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Samir Mehta's avatar

Thanks for laying out the history and the variables to determine the investment case. Wanted to share an anecdote from 2014 when I first met the founders. When I expressed concern about FairPrice’s scale and potential lack of profit motive (government influencing them to drive down pricing) which might affect margins, was taken aback by management’s response. The CEO narrated an incident where Sheng Siong were running an aggressive price campaign on a product in 2012. The supplier of the product requested a meeting and told management to moderate or even stop the promotion. Intrigued the CEO asked the supplier ‘aren’t you happy that your volumes are rising?’ The supplier said if SS kept at it, his product might be taken off the shelves of FairPrice! I understood that to be a subtle message from FairPrice to SS via the supplier that price competition is mutually destructive and better to appear competitive rather than destroy value for both. This benign competitive landscape, DFI’s mismanagement along with the benefits of the central warehouse drove gross margins to the levels they are today!

Angsana Anderson's avatar

The SEA Analyst, thanks for sharing your analysis of Sheng Siong Group Ltd (OV8; SSG SP).

(1) How do you assess the threat from new entrants like Scarlett?

Scarlett started in 2020 with just 1 store. Now, they have over 40 stores.

Mainland Chinese businesses carry a reputation of being aggressive competitors.

(2) It will be interesting to see how the RTS will impact same-store-sales and margins.

Like you said, it's very difficult to predict the impact.

The best precedent we have is in Hong Kong. The Shenzhen-HK high-speed rail (HSR) opened in 2018.

Since then, the businesses in HK were badly hurt. Café de Coral, one of HK's most popular eateries, experienced > -50% decline in operating margins.

That said, it is easier to travel and dine. Groceries are a hassle to carry.

I suspect Sheng Shiong will probably feel some negative impact, but not as much as F&B businesses.

Let's see how it plays out.

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