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APEX BIOCARE

Revolutionizing Wellness

SUMMARY VIDEO

COMPANY DETAILS

SUMMARY

Apex Biocare Sdn Bhd has seen humble beginnings from a small company in 2016 to a well-known, systematic and established nutraceutical company.

Since our incorporation four years ago, we have seen tremendous growth, with additions of warehouse, manufacturing plants as well as laboratories to complement our business nature.

We strive to bring only the best of our users, therefore we conduct thorough research by using cutting-edge technology to produce the best results. Our expert team of research and development works relentlessly to travel around the globe to only bring the best ingredients and herbs for products of the highest quality.

PROBLEM

Throughout the years, Apex Biocare Sdn Bhd has carved a name for itself in the pharmaceutical and wellness industry in Malaysia and other nations.

But despite the company’s seniority and NuFinity brand’s effectiveness, we believe that our sales and marketing is lacking in many ways.

Our consumers do not readily link NuFinity to health and wellness. Our current marketing approach also focuses too much on our products, and does not cater to consumer problems or educational enrichment of target groups. Another major concern we would like to approach is the integration of Nufinity from offline to online in an aim to reach out to the current ‘online’ generation.

Due to this, we believe we need a rebranding exercise to be able to understand and deliver what our consumers need and want to enhance their wellness and lifestyle.

As for sales, NuFinity’s sales volume has been low due to various factors both controllable and uncontrollable such as lack of direct control over customers’ choices when it comes to purchase both online and in-store; lack of database covering consumers’ trends, actions and preferences; as well as the issue of low margin due to intermediary channels taking away a portion of the sales.

 

SOLUTION

Apex Biocare Sdn Bhd is proposing to raise funds via ethical crowdfunding to be able to enhance our brand positioning and in turn increase our sales and revenue in the upcoming years.

Apex Biocare is targeting to raise at least RM3 million via this effort, of which a majority portion will be used for rebranding, brand positioning and team expansion.

 

PRODUCT

Apex Biocare Sdn Bhd is basically a one-stop centre for product development. With Apex Biocare Sdn Bhd, our customers have never had the need to look elsewhere for any needs in their product development. This is because we provide research & development, product design, registration, production and up to the final outcome of the end product. We meticulously stay with our customers from the start of the project until their product is distributed, and we ensure we provide only the best service to their needs.

NuFinity Malaysia stands as a proud achievement of Apex Biocare Sdn Bhd.

As a leading vitamins, minerals, supplements and superfood line-up, NuFinity Malaysia continues to change and transform people’s lives for the better.

With focused and comprehensive research of only the best ingredients around the world, NuFinity Malaysia Products has several medical clinical reports and products efficacy validation certifications.

All of our products are carefully produced to meet our customers’ needs and wants and receive high market acceptance. As one of the frontrunners of the industry, Apex Biocare Sdn Bhd works around the clock in an aim to cater only the creme de la creme to our customers. With NuFinity, we believe we have proved this. But we believe we still have a long way to go in order to better our services and diversify our product line-up.

We’re also fully certified by various organizations, including ISO-9001, HALAL JAKIM, GMP, KKM HCCP and others.

 

TRACTION

In order to achieve what we set out to do, Apex Biocare is looking to develop our own database of our consumers as well as on the market itself by using Big Data.

Using this data, we believe we will be able to gather our own information regarding our clients and consumers, and better our approaches when meeting their demands and needs.

Apex Biocare Sdn Bhd is also looking to bring onboard 20 people with potential to be trained as marketers and groom them to market and sell NuFinity products to the market wherever these marketers are based on.

Through the relentless effort of our research team that travels around the world to pick the best ingredients through their groundbreaking researches using world-class techniques and bleeding edge technologies, Apex Biocare also has a plethora of new products in its sleeves for the upcoming years, a direct benefit of our collaboration with Novarex.

Through this partnership, NuFinity will bring into the market a whole new line-up of comprehensive and effective products in the next two years. This will include, among others:

NuFinity Memoberry, a memory booster that will have the ability to effectively cater to the needs of your cognitive needs and is expected to be released in May 2021; NuFinity Slimbio, a fully healthy, hunger-free fat blocker and weight management supplement to be launched in November 2021; NuFinity Joint Health, a much-needed supplement that will promote the dynamic and  the synergistic effect between collagen and turmeric to support joint health, also expected in May 2021;  NuFinity Women’s Health, an healthy and holistic infuse of two types of berries to maintain hormonal balance and prevent UTI, in plan for release in September next year; NuFinity Lung Health, a fully natural supplement that will allow and support better respiration and lung health, to be in available in November 2022, and so many more.

All of these are carefully and meticulously researched and planned via independent chemical and microbiological testing at GMP-licensed laboratories. We’re confident these will be successful when it hits the market, as we fully believe in its effectiveness and quality, which are all backed by proven science.  

