HOP 25 February /Febrero 2014

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Anno VII - n.25 - 02/ 2014 - RG0214-15000

Helen Langehanenberg

By Prestige Italia s.p.a.

TWO TOP-OF-THE-RANGE SADDLES CHRISTENED HELEN AND MICHEL STEPHI, THE NEW STIRRUP IRON IN ALUMINIUM

DOS SILLAS DE FRANJA ALTA FIRMADAS HELEN Y MICHEL STEPHI, EL NUEVO ESTRIBO EN ALUMINIO

The World is Flat: Thailand & Southeast Asia Market

Southeast Asia, a subregion of Asia located at the south of China and the north of Australia, are considered very small in size when comparing to the world at large. Needless to mention the equine industry which is comparatively tiny in global scale. But why is it important from now on? In 10 years time, Asia especially Southeast Asia has evolved with an increasing demand in equine industry. Thanks to the globalization, the International Equestrian Federation (FEI) starts to trigger the demands in this region and since then the growth of Southeast Asian Equestrian industry becomes crucial and are put into concerns. FEI starts to emphasize more and more on the voices of Asians and move on improving the competition standard and levels of competition in Asia along with other different perspectives, for examples, the allocation of courses, clinics and education, and sponsoring for local staffs and riders to have international exposures. The national federations in Southeast Asia responds by planing out a long-term policy to boost their local developments and inventing more international & world-class competitions. As a result, the numbers of Athletes, Horses and Events held in Southeast Asian region are skyrocketing (ref: FEI Statistics 2009-2012). Then, there are increasing numbers of imported horses, more knowledgeable riders, more numbers of staff specialized in various areas and more overseas training with worlds top riders. Not to mention the increasing consumption of world-class products and equipments of any kind which makes the Southeast Asian market, one of the potential markets not to miss out. Amongst the foreign brands distributed to Southeast Asian market, we can not deny that some direct users (riders, parents, grooms, vets) are somehow less educated about the products. Also some distributors rather push on the selling of equipments instead of showing the brand value and core benets of products. This results in the underrated brand perception and unsteady or even zero sales volume across the region. So for the brand who wants to expand to this market the concern were raised and some projects were unfortunately put on hold. However, in this digital age, Social Media seems to be the right tool for this niche market. As communication can ow freely and quickly enough, the brand awareness process which is build up on learning, sharing, and trust can perform its own mechanic. One example is the social media site in Southeast Asia so-called HorseMove Thailand.

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HorseMove Thailand
HorseMove Thailand proves to be very successful in building and gathering up riding community which accounts to approximately 80% in Southeast Asia; and the rest includes audiences from Asia Pacic, East Asia, Europe and Australia. For two consecutive years (2011 & 2012), HorseMove Thailand was awarded Top 10 Best Social Media in Asia from the Equestrian Social Media Award which was recognized by the FEI. Objective: - Generate awareness - Create positive perception - Build trust thru Buzz & WOM - Build community - Maintain loyalty HorseMove Thailands channels, from Facebook, Twitter, YouTube to the Blogging site, are integrated into the Hub to support the community and conveniently provide the channels for the individuals or groups who share common interests to meet, connect and interact i.e. taking parts in comments, checking news & results, photo lookup, riders meet up, going to events, etc. As long as the information is interesting and the sense of belongings are still there, the seemingly effortless approach like Social Media will become a very powerful tool because all communications made are based on trusted relationship and that makes the positive perception delve deep inside the audiences mind, more and more as time goes by. Tools: - Roadshows - Name the series - Clinic with top riders - Product demonstration - Product reviews & core benets - Press Release: company background & history - Riders Testimonials - Vouchers/Coupon Promotion In big picture, competition-wise, leading countries in Southeast Asia like Thailand, Indonesia, Malaysia, Singapore and the Philippines are working in close-knitted to create common competitions which local riders and staffs can exchange their international experiences and knowledge required in stepping up to international standard and to develop equestrian sports as a whole. On the other hands, countries like Cambodia and Myanmar are coming close as they are on the verge of developing riding facilities, riders, horses and equestrian events. Surprisingly, just in one year, Myanmar who is hosting the Southeast Asian Games (SEA Games) in Nay Pyi Taw city this month managed to include Equestrian sports which cover 3 major disciplines on borrowed horses including Dressage, Show Jumping and Endurance. The test run at Pre-SEA Games in March was proved a success as 5 out of 8 countries participated. Another positive outcome after SEA Games 2013 will denitely yield a newer and brighter chapter of Myanmars Equestrian Industry in coming years. Lets hope for the best!

