english project 2 report

English 2 (ENGL0205) Project 2- Comparative Report FNBE April 2013

SCHOOL OF ARCHITECTURE, BUILDING & DESIGN

Foundation in Natural and Built Environment (FNBE)

English 2 (ENGL 0205)

English project 2- Comparative Report

FNBE April Intake 2013

Group Members:

Wong Voon Yin (0315151)

Chia Wee Min (0315186)

Yap Wei Tyng (0314058)

Edwin Ho Khai Vun (0314846)

1Group Members: Wong Voon Yin, Chia Wee Min,

Yap Wei Tyng, and Edwin Ho


CONTENT

Page

1. Key Summary…………………………………………………… 3-4

2. Research Report

(a) Description of History of trade………………………………. 5

(b) Description of Business……………………………………… 6-8

(c) Comparative Analysis………………………………………. 9-11

3. Recommendation ……………………………………………….. 12

4. Bibliography…………………………………………………….. 13

5. References……………………………………………………...... 14

6. Appendices………………………………………………………15-30




Key Summary

Group Discussion

After understanding the requirements and information for this assignment, we have few times of

group discussion to make sure that every group members understand their work and update their

progress of this assignment. Through these few times of discussion, we have finalized some

important details, information and learning outcomes in this project. Firstly, we decided few

places that are suitable and met the requirement for this assignment to do our interview. Next, we

do a lot of research about Chinese Traditional Medicine and the brief history of the places we

decided to interview. Third, we select a suitable time for all of us including the owner of the shop

to agree and do interview. We went the place by 1 car. To ensure the interview flow was

smoothly done, we divided our jobs equally. Lastly, we have a discussion about the problem of

every individual of us face in this assignment and try our best to solve it.

Interview Chinese Medicine Shop

We have chosen Keen Hing Enterprise, Kien Fatt Medical Store and Eu Yan Sang Medical store

to interview. Before we visit their shop to interview them, we get their permission from the

owner of the medicine shop. First, we introduce ourselves and tell them where are we from and

the reasons we interview them. In every interview, we will record it and written down every

single important details and information. During the interview, we will also take some pictures

during our interview and pictures about the shop. After finish interview, we requested to take a

group picture.




Conclusion

Through the methods of interviewing, references and meetings, we are able to understand the

business’ flow. In this research report, we will write down every researches and our interview

result to show our understanding. After interviewing them, we also find out their history

background of the business and some history that was briefly writes online. We are able to

support our statements through references. After several meetings and minute meeting, we

divided our work well and finished them on time successfully.

Interview Questions:

1. What’s the company / shop name?

2. What does the name means / represents?

3. What are the number of branches and number of employees of this shop?

4. What are the main products or services sold in this shop?

5. When was the business started? How it started?

6. Who is the founder of this shop?

7. What are the motives of starting the business?

8. What is your current development? Analysis data.

9. What is the estimation of the number of customers daily?

10. Who are your competitors in this area?

11. What are the strategies of competing with your competitors?

12. Do you feel easy to get into the market? Why?

13. How often do you release a new product?

14. Does the pricing decisions strongly affected by your competitors?

15. What are your future plans?




The History of Trade

Traditional Chinese Medicine (TCM), which is the essence of the Chinese culture

heritage, has a long history of more than 2,000 years. Traditional Chinese medicine sharing the

common concept which have been develop by China, and based on tradition. Traditional Chinese

medical including herbal medicine, massage (Tui Na), exercise (Qigong) and dietary therapy.

Traditional Chinese medicine is rooted in the ancient philosophy of Taoism and dates back more

than 2,500 years. The Han dynasty (206 B. C. – A. D.220), which is considered the most glorious

epoch in Chinese medical history, was rendered especially memorable by the fact that during this

period there lived Zhang Zhongjing, Hua Tuo and others, the greatest physicians of China. Much

stress was laid upon direct observation, thus placing medicine on a more scientific basis.

Traditional Chinese medicine appear were the people started to discover and learned the

properties of each plant by tasting them, thus discovering the use of herbs as drugs. Since then

medicine flourished. Traditional systems of medicine also exist in other East and South Asian

countries, including Japan (where the traditional herbal medicine is called Kampo) (Buck. C,

2003) and Korea. Some of these systems have been influenced by traditional Chinese medicine

and are similar to it in some ways, but each has developed distinctive features of its own.

