PELUANG PEMASARAN

PRODUK KE LUAR NEGARA

28 JULY 2022 (THU)

Sandakan, Sabah

MAL AYSIA EXTERNAL TR ADE DEVELOPMENT CORPOR ATION

The National Export Promotion Organisation of Malaysia
#TheTimeToExportIsNow

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 ISI KANDUNGAN

• Pengenalan: Mengenai MATRADE & Perkhidmatannya

• Statistik: Perdagangan Luar Sabah

• Tips: Strategi Pasaran Eksport

• Potensi Eksport: Sektor Halal & MIHAS 2022

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 PENGENALAN:
MENGENAI MATRADE & PERKHIDMATANNYA

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Mengenai MATRADE
MATRADE ialah agensi galakan perdagangan nasional Malaysia, di bawah Kementerian Perdagangan
Antarabangsa dan Industri (MITI), yang diamanahkan untuk mempromosikan produk dan perkhidmatan
Malaysia ke luar negara.

VISI
“Menempatkan Malaysia Sebagai Negara Perdagangan Global Yang
Kompetitif”
Positioning Malaysia as a Globally Competitive Trading Nation

MISI
“Mempromosikan Enterpris Malaysia ke Pasaran Dunia”
Promoting Malaysia’s Enterprises To The World

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RANGKAIAN DOMESTIK – PEJABAT
WILAYAH
5 Pejabat: Semenanjung Malaysia (3), Sabah (1) dan Sarawak (1)

Pejabat Sabah
(Kota Kinabalu)

Pejabat Wilayah Utara Pejabat Wilayah Timur

(P.PInang) (Kuala Terengganu)

Pejabat Sarawak
(Kuching)

Pejabat Wilayah Selatan

(Johor)

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RANGKAIAN ANTARABANGSA – PEJABAT LUAR
NEGARA
34 PEJABAT PERDAGANGAN (TC) | 12 PEJABAT PEMASARAN (MO)
ASIA
EROPA
Frankfurt H TIMUR TENGGAR
The Beijing A
Mila Chengdu Jakarta
Hague
n Kiev Guangzho Manila
Moscow
Paris u Hong Bangkok
Istanbul
Budapest Kong Ho Chi
London
Warsaw Shanghai Minh
Tokyo Yangon
Seoul Phnom
AMERIKA Taipei Penh
UTARA Osaka Medan
BARA
TENGA Hanoi
T
Los Angeles
H Jeddah
Mia
Almaty Dubai
mi New
Tashkent Doha
York
SELATA
N
AMERIKA Chenna
SELATAN i
Mexico Mumba
City i
AFRIKA OCEANI
Santiago Lagos
Sao Paolo A
Johannesburg
Bueno Melbourne
Nairobi
Aires Cairo
4 FUNGSI UTAMA MATRADE

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FUNGSI UTAMA:
PROMOSI EKSPORT

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 TRADE PROMOTIONAL PROGRAMMES BY
Most of the planned programmes are in ASEAN (17 progs), Europe (9 prog ), China (7 prog ), West Asia (6 progs),
MARKET
Americas & East Asia (4 prog respectively), Central Asia (3 progs), Oceania (2 progs ) and South Asia & Africa (1 prog
respectively)

9 EUROPE
CENTRAL ASIA
3 EAST ASIA
4
4 NORTH AMERICA

No. of Programmes
6 WEST ASIA
7 CHINA

Sectors
1
1 17 ASEAN
Lifestyle Services
SOUTH ASIA
Oil & Gas Medical &
Pharmaceutical
AFRICA
E&E Aerospace

Food & Machinery

Beverage
OCEANIA 2
Building Mixed
Materials
Chemicals and Green
Chemical Technology
Note :
Product
1. Promotional programme such as INSP will include potential buyers from countries where programmes are not organised.
2. Major trade fairs in ASEAN, Europe, West Asia & China also attract potential buyers regionally & globally. 20
FUNGSI UTAMA:
PEMBANGUNAN PENGEKSPORT

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 CUSTOMISED PROGRAMMES
Customised export programme for Mid-Tier Companies
Mid-Tier Companies (MTCs) to enhance export growth, capabilities and global
MTCDP Development Programme competitiveness

Bumiputera, Women, A 3-year hand-holding programme

Youth & Exporters
BWYEDP
Development Programme Creating competitive & sustainable Bumiputera, Women
& Youth exporters

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CUSTOMISED PROGRAMMES

Business Exports An inter-agency collaboration to increase

BEP 2.0 the SMEs’ contribution towards the
Programme
country's exports.

