Comments
5 Questions With... SFIC President Mark Yong
Hear how the Singapore Furniture Industries Council (SFIC) is keeping up in this high-tech, high-stake era
Chiquit Brammall
20 June 2018
Design journalist and freelance editor. Dollhouse architect. Serial renter.
At the 2018 International Furniture Fair Singapore (IFFS) in March, the Singapore Furniture Industries Council (SFIC) unveiled its new vision “to be the Asian hub influencing tomorrow’s urban living“. SFIC president Mark Yong is the director of Ewins Pte Ltd, a major regional provider of furniture components, architectural hardware, and surface materials, overseeing sales and marketing, as well as director and co-founder of UberGARD, a company dealing with security systems for facilities management in Asia, Australia and the UK. He found time in his busy schedule to explain how the furniture association is doing this.
How did you get into the furniture industry?
Upon graduation from Nanyang Technological University with a Bachelor of Business (Honours) Degree in 2002, I joined Ewins Pte Ltd, which is owned by my family.
I joined the SFIC executive committee in 2008 and was soon paired up with more experienced members to take charge of the green standards committee. Eventually I became the chairman of SingaPlural in 2015, an annual design festival organised by SFIC, and was elected as the SFIC’s president in 2016. I am also on the board of directors for both the SFIC Institute (SFIC’s training and education arm) as well as the International Furniture Fair Singapore, which organises the International Furniture Fair Singapore/ASEAN Furniture Show/NOOK Asia. I am also a member of DesignSingapore Council’s Industry Development Panel as well as co-chairman of DesignS.
Upon graduation from Nanyang Technological University with a Bachelor of Business (Honours) Degree in 2002, I joined Ewins Pte Ltd, which is owned by my family.
I joined the SFIC executive committee in 2008 and was soon paired up with more experienced members to take charge of the green standards committee. Eventually I became the chairman of SingaPlural in 2015, an annual design festival organised by SFIC, and was elected as the SFIC’s president in 2016. I am also on the board of directors for both the SFIC Institute (SFIC’s training and education arm) as well as the International Furniture Fair Singapore, which organises the International Furniture Fair Singapore/ASEAN Furniture Show/NOOK Asia. I am also a member of DesignSingapore Council’s Industry Development Panel as well as co-chairman of DesignS.
Yong (left) tours Minister S Iswaran (second from left) at the International Furniture Fair Singapore 2018, with other SFIC officers
What’s a typical workday like for you?
I travel extensively for my work as my role in the company is one of market development for the many brands, both regional and international, that we distribute. When I’m not travelling, a typical day for me is spent in my office working on cultivating and maintaining relationships with our clients and suppliers around the world. I also oversee marketing activities at Ewins and its subsidiaries, so I work with my teams in the various entities on both online and offline marketing strategies.
As a trade association, SFIC is pretty active with multiple projects going on at any one time, not to mention the other initiatives run by our subsidiaries. My job as president is made easier with the support from a strong team of fellow executive committee members as well as a capable secretariat that see to its daily operations. Despite a super-packed schedule, I also manage to make time to take annual vacation breaks. I think it boils down to good time management and setting priorities.
What’s a typical workday like for you?
I travel extensively for my work as my role in the company is one of market development for the many brands, both regional and international, that we distribute. When I’m not travelling, a typical day for me is spent in my office working on cultivating and maintaining relationships with our clients and suppliers around the world. I also oversee marketing activities at Ewins and its subsidiaries, so I work with my teams in the various entities on both online and offline marketing strategies.
As a trade association, SFIC is pretty active with multiple projects going on at any one time, not to mention the other initiatives run by our subsidiaries. My job as president is made easier with the support from a strong team of fellow executive committee members as well as a capable secretariat that see to its daily operations. Despite a super-packed schedule, I also manage to make time to take annual vacation breaks. I think it boils down to good time management and setting priorities.
Innovative surfaces (Parklex Facade) from Ewins
How has the internet affected your industry?
As with every other industry, the Internet also has an impact on how consumers now shop for furniture and decorative items. Modern consumers have no lack of options and with information being freely available on the Internet, anyone is able to research the latest furnishing trends as well as buy an item or two. Add social media and there are even more avenues for information and/or purchase.
Local retailers are also now competing with the likes of Taobao, an e-marketplace comprising of sellers from China that ship directly to Singapore. It is no longer an option not to have a web presence and brick-and-mortar furniture stores such as Commune and Star Furniture now also sell their merchandise online. At Ewins, we are also planning to roll out an e-shop in the near future.
Digitalisation is one of the key initiatives of our new industry roadmap under the ‘’Urbanite-Centricity’’pillar, which aims to expand the role of design beyond aesthetics to enable the creation of customer-centric, urban living solutions.
SFIC’s own curated e-shop FLAUNT was launched last year on the Lazada & 99%SME platform. Through FLAUNT, we hope to create a platform to connect our local designers and design-driven companies with consumers, both in Singapore and eventually overseas. At the same time, we hope to share good design with individuals and businesses who value quality, style and the makers, enabling partnerships and collaborations.
Moving forward, we will be rebranding FLAUNT not only as an online marketplace for designer furniture but to have a wider product range focusing on customer-centric design products. The rebranded FLAUNT will encompass supporting local furniture brands to build a cohesive marketing ‘omnichannel’ platform through the integration of three different retailing marketing channels: Augmented Reality (AR) solutions, pop-up stores and social media networks.
How has the internet affected your industry?
As with every other industry, the Internet also has an impact on how consumers now shop for furniture and decorative items. Modern consumers have no lack of options and with information being freely available on the Internet, anyone is able to research the latest furnishing trends as well as buy an item or two. Add social media and there are even more avenues for information and/or purchase.
Local retailers are also now competing with the likes of Taobao, an e-marketplace comprising of sellers from China that ship directly to Singapore. It is no longer an option not to have a web presence and brick-and-mortar furniture stores such as Commune and Star Furniture now also sell their merchandise online. At Ewins, we are also planning to roll out an e-shop in the near future.
Digitalisation is one of the key initiatives of our new industry roadmap under the ‘’Urbanite-Centricity’’pillar, which aims to expand the role of design beyond aesthetics to enable the creation of customer-centric, urban living solutions.
SFIC’s own curated e-shop FLAUNT was launched last year on the Lazada & 99%SME platform. Through FLAUNT, we hope to create a platform to connect our local designers and design-driven companies with consumers, both in Singapore and eventually overseas. At the same time, we hope to share good design with individuals and businesses who value quality, style and the makers, enabling partnerships and collaborations.
Moving forward, we will be rebranding FLAUNT not only as an online marketplace for designer furniture but to have a wider product range focusing on customer-centric design products. The rebranded FLAUNT will encompass supporting local furniture brands to build a cohesive marketing ‘omnichannel’ platform through the integration of three different retailing marketing channels: Augmented Reality (AR) solutions, pop-up stores and social media networks.
Raumplus from Ewins
Not many people know about SFIC Institute. Does it still hold workshops for the public, and if so, can you tell us about it?
SFIC Institute is a subsidiary of the Singapore Furniture Industries Council (SFIC) and was initially formed in 2004 as a training and development initiative for the furniture industry. Privatised in October 2010, SFIC Institute offers a holistic range of offerings comprising creative craftsmanship (carpentry), product design and development, retail, human resources, sales and marketing, production technology, customised programmes and consultancy services, logistics, and green initiatives.
Distinctive offerings such as its manpower training and placement programmes for creative craftsmen, designers and mature workers are preparing workers for the ever-changing socio-economic landscape and helping employers redesign key roles. Through such initiatives, the Institute continues to help the industry attract, groom and grow a pool of local workforce.