The knowledge of Traditional Chinese Medicine are wide, for example the body places

little emphasis on anatomical structures, acupuncture, yin and yang and more. In this case, Keen

Hing Enterprise run their business by only selling traditional Chinese herbs. They do not help

customers to do therapies or diagnosis.

Normally, one batch of medicinal is prepared as a decoction of about 9 to 18 substances.

Some of these are considered as main herbs, some as additional herbs. One of the Chinese herbal

medicine is Abrus Herb. The main herb of Abrus Herb is Prunella. Then will add others herbs

like chrysanthemum, Plum-leaved Holly, mint and more. This herbal medicine is for releasing

heat, diuretic, and detoxication.




Description of Business

Keen Hing Enterprise

Keen Hing Enterprise is a Chinese herbal medical shop. Keen Hing Enterprise began in

year 1966s. The founder of Keen Hing Enterprise was Low Hing the owner’s father. Mr. Low

Hing was from Tang Shan, China. After came to Malaya, he started a herbal medical shop. The

motive of started this shop was purely personal interest and help others who are sick. The current

owner started to follow his father doing business when he was young. After his father pass away,

he take over his father’s job, continue to sell herb.

The current location of Keen Hing Enterprise is now in Petaling Street. This medical

shop is supervise by the owner himself and his wife. The main product of this business is

traditional Chinese herbal medicine. For example, Chinese herbal tea, ginseng, Luo Han Guo and

also Chinese ointment. As the business grow and the changes of the economy of pass five years,

they change their strategy of running the business. They started to add more products, selling

some Chinese sausage, seafood like sea cucumber, dried scallop, oyster and more. The estimated

customers per day is between 100 to 200 person. Those customers are old customers, youngster,

and traveler.

There are 3 competitors near Petaling Street. Their method to compete with others

competitors are try to maintain the current business, price adjustment, and have connection with

old customers. They set their selling price according to the marketing demand, like if the market

need more product, they will increase the price up to 20 to 30 percent and vice versa.

There are no branches of this medical shop. According to the owner, he does not has a

thought of expand his shop. As the Chinese proverb goes by Laozi, “There is no crime greater

than having too many desires; There is no disaster greater than not being content; There is no

misfortune greater than being covetous. Hence in being content, one will always have enough.”




Kien Fatt Pharmacy

Kien Fatt Medical Store is a medical store that combines Chinese traditional herbal

medicine and western medicine. Besides in selling herbal and medicines only, Kien Fatt was also

a clinic. They also have a doctoring service. Kien Fatt Medical Store was started in year 1942.

The founder of Kien Fatt Medical Store was Ng Chee Yat’s father that was came from China. Ng

Chee Yat’s father was a doctor and also a businessman in China. When he arrives Malaysia, he

start to treat patient everywhere to earn money for his family. After having enough money, he

started a medical store to earn more money for their family members to survive. After he pass

away, his son Ng Chee Yat inherit his job as a businessman and a doctor.

Ng Chee Yat was a professor in Royal Apothecary and he has a master grade in business.

The current location of Kien Fatt Medical Center is now in Petaling Street. This medical store is

supervise by the owner Ng Chee Yat himself. The main product of this business is traditional

Chinese herbal medicine and Western medicines. At the very beginning point, this shop was only

selling traditional Chinese herbal medicines. Due to competitors in the Petaling street Keen Hing

Enterprise, he decides to rearrange his medical store and enlarge it so it can fit more medicines

for his store. Due to the owner Ng Chee Yat was a professional in western medicines, instead of

just doing Chinese herbal medicines, he also selling western medicines so that he is able to

attract more customers instead of only Chinese customers. However, he thinks that customers’

amount still very less so he decided to have doctoring service in his shop. It was also an

advantage for him as there was no clinic in Petaling Street.

There are 3 competitors that were also selling Chinese herbal medicine near Petaling

Street. So, to ensure that their customers amount won’t decrease, they do as much business and

services as they can. They also have close connection with the old customers so that they will

introduce new customers to visit their medical store. They also set their price reasonably so that

customers will satisfy in their pricing and services given.There are no branches of this medical

store as the owner said that one store is more than enough. However, according to the owner, his

future plan for this store was to open a Academy of Traditional Chinese Medicine to teach more

people about medicine and Chinese traditional herbal medicines so that they are able to inherit

his wonderful skills to another generations.