Collaboration programme to increase the

GEB Galakan Eksport number of qualified and high-performing
Bumiputera Bumiputera SMEs with export market

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EXPORT FACILITATION

eTRADE MDG SEF

Programme to promote the adoption of e-commerce among Malaysian

companies to accelerate exports through participation in cross border
eCommerce platforms and to enhance the presence of SMEs through digital
Market Development Services Export
marketing, eCommerce training and online export promotion. Grant Fund

A financial assistance to A financial assistance to

partly defray the cost of encourage Malaysian service
export promotion by providers to promote export
SMEs of services

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EXPORTERS TRAINING PROGRAMME
Seminars & National Export Day &
Workshop eNational Export Day

To organize an event relevant to export topics
covered are wide ranging and include gaining
export excess, trade documentations, export
procedures in specific markets, developing brand
names, product packaging, international
marketing and many more
Serve to inform local companies the latest export opportunities around
the world, strategies to win global market demands, current issues in
international trade, MATRADE’s services to Malaysian companies as
well as MATRADE’s programmes.

MARKET TRADE POLICY

ACCESS DOCUMENTATION

BRANDING MARKETING

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FUNGSI UTAMA:
MAKLUMAT PERDAGANGAN & PASARAN

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TRADE INFORMATION & INTELLIGENCE
Business Information Centre Integrated Centre for Export
(BIC) (ICE)

BIC membership provides access to:

• Comprehensive Advisory Services on:
Business Directories
• Customised consultation platform
• Country Profiles
• Export information
• Tariff Schedules
• Financial facilities
• Market Reports
• Periodicals
• Statistics & Business News

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 Web-based portal that provides vital trade information and market intelligence
to registered MATRADE’s members

Market
Alerts

Product &
Market Studies
https://myexport.matrade.gov.my

Trade Leads
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MARKET ALERT

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Product Market Study (PMS)

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MATRADE’S PORTAL - www.matrade.gov.my
MALAYSIA PRODUCTS / MALAYSIA’S TRADE MALAYSIAN BRAND
SERVICES DIRECTORY STATISTICS

Top 10 Foreign Total

Countries Visitors
1. United States 133,765
2. India 114,244
3. Singapore 101,499
4. China 46,001
5. Japan 39,852
6. Indonesia 32,950
7. United Kingdom 32,922

3.9 Million
8. Philippines 29,227
9. Hong Kong 27,651
*2014-2021 10. Australia 27,623
Visitors *Figure for year 2014-2021

36.2 Million
*2014-2021
Page Views
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FUNGSI UTAMA:
KHIDMAT NASIHAT PERDAGANGAN

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PENDAFTARAN SEBAGAI AHLI MATRADE

LANGKAH 1: Untuk
mengakses aplikasi dalam
talian, pergi ke "APLIKASI
DALAM TALIAN" di
bahagian bawah laman web.

LANGKAH 2: Klik "DAFTAR

SEBAGAI
AHLI MATRADE“.

LANGKAH 3: Pilih antara

dua dan anda dikehendaki
untuk memasukkan no.
ROB / ROC syarikat anda. 22
EXPORT READINESS ASSESSMENT TOOL (ERAT)

ERAT is a quick, online system designed for

MATRADE members to measure potential or
prospect of exporting their products or services.

