KUALA LUMPUR, Sept 26 — Women exporters need to understand their target markets while creating distinctive products to ensure their businesses can compete globally.
Serunai Commerce Sdn Bhd founder and chief executive officer (CEO) Amnah Saari said entrepreneurs should not focus too heavily on comparing their products with competitors, but instead develop distinctive and unique qualities to showcase in the market.
“Do not compare our products too much with those of competitors. We need to have our own distinctiveness and uniqueness so that there is something that sets our products apart in the market,” she said.
Amnah was speaking at the Women in Export Forum, titled "Advancing Amid Uncertainty: Adapting, Competing, and Continuing to Grow", held in conjunction with the Malaysia International Halal Exhibition 2026 at the Malaysia International Trade and Exhibition Centre yesterday.
Meanwhile, NIMS Adeliciousz Sdn Bhd founder and CEO Tengku Norhanim Tengku Othman said entrepreneurs also need to understand their own products and ensure their quality meets the highest standards before entering international markets.
“When we want to export, we need to understand our own products and ensure that their quality is good enough. We also need to understand the market we want to enter because every country has different requirements,” she said.
For Applecrumby co-founder and chief operating officer Jesmine Tan, research on target countries must be conducted beforehand, as each market has different regulations, requirements, and consumer preferences.
“Every country has a different market, so we need to try and see what is suitable. We need to conduct research, understand what consumers want, and ensure that our products meet the requirements of that country,” she said.
Batik Boutique founder and CEO Amy Blair emphasised the importance of choosing the right business partners to assist with marketing and build collaborations when a business seeks to expand overseas.
“We need to choose the right business partners because they can help with marketing and collaborations, especially when we want to enter a new market,” she said.
The panellists also encouraged entrepreneurs to leverage the Malaysia External Trade Development Corporation, not only to access export opportunities but also to obtain resources and information about the markets they wish to explore.
They highlighted the importance of keeping up to date with the latest developments, conducting more research, and seeking guidance from mentors or experienced individuals, as entering international markets requires continuous learning.
During the question-and-answer session with audience members, the panellists agreed that challenges and uncertainty should not prevent women exporters from growing. Instead, they should be addressed through preparation, market knowledge, and a willingness to adapt their strategies.
