Leben - Bring trusted kitchen appliances to the mankind | 引領信譽卓越厨房电器潮流!

RM 264,600
Investors 23
Days to Go 15
Minimum investment RM 300,000
Funding goal RM 1,500,000
Funding Period
25/04/2022 - 10/06/2022

JTEL MARKETING SDN BHD


3 reasons to invest

  1. Kitchen appliances market to grow by RM1.1 billion in 2024
  2. In just one year (2021 to present), the valuation has increased by 37%
  3. Leben's subscription model is a profitable model with sustainable income

Our Story

My name is Albert, I reached the peak of my career at 38 years old in 1995 (factory manager and deputy general manager), but I also foreseen that the Assembly Plant would enter the sunset. So I decided to start my own business and found a partner to set up a Value Added Factory. The processing plant is located in the duty-free trade zone of Port Klang, and is responsible for re-processing the machines imported from foreign countries and rearranging them for export. Because the import tax is exempted, the profit of the processing plant is also improved and the development is smooth. The first entrepreneurial experience brought me a wealth of business experience, and it also gave me a boost to my current LEBEN business

 Leben - Albert (1)

Jtel Marketing was established in 2001, mainly responsible for finding electrical appliances manufacturers from Asia (China, South Korea, Taiwan) and returning to Malaysia. At that time, the living standards of Malaysian families had improved, and most of the electrical appliances in the market were imported from Europe. The prices were too high and not every family could afford them. Therefore, the electrical products I brought in from Asian countries mainly focused on the cheap route and got good market results. The response also felt the booming rise of the home appliance industry.

After having the first batch of loyal customers, in order to expand the business and hope to switch to high-end products, in 2008, the Leben brand was introduced from Germany, specializing in kitchen appliances (Hood, Hob and oven). The customer base is locked in electrical appliance dealers, sanitary ware dealers, hypermarkets, etc. In four years, all the way from zero to more than 400 customers and dealers. Let me feel the potential of the home appliance market again.

Since the opening of China in 2012, the reduction of import tax has become a strong opponent, coupled with the rise of online e-commerce. As a result, the dealers' business is becoming more and more difficult. Our small dealers bear the brunt of the decline in business volume and the profit has been repeatedly reduced. Feeling the crisis also gives us the opportunity to think about the future direction.

 WhatsApp Image 2022-03-30 at 8.53.33 PM

I have been thinking, what is an indispensable product for a family? Home appliances make living standards better. Drinking water is the most important thing for people to survive. Correctly speaking, it is healthy drinking water that is beneficial to the human body.

Therefore, LEBEN water machine products were developed in 2018 and launched on the market in 2019. At that time, the model was still sold to dealers. However, it is found that the needs of home users are also very large. Therefore, in 2019, we moved to B2C, and the core team also strongly supported this transformation. From the main home appliances to the healthy water dispenser products that every family needs. The strategy of transformation has now been proved right, because let LEBEN reach new heights. LEBEN's rental water machine model enables every family to obtain healthy drinking water at affordable cost.

Rental water machine models had received positive feedback from the market. We are now preparing to add a rental kitchen appliance model, and will strive to develop more products.

 

Market pain points and solutions

Water is the source of life and is of infinite importance to human health. However, tap water in Malaysia cannot be directly drunk, and there are many impurities, pollution and odors in tap water.

Therefore, most Malaysian households will install water filters to ensure the health of their families.

The innovative appearance and affordable price of Leben water dispenser have also been successfully selected as the healthiest mineral water dispenser in 2021. Every model of Leben water dispenser has practical value, and can be used by home users, offices, homestays and schools.

Business Traction

LEBEN's current main products are Indoor water filters and outdoor water filters.. Now, LEBEN will be expanding their range of kitchen appliances with the "Gas Hob & Hood" rental program program. LEBEN aims to be the first company in Malaysia to offer a full range of kitchen appliances under a rental scheme to meet market demand.

Along the way, LEBEN water machine has successfully attracted more than 1000 customers. Tailored from corporate to retail households, the most famous commercial users are OSIM, LUMA, X-Beauty & Aesthetic, Chong Seng Property (formerly Platinum Properties) and many more.

