LEVERAGING on the global zero-waste movement, Trapo Asia emerged in realising health, hygiene, and safety factors that consumers today prioritise, especially as we navigate through the pandemic.
When it was founded back in 2016, the organisation had a plan to repurpose the by-product of foam manufacturing.
The first product that was introduced from the high-quality goods it was aiming to produce through the upcycling of waste came in the form of your-not-so-ordinary car mats.
Trapo’s car mats were made available with antibacterial properties along with a host of other functionalities.
As the company moves forward after five years of being in operations, brothers – and business partners – Tzong and Zare Lee share with The Vibes the creative solutions driven by Trapo Asia and plans in detail as they attempt at becoming the leading car accessories provider in the region.
The Vibes: To understand the significance behind what drives the business, can you share with readers what foam manufacturing is and how Trapo aims to tackle issues concerning waste?
Zare Lee: Foam is made of polymers and rubbers, and it is nearly impossible to recycle. Currently, Malaysia does not have a facility that recycles foam. People are not used to recycling foam, like plastic or aluminium. If people don’t know where to sort this waste problem, certainly it becomes a huge issue for the environment.
Initially, the foams that we recycle to create our products are industrial waste from our family business, which is from the manufacturing of toys for kids from the age of 10 months to three years old. Now, we also accept car mats from our existing customers to recycle if they don’t want to use them anymore and give a 20% discount on their next purchase.
This can be seen as our small way of being environmentally responsible for our products and to make sure that our foams are constantly recycled at our best capabilities.
TV: How does Trapo Asia’s attract its customers? What are the wants and needs that have been identified?
Tzong Lee: With regards to the market’s wants and needs at the time of Trapo’s inception, we find that customers want something that not only looks good but is easy to clean as well. Safety and hygiene are needs generally understood for all living beings. Therefore, we created our signature mats to cater to both.
When it comes to car accessories, we realised that many purchases before establishing the business are done physically. At the time, we also noticed that there is a huge growth in e-commerce. So, when we set out to establish Trapo Asia, we wanted to be sure that we also give customers that ease of buying online and at the same time, gain services offline.
Over the past five years, we have been continuously innovating our products to solve the real problem of drivers in their ease of use and have expanded beyond car mats.
TV: Can you share more about the technology that goes into creating the antibacterial properties and working with waste products – is it truly safe?
ZL: As mentioned, our family business has been in the industry of manufacturing products for children. With that, we are experienced in producing products and materials that are safe for babies.
We use the same manufacturing technology from our toys for Trapo’s products to make them safe for everyone regardless of their age. Our antibacterial technology is a proven technology from Japan, Bactekiller™.
TV: How do you think engagements with Trapo can benefit other foam manufacturers outside of the family business?
TL: There are not many foam manufacturers from Malaysia. We have self-sufficient foams to support us. However, we are open to other manufacturers to give us their foams. At the end of the day, it is a win-win situation for both parties.
ZL: Currently, we have our own waste products that we give priority to recycle. However, we have innovations in the future that also recycle other types of materials, but we can’t reveal that for now. All I can say is to stay tuned!
TV: So how closely linked is Trapo Asia with the family business – is it an extension of or entirely separate?
TL: We are still considered part of the family business even though it's a different entity, brand, and industry. As mentioned earlier, the family business is a toy factory and without their waste, Trapo car mats would probably not be invented.
ZL: Although we are somewhat connected, what sets us apart is that we cater to a separate pool of audiences, where even our working culture is different.
TV: Why car accessories and not other more commonly known daily lifestyle goods?
TL: Through market research, there are not many brands focusing on car mats. Malaysians spend roughly around one hour daily in their vehicles, and we wanted to elevate their driving experience. However, as mentioned earlier we have evolved and produced products that are beyond the usage of vehicles like cables, purifiers and vacuums due to their portability.
TV: What is the marketing strategy in making Trapo products more desirable? Can Trapo products (ie, signature car mats) be sexy enough for the automotive market?
TL: Our key marketing strategy is identifying problems and coming up with a better solution. We hope to change the way Malaysians see car mats, and to be honest, sexiness is not our aim but safety, hygiene, and comfort aspects. I mean sexiness is subjective but if you find these aspects sexy then hey, we’re your guy!
ZL: For me, what makes the product sexy by giving the best value to the customers.
TV: Can you share more about Trapo Ballers?
TL: We started the Trapo Basketball League because we love basketball. We were state players in Melaka back in our schooling days. When we both studied in Australia, we saw leagues of basketball for those above 30 there but not here in Malaysia.
At the same time, I felt that we can also improve on our coaching system. So, we founded this to gather everyone interested in basketball in playing and coaching because as basketball enthusiasts we care for the next generation in getting the best experience.
ZL: Our goal is basically to gather, improve and inspire individuals through the sports of basketball with the hope to make Malaysia the leading nation of basketball in Asia. We are preparing players regardless of age to be well equipped and more competitive in the future.
Previously, we have conducted basketball tournaments but due to the pandemic, these plans have been put on hold for safety and health reasons. – The Vibes, July 31, 2021
*Find out more about Trapo Asia by visiting http://my.trapo.asia/ as well as major marketplaces such as Shopee & Lazada.
.JPG)
.jpg)
