What Hai-O Enterprise does

Beshom Holdings Bhd, formerly Hai-O Enterprise Bhd, is a Malaysia-headquartered traditional Chinese medicine (TCM) and healthcare products company that has operated continuously since 1975. The company is listed on the Main Market of Bursa Malaysia Securities Berhad under stock code 7668 (ticker: BESHOM) and assumed its current identity on 29 November 2021 following an internal restructuring. It runs a four-channel distribution and value-creation model: multi-level marketing (MLM) through 27 branches nationwide, wholesale distribution to stockists and sales points, a retail network of 55 chain stores and franchises, and GMP-certified contract manufacturing from two in-house plants. Its product portfolio spans eight brand categories — Health Food, Herbs, Medicated Tonic, Medicine, Wellness & Beauty, Tea, Wine & Liquor, and Sundry Goods — supplemented by TCM consulting services and an own-brand e-commerce storefront (mall.hai-o.com.my).

The company's revenue mechanics are transaction-based across all channels (product sales through MLM, wholesale, retail, and e-commerce) plus a services layer for OEM/contract manufacturing and TCM consulting. Its end customers are individual Malaysian consumers seeking traditional and complementary healthcare products; intermediaries are the wholesale stockists and the independent MLM distributors who constitute the field salesforce. The company states an equity base exceeding RM300 million, 101–250 employees, and was the first traditional healthcare company listed on Bursa Malaysia (1996). It received the Forbes Asia's "Best Under A Billion" recognition four consecutive years (2007–2010). In 2022 the company acted as a cornerstone investor in Orgabio Holdings Bhd's ACE Market IPO, signalling selective external capital deployment within adjacent consumer/health manufacturing categories.

Name

Hai-O Enterprise

Legal name

Beshom Holdings Berhad

Website

https://hai-o.com.my

Company type

Public

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Beshom Holdings Bhd (formerly Hai-O Enterprise) is a Malaysia-listed TCM and healthcare products company operating MLM, wholesale, retail, and GMP manufacturing channels, distributing health food, herbs, medicated tonics, wellness, beauty, and sundry goods to Malaysian consumers.

Ownership category

akta.pro rank

Product category

Traditional Chinese Medicine and Wellness Products

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

Keywords

• Traditional Chinese medicine
• Herbal healthcare products
• Multi-level marketing
• Wellness supplements
• TCM manufacturing

Headquarters

HQ city

Klang

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Multi-Level Marketing (MLM): Direct sales through MLM network with 27 branches across Malaysia, distributing health food, herbs, medicated tonics, wellness and beauty products.
2. Wholesale Distribution: Wholesale distribution of herbal medicines, healthcare products, wellness and beauty products to stockists and sales points.
3. Retail Operations: Retail chain stores and franchises offering TCM products, medicated tonics, health supplements, beauty products, wine and liquor, tea, and sundry goods.
4. TCM Manufacturing Services: Contract manufacturing services for traditional Chinese medicine products using GMP-certified facilities.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Hai-O manufactures and distributes a wide range of traditional Chinese medicine (TCM), herbal healthcare, medicated tonics, wellness, beauty and related consumer products through an integrated network spanning two GMP-certified plants, 27 multi-level marketing branches, 55 retail chain stores and franchises, wholesale channels, and an online e-store. It also provides TCM consulting services and contract manufacturing for other businesses. The product portfolio is organised into eight brand categories: Health Food, Herbs, Medicated Tonic, Medicine, Wellness & Beauty, Tea, Wine & Liquor, and Sundry Goods.

Product overview

Hai-O Enterprise (now Beshom Holdings Bhd) is a diversified healthcare company operating a multi-level marketing (MLM) business, wholesale and retail operations, and GMP-certified manufacturing facilities. The company offers a wide range of traditional complementary medicines (TCM), medicated tonics, wellness and beauty products, herbs, health foods, tea, wine and liquor, and sundry goods. The product portfolio is organized into eight main brand categories: Health Food, Herbs, Medicated Tonic, Medicine, Wellness & Beauty, Tea, Wine & Liquor, and Sundry Goods. The company also provides TCM Consulting Services. With 55 retail chain stores and franchises, 27 MLM branches, and 2 GMP manufacturing plants across Malaysia, the company distributes its products through multiple channels including MLM, wholesaling, and retailing. The company underwent a rebranding to Beshom Holdings Bhd in November 2021 while maintaining its core business activities.