 

Market Potential

According to Statista's survey report, there are 139.3 million potential users of premium kitchen appliances in Southeast Asian households. In the Malaysia market, the number of accounts that LEBEN can serve and provide products is 8.2 million.

Source from: https://www.statista.com/statistics/728370/number-of-households-asia-pacific-by-country/

Source from: https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=117&bul_id=akliVWdIa2g3Y2VubTVSMkxmYXp1UT09&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09 

 

Expansion Plan

We completed our first round of ECF last year in 2021 and we are now looking to expand further. Our product range serves the market. By 2026, when we successfully enter the Southeast Asia region, we expect the company's valuation to increase by 17 times, and it is expected to reach a Revenue turnover of RM15 million.

 

Our Team

The main core characters of LEBEN are the father and son Albert and William. Not only that, but also a core team with rich years of industry experience. Albert has over 38 years of experience in the field of factory management and dealer relationship management. His successor, William, has spent the past 17 years in charge of finding more business opportunities for the LEBEN brand and is responsible for business development. Therefore, we firmly believe that the core team members can lead LEBEN to a higher level and successfully occupy the kitchen appliance market. 

 

Funding Purpose

LEBEN's vision is to provide quality kitchen appliances to all homeowners, so we are looking for a targeted funding of RM1,500,000 through this ECF Equity Crowdfunding Programme. And use the amount of its crowdfunding success to accelerate LEBEN's business expansion within 18 months.

We will be utilize in term of: 

35% Hood and Hob Product Leasing Program Development (utilize within 18 months)

35% Internet Marketing (utilize within 18 months)

15% Talent training (utilize within 18 months)

15% working capital (utilize within 18 months)

Customer Feedback

WhatsApp Image 2022-03-30 at 8.53.32 PM (1)

Contact Us


Company Website: https://www.lebenmalaysia.com.my/

Facebook: https://www.facebook.com/leben.kitchen

Instagram: https://www.instagram.com/leben_my/

Whatsapp: https://wa.link/uqz8oy


For further enquiry
Contact Us


Term Sheet


Investment Packages


Core Team


Founder's Pitch Deck


For further enquiry
Contact Us


3 个投资的原因

  1. 2024年的厨房电器市场增长可达马币11亿令
  2. 短短一年(2021年到目前)估值增长了37%
  3. Leben的订阅模式,是可持续性收入的盈利模式

我的故事

我是Albert,1995那年我三十八岁,已达到打工族的高峰(厂长兼副总经理),但也预见了组装工厂(Assembly Plant)步入黄昏。因此决定要开创自己的事业,找了一位伙伴成立了一家加工厂(Value Added Factory) 。加工厂位于巴生港口的免税贸易区内,负责从外国进口的机器再加工整机后,重新安排出口。因为免了进口税,也让加工厂的盈利提升,顺利发展。第一次的创业经验,带给了我丰富的经商经验,也让我为现在的LEBEN事业注入更多的强心针。

Leben - Albert (1)

2001年成立Jtel Marketing,主要负责从亚洲地区(中国、韩国、台湾)找寻电器生产商代理回来国内。当时,马来西亚家庭生活水平提升,市场上大多都是欧洲进口的电器,价格偏高,不是每个家庭都负担得起,因此我从亚洲国家带入的电器产品,主打平价路线,得到了市场好的反应,也感受到家电产业的蓬勃崛起。

在有了第一批的忠实客户群后,为了扩大经营,也希望能够转战高档商品,于2008年,从德国引进了Leben品牌,专攻厨房电器(Hood, Hob and oven)  。客户群锁定了电器经销商、卫浴经销商,  大卖场(Hypermarket) 等。四年的时间,一路从零到四百多家客户经销商。让我再次感受到家电市场的潜力。2012年自从中国的开放进口税的降低成了很强的对手,再加上网络电商的兴起。导致经销商的生意也越来越艰难,我们小型的代理商首当其冲生意量下降利润也一再下调。感受到了危机,也让我们有机会好好思考未来方向。

