CEO Insights Magazine

Country managers in Thailand play a crucial role in overseeing operations, establishing market presence, and fostering business growth within the region. As the gateway to Southeast Asia's diverse and dynamic markets, Thailand demands astute leadership and cultural sensitivity. Khanyapak Pidtungtane epitomizes this role, showcasing exceptional strategic acumen and a deep understanding of the local landscape.  

With over a decade of experience in the food industry and a track record of success, Khanyapak has risen through the ranks, from Sales Manager to Country Manager at ECHEMI Group. Her leadership has been instrumental in navigating challenges, driving innovation, and positioning ECHEMI as a key player in the distribution of food ingredients and raw materials in Thailand.

Engaging in an idiosyncratic interaction with CEO Insights Asia magazine, Khanyapak shares the imperious details of her journey as one of the influencing leaders in the country. Let’s delve into it.

How do you effectively draw in new customers and cultivate enduring relationships with them as the head of the Food & Nutrition Division?

As the head of the Food & Nutrition Division at ECHEMI, our approach to attracting new customers and nurturing lasting relationships is centered around our commitment to providing exceptional service and being value creators. We understand that each customer is unique, so we prioritize understanding their specific needs and challenges. For instance, when engaging with Thai customers, we recognize the importance of building trust and overcoming language barriers. To address this, we establish local offices staffed with Thai-speaking professionals who can better serve our customers' needs. Our slogan, ‘Providing the Best Service as a Value Creator,’ showcases our dedication to delivering tailored solutions and building enduring partnerships with our customers. 

What methods do you employ to devise a brand strategy that fosters both recognition and value among consumers?

Our brand strategy aligns closely with our CEO, David Zhang's global business vision. Leveraging his insights and expertise in Chinese products, we emphasize professionalism and reliability. Through our B2B platform, we cater specifically to chemical raw material sectors, distinguishing ourselves from B2C giants such as Amazon or Alibaba.

By focusing on B2B services, we carve out a niche market while fostering brand recognition and value among consumers. Our strategy revolves around providing tailored solutions, building trust, and delivering exceptional service, ensuring that our brand remains synonymous with quality and reliability in the industry.

Ensuring we are up-to-date with the latest market trends and developments is crucial for our success in the food ingredient business. Our strong support team, including the procurement and supply teams, plays a pivotal role in this. We maintain regular communication with manufacturers, obtaining weekly market updates directly from the source. This allows us to stay informed about key products and market dynamics. During challenging times, such as the pandemic, despite being the sole representative in Thailand initially, I received unwavering support from our Chinese team.

Our success story in Thailand is a testament to the effectiveness of our approach. Through timely updates and communication with customers, we not only meet but exceeded our targets within the first year of establishment.

Can you elaborate on your strategies for enhancing cross-functional communication with stakeholders to establish clear project goals and expectations?

Cross-functional communication between cultures, particularly between the Chinese and Thai teams, is crucial for our success. Our strategy revolves around building trust and mutual respect. Despite being the sole representative in Thailand, I prioritize open and transparent communication with my Chinese counterparts.

We adhere to the principles of cooperation, professionalism, efficiency, diversity, and inclusion, fostering a culture of trust and collaboration. By valuing each other's perspectives and expertise, we establish clear project goals and expectations. This approach ensures alignment across teams and facilitates smooth cross-functional collaboration towards achieving our objectives.

Describe your leadership style and the principles you adhere to as a leader.

My leadership style is results-driven and focused on coaching my team to realize their potential. I emphasize the importance of achieving tangible outcomes in everything we do. I believe in empowering my team to understand and navigate challenges independently while providing guidance and support when needed. Through continuous learning and collaboration, we strive to deliver impactful results that drive our business forward.

What future aspirations do you harbor?

My aspiration is for our division to become the foremost strategic supplier of Chinese food raw materials in Thailand within the next five years. I envision our brand being synonymous with quality and reliability, known and trusted by every customer in the region. I aim for our team to be the first point of contact for anyone seeking Chinese raw materials and for our presence to be deeply rooted in the Thai market.

Khanyapak Pidtungtane, Country Manager - Food & Nutrition Division, ECHEMI

Khanyapak Pidtungtane holds a Master's degree in Foods, Nutrition, and Wellness Studies from Kasetsart University and a Doctorate in Business and Management from the Swiss School of Business and Management. Khanyapak began her journey in food ingredients in 2010, initially working with a Thai local distributor. In 2021, she joined ECHEMI Group as a Sales Manager and quickly rose to the position of Country Manager, where she spearheads the company's operations in Thailand.