23 questions
A- Company B- Product

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OTHER FACILITIES
Malaysia Export Exhibition Centre
(MEEC)

MALAYSIA EXPORT EXHIBITION

CENTRE
A permanent display centre of 4,500 sqm to
showcase and promote Malaysia products and
services
Accommodate more than 400 allocated spaces
for Malaysian companies to showcase products
and services covering more than 25 Industries

Duration of showcase:
1 January – 31 December (yearly)

To showcase Made in Malaysia products and

One-Stop Sourcing Centre for International foreign services to the World
buyers to source for Malaysian products & services
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OTHER FACILITIES
Trade Galleria

Showcase of Trade Evolution in

Malaysia

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FOCAL AGENCY IN TRADE PROMOTION
The establishment of Jawatankuasa Koordinasi Eksport
(JK-X) as the Governing Body for export promotion programmes on 27 Nov 2018 (formerly known as
Jawatankuasa Koordinasi Program Promosi Eksport)

BENEFITS

Better coordination of all Costs savings and

efficient budget Country branding A platform for the
export promotion
utilisation through strategy can be exchange of ideas and
programmes to
shared resources and effectively carried out solutions for impactful
streamline efforts and
synergy export promotion
avoid duplications
programmes
SUCCESS STORIES
Promoting Malaysia & Malaysian food to a global audience through both virtual & onsite cooking demonstrations, consisting of the
world’s top Malaysian chefs

World Prominence Sdn Bhd
• Recipient of MATRADE’s Bumiputera
Exporters Development Programme
• Actively participated in MATRADE’s
export promotion programmes eg.
Gulfood, ANUGA, SIAL Paris, Fine Food,
Foodex, MIHAS etc
Adabi Consumer Industries Hai Soon Leong Sdn Bhd
Sdn Bhd • Actively participated in
• MATRADE’s Mid-Tier Companies MATRADE’s export promotion
programmes eg. Gulfood, Foodex,
• Actively participated in MATRADE’s
CAEXPO etc.
export promotion programmes eg.
ANUGA, Gulfood,Fine Food, Saudi Food,
MIHAS, EAM etc

Export market: United Kingdom, Australia, Canada, Export market: Singapore, United Kingdom, Australia,
Hong Kong, UAE, Japan, Netherlands, Papua New United States, Hong Kong, China, Indonesia
Guinea
Export market: Brunei, Singapore, Hungary, United
Kingdom, Japan, Saudi Arabia, Germany
SUCCESS STORIES

BGR Foodservice Sdn Bhd Dewina Food Industries Sdn Bhd

• Joint venture with Japanese’s Curetex Corporation to
establish halal central kitchen, Halal Kitchen Raku
Among many other Malaysian F&B products that can be found globally..
 STATISTIK:
PERDAGANGAN LUAR SABAH

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 Malaysia & Sabah’s Trade Performance
Malaysia's External Trade, Annual (From 2011 to June 2022), RM Bil
2,250.00
Malaysia & Sabah’s Export Performance in 5 Years
1,750.00
1,250.00 Malaysia’s Export Sabah’s Export
750.00 Year
Growth (%) Growth (%)
250.00
2017 18.8 19.5
2017 2018 2019 2020 2021 2021 (Jan- 2022 (Jan-
June) June) 2018 7.3 1.5
RM Bil

TOTAL EXPOR 934.93 1003.59 995.07 983.83 1241.02 586.04 739.13 2019 -0.8 -16.1
TS 2020 -1.1 -17.6
TOTAL IMPOR 836.42 879.8 849.41 800.48 987.34 470.65 616 2021 26.1 30.3
TS
2022 (Jan-June) 26.1 50.8
TRADE BALAN 98.5 123.78 145.66 183.35 253.68 115.4 123.13
CE
TOTAL TRADE 1771.35 1883.39 1844.48 1784.31 2228.37 1056.69 1355.13
Top 3 Contributors
Sabah's External Trade, Annual (From 2011 to June 2022), RM Bil
Jan - June 2022
55.00
MITI Industry Change Change
45.00
35.00
(RM Mil) %
25.00 TOTAL 8,680.6 50.8
15.00
5.00 Palm Oil & Palm Oil Based
RM Bil

