ALTHOUGH the Covid-19 pandemic imparted hard lessons to companies across industries, digital transformation has inarguably emerged as the lifeline for all businesses to not only survive, but thrive at the same time.
The same holds true for timber companies, which was the rationale behind the Malaysian Timber Council’s (MTC) introduction of the Digital Marketing Entrepreneurship Programme (DMEP) and TimbeReality.
This is on top of sustained efforts to drive the timber industry towards the manufacturing of higher value-added products and services via the TIMB3R Design Incubator Programme (TIMB3R DIP).
> DMEP
Taking into account the change in consumer behaviour to rely more on digital technology and social media, DMEP was initiated in August 2021 with classes commencing in October the same year to provide targeted training and coaching programmes to timber companies.
Timber companies making a change in the right direction marks positive change for MTC, said Chang.Crafted in collaboration with higher education institution Universiti Tunku Abdul Rahman and other service providers, the programme aims to inculcate digital marketing strategies – such as marketing via content, email and social media, as well as e-commerce and websites – among the timber industry players.
DMEP comprises three different modules, namely learning module English, learning module Bahasa Malaysia, as well as consultation and coaching.
“The need for knowledge in digital marketing is becoming more crucial due to the impact of the Covid-19 pandemic on businesses, where physical marketing has become more difficult to conduct.
“DMEP is our response to helping the industry better understand virtual platforms and processes to get into the digital sphere,” said MTC market promotion division director Alexis Chang.
She shared, “As this is the first time we are running this programme, we will be gathering feedback by the end of the programme from the participants to enhance the training modules that will be offered next year.”
That said, she noted that moving forward, the programme would employ either physical or hybrid platforms to ensure that training and coaching can be impactful and effective.
“We want to etch out time in their schedules to ensure they retain their focus and apply what they’ve learnt hands-on, where trainers will be able to give guidance and clarification on-the-go for each participant,” she added.
> TimbeReality
The latest addition to MTC’s digital transformation initiative for the timber industry is the digital gallery, TimbeReality, which was launched in October 2021.
An innovation arising from the global movement restrictions during the height of the pandemic, TimbeReality is a comprehensive hub that highlights Malaysian timber products – their design, grains, colour and look – in near real-life with a 360° virtual reality experience.
Industry response towards the virtual platform has been encouraging, said Chang, adding that there are currently 42 companies onboard, with 36 showrooms completed and available to be viewed on timbereality.my.
She said, “Although the platform is relatively new, we are pleased that there are industry members who are not only creative and innovative but also eager to adopt new technology and a new concept such as this.”
That said, she noted that in time, industry members will be more receptive, as the platform can be an extension of their existing website or e-commerce platforms, thus enhancing the experience for their buyers without high risks or heavy investments.
Not only will TimbeReality be a marketing tool for timber companies to share with their buyers, MTC will also be employing the virtual showroom as part of their marketing and promotion efforts.
“MTC through its regional offices and its market promotion arm will be using this platform to promote Malaysian timber and furniture products during trade shows and exhibitions. We can bring ‘more’ products and Malaysian companies with us to any exhibitions and trade missions that we participate in,” she said.
> TIMB3R DIP
Launched in August 2020, TIMB3R DIP was specially designed to assist the timber and furniture industry grow and upgrade along with their design and brand value chain, in order to differentiate Malaysian timber players in today’s climate of intense global competition.The programme – developed by MTC, together with the Malaysian Furniture Council and the Malaysian Institute of Interior Designers – seeks to bridge the gap between local and international designers with Malaysian manufacturers to promote long-term collaboration for high value-added products that will allow entry into new markets and target groups.
Despite the delayed production of prototypes from challenges arising from the Covid-19 pandemic, TIMB3R DIP has seen positive progress with 14 out of the 18 initial products for its first edition already produced and delivered under the programme.
“We are seeing encouraging results, where companies are slowly changing their business models and some are even expanding their business models. Change takes time, but as long as they are making a change in the right direction, that is a positive change for us,” she said.
The second edition of TIMB3R DIP will be launched in November 2021, with MTC expecting another 15 pairs of manufacturers and designers to create 15 new designs.
In terms of lessons learnt, MTC will look into matching designs with specific production requirements with companies that have the capabilities to do so and designs that take into consideration the cost factor in manufacturing the product. Moreover, the next edition will also see more time being allocated for the research and development process, said Chang.
The programmes are among MTC’s efforts to drive the timber industry’s sustainable growth, as part of its five-year roadmap. Another recent MTC initiative to recognise the contributions and progress of timber companies is the MTC Malaysian Timber Industry Awards 2022, which is now open for applications until Nov 30.
Scan the QR code for more information on the awards programme.
