We offer integrated premium death care services through a network of 12 cemeteries, 15 columbarium facilities and two funeral homes in Malaysia, Singapore and Indonesia. We cover the entire death care services industry value chain, including the sale of niches and burial plots, the provision of tomb design and construction services, the provision of cemetery and columbarium facility maintenance services, embalming, funeral and cremation services. As of June 30, 2014, our land bank covered 2.2 million square meters of land. In addition, we have six on-site crematoria to complement our columbarium facilities. We also sell ancestral tablets, caskets, urns and other memorialization products that are ancillary to our death care services.
We are one of a few death care services providers in Asia that can offer fully integrated death care solutions to customers that cover embalming and funeral services in our funeral homes, cremation services in our own crematoria and niches, burial plots, ancestral tablets and tomb design and construction in our cemeteries and columbarium facilities. According to the Nielsen Report, among all death care service providers in Malaysia, we are considered by most respondents as a provider of comprehensive ranges of services and products with the most diversified offerings of burial plots and niches.
Besides, we are one of the pioneer in the pre-need market for death care services in Asia. In addition to the conventional as-need death care services and products, we have been offering our primary burial and funeral services and products on a pre-need basis since 1990 and 2000, respectively.
As we operate in a business area which values personalized care and attention, we believe reputation and trust are paramount for our customers. Our brand, 富贵Nirvana is widely recognized by customers as a provider of premium death care services in the markets in which we operate. According to the Nielsen Report, we are the most recognized brand name in Malaysia and one of the most recognized brand names in the death care services industry in Singapore in terms of professionalism, trustworthiness, quality of services and products and facility maintenance. In Malaysia, our brand names have the highest awareness level among death care service providers, with 91.1% of the respondents being aware of our brand names and 46.4% of respondents identifying our brand names as the first death care service providers that came to their mind. In Singapore, despite the fact that we commenced our operations only in 2009, our brand names have the second highest awareness level among non-government columbarium operators, with 66.0% of the respondents being aware of our brand names. Such brand recognition gives us a competitive advantage as our target customers generally prefer to choose a premium brand.
We have earned numerous awards and recognitions over the years, such as “Asia’s Outstanding Brand in Funeral Services Industry” and “Asia’s Outstanding Award in Multi National Expansion” at the 2012 Asian Funeral Exhibition (AFE) Awards. We believe that our brand strength allows us to command a pricing premium for our services and products compared to our competitors and allow us to attract talent and business partners.