Women with Drive | Blog
Text and photos by Cheryl Tay
It’s not the most suitable environment for a woman to work in – the floor is slippery, high heels are a hazard and skirts are a definite no-no.
The tyre retail trade is indeed not any woman’s first choice of job, but it is not unsurprising to find ladies who live and breathe the tyre business.
Meet three local female tyre retailers who have different tales to tell…
The accidental trade
Elaine Tan, 23, Chen Jin Trading
She would never have chosen to be in this line if it weren’t for her father. Elaine Tan made the decision to join her father and help him with the tyre retail business that he set up six years ago.
The 23-year-old sweet and petite Elaine has nointerest in cars or motorsports, but chose to step into this trade to assist her 52-year-old father Tan Kim Huat with Chen Jin Trading.
“After I graduated from polytechnic in 2007, I came to help my father immediately – first I took over the accounts from my elder sister, but now I’m handling the sales and marketing as well. I studied facility and building management in school, something completely unrelated to the business, but it’s alright as everyone has to start somewhere,” Elaine said.
Her father was working for others in the automotive repair line before he left to step out on his own. Although her friends encourage her to go outside and gain experience by working for others first, Elaine sees the need to be by her father’s side.
Indeed, her existence in the company has proven beneficial as she implemented the use of web marketing and improved sales significantly.
“At our Woodlands outlet where I’m based, walk-in customers are far and few as the location is too secluded. We are not along the roadside, unlike the other branch at Upper Serangoon Road, so we have to use other methods to create awareness,” Elaine explained.
Her younger brother is still schooling and helps out on Saturdays so Elaine can have a five-day work week, while some of her relatives help out at the other branch.
Getting dirt between her fingernails is no big deal for Elaine who spares no hesitation to help change a tyre or even spray a rim if things get busy in the shop.
She added, “It doesn’t bother me about getting dirty and I don’t experience any form of discrimination being a female. My role here is rather varied and I help out with everything, from serving customers to assisting with balancing of the tyres.”
Price is still the defining factor for Elaine’s customers. “The industry is still very price-sensitive and customers bother to make the effort to drive to our shop only if there is a good bargain in store for them. Customers these days know what they want and I don’t really face a problem of educating them. However, even with low prices, good service is still expected from customers,” Elaine shared.
One day, Elaine hopes to have a more modern tyre retail shop with a comfortable place for customers to relax as they wait for their cars to be ready.
“Customers want to watch their cars being worked on, so I’d like to have a lounge area where they can wait. I also hope to expand our services beyond tyres, rims and batteries to include alignment of tyres, car servicing and repair.” :woowooo:
Text and photos by Cheryl Tay
It’s not the most suitable environment for a woman to work in – the floor is slippery, high heels are a hazard and skirts are a definite no-no.
The tyre retail trade is indeed not any woman’s first choice of job, but it is not unsurprising to find ladies who live and breathe the tyre business.
Meet three local female tyre retailers who have different tales to tell…
The accidental trade
Elaine Tan, 23, Chen Jin Trading
She would never have chosen to be in this line if it weren’t for her father. Elaine Tan made the decision to join her father and help him with the tyre retail business that he set up six years ago.
The 23-year-old sweet and petite Elaine has nointerest in cars or motorsports, but chose to step into this trade to assist her 52-year-old father Tan Kim Huat with Chen Jin Trading.
“After I graduated from polytechnic in 2007, I came to help my father immediately – first I took over the accounts from my elder sister, but now I’m handling the sales and marketing as well. I studied facility and building management in school, something completely unrelated to the business, but it’s alright as everyone has to start somewhere,” Elaine said.
Her father was working for others in the automotive repair line before he left to step out on his own. Although her friends encourage her to go outside and gain experience by working for others first, Elaine sees the need to be by her father’s side.
Indeed, her existence in the company has proven beneficial as she implemented the use of web marketing and improved sales significantly.
“At our Woodlands outlet where I’m based, walk-in customers are far and few as the location is too secluded. We are not along the roadside, unlike the other branch at Upper Serangoon Road, so we have to use other methods to create awareness,” Elaine explained.
Her younger brother is still schooling and helps out on Saturdays so Elaine can have a five-day work week, while some of her relatives help out at the other branch.
Getting dirt between her fingernails is no big deal for Elaine who spares no hesitation to help change a tyre or even spray a rim if things get busy in the shop.
She added, “It doesn’t bother me about getting dirty and I don’t experience any form of discrimination being a female. My role here is rather varied and I help out with everything, from serving customers to assisting with balancing of the tyres.”
Price is still the defining factor for Elaine’s customers. “The industry is still very price-sensitive and customers bother to make the effort to drive to our shop only if there is a good bargain in store for them. Customers these days know what they want and I don’t really face a problem of educating them. However, even with low prices, good service is still expected from customers,” Elaine shared.
One day, Elaine hopes to have a more modern tyre retail shop with a comfortable place for customers to relax as they wait for their cars to be ready.
“Customers want to watch their cars being worked on, so I’d like to have a lounge area where they can wait. I also hope to expand our services beyond tyres, rims and batteries to include alignment of tyres, car servicing and repair.” :woowooo:
