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Malaysian Exporters Going Global Digitally with eBizLink

Leveraging on Digital and Physical Platforms to Raise Awareness and Promote Malaysian Products and Services Worldwide

by Shah Farouq

Electronic Business Linkage (“eBizLink”) Programme is a new initiative by the Government under ‘Program Strategik Memperkasa Rakyat dan Ekonomi’ (“PEMERKASA”) through MATRADE an agency of MITI, aimed to intensify promotion of Malaysia’s export digitally.

It is reinforced through the implementation of new initiative under the National Trade Blueprint (NTBp) to further facilitate export promotion and market access, eBizLink leverages on hybrid B2C and B2B platforms, focusing on online and offline (O2O) promotion with greater emphasis on digital marketing and Key Opinion Leader (KOL).

It was officially launched in July 2021, eBizLink provides cost-effective and sustainable solutions for SMEs and MTCs to seize new business opportunities in global marketplace brought about by the COVID-19 pandemic.

A total of 18 Global Campaigns have been executed in 2021 generating more than RM40 million export sales benefiting 350 Malaysian exporters.

Food and beverages (F&B) sector contributed RM25 million or 60 per cent of total sales for eBizLink campaign, followed by personal care products and medical gloves.

Other products and services sourced from Malaysia include fast-moving consumer goods (FMCG), health products and ecommerce services.

To date, nine (9) eBizLink programmes have been completed includes “JD618 Shopping Festival Digital Expo” in China, ASEAN Online Sales Day (“AOSD”) in Myanmar, Vietnam, Singapore, Indonesia and Thailand, “Choose Malaysia Promotion Programme” in Cambodia, “Malaysia Promotion Programmes” in-conjunction of CAEXPO 2021 in China, “Flavours of Malaysia” in Netherlands, “Asian Grocery & eMarket Place” in Australia, “Malaysia Festival” in Hong Kong, “Online Campaign with eCommerce Platform” in Pakistan and “Online Campaign with Health & Glow” in India.

Another nine (9) programmes are still in on-going in North East Asia, South East Asia, Central Asia and North America.

According to YBrs. Puan Sharimahton Mat Saleh, Deputy CEO of MATRADE, “eBizLink initiative provides new alternatives for Malaysian exporters to promote their products and brands to potential international customers through O2O platforms.

By leveraging on local market influencers and KOLs, the perception of Malaysian brands are enhanced by the vast coverage provided by the millions of followers on their social media.

MATRADE global offices have engaged local KOLs to promote Malaysian products and brands through various online social media channels that reach wider audience at faster rate compared to traditional media”.

Among successful Global Campaigns by MATRADE trade offices leveraging on KOLs were Malaysia’s participation in CAEXPO (“China-ASEAN Expo”) in Nanning, China, MATRADE Guangzhou had collaborated with Overseas Prominent Brands (OPB).

Local KOLs were engaged to promote the event through various social media channels in China. The campaign was held from 1 to 30 September 2021 and recorded export sales of RM4.78 million with main products sourced includes durian products, spices, bird nest and cream crackers.

In Pakistan, RM8.69 million sales have been generated from eBizLink collaboration between MATRADE Mumbai and Ecommerce Private Limited, under their B2B portal “EcomBRI.com”. The campaign was held from 30 November until 3 December 2021 with personal care being the main products along with rubber gloves and F&B that been sourced by Pakistan trade buyers.

Under the theme “Malaysia Ayatha: The Most Exclusive Live Showcase of Malaysian Brands” in Myanmar were promoted via Facebook through the Malaysia Ayatha page and media partner Duwun, which has over 8.6 million followers on Facebook.

Over 100 Malaysian brands were promoted during the campaign from 3 until 26 December 2021 with RM12.16 million export sales generated.

For year 2022, more than 20 Global Campaigns have been scheduled in order to achieve eBizLink KPI target of 600 companies assisted and RM60 million export sales generated. Among key markets targeted are North America, South America, Europe, West Asia and South East Asia.

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