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El sector se est desarrollando con fuerza

La equitacin se difunde por el Sureste asitico

Durante 10 aos, Asia y sobre todo el Sureste asitico, ha registrado un aumento de la demanda en el sector de la equitacin. Gracias a la globalizacin, la Federacin ecuestre internacional (FEI) empez a operar en esta regin y desde ese momento el crecimiento del sector de la equitacin en el Sureste asitico se volvi crucial y muy atractivo. La FEI ha empezado a dar cada vez ms voz a los asiticos y a mejorar los estndares y los niveles de las competiciones en Asia junto a otras perspectivas, por ejemplo la asignacin de cursos, talleres, la esponsorizacin del personal local y de jinetes para realizar una exposicin internacional. Las federaciones nacionales del Sureste asitico han respondido elaborando una poltica de largo plazo centrada en la promocin de nuevos progresos a nivel local y organizando varias competiciones internacionales. En consecuencia el nmero de atletas, caballos y eventos en el Sureste asitico est aumentando de manera vertiginosa as como el consumo de productos internacionales y equipamientos de todo tipo; esto hace que el mercado del Sureste asitico sea un mercado potencial que no hay que descuidar. Por lo que se reere a las marcas extranjeras distribuidas en este mercado, no podemos negar que algunos usuarios (jinetes, padres, caballerizos, veterinarios) estn menos instruidos en materia de productos. Adems, algunos distribuidores preeren centrarse en la venta de los equipamientos en vez de expresar el valor de la marca y las ventajas esenciales de los productos. De esto deriva una percepcin subvalorada de la marca y un volumen de ventas irregular, o incluso reducido a cero, en toda la regin. Por lo tanto, para las marcas que quieren difundirse en este mercado existen motivos de preocupacin incluso porque desafortunadamente algunos proyectos los han dejado en estado de espera. Durante esta era digital los social media parecen ser el mejor instrumento de comunicacin para este segmento. Puesto que la comunicacin se genera de manera libre y bastante rpida, el proceso de conciencia de la marca, que se construye a travs del aprendizaje, de la comparticin y de la conanza, puede producir su propio mecanismo.

HorseMove Thailand
En esta direccin se mueve el social media HorseMove Thailand del Sureste asitico. De hecho, HorseMove Thailand ha logrado construir y recoger alrededor de si mismo la comunidad ecuestre regional, representada por casi el 80% de los individuos procedentes del Sureste asitico y del rea Asia y Pacco, Asia oriental, Europa y Australia. Durante dos aos consecutivos (2011 y 2012) el Top 10 Best Social Media en Asia fue conferido a HorseMove Thailand por el Equestrian Social Media Award, reconocido por la FEI. Objetivo: - Generar conciencia - Crear una percepcin positiva - Construir la conanza a travs del boca a boca - Constuir la comunitad - Mantener la delizacin Los canales de HorseMove Thailand, de Facebook a Twitter, desde YouTube hasta el blog, estn integrados para sostener la community y permitir el encuentro, el contacto y la interaccin entre cada uno de los individuos o de los grupos que comparten intereses comunes para que participen en los comentarios, controlen noticias y resultados, vean fotos, se pongan al da sobre los encuentros entre jinetes o sobre la organizacin de eventos. Si las informaciones son interesantes y existe un marcado sentido de aliacin, el acercamiento mediante los social media, que en apariencia no necesita de ningn esfuerzo es un instrumento muy potente. De hechos, todas las comunicaciones se basan en una relacin de conanza que hace posible que con el paso del tiempo la percepcin positiva se enrace cada vez ms en la mente de los usuarios. Instrumentos: - Roadshow - Denominacin serie - Talleres con jinetes de primera categora - Demostracin de productos - Resea productos y principales ventajas - Comunicado de prensa: historia de la empresa - Jinetes testimonios - Promocin con bonos/cupones Dentro de una perspectiva ms general, los pases ms importantes como Tailandia, Indonesia, Malasia, Singapur y Filipinas estn trabajando para crear competiciones comunes donde los jinetes y el personal local puedan intercambiarse experiencias e informaciones para alcanzar los estndares internacionales y contribuir al desarrollo de los deportes ecuestres en general. Mientras tanto se acercan tambin los pases como Camboya y Myanmar donde se est poniendo en marcha la creacin de estructuras para los deportes ecuestres, el adestramiento de jinetes y caballos y la organizacin de eventos. Es sorprendente que en un solo ao, Myanmar, que hosped en Naypyidaw los juegos del Sureste asitico (SEA Games), haya logrado incluir en el programa tres disciplinas importantes, Dressage, Salto de Obstculos y Endurance con caballos prestados.