Eu Yang Sang

Eu Yang Shang started its business in 1873 by Eu Kong who had left his hometown in

Guang Dong province China, and moved to Malaya to find his fortune. After he came to Malaya,

he settled down in Gopeng, Perak. The first shop opens named "Yan Sang", in Gopeng, Perak in

1879. ("Eu Yan Sang - About Us", 2014) The name was made up of "Yan" and "Sang", which

means benevolent, kind or humane in the Cantonese dialect, while the latter represents birth, life

and livehood. "Yan Sang" literally means caring for mankind. ("Eu Yan Sang : Caring For

Mankind",2014) Meanwhile, Eu Kong's son, Eu Tong grew up and inherited into the family's

business and established himself in Malaya and Singapore. After that, he also expanded Eu Yan

Sang's business to Hong Kong and China.

The main products of Eu Yan Sang are Chinese herbs, Chinese Proprietary Medicines, as

well as health foods and supplements, it offers more than 300 products under the Eu Yan Sang

brand name and over 1,000 different types of Chinese herbs and other medicinal products. ("Eu

Yan Sang :Superior TCM Products", 2014)

It is normal for a business company to release a new product. As for Eu Yan Sang also

releases new products every three months to keep up with their competitors. Today, Eu Yan

Sang have over 90 branches around Malaysia, and about 290 branches worldwide. The branch

outlet that we went for the interview is located at SS15/3d at Subang Jaya. The chief retailer of

this branch shop is Mr. Lee Chee Tail. According to Mr. Lee, 5 employees are working in this

branch, where every branches have different number of employees. The estimated current

number of customers are 20 person daily. It is hard to tell, because there are different amount of

customers every day.

The motive of this starting the business is let people to love their body and taking care of

their health. Eu Yan Sang often hold a talk event or a campaign around places to places to help

people and also promote the business.




Comparative Analysis of the Businesses' Competitive Traits

Comparison

Shop Name Keen Hing Kien Fatt Eu Yan Sang




Founder and

History

Keen Hing Enterprise was

started in year 1966. The

founder of Keen Hing

Enterprise, Low Hing

came from Tang Shan,

China and after he came

to Malaya, he started to

run Keen Hing Enterprise

and his motifs of starting

this business are his

personal interest towards

traditional chinese

medicine and his

intentions to help sick

people.

Keen Hing Enterprise was

strated in year 1942. The

founder of Kien Fatt

Enterprise

Eu Yan Sang was started

in year 1879. It all began

in 1873 when the founder,

Eu Yan Kong left his

hometown of Foshan, a

village in Guangdong

province of China to seek

his fortune in Malaya. He

first settled down in small

mining town of Gopeng,

Perak. He introduced

traditional Chinese herbal

remedies to nurse the tin

nine workers health after

noticing the tin mine

workers depended on

opium to alleviate their

pain. This lead to the first

Yan Sang shop which

“Yan Sang” represent

birth, life or livelihood.

Comparison


Location

Keen Hing Enterprise is

located at Petaling street.

Kien Fatt Enterprise is also

located at Petaling street,

Eu Yan Sang is located at

SS15, Subang Jaya facing




Its location is near the

entrance of the street and

it is quite strategic place

to run a business. Keen

Hing Enterprise had

moved once before finally

settled down at current

location. Keen Hing

Enterprise’s previous

location was also at

Petaling street but it is few

streets away from current

location.

but its location is at the

middle of the Petalling

street near the intersection

of the two main streets.

Kien Fatt Enterprise’s

location can be more

strategic than Keen Hing

Enterprise because the

crowd are all gathered at

the intersection point of

Petaling street. Unlike

Keen Hing Enterprise,

Kien Fatt Enterprise never

moved its location. For the

past 72 years, it had been

there till now.

the main road. But, I think

it is not so strategic

although it is facing the

main road. First, beside of

this shop is now currently

doing some construction

and the shop is too small to

be seen.

Comparison


Number of Although Keen Hing Same goes for Kien Fatt Eu Yan Sang, from a 11

Group Members: Wong Voon Yin, Chia Wee Min, Yap Wei Tyng, and Edwin Ho


Branches

Enterprise had operated

this business for 48 years

and going to continue this

business, but Keen Hing

Enterprise does not have

any intentions of

expanding this business.

