other ASEAN countries. At present, the company is proactively looking for partners to increase production.