4,878.5 67.1
2017 2018 2019 2020 2021 2021 (Jan- 2022 (Jan- Agriculture Products
June) June)
Chemicals & Chemical
TOTAL EXPORTS 41.76 42.4 35.56 29.29 38.16 17.07 25.75 Products 1,055.3 57.8
TOTAL IMPORTS 10.12 11.25 11.48 19.88 10.18 4.86 6.13 (mainly urea & methanol)
TRADE BALANCE 31.64 31.15 24.08 9.41 27.98 12.21 19.62 LNG 1,375.4 146.9
TOTAL TRADE 51.88 53.65 47.04 49.18 48.35 21.94 31.89
 Sabah’s Top 5 Exports in 2021
2020 2021
MITI Industry Share Share
RM Mil RM Mil Change %
% %
GRAND TOTAL
(SABAH’S EXPORTS TO THE WORLD)
29,293.3 100.0 39,841.1 100.0 36.0 Sabah’s Top 5 Exports’ Performance:
2021 vs 2020
1. Palm Oil & Palm Oil Based Agriculture Products 13,885.9 47.4 18,929.6 47.5 36.3
2. Crude Petroleum 7,370.9 25.2 8,770.4 22.0 19.0
3. Chemicals & Chemical Products 2,507.1 8.6 4,215.9 10.6 68.2
TOP 5 Sabah’s Exports 2021
4. LNG 799.2 2.7 2,632.1 6.6 229.4
Contributed:
5. Palm Oil-Based Manufactured Products 1,125.1 3.8 1,369.4 3.4 21.7 90% share of Sabah’s Export

2021

MITI Industry Share in Share in

RM Mil Sabah’s Malaysia’s
Exports % Exports %
GRAND TOTAL
Sabah’s Top 5 Exports’ Share in
39,841.1 100.0 3.2
(SABAH’S EXPORTS TO THE WORLD) Malaysia’s Total Exports (2021)
1. Palm Oil & Palm Oil Based Agriculture Products 18,929.6 47.5 25.0
2. Crude Petroleum 8,770.4 22.0 43.8 Sabah’s Total Exports in 2021
3. Chemicals & Chemical Products 4,215.9 10.6 6.0 Contributed:
4. LNG 2,632.1 6.6 7.2 3.2% in Malaysia’s Global Export
5. Palm Oil-Based Manufactured Products 1,369.4 3.4 4.2
 TIPS:
STRATEGI PASARAN EKSPORT

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 CONTOH STRATEGI
ANALISIS PENGIMPORT UTAMA NEGARA JIRAN Contoh: Brunei

HS08: Edible fruit and nuts HS07: Edible vegetables

Value imported
Value Share
No. Brunei’s Import Source(s) in 2021 (USD
imported in Share (%)
No. Brunei’s Import Source(s) Mil)
2021 (USD (%)
Brunei’s Total Import From The
Mil)
World 42.61 100.0
Brunei’s Total Import From The 1 Malaysia 18.43 43.2
World 55.15 100.0 2 China 12.25 28.8
1 Malaysia 29.53 53.5 3 Australia 4.46 10.5
2 Australia 4.64 8.4 4 India 2.83 6.6
Tips: 5 Netherlands 1.15 2.7
3 China 4.16 7.5
6 United States of America 0.71 1.7
4 United States of America 2.79 5.1 Teroka untuk merebut bahagian 7 Thailand 0.60 1.4
5 South Africa 2.54 4.6 pasaran pesaing kita: 8 Pakistan 0.51 1.2
6 Saudi Arabia 1.98 3.6 9 Singapore 0.28 0.7
7 Thailand 1.73 3.1  apakah yang dibekalkan 10 New Zealand 0.27 0.6
8 New Zealand 1.53 2.8 oleh negara pesaing? 11 Indonesia 0.24 0.6
9 Taipei, Chinese 1.00 1.8 12 Bangladesh 0.20 0.5
Selidik lebih
10 Singapore 0.95 1.7 13 Myanmar 0.19 0.4
11 Egypt 0.92 1.7
mendalam. 14 Viet Nam 0.16 0.4
12 Philippines 0.72 1.3 15 Belgium 0.14 0.3
13 Turkey 0.35 0.6  adakah kita mampu 16 Malawi 0.04 0.1
14 India 0.33 0.6 mengambilalih pasaran 17 Canada 0.03 0.1
18 Germany 0.03 0.1
15 Italy 0.27 0.5 mereka?
Venezuela,
16 United Arab Emirates 0.20 0.4 Pelan & atur strategi. 19 Bolivarian Rep. 0.03 0.1
17 Peru 0.18 0.3 20 Taipei, Chinese 0.02 0.04
18 Mexico 0.18 0.3
19 France 0.17 0.3 34
20 Viet Nam 0.15 0.3
 CONTOH STRATEGI
ANALISIS PENGIMPORT UTAMA DUNIA