SFIC Institute also partners with various governmental agencies such as NTUC’s e2i, SkillsFuture Singapore (SSG), Enterprise Singapore and WorkforceSingapore (WSG) for funding support and to ensure that the Institute offers valuable, relevant programmes and initiatives to clients. More than 200 candidates have been successfully placed in companies since 2012. We also participate regularly in career fairs organised by e2i as well as work closely with educational institutions to reach out to their graduates.
SFIC Institute brings valuable resources and exceptional service to each and every one of its clients in or beyond the furniture industry. Some of its clients include Furniture Club, Home-Fix, the Ministry of Defence, Singapore Polytechnic, Star Furniture and TAK.
Besides place-and-train programmes, we also conduct popular woodworking workshops for hobbyists to learn how to make their own DIY stools and coffee tables. Recently, we partnered with the National Silver Academy (NSA) to encourage our seniors to sign up for such workshops which are heavily subsidised by NSA. Open to the public, participants need not have prior knowledge and can use their SkillsFuture Credits to offset the class fee.
Not many people know about SFIC Institute. Does it still hold workshops for the public, and if so, can you tell us about it?
SFIC Institute is a subsidiary of the Singapore Furniture Industries Council (SFIC) and was initially formed in 2004 as a training and development initiative for the furniture industry. Privatised in October 2010, SFIC Institute offers a holistic range of offerings comprising creative craftsmanship (carpentry), product design and development, retail, human resources, sales and marketing, production technology, customised programmes and consultancy services, logistics, and green initiatives.
Distinctive offerings such as its manpower training and placement programmes for creative craftsmen, designers and mature workers are preparing workers for the ever-changing socio-economic landscape and helping employers redesign key roles. Through such initiatives, the Institute continues to help the industry attract, groom and grow a pool of local workforce.
SFIC Institute also partners with various governmental agencies such as NTUC’s e2i, SkillsFuture Singapore (SSG), Enterprise Singapore and WorkforceSingapore (WSG) for funding support and to ensure that the Institute offers valuable, relevant programmes and initiatives to clients. More than 200 candidates have been successfully placed in companies since 2012. We also participate regularly in career fairs organised by e2i as well as work closely with educational institutions to reach out to their graduates.
SFIC Institute brings valuable resources and exceptional service to each and every one of its clients in or beyond the furniture industry. Some of its clients include Furniture Club, Home-Fix, the Ministry of Defence, Singapore Polytechnic, Star Furniture and TAK.
Besides place-and-train programmes, we also conduct popular woodworking workshops for hobbyists to learn how to make their own DIY stools and coffee tables. Recently, we partnered with the National Silver Academy (NSA) to encourage our seniors to sign up for such workshops which are heavily subsidised by NSA. Open to the public, participants need not have prior knowledge and can use their SkillsFuture Credits to offset the class fee.
Ewins space-saving solutions such as slide-out tables, fold-up beds, and disappearing study desks
How does being part of a professional association like SFIC benefit your business?
Trade associations serve to promote the business interests of its members and help to raise the profile of their respective industries. They often also play the role of an intermediary between government and companies on industry matters.
SFIC has been known as one of the more active associations since its inception in 1981, with an array of initiatives aimed to help members in their growth; from human capital development to business match-matching services as well as seeking opportunities overseas.
Recently, we developed a three-year roadmap with the support from DesignSingapore Council and our industry vision is to be “the Asian Hub influencing tomorrow’s urban living’’ by 2021. The roadmap will help us capitalise on the future trend of Asia being at the centre of growth – over 50 per cent of the world’s urban population living in Asian cities and 440 cities in emerging economies will account for 50 per cent of global GDP growth by 2025. With this roadmap, our members, my company included, can be guided on a long-term path on building unique capabilities for sustained growth.
