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CO-WRITTEN / PARTNER | Staff Reporter, Hong Kong

Suncity Group’s great diversification drive

The Suncity Group is developing a formidable portfolio of businesses as it expands into tourism, property, financial services, and entertainment.

If Suncity Group has a dream, it would be that when its name is uttered, it would be synonymous to an array of diverse areas spanning tourism, property, financial services and even entertainment. Suncity Group is looking to make a mark, and one of their top priorities is in high-end tourism, which led to the formation of the Sun Travel. With a flagship Sun Travel brand, the tourism company provides one-stop services for customers that want to travel the world with ease.

A jetsetter, for example, can contact the company to book worldwide concert and show tickets, or to reserve seats at featured restaurants. When the destination and activity is set, the same customer can then ask the company to arrange luxury transportation and accommodation. The company further pampers guests by allowing customised trip itineraries and providing personalised travel advice.

Suncity Group’s diversification push in tourism and other industries comes as Macau shows signs of outgrowing its reputation as the Oriental Las Vegas.

Diversification push
Alvin Chau, Chief Executive Officer and Director of Suncity Group has noted increasing local income and more tourists beyond the typical gaming crowd that frequent Macau. “Although many people have been bearish on the prospects of the Macau tourism industry, I think this is a rare opportunity of breaking through boundaries, increasing market share and expanding global business,” says Chau in a message on its website.

Suncity Group has been reported to start investing in tourism industries in neighboring countries like South Korea and Vietnam due to the slowdown in China, which has been a major driver in the declining number of Mainland visitors to Macau. In May, visitor arrivals totalled 2.47 million, which while up by 0.3% month-to-month was down by 2.8% year-on-year.

It is also more than half a million below the record high posted in August 2014. Visitors from Mainland China totaled 1.63 million in May 2016, down 3.5% year-on-year. “2015 was a challenging year. We are not only facing downward pressure on the global economy but also facing the Macau gaming unprecedented challenges,” acknowledged Chau, but the group has vowed to improve service quality by attracting and training personnel to help draw in more tourists. Service quality is a critical concern for Suncity Group as it expands into many sectors that require talented and trained staff such as entertainment, property, financial services, food & beverage, automobile, and luxury jewelries.

Suncity Group is already an established firm, but it is determined to broaden into an entertainment behemoth, especially with the establishment of Sun Entertainment Culture Limited. The relatively young entertainment company, which was formed in 2011, currently produces and distributes TV and film productions, organizes live concerts and creates strategic marketing plans and events.

Sun Entertainment Culture also represents a growing stable of artists, directors and musical acts. Hoping to ride the Asian pop phenomenon, the company is promoting the girl group quartet As One, which was trained by star choreographer Sunny Wong and is actively promoting in Hong Kong.

Property & financial services
Suncity Group has pushed into property development through Sun Century Group Limited, an affiliated company that is listed on the Main Board of the Stock Exchange of Hong Kong Limited. Sun Century focuses on the Mainland China market, and has plans to develop more high-end residential and large-scale commercial

It has also been reported to be engaged in the leasing of commercial properties in Guangdong, Liaoning and Anhui provinces, as well as hotel consultancy services. The company has also stated that it will focus on providing consultancy, advisory and technical services for large scale resorts and other gaming and entertainment facilities in locations with rapid tourism growth.

It is looking to specialize in the building, equipping and fitting-out resorts and other gaming and entertainment facilities, as well as the preparation and organisation of their marketing activities.

In the field of financial services, Suncity Group is gaining strides through Sun International Financial Group, which has emerged as one of Hong Kong’s premier companies that provides local and foreign investors with professional wealth creation and investment advice.

Suncity Group has been hiring an experienced team that can deliver highvalue and reliable advisory services to its investor clients. Its current range of financial products and services, include the trading of securities, futures, funds, bonds and one-stop services including insurance, asset management, and investment immigration.

For high net worth clients, Sun International Financial Group created the brand Sun Private that offers custom-tailored wealth management solutions. Advisors are known to present impeccable recommendations in the areas of asset management, private client solutions, offshore trusts, pension and overseas studies.

F&B, automobile, and luxury jewelries 
The group also ventured into the food and beverage business with the Sun Food And Beverage Group. It has established a wide variety of restaurant brands including SKY 21 (Euro-Continental & Pan-Asian cuisine) and Tian Chao (Chaozhou cuisine). The Group solicits the best quality seasonal ingredients from around the world and holds on the principle of providing premium food, comfortable environment and quality service.

Apart from F&B, Suncity Group also has an automobile business with the Sun International Automobile. It is proud to introduce all kinds of luxury cars from around the world, including Ferrari, Maserati and many other exclusive supercars. Sun International Automobile offers automobile sales services, original parts and maintenance services, where car lovers can enjoy a unique speedy experience.

Finally, Suncity Group has a portfolio in luxury jewelries. Sunluxe Collection is home to China’s largest collection of luxury brands designed by renowned artists around the world. This collection currently includes the creations of over ten outstanding designers and watchmakers from different countries and regions. Limited edition and one-of-a-kind gifts such as antique jewelries, customized wrist watches, sculptures, and antique clocks are on display in their elegant boutique.

Sunluxe Collection Flagship Store is located in One Central Plaza in Macau; welcoming all customers, from collectors and connoisseurs to those who simply wish to broaden their artistic horizon by discovering their exceptional collection.  

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