HS03: Fish and crustaceans, molluscs and other Permintaan Dunia Pada Tahun 2021 (HS03)
aquatic invertebrates Value
imported in
No. Importing Country Share (%)
2021 (USD
Bil)
World 133.61 100.0
1 United States of America 23.68 17.7
2 China 13.81 10.3
3 Japan 10.87 8.1
4 Spain 7.56 5.7
5 France 6.24 4.7
6 Italy 5.91 4.4
7 Sweden 5.20 3.9
8 Korea, Republic of 5.02 3.8
9 Germany 4.06 3.0
10 Thailand 3.40 2.5
11 Hong Kong, China 3.15 2.4
12 United Kingdom 2.94 2.2
13 Netherlands 2.82 2.1
14 Poland 2.72 2.0
Antara faktor-faktor utama untuk pertimbangan: 15 Canada 2.66 2.0
- Kesesuaian pasaran: persamaan - kemampuan bekal? 16 Denmark 2.66 2.0
- Jarak geografi: jaringan logistik - ketersambungan? 17 Portugal 2.14 1.6
- Keperluan dokumentasi: kebolehlaksanaan - mudah? 18 Russian Federation 2.12 1.6
19 Belgium 1.85 1.4
20 Viet Nam 1.80 1.3
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 CONTOH STRATEGI
PEMBEKALAN HASIL PERTANIAN KEPADA PENGELUAR PRODUK HILIRAN
Contoh: Brunei

bruneihalalfoods
• bruneihalalfoods was established by the Government of
Brunei Darussalam in 2009 to play a key role in the
development of the food industry and diversification of the
economy by developing, marketing and promoting
bruneihalalfoods products in Brunei and across the
world.

• bruneihalalfoods product portfolio includes food and

beverages ranging from Confectionery, Snacks, Ready to
Eat meals, Frozen Poultry and many more.

Tips: • Manufactured by partners across Brunei Darussalam,

Bolehkah kita bekerjasama dengan bruneihalalfoods? bruneihalalfoods is committed to serving the best of Brunei
 Jika Ya - cadangan & strategi kolaborasi?;
to the world through the people's love of food.

 Jika Tidak - siapakah pembekal-pembekal kepada mereka? - sasar untuk

membekalkan hasil pertanian sebagai bahan mentah atau secara lebih
bagusnya dalam bentuk produk separuh siap bagi sektor pembuatan
mereka. 36
 CONTOH STRATEGI
PEMBANGUNAN SEKURITI MAKANAN DAN EKSPORT MELALUI FDI
Tips:
- Bolehkah kita menarik pelabur asing tersebut ke Sabah atau
syarikat asing seumpamanya untuk menyumbang dalam
pembangunan pasaran eksport premium?
 Pembangunan Teknologi – technology transfer
 Pembangunan Modal Insan – skilled workers
 Pembangunan Pasaran Asing – more export market
- Atur Strategi.
CONTOH
• Golden Corporation (GC) is an FDI from Chinese Taipei that
specialises in providing high-quality seafood products.
• GC operates an integrated value chain for Blue Shrimps (Litopenaeus
Stylirostris). This value chain comprises of a broodstock
development centre (GBDC), hatchery for shrimp fry, over 250
hectares of grow-out farms and 3 processing centres which includes a
multi-purpose seafood processing centre in Kampung Serambangun,
Tutong. This Multi-Purpose Seafood Processing Centre is the first
seafood processing plant in Brunei that is fully equipped with all
modern technologies.
• Apart from Blue Shrimps, GC has also invested in fishing vessels
capable of operating in deeper marine zone areas of Brunei. This
allows GC to catch high grade Yellow Fin Tuna and Skipjacks, as
well as other marine fishes that can be turned into value added
products such as surimi.
• GC has grown to be the largest aquaculture and seafood company in
Brunei, in terms of production and revenue size with clients beyond
Chinese Taipei and specifically to countries within Asia-Pacific.
• GC’s aquaculture output and export increased from 3,000 tonnes in
2020 to 4,000 tonnes last year.
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POTENSI EKSPORT:
SEKTOR HALAL & MIHAS 2022