 

CUSTOMERS

Apex Biocare Sdn Bhd has had loyal and recurring customers over the years, due to one main reason: the high quality of our products.

Our customers are of two nature: the first one is companies that produce and sell their own brands of products. Apex Biocare works as an engagor of OEM and ODM for these brands, from researching, designing, marketing, licensing to distributing those products to build and sustain customized end products. Apex Biocare Sdn Bhd has provided its services in this area in Malaysia, Australia and Korea.

To bring Apex Biocare Sdn Bhd to the forefront of the pharmaceutical world, we have recently entered into an MoU with Australian manufacturer and Korean OEM manufacturer Novarex Co Ltd. The deal would effectively make Novarex, a leading manufacturer in the huge Korean superfood and supplement industry, a business associate of Apex Biocare Sdn Bhd. Both entities will work together towards an ultimate aim of producing effective supplements that provide the best care for all ages in life.

As Novarex is an expert in the field of superfood and wellness supplement, Apex Biocare Sdn Bhd and NuFinity will both learn, discover and engage in many new areas that will elevate the company to the next level.

Apart from that, Apex Biocare Sdn Bhd has also signed an agreement with Universiti Teknologi Malaysia (UTM)’s Institute of Bioproduct Development ,which will see UTM carrying out research and consultancy services in herbal plants properties and characteristics. This will effectively allow a new channel of communication for both entities to synergistically combine sources, expertise and intelligence by conducting research that will see new breakthrough discoveries in the wellness field in an aim to elevate the potency and quality of the plants and ingredients are employed in the products that Apex Biocare produces.

The second nature is the consumers of our in-house brand, NuFinity. As an entity that provides line-up of Weight Loss, Skin Care, Anti-aging, Breast Firming and Enlargement, Colon detox, Bone & Joint Health, Immunity Boost, Cardiovascular Health, Colon Detox, Eye Health, Internal Detox, Men’s Health & Women’s Health, NuFinity target specific focus groups with specific problems that need addressing.

NuFinity’s success story is not only local, but also on an international scale. In just a year of NuFinity’s inception, we have not only carved a name as a household brand in Malaysia, but we have also spread wings to other regions and expand our footprint to other countries across the world. As a result, NuFinity is also available now in Singapore, Indonesia, Philippines and China. Our consumers are satisfied with NuFinity’s quality and effectiveness, as we only employ patented ingredients and award-winning technologies and methods to provide only the best nutraceutical care to each and every one of them.

 

BUSINESS MODEL

Throughout the years since our inception, we have seen only growth in our products line-up, starting from food, beverage and traditional plant-based products establishment to offering holistic wellness products as well as providing A-Z product design and development under one roof.

We provide an all-inclusive service when it comes to product development, from research to distribution. Our team of expert researchers meticulously look and test on the best ingredients that guarantee an enhancement in wellness and strive to turn those ingredients to consumable supplements.

We also provide services to obtain packaging, licensing, designing as well as distribution of the product, saving the time, effort, and resources of the clients.

Our in-house brand, NuFinity, stands as a testament to this, with successful marketing and distribution around the world in its young age.

Apex Biocare Sdn Bhd keeps pushing forward, ahead of its competitors, in an aim to serve customers the best of the best wellness products there is in the local as well as international market.

 

MARKET

With the renewed potential of pharmaceutical industries around the globe in the past few years due to emergence of new health conditions and diseases, the thirst for nutritional supplement among the people have seen a distinct increase.

With chronic diseases increasing, healthcare budgets around the world are also seeing a push towards higher allocation.

Apart from that many governments are also focusing on prevention rather than treatment for various diseases out there.

Taking into account all of these, Apex Biocare recorded more than satisfactory sales and revenue in 2019. A big batch of new products hit the market, we expanded into new partnerships and ventures throughout the globe, and also grew our team.

As for 2020, we’re expecting a bigger expansion than before, with the sale total reaching an estimated RM2.818 million.

With the current market moving online due to technology advancements and drastic changes to lifestyle due to the Covid-19 pandemic, Apex Biocare Sdn Bhd is looking to target online consumers and gain their attention on the features of NuFinity and the products in it.

 
COMPETITION
  • HerbalCeutical Sdn Bhd – a manufacturer  of herbal-based healthcare and skincare products, and have been in the industry for about 25 years.
  • Kotra Pharma Sdn Bhd – a company that reaches out to all stages of life, from prenatal to geriatric.
  • Appeton – another long-player of the industry, and is distributed to more than 10 countries
  • Natural Wellness Holding Sdn Bhd – a young company of natural products that offers multiple manufacturing solutions for their products, with a range of product forms including capsules, liquid- filled capsules, powder sachets, and more.