So there is no branch for

Keen Hing Enterprise.

Enterprise. After a long 72

years business till now,

although the owner of Kien

Fatt is going to continue

operating this business but

he also does not have the

intentions of expending his

business nor opening a new

branch.

small, homegrown

business to a public listed

company now owns 90

branches around Malaysia

and had expended this

business to Hong Kong,

China, Macau and

Singapore and about 290

branches worldwide.

Number of

competitors

For Keen Hing Enterprise,

previously it has 3

competitors, but currently

it has only 1 competitor

which is Kien Fatt

Enterprise.

For Kien Fatt Enterprise, it

also only has 1 competitor

which is Keen Hing

Enterprise, but the owner

said that it does not bother

him anyway just focusing

in his business.

For Eu Yan Sang at SS15,

Subang Jaya, there are 2

competitors for them.

Estimation

numbers of

customers

and their

target of

market

Keen Hing Enterprise’s

estimation numbers of

customers is

approximately 100 to 200

customers daily and their

targeted market is their

old customers.

For Kien Fatt Enterprise,

their estimation numbers of

customers is also around

100 to 200 customers and

their targeted market is

also their old customers.

For Eu Yan Snag, their

estimations numbers of

customers is around 10 to

20 customers daily and

their targeted market are

divided into 3 groups, aged

between 22 to 30 , 35 to 45

and lastly 60 and above.

Recommendation

Keen Hing Enterprise is the only business that sustained the tradition of the traditional

Chinese medicine shop. For traditional shop like Keen Hing, they do less advertising compared




to the modern shop. So, For Keen Hing Enterprise, the owner should do more advertising to

promote their products and thus increase their sales directly. They should rely on the internet to

make free advertisement such as Facebook page, Twitter, and blog. This platform is very useful

for advertising and promoting products. Other than that, Keen Hing Enterprise should maintain

their products’ quality so that the customers will not be running away and their old customers

will spread the good of Keen Hing in return and this is also another type of advertising and this is

also the best way of advertising.

As for Kien Fatt Enterprise, because of its business characteristic which is a combination

of western and tradition, I would recommend that Kien Fatt Enterprise would widen the range of

products so that the sales will increase as the area has only two traditional medicine shops.

Making its business different from other can be n advantage for the business. Other than that, is

to differentiate the products from rival for example packaging and labelling and should add in

some service like customer care service and health care service.

Lastly is Eu Yan Sang Enterprise. For this Eu Yan Sang Subang branches that we had

interview, promotions and advertisement is not a problem for them as their headquarter will be

responsible of this, but some recommendation for this shop is to expand the shop a bit bigger so

that it is more visible for customers and easier for customer to find it. Eu Yan Sang should also

maintain their good customer services so that the customer will be happy while they are buying

their products and leave with a smile putting on their face and the sales and the reputation of En

Yan Sang will increase.

Bibliography

BIBLIOGRAPHY Business Case Studies LLP. (n.d.). The Times 100 Business Case Studies. Retrieved February 6, 2013, from Strategy Theory:




http://businesscasestudies.co.uk/business-theory/strategy/business-strategy.html#axzz2sl7E9TZS

Fang, J. (2012, March 12). Singapore General Hospital, SingHealth. Retrieved February 6, 2014, from Newsroom:

http://www.sgh.com.sg/about-us/newsroom/News- Articles-Reports/Pages/moreresearchinTCM.aspx

Hall & Madden Business Story - Business Insider. (2013, January 11). Retrieved January 11, 2014, from http://www.businessinsider.com/hall-

and- madden-business-story-2013-1 Six Strategies to Compete In Business | Shep Hyken. (2011). Retrieved January 11, 2014,

from http://www.hyken.com/marketing/six-strategies-to-compete-in-business/

Small Is Beautiful - How to Compete with Bigger Competitors. (2011). Retrieved January 11, 2014, from

http://www.is4profit.com/business- advice/business-strategy/small-is- beautiful-how-to-compete-with-bigger- competitors.html

References




Yishan Wu. Science Popularization of TCM. (2004). Traditional Chinese Medicine Could Make "Health for One" True. China: TCM.

