After the announcement of FY06 results, I decided to email to Executive Director, Ms JuliaTong to post some questions to provide some further insight into this company's future.

I started investing in this counter in Dec 2003, attracted by it's consistent growth, powered by the AKIRA sales. From the FY06 results, the growth of AKIRA sales has visibly slowed down (+11%), probably due to higher comparative sales base as well as more intense competition, while the branded products sales continued its down trend amidst a slower decline.
There are several concerns that I think TT would face:
(a) increased competition in AKIRA targeted market
(b) increased interest burden due to rising interest rate & the business undertaking more of distribution business which would increase its funding needs
(c) declining branded product sales
(d) movement in freight charges
From the response to (a) to (c), my concerns proved to be a valid one. The share price has been underperforming in view of the exceptional loss last year due to provision for compulsory land acquisition by Government for one of its warehouses as well as higher operating expenses, particular the freight charges. The current share is about 14.5 cts vs my average purchase price of 26.21 cts. A dividend of 0.9 cts has been declared, giving a 6% yield or 3.4% on my purchase price. Based on the latest results, my estimated intrinsic value for TT is about 23 cts.
In view of the current choppy market, I believe I should not enter more lots hastily as the share price is likely to move down after ex-dividend. Nevertheless, I may consider try to average down on a smaller scale, at a reasonable price say at 14 cts level.
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Response to questions from TT
Dear Mr Ng
It is our pleasure to have this opportunity to interact with our investors like you and we hope the information below will be able to provide you a better understanding of TT International and our business.
1. a) What are the major markets of Akira products?
AKIRA is fortunate to have the opportunity to leverage upon the entrenched
distribution network established by TT over the past years in some 60
countries worldwide, which could be broadly categorized into 4 regions namely:
ASEAN; Africa and the Middle East; CIS, Russia and Eastern Europe; East Asia
and others.
b) Are Akira products sold in China?
AKIRA products are currently not sold in China. Nonetheless, we do recognize
the importance and the market size of China and thus we do not rule out such
possibility when the opportunity arises and we are ready to go in.
c) Which are the markets you deem as having the greatest potential?The main growth drivers for the company for the near term and medium term
will still be the emerging economies with favourable demographic patterns,
which may offer tremendous potential for our consistent growth in the medium
term and beyond.
For the immediate and medium terms, we would be focusing more on the
regions of ASEAN as well as the Middle East and Africa.
d) Can you provide some guidance on the contribution of the Singapore
market to the turnover of Akira?
Singapore market’s contribution to the turnover of AKIRA is less than 5%.
2. The turnover of Akira sales increased 11% for the latest financial year,
which was a slower growth compared with previous year (although this
growth was on a higher base). Based on my personal observations,
there are a number brands that may be targeting the same market (i.e.
low-middle income group) e.g. Shinco, Enzer etc,
a) Is this a cause for concern as the competitive pressure mounts?
Being in a very competitive industry like Consumer Electronics, dealing with
competition is part and parcel of our daily routine. Thus, knowing our
markets and products well and being relevant is critical in effectively
managing the competition. While our entrenched distribution networks and
niche markets serve as a buffer for fencing off the competition, we would also
put in serious efforts to better manage such concerns.
b) How do you differentiate your products from this range of
competitors?
In addition to the trendy and appealing product design, we will also adopt a
multi-facet approach by delivering consistent and reliable product quality,
good after sales service, adopting innovative niche marketing strategies,
taking a aggressive marketing approach in our diversified markets and
capitalizing on our well spread out distribution networks. These combined
efforts will strategically and competitively position AKIRA against other
competitors / brands.
c) Is there any brand equity measurement made by independent body
on Akira brand name and if there is, how much brand equity value?
AKIRA is the recipient of several awards that indicate growing confidence and
brand acceptance, not only in Singapore but also throughout the region.
AKIRA brand was valued as worth S$ 59 million by Inter Brand in November
2005.
AKIRA was named one of the 15 “Most Valuable Singapore Brands” at the
Singapore Brand Awards in 2004, the second year that the brand
has received an accolade at these Awards organized by International
Enterprise Singapore (a government body previously known as the Singapore
Trade Development Board) to honour local brands with strong local and
international appeal.
At the Singapore Brand Awards 2003, AKIRA was named one of the 15
“Strongest Singapore Brands” and was also singled out as the “Brand to
Watch” for being an upcoming, promising brand.
3. Is the production of Akira products outsourced to 3rd party contract
manufacturer located only in China ?
Currently, the production of AKIRA products are outsourced to 3rd party
contractors/manufacturers located in China and Korea.
