Draft:Sahajidah Hai-O Marketing

Sahajidah Hai-O Marketing Sdn Bhd (SHOM) is a Malaysian multi-level marketing (MLM) company specializing in the sale of wellness, skincare, cosmetics, body shaping lingerie, personal care, auto care, garden care, and household products. The company was established in 1992 by the late Mr Tan Kai Hee as a subsidiary of Hai-O Group of Companies and is based in Klang, Selangor.

Founding
Sahajidah Hai-O Marketing Sdn Bhd (SHOM), part of BESHOM Holdings Bhd, was established by Mr. Tan Kai Hee. Initially, it operated from an office in the Sun Complex, Kuala Lumpur. SHOM was officially launched on 17 September 1992 by YB Dr. Sak Cheng Lum, Parliamentary Secretary to the Ministry of Domestic Trade and Consumer Affairs. In 1996, the Hai-O Group, which SHOM is a part of, was listed on the Kuala Lumpur Stock Exchange (BSKL).

SHOM is known for its distributor reward system and comprehensive support programs. In 2001, to centralize operations, the Hai-O Group moved to Wisma Hai-O in Klang. Later, in 2009, SHOM relocated its headquarters and warehouse to a larger facility in Jalan Kapar, which allowed for improved administration and logistics.

Member of DSAM
Sahajidah Hai-O Marketing (SHOM) became a member of the Direct Selling Association of Malaysia (DSAM) in 1994, following the enforcement of the Direct Selling Act in 1993. Since then, the company has complied with the Act's provisions.

The late Mr. Tan Kai Hee, founder of SHOM, was appointed as a committee member of DSAM in 1996.

Business Model
Sahajidah Hai-O Marketing (SHOM) utilizes a business model that merges direct selling with multi-level marketing (MLM). In this model, distributors, referred to as 'SHOMpreneurs,' sell products directly to consumers. They also recruit and guide new distributors, forming a network or 'downline.' SHOMpreneurs earn income from retail sales and may receive bonuses based on their downline's sales volume. Individuals can also register as SHOMpreneurs to purchase products at discounted prices.

Local and International Expansion
SHOM has expanded its operations since its inception in 1992. It established its first branch outside Kuala Lumpur in Malacca in 1993, followed by a branch in Sabah, East Malaysia, in 1995. By this time, SHOM operated across 13 branches, 21 stockists, and 2 sales points within Malaysia.

In 2009, the company ventured into the Indonesian market by establishing PT. Hai-O Indonesia in Jakarta. This expansion was followed by the creation of Hai-O International (S) Pte. Ltd. in Singapore in August 2013. The SHOM Brunei Branch was inaugurated on 13 March 2015.

Milestones
1992

On 17 September 1992, Hai-O Marketing Sdn Bhd was officially inaugurated, with the event presided over by YB Dr Sak Cheng Lum, Parliamentary Secretary to the Ministry of Domestic Trade and Consumer Affairs, at the Federal Hotel Kuala Lumpur.

1993

In March 1993, the company organized its first Overseas Incentive Trip to Medan, Lake Toba, attended by 40 distributors. Additionally, Hai-O Marketing obtained the Direct Selling License AJL 93033, aligning early with the Direct Selling Act.

1995

The inaugural Crown Diamond Manager (CDM) Forum was hosted by Hai-O Marketing in Phuket Island, Thailand, in 1995. This year also saw the appointment of the late Dato' Dr Usman Awang, a noted figure in national literature, as the company's first Chairman, a position he held until his passing in November 2001.

1997

Hai-O Marketing marketed the 'Jet Turbo X' engine oil, holding a license for petroleum-based products.

The company celebrated its 5th Anniversary, drawing a large gathering of distributors at the National Stadium. 'Beautiful,' a far-infrared (FIR) body shaping product, was launched.

1998

Hai-O Marketing organized a worldwide exhibition series themed 'From Heart to Heart.'

In support of the government's campaign promoting local products, the company introduced the first 'Tongkat Ali' product, 'Euryco,' examined by the Department of Health, Malaysia, Malaysia, and launched by Former Health Minister Dato' Chua Jui Meng.

1999

A new branch was opened in Kuantan, expanding the company's presence in the East Coast market.

Dr. Muhammad Saleh Bin Kamaruddin was recognized as the first Malay Crown Diamond Manager (CDM) at an event in Radisson Hotel, Shah Alam.

The 'Kacima' product launch was attended by the Minister of Trade and Industry, Dato' Seri Rafidah Aziz.

2000

Hai-O Marketing focused on expanding its market share among the Bumiputera community.

The first Malay woman Crown Diamond Manager (CDM), CDM Latifah Bt Abd Latif, was awarded in a ceremony attended by YB Dato' Seri Shahrizat Abdul Jalil.

2001

'Premium Beautiful,' a far-infrared (FIR) body shaping garment, was introduced.

2002

Hai-O Marketing organized a five-day visit to Beijing for qualifying distributors. The visit included a 'Malam Muhibah' event at the Foreign Language Centre, University of Beijing, featuring interactions with lecturers and students, and attendance by Malaysia's Ambassador in China. Media coverage was provided by Utusan Malaysia, Berita Harian, New Straits Times and NTV7.

2003

In collaboration with stockists, Hai-O Marketing organized its first product promotion carnival in 2003. The company celebrated its 11th Anniversary on December 28, 2003, at Dewan Wawasan, Menara PGRM, Kuala Lumpur. The event, themed 'Drive to the Point of Glory,' was officiated by YB Dato' Abdul Aziz Shamsudin, Deputy Minister of Education, who recognized Hai-O's contributions to Malaysia's development through its management education system for entrepreneurs.

2004

The 12th Anniversary of Hai-O Marketing was celebrated at the Genting International Convention Centre (GICC) and was launched by YB Dato' Khamsiyah Yeop, Deputy Minister of Development of Entrepreneur and Coop.

2005

Tan Sri Osman Samsuddin Cassim became the Chairman of Hai-O Group on January 31, 2005. Tan Sri Osman is noted for his past role as secretary-general of the Home Ministry, particularly during the 1975 AIA building hostage incident.

On August 27, 2005, MARA and Hai-O jointly organized the Development Program for Local Entrepreneurs, engaging over 100 Bumiputera graduates.

Hai-O Marketing hosted four SM and SSM Recognition Nights in 2005. Its 13th Anniversary celebration was held at Sunway Pyramid Convention Centre, featuring YB Dato’ Abdul Aziz Shamsuddin, Minister of Rural and Regional Development, FAMA Director General Tuan Haji Harun, and the top management of Hai-O.

2009

The CDM Convention in 2009 at Berjaya Hills Bukit Tinggi saw the participation of 166 distributors, with a special guest from the Ministry of Domestic Trade, Cooperative and Consumerism.

In August 2009, 426 Hai-O entrepreneurs undertook an Umrah pilgrimage to Madinah and Mecca, organized in partnership with Tabung Haji Travel & Services (THTS). This group was noted for being one of the largest to perform Umrah, with Hai-O contributing RM2.43 million for the purpose.

2013

Hai-O Group sponsored the Bella Awards Ceremony on 2 March at Hotel Royale Chulan, Kuala Lumpur, themed 'She Sparkles.' The ceremony celebrated the contributions of Malaysian women across various fields, with participation from Hai-O entrepreneurs and top management.

2014

The Usman Awang Foundation (YUA) was established in February 2014 in honor of the late SN Dato' (DR) Usman Awang. The foundation, which focuses on preserving his literary works and serving as a research center, collaborated with the Malaysian Chinese Association (Hua Zong) for the Usman Awang National Integration Award 2014 (AINUA).

Sahajidah Hai-O Marketing launched e-Hai-O Marketing, an online shopping portal, in September 2014.

In December 2014, the company was renamed to Sahajidah Hai-O Marketing Sdn Bhd.

2015

On 18 April 2015, Sahajidah Hai-O Marketing unveiled its new logo at the Diamond Night Dinner, signifying a strategic rebranding effort aimed at strengthening its market position and expanding internationally.

2016

In August 2016, about 1,000 Sahajidah Hai-O entrepreneurs participated in a 5-day incentive visit to Beijing, China. Led by YBhg. Dato' Abdul Majit Ahmad Khan and the late Mr. Tan Kai Hee, the visit aimed to foster Sino-Malaysian relations and expose the participants to Chinese technological advancements and development.

2017

SHOM celebrated its 25th anniversary in 2017 with the theme 'My Dream My Story' at Stadium Malawati, Shah Alam, drawing around 12,000 entrepreneurs nationwide.

2018

In January 2018, SHOM organized a significant trip for 1,200 delegates to Seoul, Korea, marking a milestone in its international community engagement efforts.

2019

The company's 27th Anniversary was celebrated at Setia City Convention Centre, Shah Alam, in 2019. The event highlighted the achievements of newly advanced Crown Diamond Managers (CDMs) and Excellence Awards recipients, with an attendance of over 7,000 people.

2022

On April 9, 2022, the SM&SSM Recognition Night for the Central Malaysia region took place at the IDEAL Convention Centre (IDCC), Shah Alam. This hybrid event, attended by distributors from various regions, was notable as the first major gathering after the easing of COVID-19 restrictions in Malaysia, reflecting the resumption of SHOM’s large-scale activities.

Brands and Products
SHOM's product portfolio includes various brands established since the company's inception. These brands encompass a range of consumer goods such as Min Kaffe, Marine Essence, Infinence, Cozuma, Nurich®, Premium Beautiful, JTX, Bio Velocity, Sahajidah Garam Buluh, Sweetality, Beijing Tong Ren Tang, Eziclean, Ezigrow, D'Chef, Bio Ever Plus, Bio-Evolve, Prolicious, BioCleanz, ShakeMe, Min Cha, AiryVentz, and SaRang.