Eu Yan Sang - About Us. (2014). Retrieved from http://www.euyansang.com/index.php/eu-yan-sang

Eu Yan Sang : Caring For Mankind. (2014). Retrieved from http://www.euyansang.com.my/About/frmAbout.aspx...

Eu Yan Sang :Superior TCM Products. (2014). Retrieved from http://www.euyansang.com.my/About/frmAbout.aspx...

Eu Yan Sang. (n.d.). Eu Yan Sang. Retrieved February 6, 2014, from http://www.euyansang.com/index.php/eu-yan-sang/history

Personal interview in person

Structure: Lou Hing. (2014, February 3). Personal interview

Personal interview in person

Structure: Ng Chee Yat. (2014, January 16). Personal interview

Persona interview in person

Structure: Lee Chee Tail. (2014, January 16). Personal interview

Appendices



http://www.euyansang.com.my/About/frmAbout.aspx?intDocumentID=64

http://www.euyansang.com.my/About/frmAbout.aspx?intDocumentID=62

http://www.euyansang.com/index.php/eu-yan-sang


APPENDIX 1: Interview Questions

Background

1. What's the company/shop name? What does it mean/represents?


3. What are your main product or services sold?


5. Who are the founders of this shop?


7. What is your current development?

Analysis of Data

1. What are the estimation of the number of customers daily?

2. Who are your competitors?


4. Do you feel easy or hard to enter this market?



Recommendations


2. Could you suggest a few ways to sustain the business?

APPENDIX 2: Interview Notes




Shop Name: Keen Hing Enterprise

Date: 16th January 2014

Time: 2.00PM to 2.30PM




None


This is our only shop. Our previous shop was at Petaling Street too, but not here, it was

down across the street from here. A few years ago, we just moved here.


We sell Chinese traditional medicine, sea weed, dried seafood, and more.

5. When was the business started?

Our business started since year 1966.


Keen Hing, my father was the founder of this shop.


The motive of started this shop was purely personal interest and help others who are sick.





As the business grow and the changes of the economy of pass five years, they change

their strategy of running the business. They started to add more products.


The estimated customers per day is between 100 to 200 person. Those customers are old

customers, youngster, and traveler.


Kien Fatt Pharmacy.


Our method to compete with others competitors are try to maintain the current business,

price adjustment, and have connection with old customers.


Yes. About once a year.


Yes, so we set our selling price according to the marketing demand, like if the market

need more product, and increase the price up to 20 to 30 percent and vice versa.


We currently does not has a thought of expand his shop.




Shop Name: Kien Fatt Pharmacy




Kien Fatt Medical Centre


None


This is our only shop.


We sell Chinese traditional medicine and also western medicine. We also have doctoring

service in this shop.

5. When was the business started?

Year 1942.


Ng Chee Yat’s father.


To earn money and survive in this community.


Not much business of customers that seeking doctoring service as Chinese New Year is

approaching but many customers approach to buy material to make soap or Chinese

traditional dishes.





About 50 person daily.




Do as much business as we can and promote our wonderful service and products.


No new product produce, as medicines are all the same.


It related in how much benefits we wanted to earn in every products.


No future plans, just hope to have more customers.




Shop Name: Eu Yan Sang

Date: 3rd February 2014

Time: 11.40AM to 12.20PM


Yu Ren Sheng


Because the founder’s name called Yu Guang. So Yu means the founder’s surname, Ren’s

meaning in Chinese was kind- heart. Sheng means born. Overall meaning was to be kind-

heart to every man-kind.


There are 90 branches including us. This is only in Malaysia. There are 5 employees in

this shop.


Our main product is health product such as bird-nest.


This business was started since year 1879. It started when Yu Guang, founder of the shop

left Fo-Shan, China and arrived Malaysia to start his own business at Gepong, Perak. He

found out that many mine workers have drugs to endure the sickness. So he wanted to

stop this culture continue so he started his business as a medicine shop.


Yu Guang.


To let people to love their body and taking care of their health. To help poor people.




8. What is your current development? Analysis data.

Age 20-30 customers getting lesser and also age 50-60 customers. However, age 35-50

and 60 above senior citizens customers amount increasing.


About 20 to 30 customers daily.


Yes, there are only two. Chong You Enterprise and Sheng Rong Enterprise.


Do as much business as we can. We also have some lectures about how to keep ourselves

healthy.