WhatsApp Image 2022-03-30 at 8.53.33 PM

一直在思考,一个家庭不可或缺的产品是什么?家电让生活水平变得更好。而人要生存,饮用水是最重要的。正确来说,是对人体有益的健康饮用水。

2018年开发LEBEN水机产品,于2019年推出市场,当时的模式还是售卖给经销商。但发觉,家庭用户的需求也非常大。所以, 2019年转战B2C,核心团队也大力支持此次的转型。从主攻家电到每个家庭都需要的健康饮水机产品。现在已经证明转型的策略是对的,因为让LEBEN再创高峰。LEBEN的租赁水机模式让每个家庭能够在负担下的经济情况获得健康的饮用水。

水机的租赁模式获得了良好的市场反应,现在正准备增加厨房电器的租赁模式,将来也会朝向开发更多新产品。

 

市场痛点及解决方案

水是生命的泉源,对人类的健康有无限重要。不过马来西亚的自来水不可以直接饮用,也加上自来水存在很多的杂质,污染与异味所以大多数马来西亚的家庭都会安装水源过滤水器,  来确保家人的健康。

Leben饮水机的新颖外观和实惠价格,也成功被选为2021年最健康的矿泉水饮水机。Leben 每一型号的饮水机都有实用价值,无论家庭用户,办公室,民宿和学校都可以使用。

商业牵引力

LEBEN目前的主要产品是室内水过滤器和室外过滤器。现在,LEBEN将通过“燃气灶和抽油烟机”厨房电器系列的租赁模式来扩展。LEBEN的目标是成为马来西亚第一家在租赁计划下提供全系列厨房用具以满足市场需求的企业。

一路走来,LEBEN水机成功吸引了1000多名客户。从企业到零售家庭户的量身定制,其中最著名的商业用户有OSIM、LUMA、X-Beauty & Aesthetic、Chong Seng Property(原名Platinum Properties)等等。

市场潜能

根据Statista的调查报告显示,优质厨房用具用户的潜力在东南亚家庭中有 1.393亿个。而在马来西亚市场,LEBEN可以提供其产品和服务的户口数量为820万个。

资料来源: https://www.statista.com/statistics/728370/number-of-households-asia-pacific-by-country/

资料来源: https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=117&bul_id=akliVWdIa2g3Y2VubTVSMkxmYXp1UT09&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09

 

扩张计划

我们已于去年2021年完成了第一轮ECF,现在我们正在寻求进一步扩大。我们的产品范围以服务于市场。到2026年,当我们成功进入东南亚地区时,我们预计公司估值将增长17倍,预计可达到1,500万令吉营业额。

我们的团队

LEBEN的主要核心人物,为父子档的Albert和William。不仅如此,也有丰富多年业界经验的核心团队。Albert在工厂管理领域以及经销商关系管理方面拥有超过38年的丰富经验。他的继任者William在过去17年里负责为LEBEN品牌寻找更多商机,负责业务发展方面的工作。因此,我们坚信核心团队成员可以带领LEBEN迈向更高峰,成功占领厨房电器市场。

 

资金用途

LEBEN的愿景是为所有房主提供优质的厨房用具,因此我们正在通过这次ECF股权众筹计划寻找 1,500,000 令吉的目标资金。并在十八个月内使用其众筹成功的金额来加速LEBEN的经营拓展。

我们将在以下方面使用:

35% Hood and Hob产品租赁计划发展 (资金在 18 个月内使用)

35% 网络营销 (资金在 18 个月内使用)

15% 人才培训 (资金在 18 个月内使用)

15% 营运资金 (资金在 18 个月内使用)

顾客反馈


 

WhatsApp Image 2022-03-30 at 8.53.32 PM (1)

联系我们


 


Company Website: https://www.lebenmalaysia.com.my/

Facebook: https://www.facebook.com/leben.kitchen

Instagram: https://www.instagram.com/leben_my/

Whatsapp: https://wa.link/uqz8oy


For further enquiry
Contact Us


投资框架协议(Term Sheet)


投资配套(Investment Packages)


核心团队(Core Team)


创办人募资简报(Founder's Pitch Deck)


For further enquiry
Contact Us

Great news - LEBEN's ECF Program extended!