Differentiator

Problem solved

Functional benefit

Brands

• Health Food: Health food products under the company's product portfolio
• Herbs
• Medicated Tonic
• Medicine
• Wellness & Beauty
• Tea
• Wine & Liquor
• Sundry Goods
• Hai-O E-Store
• Hai-O Foundation

Products and services

• Health Food A brand category of health food products offered as part of Hai-O/Beshom's traditional Chinese medicine and wellness portfolio, focused on wellness and healthcare for Malaysian consumers via MLM, retail, wholesale, and e-commerce channels.
• Herbs Traditional Chinese medicinal herbs distributed through Hai-O's wholesale and retail network in Malaysia for consumers seeking herbal healthcare remedies.
• Medicated Tonic Medicated tonic products forming part of Hai-O's traditional healthcare offerings, distributed through MLM, retail stores and franchises across Malaysia.
• Medicine Traditional and complementary medicine products available through Hai-O's retail, MLM, and wholesale channels across Malaysia.
• Wellness & Beauty Wellness and beauty products designed to support holistic well-being, sold through Hai-O's MLM network, retail chain stores and e-commerce channels.
• Tea Tea products available within Hai-O's diversified consumer product portfolio for Malaysian households.
• Wine & Liquor Wine and liquor products offered as part of Hai-O's sundry goods category through its retail and distribution channels.
• Sundry Goods Various sundry goods complementing Hai-O's core healthcare and wellness offerings, distributed through its retail and wholesale network.
• TCM Consulting Services Traditional Chinese Medicine consulting services provided to customers, part of Hai-O's clinical services offering to Malaysian consumers.
• TCM Contract Manufacturing Services Contract manufacturing services for traditional Chinese medicine and healthcare products using Hai-O's two GMP-certified manufacturing plants in Malaysia, offered to enterprise clients.
• Hai-O E-Store Online e-commerce storefront at mall.hai-o.com.my allowing Malaysian consumers to purchase Hai-O's TCM, herbal, healthcare, wellness and beauty products directly.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nu Skin Enterprises: US-listed MLM company selling nutrition, beauty, and anti-aging products across Asia Pacific. Directly comparable as a global MLM health/wellness brand with significant Asian operations and similar distributor-driven model.
• Haw Par Corporation: Singapore-listed owner of Tiger Balm and other traditional healthcare brands with manufacturing and distribution across Asia. Directly comparable as a heritage TCM/health brand with regional distribution and own manufacturing.
• Amway Malaysia: Malaysian subsidiary of global MLM giant focused on nutrition, wellness, and beauty products through a large distributor network. Directly comparable MLM motion targeting Malaysian health/wellness consumers.
• Herbalife Nutrition: Global MLM nutrition and weight-management company operating across Asia. Comparable to Hai-O's MLM-driven health supplement distribution and contract manufacturing through in-house facilities.
• Eu Yan Sang International: Singapore-listed TCM and wellness retailer with multi-channel distribution across Asia, including own retail stores, e-commerce, and clinic services. Highly comparable to Hai-O's TCM-focused retail and wholesale operations in Southeast Asia.
• Cosway (Malaysia): Malaysian MLM operator offering health, wellness, personal care, and household products through a distributor network. Closely comparable to Hai-O's MLM channel structure and Malaysian consumer base.

Broad incumbents

• Blackmores (Australia): Australia-listed vitamins and supplements brand with strong presence across Southeast Asia including Malaysia. Comparable as a health/wellness CPG brand competing for the same Malaysian consumer wallet, though distributed rather than vertically integrated.
• Sinopharm Group: China's largest pharmaceutical distributor with integrated manufacturing, distribution, and retail. Comparable as a vertically-integrated pharma/TCM distributor, though operating at much larger scale.
• China Traditional Chinese Medicine Holdings: Hong Kong-listed subsidiary of China National Pharmaceutical Group focused on TCM manufacturing and distribution. Comparable as a TCM-focused manufacturer-distributor with GMP-certified operations.
• A.S. Watson Group (Watsons Malaysia): Hong Kong-based health and beauty retail chain with extensive Malaysia presence. Comparable as a Malaysian health/wellness retailer, though broader in product scope than Hai-O's TCM focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/HaiOGroup
• Facebookfacebook.com/haiogroupofficial
• Instagraminstagram.com/haiogroup
• Xx.com/haioestore

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hai-O Enterprise