About 3 to 6 months.


Nope, everyone branches have the same price as we only have one boss.


Open more branches.




APPENDIX 3: Photos

Shop Name: Keen Hing Enterprise



Photo 1. Conducting the interview. Our group and the Chief of Keen Hing Enterprise.

Photo 2. Display of the products that are available at Keen Hing's Enterprise.




Shop Name: Kien Fatt Pharmacy



Photo 4. The main entrance of Kien Fatt Pharmacy.

Photo 5. This shows the crowd of the people and also the way they sells both traditional medicine (right

side) and modern medicine (left side).




Shop Name: Eu Yan Sang

Date: 3rd February 2014

Time: 11.40AM to 12.20PM

Photo 6. This photo shows the main entrance of the shop of Eu Yan Sang.

Photo 7 . The chief of the shop was showing their shop details to us during the interview.




Photo 8. Group photo with the employee of the shop.




APPENDIX 4: Minutes

Minutes 1 3rd January 10.00am-2.00pm Taylor's Lakeside Campus

MEETING CALLED

BY

Wong Voon Yin

TYPE OF MEETING Decision of shop and interview questions

NOTE TAKER Edwin Ho

ATTENDEES Wong Voon Yin, Nicholas Yap Wei Tyng, Edwin Ho, Chia Wee

Min

DISCUSSIONS Deciding the focused business of our report.

Confirmation of the shop for interview and the questions.

CONCLUSION 1. Decided the focused business which is Traditional Chinese

Medicine (TCM).

2. Founded a few shops at Petaling Street and SS15.

- Petaling Street - Keen Hing Enterprise, and Kien Fatt

Pharmacy.

- SS15 - Eu Yan Sang Sdn. Bhd.

3. Date of the Interview decided

- Petaling Street - 16th January 2014

- SS15 - 3rd February 2014

4. Each of us suggested interview questions and the best were

chosen and will be type out to print.

ACTION ITEM Interview Questions (printing)

Person Responsible : Wong Voon Yin

Deadline: 10th January 2014




Minutes 2 10th January 10.00am-2.00pm Taylor's Lakeside Campus

MEETING CALLED

BY

Wong Voon Yin

TYPE OF MEETING Preparation for the interview

NOTE TAKER Edwin Ho


Min

DISCUSSIONS Task distribution during the interview day.

CONCLUSION 1. Nicholas Yap will interview all the shops.

2. Wee Min will be note taker.

3. Voon Yin will do the video recording or audio recording.

4. Edwin Ho will be the photographer.

ACTION ITEM Video or Audio of interview

Person Responsible: Wong Voon Yin

Deadline: 4th February

Minutes 3 26th January 7pm Facebook Group Meeting28

Group Members: Wong Voon Yin, Chia Wee Min, Yap Wei Tyng, and Edwin Ho


MEETING CALLED

BY

Wong Voon Yin

TYPE OF MEETING Job Distribution for Report

NOTE TAKER -


Min

DISCUSSIONS Task distribution for report.

1. Diving works equally to everyone.

CONCLUSION 1. Task are divided.

ACTION ITEM [VY- Voon Yin, WM- Wee Min]

(VY)*Presentation slides & report compilation

REPORT

(VY)*Artistic cover

(EDWIN)*Cover page

(EDWIN)*Table of contents

(NICHOLAS)*Key Summary

Description of the history of the trade/business

(EDWIN)

*Brief descriptions of the businesses

(EDWIN)-Keen Hing

(EDWIN)-Kien Fatt

(WM)-3rd business

*Comparative Analysis of the businesses' Competitive Traits

(WM)-Keen Hing

(WM)-Kien Fatt




(NICHOLAS) -3rd business

(WM)*Recommendations

(NICHOLAS)*Bibliography & References

(VY)*Appendices

Deadline: 9th January

Minutes 4 6th February 10.00am-12.00pm Taylor's Lakeside Campus

MEETING CALLED

BY

Wong Voon Yin

TYPE OF MEETING Report Printing and Presentation Slides

NOTE TAKER -


Min

DISCUSSIONS Printing of the Report and Presentation slides

CONCLUSION 1. Nicholas Yap will be printing the report

2. Compilation of slides.

ACTION ITEM Printing report

Person responsible: Nicholas Yap

Deadline: 10th February



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