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 HALAL ECOSYSTEM IN MALAYSIA

Halal Industry Development Council (HIDC)

Halal Industry Masterplan (2008-2020) / Third Industrial Master Plan (2006-2020) / 11 th Malaysia Plan (2016 – 2020) / HIMP2.0 (2021-2030)

Government Bodies / GLCs

Policy & Legislation Research & Development Standards & Certification Industrial Infrastructure
• Ministry of International
Trade & Industry
• Ministry of Domestic
Trade & Consumer Affairs State
• Ministry of Agriculture and • Secretariat of Malaysia Halal Governments
Food Industry Industry Development Council

Branding & Promotion Entrepreneurial Development Incentives & Funding International Relations

Talent Development Logistics e-Commerce Tourism

• Ministry of Transport
Malaysia • Ministry of Tourism,
Arts and Culture

Association / Chambers of Commerce

Industry Players and Consumers
Processed Food Ingredients Cosmetics and Personal Pharmaceutical Other Products and Services
Care Related to Halal
ISLAMIC
FINANCE
E-COMMERCE39
 PRESENT STATE OF HALAL INDUSTRY IN MALAYSIA

Malaysia’s Halal logo and certification

being recognized by 84 halal USD3.6 billion of investment into
certification bodies in 46 countries 22 Halal Parks (since 2010)
around the world

Close to 13,000 employment

USD7.25 billion export of halal generated through Halal Parks
products (2020) (since 2010) by 20 MNCs and 250
SMEs

Malaysia was the first country in the

8,302 Halal certified company world developed the Halal
(2019). Around 1,900 are Pharmaceutical Standard in 2012 and in
exporters. 2019 published the first Halal Medical
Device Standard

(Source: Halal Industry Development Corporation (HDC), JAKIM and MIDA)

 MALAYSIA’S HALAL EXPORTS TO THE WORLD
Halal Export Value by Product Category In 2020 Malaysia’s Halal Export Performance
2016-2020
12.00
Food & Halal Cosmetics & 10.14 10.06 9.91 9.80
10.00
Beverages Ingredients Personal Care 8.00 7.25

US$ Billion
6.00
4.00
2.00
0.00
2016 2017 2018 2019 2020

US$4.13 US$2.09 US$0.64 Year

Billion Billion Billion Top 5 Export Destinations in 2020

Rank Rank
Palm Oil Industrial Pharmaceutical Singapore Thailand
1 4
Chemicals US$0.97 Billion
Derivatives products US$0.35 Billion

2 China
US$0.81Billion 5 Indonesia
US$0.31Billion

US$0.21 US$0.11 US$0.07 3 United States

US$0.41 Billion Source: Halal Development
Billion Billion Billion Corporation Berhad (HDC)
 GLOBAL HALAL POTENTIAL SEGMENTs
$4,922
% $1,668
7 .9 $375
R
AG %
↑C
7 .1 % 6 .1

$3,637 $1,267 $295

Islamic Finance Halal Food Modest Fashion

$308 $189 $129

7 .5 % .5% % $93
16 6 .7
%
$100
7 .4
$231 $102
$70

Muslim Pharmaceuticals Cosmetics

Media & Recreation
Friendly -
Travel *2021 *2025
42
All Figures In US Dollars Billions, If Otherwise Stated
MALAYSIA INTERNATIONAL HALAL SHOWCASE (MIHAS)

PENDAFTARAN MIHAS:
www.mihas.com.my PENDAFTARAN INSP:
THANK YOU
T h e Ti m e t o E x p o r t i s N o w

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