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Xanthus Thailand
Xanthus Thailand was founded in Bangkok, Thailand in the 90s under the management of Col.Fuangvich Aniruth-Deva aka Col. Sam, top Thai athlete and medal gainers in various Asian Games and Southeast Asian Games, who was the person overseeing the development of Thailand Equestrian since the very early years and is still acting as the Secretary General of Thailand Equestrian Federation. Back then, Xanthus Thailand was the very rst tack shop ever in Thailand, distributing all kinds of imported equipments, horse feeds and supplements for equestrian sports from the high- to mid-range price. In 2013, the company changed hands to another young visionary, a brain-child of Col. Sam Tor Chalermcharn Yotviriyapanit. Tor is an entrepreneur of a social media company HorseMove Thailand, who also works as an equestrian event organizer and a keen Dressage rider with special degree in FEI Dressage and Eventing official. In addition, Col. Sam and Tor run the riding school called Phoenix Riding Academy where they both are trainers in all riding levels from beginners and up, and also the mentors to many young generation riders who sets a plan to accomplish their dream goal in Elite/International level.

Colonel Sam and Chalermcharn Yotviriyapanit with Prestige managers and R&D staff Coronelo Sam y Chalermcharn Yotviriyapanit con los directivos de Prestige y el personal de Investigacin y Desarrollo

Right-hand photo: Colonel Sam with Chalermcharn Yotviriyapanit Coronel Sam con Chalermcharn Yotviriyapanit

Xanthus Thailand
Xanthus Thailand, el distribuidor de Prestige para Tailandia, Myanmar, Laos, Camboya y Vietnam, fue fundada en Bangkok en los aos Noventa por el Coronel Fuangvich Aniruth-Deva, llamado tambin Coronel Sam, gran atleta tailands ganador de varias medallas durante los Juegos asiticos y del Sureste asitico. El Coronel Sam se ha ocupado del desarrollo de los deportes ecuestres en Tailandia desde el principio y es todava Secretario general de la Federacin tailandesa de los deportes ecuestres. Xanthus Thailand ha sido la primera tienda de arreos en Tailandia que se ha ocupado de la distribucin de todo tipo de equipamiento de importacin, de forrajes y de integradores para los deportes ecuestres de nivel medio-alto. En 2013 la sociedad pas en las manos del delfn del Coronel Sam, Tor Chalermcharn Yotviriyapanit. Tor es el empresario que est por detrs del social media HorseMove Thailand y adems es un organizador de eventos en el mbito de los deportes ecuestres y un jinete apasionado de dressage asimismo juez FEI para Dressage y Eventing. El Coronel Sam y Tor dirigen una escuela de equitacin que se llama Phoenix Riding Academy y son instructores para todos los niveles desde principiantes en adelante, asimismo mentores de muchos jvenes jinetes que quieren realizar su sueo a nivel Elite/ Internacional.

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