4. The sales of branded goods had been declining for several years in a row. Is this trend likely to be reversed?
The global trend of more consumers substituting top brands with second tier brands to maximize their purchasing value for every dollar spent is likely to continue. While the branded goods faced intense competition from this trend, AKIRA has benefited by this trend receiving more consumer acceptance in many markets.
5. There was a significant swing in foreign exchange gain vs loss last year. Is the company's operations affected by the recently weakening of USD?
As an international trader, and more than 80% of our revenue received from
overseas markets, exchange risk is un-avoidable. Any appreciation or
depreciation of USD will impact us to a certain degree due to our large
business turnover. For any foreign exchange exposure that is not covered by
natural or forward contract hedging, we will, as far as possible, factor the
fluctuation in exchange rates, if any, into the selling price of our goods. We
believe that this will help to mitigate our foreign exchange risk and also
provide us with the flexibility to adjust our prices in-line with foreign currency
changes.
6. The financing costs had increased substantially and interest rates had risen. I'm concerned about the interest costs hitting the bottom line. Is the management addressing the level of borrowings for the company?
The shift towards more distribution business and the resultant requirement of
a higher level of financing, and the rise in interest rates led to higher finance
costs in the year under review.
In view of the increasing interest rates and higher finance cost, and for better
cash management, we have deliberately reduced the cash balance in FY06.
In addition, we are also putting in more resources in reviewing and managing
the stock holdings and debtors balances in order to minimize the working
capital requirements. In the case if interest rates hike prolong, we will be
able to factor the additional cost into the product selling price as it will be a
global factor rather than an unique factor affecting TT alone.
7. Lastly, I would like to thank you and the management for consistently declaring dividend to the shareholders, which is a consolation to us due to the depressed share price performance. I look forward to your response to the above.
I am happy to hear about your great support of TT and our house brand
AKIRA. With such support, we will continue to strive towards stronger growth
and greater heights.
Thank you once again for your continued support!
Best regards
julia
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Email to TT
----- Original Message -----
From: julia@tt-intl.com
To: "Kok Leong Ng"
Subject: Re: Fw: TT International
Date: Fri, 26 May 2006 17:46:56 +0800
Dear Mr. Ng
Thank you for your email and my apologies for the delay in reply as I was on leave for the last few days.
I attached herewith our replies to your questions, and would like to sincerely seek for your kind understanding that as a company listed on the SGX, TT International will not be able to discuss nor provide any market sensitive information or comments such as the expected contribution to turnover and profit, which are not already disclosed to the SGX and the public.
Hope the info attached could be of some help to you.
Thanks & Best Regards
julia
"Kok Leong Ng"
05/26/2006 09:44 AM
To julia@tt-intl.com
cc
Subject Fw: TT International
Dear Ms Tong,
I hope the email has reached you sucessfully, could you acknowledge receipt? Appreciate it.
Regards
Kok Leong
----- Original Message -----
From: "Kok Leong Ng"
To: "julia@tt-intl.com"
Subject: TT International
Date: Tue, 23 May 2006 09:01:37 -0500
Dear Ms Julia Tong,
Firstly, I would like to congratulate you on the respectable FY06 results you and your team have delivered. I am an investor in your company and I am keen to find out the latest development of the company based on the results just announced. I hope you can spare some of your valuable time for my questions below:
1. a) What are the major markets of Akira products?
b) Are Akira products sold in China?
c) Which are the markets you deem as having the greatest potential?
d) Can you provide some guidance on the contribution of the Singapore market to the turnover of Akira?
2. The turnover of Akira sales increased 11% for the latest financial year, which was a slower growth compared with previous year (although this growth was on a higher base). Based on my personal observations, there are a number brands that may be targeting the same market (i.e. low-middle income group) e.g. Shinco, Enzer etc,
a) Is this a cause for concern as the competitive pressure mounts?
b) How do you differentiate your products from this range of competitors?
c) Is there any brand equity measurement made by independent body on Akira brand name and if there is, how much brand equity value?
3. Is the production of Akira products outsourced to 3rd party contract manufacturer located only in China?
4. The sales of branded goods had been declining for several years in a row. Is this trend likely to be reversed?
5. There was a significant swing in foreign exchange gain vs loss last year. Is the company's operations affected by the recently weakening of USD?
6. The financing costs had increased substantially and interest rates had risen. I'm concerned about the interest costs hitting the bottom line. Is the management addressing the level of borrowings for the company?
Lastly, I would like to thank you and the management for consistently declaring dividend to the shareholders, which is a consolation to us due to the depressed share price performance. I look forward to your response to the above.
Best regards
Ng Kok Leong
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