May 17, 2022
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May 17, 2022
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Investing in good health

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Packages
Invest
RM1,200
9
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 50

    • Subscription Price per share: RM 24.00

    50 x RM24.00  = RM1,200

    Additional rewards:

    • 1 x Dispenser Rental Coupon, Rental 1 year and use 2 years for FREE! Worth RM540

    Term & Conditions

    • Coupon must be redeem by 2023

Invest RM1,200
Invest
RM3,000
11
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 125

    • Subscription Price per share: RM 24.00

    125 x RM24.00  = RM3,000

    Additional rewards:

    • Free One(1) unit of Leben Water Dispenser (Hot & Ambient function) worth RM1,288

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM3,000
Invest
RM5,400
24
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 225

    • Subscription Price per share: RM 24.00

    225 x RM24.00  = RM5,400

    Additional rewards:

    • Free Two(2) units of Leben Water Dispenser (Hot & Ambient function) worth RM2,576

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM5,400
Invest
RM10,200
4
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 425

    • Subscription Price per share: RM 24.00

    425 x RM24.00  = RM10,200

    Additional rewards:

    • Free Three(3) units of Leben Water Dispenser (Hot & Ambient function) worth RM3,864

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM10,200
Invest
RM20,400
0
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 850

    • Subscription Price per share: RM 24.00

    850 x RM24.00  = RM20,400

    Additional rewards:

    • Free Five(5) units of Leben Water Dispenser (Hot & Ambient function) worth RM6,440

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM20,400
Invest
RM30,000
0
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 1,250

    • Subscription Price per share: RM 24.00

    1,250 x RM24.00  = RM30,000

    Additional rewards:

    • Free Five(5) units of Leben Water Dispenser (Hot & Ambient function) worth RM6,440

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM30,000
Invest
RM50,400
1
Investors

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 2,100

    • Subscription Price per share: RM 24.00

    2,100 x RM24.00  = RM50,400

    Additional rewards:

    • Free Five(5) units of Leben Water Dispenser (Hot & Ambient function) worth RM6,440

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest RM50,400
Invest
RM30,000
0
Investors

    Early Bird Promotion 

    (Valid until 26th of April 2022, 11:59pm)

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 1,250

    • Subscription Price per share: RM 24.00

    1,250 x RM24.00  = RM30,000

    Additional rewards:

    • Free Five(5) units of Leben Water Dispenser (Hot & Ambient function) worth RM6,440

    • Early Bird Promotion can enjoy an additional 5% unit of Ordinary Shares. (Additional shares will be rounded up)

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Invest
RM50,400
0
Investors

    Early Bird Promotion 

    (Valid until 26th of April 2022, 11:59pm)

    Thank you for investing in us! You will also receive these shares:

    • Type of share: Ordinary Shares

    • Number of shares: 2,100

    • Subscription Price per share: RM 24.00

    2,100 x RM24.00  = RM50,400

    Additional rewards:

    • Free Five(5) units of Leben Water Dispenser (Hot & Ambient function) worth RM6,440

    • Early Bird Promotion can enjoy an additional 10% unit of Ordinary Shares. (Additional shares will be rounded up)

    Terms & Conditions:

    • Leben water dispenser(s) cannot exchange for cash.

    • An installation fee of RM150 for each unit of water dispenser is to be borne by the owner. 

    • No replenish of new filters.

Disclaimer by Securities Commission

  • No shares will be allotted or issued based on this document after six months from the closing of the offer period.
  • This issue, offer or invitation for the offering is a proposal not requiring authorisation of the Securities Commission under section 212(8) of the CMSA 2007.
  • This document has not been reviewed by the Securities Commission Malaysia. The Securities Commission does not recommend nor assumes responsibility for any information including any statement, opinion or report disclosed in relation to this fund raising exercise and makes no representation as to its accuracy or completeness. The Securities Commission expressly disclaims any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the information disclosed.