Corporate Information

Corporate Profile
Chairman's Statement
CEO's Statement
Board of Directors

Board of Directors


Lee Swee Keng
Executive Chairman

Mr Lee Swee Keng was appointed to the Board in September 2004 as a Director and Executive Chairman. Mr Lee is responsible for charting and steering the Group’s business direction, overall management, strategic planning and business development of the Group. He possesses over 30 years of experience as an entrepreneur, establishing and managing businesses in industries ranging from food and beverage to construction machinery and equipment. As a key founder of the Group, Mr Lee partnered with Mr Chen Kaitong in setting up and operating small-scale department stores in Anxi, Fujian, before they collaborated to establish Zhongmin Baihui. Mr Lee was conferred the Public Service Medal (Pingat Bakti Masyarakat or “PBM”) in 2014.

Chen Kaitong
CEO and Executive Director

Mr Chen Kaitong is a key founder of the Group and was appointed as a Director and CEO of the Group in December 2008. He is also a director of various companies of the Group. Mr Chen is instrumental to the Group’sgrowth, operations and direction. He is responsible for strategic corporate planning, business development and overseeing the key day-to-day operations of the Group. Mr Chen has more than 30 years of experience in the retail industry in China. He was involved in the early stages of setting up and running the first modern department store of the Group in Anxi. He has received numerous awards for his contributions to the sector. In 2010, he was elected Chairman of Quanzhou City Chain Store & Franchise Association. He was also a member of the National People’s Congress (“NPC”) representing Quanzhou City from 2002 to 2016 and was elected in 2017 to serve as the Quanzhou City representative in the 16th NPC. He was re-elected as Executive Vice President of Quanzhou Federation of Overseas Chinese merchants in 2018.

Choy Bing Choong
Independent Director

Mr Choy Bing Choong was appointed to the Board as an Independent Director in December 2019. He is the Chairman of the Audit Committee and Lead Independent Director. Mr Choy is a Fellow Chartered Accountant of Singapore, a member of the Singapore Institute of Directors, and holds a Bachelor of Accountancy Degree from NUS. Mr Choy has 29 years of experience in a variety of roles in multiple industries and countries. He is currently a Director and Group Chief Operating Officer at Natural Cool Holdings Limited where he has been since 2014.Before that, he spent 8 years with the corporate finance department at CIMB Bank Berhad, Singapore Branch where he last held the position of Director, Corporate Finance. Before CIMB Bank Berhad, he served 3 years in the Corporate and Capital Markets Group at Rajah & Tann. Apart from his home base in Singapore, he has also worked in China, the United Kingdom and Indonesia. Mr Choy is also an Independent Director at Hiap Tong Corporation Ltd and Hoe Leong Corporation Ltd.

Kho Kewee
Independent Director

Mr Kho Kewee was appointed to the Board as Independent Director in July 2021. He is member of the Audit, Remuneration and Nomination committees. Mr Kho is currently focused on investments, corporate and financial advisory to institutional and HNW clients. His work experience over the last 25 years is broad-based which include investment banking, private equity, venture capital, investments, corporate and business development, corporate finance, entrepreneur, and business management, across multiple industries in the US and Asia-Pacific.

Mr Kho was previously co-founder and executive director of Castell Logistics Pte Ltd, a bonded-licensed warehouse operator; vice-chairman of Roadbull Logistics Pte Ltd, a last mile delivery company to multi-national e-commerce players; director at SBI Ven Capital Pte Ltd (formerly SoftBank Investments), a financial services and private equity group in Japan; corporate advisor at JSCL Investments Pte Ltd/Homestay Residences Pte Ltd in the hospitality and real estate industry; managing director at Alpha Advisory Pte Ltd, a boutique investment banking advisory firm; head of capital markets, investment banking, for Hong Leong Bank, Singapore; and vice-president of business development with securities and investment broking group Kim Eng Securities Pte Ltd. Before returning to Asia, he was in Chicago with Deloitte & Touche LLP in financial advisory.

Mr Kho is also Independent Director of MS Holdings Limited. Previously, he was board member of Lee Metal Group Limited and Courts Asia Limited. Mr Kho graduated from Indiana University (Bachelor of Science), and National University of Singapore, Law (Graduate Certificate in International Arbitration). He is a Fellow at Singapore Institute of Arbitrators and member of Singapore Institute of Directors.

Goh Poh Kee
Independent Director

Ms Goh Poh Kee was appointed to the Board as an Independent Director in December 2018. She is the Chairman of the Nominating Committee. She is a corporate service provider providing business and management consulting services as well as corporate compliance services. Between 2012 to 2016, she was a director in KPMG Singapore’s Advisory unit and moved on to head the Finance and Administration functions of KPMG Singapore firm. Before that, Ms Goh was the Chief Financial Officer of SGX Catalist firm Equation Corp Limited from 2005 to 2009 and a Special Assistant to the CEO from 2009 to 2012. She has over 30 years of finance, accounting and business management related work experiences with various corporations throughout her career. Miss Goh holds a Bachelor of Accountancy degree from NUS and she is a Fellow Chartered Accountant of Singapore.