Through my 10-year journey with the council, first as an exco member and now president, I have learnt a lot about the industry. My active involvement in the council’s activities has also helped me build an invaluable network and forge close relationships with key government officials, other industry players and designers both local and internationally. In terms of media profiling, there has also been plenty of opportunities, especially in my capacity as the chairman of SingaPlural.
My work with SingaPlural has been especially rewarding both on a personal and business level. Although I am not trained in design, I have a passion for it. SingaPlural is largely about collaborations between designers from across the creative spectrum and brands from various industries, and the festival has been fortunate to have had big brands such as Airbnb and Uniqlo participate. My company has been a frequent participant of SingaPlural too. Through this annual design festival, we have found new opportunities to collaborate with manufacturers and designers both locally and overseas.
How does being part of a professional association like SFIC benefit your business?
Trade associations serve to promote the business interests of its members and help to raise the profile of their respective industries. They often also play the role of an intermediary between government and companies on industry matters.
SFIC has been known as one of the more active associations since its inception in 1981, with an array of initiatives aimed to help members in their growth; from human capital development to business match-matching services as well as seeking opportunities overseas.
Recently, we developed a three-year roadmap with the support from DesignSingapore Council and our industry vision is to be “the Asian Hub influencing tomorrow’s urban living’’ by 2021. The roadmap will help us capitalise on the future trend of Asia being at the centre of growth – over 50 per cent of the world’s urban population living in Asian cities and 440 cities in emerging economies will account for 50 per cent of global GDP growth by 2025. With this roadmap, our members, my company included, can be guided on a long-term path on building unique capabilities for sustained growth.
Through my 10-year journey with the council, first as an exco member and now president, I have learnt a lot about the industry. My active involvement in the council’s activities has also helped me build an invaluable network and forge close relationships with key government officials, other industry players and designers both local and internationally. In terms of media profiling, there has also been plenty of opportunities, especially in my capacity as the chairman of SingaPlural.
My work with SingaPlural has been especially rewarding both on a personal and business level. Although I am not trained in design, I have a passion for it. SingaPlural is largely about collaborations between designers from across the creative spectrum and brands from various industries, and the festival has been fortunate to have had big brands such as Airbnb and Uniqlo participate. My company has been a frequent participant of SingaPlural too. Through this annual design festival, we have found new opportunities to collaborate with manufacturers and designers both locally and overseas.
Related Stories
Most Popular
Best of the Week: 36 Platform Beds for Sound Sleep Plus Storage
By Niki Bruce
Platform beds give a modern twist to your bedroom decor and offer lots of extra storage
Full Story
Most Popular
Why Build a Platform Bed
Need more reasons to ask your designer to custom-build a platform bed for your room? Here are six
Full Story
Interior Design
What's the Best Upholstery Material for Dining Chairs?
Explore the pros and cons of different upholstery materials for your dining chairs
Full Story
Dining Rooms
How to Choose and Care For Your Wooden Dining Table
By Melissa Tai
On the hunt for a new dining table? Know what you're buying with this expert guide on common woods and maintenance tips
Full Story
Bedrooms
Best of the Week: 36 Bedside Table Set-Ups
Whether simple will suffice or you want everything within reach, here are 36 bedside situations to get you dreaming
Full Story
Interior Design
A Guide to Different Types of Tufting
Explore different types of tufting designs and patterns to cosy up your decor
Full Story
Interior Design
3 Reasons Outdoor Beanbags Can be One of Your Best Buys
By Karla Rey
This retro-ish piece of furniture is more versatile than we give it credit
Full Story
Small Spaces
Small Space Solutions: Double-Duty Furniture
Short on square footage? Make the most of it with store-bought and customised furniture that have double the function
Full Story
Interior Design
How to Upkeep Upholstered Furniture to Look Good and Last Longer
Proper care and cleaning will extend the life and beauty of your pieces
Full Story
Interior Design
Danish Design Guru Answers: What Makes a Design Classic?
We get the answer from Anne-Louise Sommer, director of the Design Museum Danmark
Full Story