Apex Biocare Sdn Bhd differs from all of these entities by its nature of business, as we provide a full-on, one-stop-center for OEM and ODM of customized end products. We are also looking to put ourselves ahead in the game by integrating ourselves and incorporation our offline approach with the much-needed better online presence.

Even more importantly, NuFinity discovers, extrapolate and engages the powerful benefits of natural ingredients and naturally-derived supplements. In all of our endeavours, we put our maximum efforts and dedication to be in line with our constant pursuit of quality, science and responsibility. We’ve always prided ourselves in our ability and commitment to provide science and service at top quality to our customers and consumers. And we strive to continue to do so to all our customers, suppliers and employees.

 

FUNDING

Apex Biocare Sdn Bhd is looking at RM3 million total funding to be raised via this exercise.

From that, we will be allocating more than a quarter, or 30% (RM900,000) for business expansion which includes distribution to more nations and expansion of the team; 20% (RM600,000) for sales and marketing which includes integration of offline and online presence; another 20% for branding and advertisement which includes rebranding and brand positioning exercise; 15% (RM450,000) for research and development which includes development of database using Big Data; and the remaining 15% for working capital.

 

VISION

At Apex Biocare Sdn Bhd, we push to maintain our standard at the highest possible, to provide the finest quality of products and services to our customers, suppliers and employees.

To enhance our marketing approach, we are looking to expand our team to include marketers and have them promote and sell our products online as well.

The goal is to adapt into online marketing, and manipulate it to increase our sales revenue to rival our competitors, and eventually reach total revenue of RM5 million by the end of June 2023.

Via this crowdfunding, we want to move toward its goal, lining it with the company’s aim to be a global leader in nutritional food and health supplements market, providing only the best to enhance our customers’ health and lifestyle value.

 

FOUNDERS
  • Kirstecn Lim

A senior player in sales and marketing, Ms Lim has been in the field serving in the field for various capacities before becoming the director for Apex Biocare Sdn Bhd.

  • Kenny Ting

Mr Ting is the founder and director of Apex Biocare Sdn Bhd as well as the director of Kum Futt Engineering Sdn Bhd; and is responsible for expanding Apex Biocare Sdn Bhd to the position it is now.

  • Joshua Ng

Mr Ng has 9 years of experience in the finance industry, and is the shareholder and finance director of Apex Biocare Sdn Bhd. He is also the financial consultant for the company.

 

TEAM
  • Kirstecn Lim (Managing Director)

A senior player in sales and marketing, Ms Lim has been in the field serving in the field for various capacities before becoming the director for Apex Biocare Sdn Bhd.

 

  • Elliot Kok (Sales Manager)

Mr Elliot Kok has 7 years of experience in sales. She is responsible in developing & planning offline sales strategy at Apex Biocare Sdn Bhd

 

  • Keol Gan (Marketing Manager)

Ms Keol Gan has 7 years of experience in marketing. She is responsible managing branding & creative collaterals at Apex Biocare Sdn Bhd

  • Cindy Hong ( Senior Admin & Account Executive)

Mrs Cindy has 15 years of experience in the admin, account & HR industry. She is responsible in managing HR matters Apex Biocare Sdn Bhd

 

  • Nabihah (Admin & Sales Coordinator Executive)

Ms Nabihah has 3 years of experience in the admin & Sales. She is responsible in assisting sales channel distribution and online customer sales at  Apex Biocare Sdn Bhd.

 

  • Shahirah (R&D Executive)

Ms Shahirah has 3 years of experience in research & development. She is responsible for liaising with product manufacturer & product license registration at Apex Biocare Sdn Bhd.

 

  • Desiree (Digital Marketing Executive)

Ms Desiree has 3 years of experience in digital marketing. She is responsible in managing social media and online promotions at Apex Biocare Sdn Bhd

 
PRESS

nufinity.com.my

DONATION TO HOSPITAL SULTANAH AMINAH, JOHOR BAHRU (CSR) 

 

NUFINITY® ROADSHOW @MIECC SELANGOR

 

MATRADE INTERNATIONAL INTERNATIONAL EXHIBITION (CHONGQING, CHINA)

 

MATRADE INTERNATIONAL EXHIBITION (GUANGZHOU, CHINA)

 

NUFINITY ENDORSEMENT WITH MISS GRAND MALAYSIA 2019

 

THE LAUNCH OF NUFINITY PRODUCT, THE FIRST OF ITS KIND BEAUTY ENHANCEMENT MADE AVAILABLE IN MALAYSIA

 

SHORT FILM, AGAIN & NUFINITY

 

DIRECT SELLING AWARD (AKTA JUALAN LANGSUNG) CEREMONY

 

NUFINITY PRODUCT LAUNCHING AT TIANJIN, CHINA


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