Min Kaffe
Originally known as 'Mineral Coffee,' the brand underwent a rebranding in 2016 to 'Min Kaffe.' This coffee blend combines Robusta coffee beans with bamboo salt from Korea. In 2016, SHOM organized the 'Star Trek Beyond Red Carpet Movie Premiere in partnership with the Star Trek Beyond movie, marking Min Kaffe's first-ever movie collaboration. The event, which included around 1,000 guests, was held at Pavilion, Kuala Lumpur.

In March 2019, Min Kaffe was awarded 'The BrandLaureate SMEs Best Brands Awards' in the category of Most Established Brand Awards and Best Brands in Consumer – Premium Coffee, at an event held at the Majestic Hotel.

In 2021, SHOM introduced an updated version of Min Kaffe with enhanced ingredients.

Infinence®
Infinence® was founded by Mr. Tan Keng Kang, with fashion icon Professor Datuk Jimmy Choo serving as a consultant. Launched at the end of 2016, Infinence® aims to embody 'Simplicity in Luxury.' The brand made its debut during SHOM's 25th Anniversary in 2017. It has since extended its range to include Hari Raya collections, showcased at the Gaya Collection Raya fashion show organized by Andrews Models in April 2018.

Infinence® also participated in Kuala Lumpur Fashion Week 2018 (KLFW 2018) as a Supporting Brand, presenting three Ready-to-Wear Collections.

The brand offers a variety of skin care products, including the Infinence® Ultimate Anti-Aging Skin Care Solution series, Infinence® Treatment Serum series, and an Infinence® skin care device.

Jimmy Choo
In November 2016, Professor Datuk Dr. Choo Yeang Keat, commonly known as Professor Datuk Jimmy Choo, joined the Hai-O Group as a Non-Independent & Non-Executive Director. His involvement brought notable recognition to the company due to his status in the fashion industry.

Fazura
In November 2017, Malaysian artist Nur Fazura was appointed as an ambassador for SHOM. This announcement was made during a Meet and Greet session in One World Hotel, Petaling Jaya. The collaboration with Fazura is part of SHOM's initiative to uplift and empower women entrepreneurs.

Infinence x Fazura
In 2018, Fazura collaborated with SHOM for the launch of Infinence’s Bags and Shoes Collection. This collaboration aimed to align with SHOM’s vision, with Fazura also serving as a representative for Wawasan Hai-O’s Corporate Social Responsibility (CSR) initiatives.

Infinence x Rizman Ruzaini
Infinence, a brand under SHOM, collaborates with Malaysian designers to showcase their work. One such collaboration in 2017 was with fashion designers Rizman Ruzaini, known for their Designer Hijab series. This partnership was part of Infinence’s strategy to offer premium and exclusive fashion products.

Corporate Social Responsibility
2015

In January 2015, the Hai-O Foundation provided assistance to flood victims in the East Coast state.

2017

SHOM collaborated with the Selangor Education Department on the 21st Century Smart Classroom Program (PA21) to equip ten primary schools in the Klang district with smartboards, educational kits, and upgraded infrastructure.[25] The initiative aimed to support the development of future leaders.

The Hai-O Foundation donated RM100,000 to support flood victims, complemented by an additional personal contribution of RM100,000 from Hai-O Group Executive Chairman, Mr. Tan Kai Hee.[

SHOM co-sponsored the "6th Rainbow in My Heart Art Competition 2017" for individuals with learning disabilities, organized by the Bandar Utama Rotary Club.

2018

In conjunction with DSAM's 40th anniversary, SHOM participated in the 'Rise Against Hunger' Malaysia (RAH) program, helping to pack 80,000 food packs for those in need on 25 September 2018 at Mandarin Oriental Hotel Kuala Lumpur on 25 September 2018.

2019

The Hai-O Foundation sponsored the 'Clothes of Confidence' program by Uniforms 4 Us (U4U), providing school uniforms and self-development workshops to 350 underprivileged students.

2023

SHOM contributed RM100,000 toward humanitarian efforts in Palestine, demonstrating its commitment to global relief initiatives.

Hai-O Foundation
The Malaysia Book of Records – Most Women Blood Donor In A Day (849 women)

Blood donation campaign "Women's Lights the World"

Tan Kai Hee
2013

Sin Chew Business Excellence Awards 2013 – Businessman of the Year

2016

2016 World Outstanding Chinese Award Ceremony "Care & Compassion Award"

2017

Heroes of Philanthropy Award from Forbes Asia

Malaysia-China Excellence Entrepreneur Award 2017 by the Malaysia-China Chamber of Commerce

Sin Chew Business Excellence Awards 2017 "Lifetime Excellence Achievement Award"

Fujian Excellence Leadership Award

2018

Worldwide Excellence Award "Lifetime Achievement Award" in the 5th Worldwide Excellence Awards presented by Circle International Holdings Limited and organized by its Asian Chinese Business Magazine "Chi Dian"