Awards and Recognition:

Company details

CEO/Director’s Name

Shawn Lee Ah Seng


Chief Executive Officer

Company Address

16, Jalan Tiong Emas 2,
Kawasan Perindustrian Tiong Nam,
81100 Johor Bahru, Johor

16, Jalan Tiong Emas 2, Kawasan Perindustrian Tiong Nam, 81100 Johor Bahru, Johor


Seng Li Marketing Sdn. Bhd. as a subsidiary of SLS Holding Group, is a one-stop auto parts trading company established in 2003. Today, its has 13 branches throughout Johor, staffed by over 80 sales consultants and representatives, and supported by a network of over 2000 workshops to serve B2B and B2C customers. Seng Li offers over 150,000 types of automotive parts from various top brands, providing unparalleled convenience to customers through its comprehensive one-stop sales service. The company offers a wide range of services ranging from body parts and engines to air conditioning components, eliminating the need for customers to purchase auto parts from different locations and providing a hassle-free solution for all their automotive needs.

Seng Li’s centralised procurement system ensures operational efficiency and product quality. The company devotes significant resources to technology and innovation to upgrade business procedures, improve productivity and enhance quality control. With the support of big data, the company analyses and discovers new ideas to improve its operations. Seng Li is backed by a team that ensures effective decision-making and successful implementation of strategies.

Seng Li plans to relocate to a new headquarters with a larger area that is approximately 8 times larger than its existing factory. In the longer term, the company plans to be listed on Bursa Malaysia in two to three years and expands its business to 30 new sales points throughout Malaysia within the next 3 to 5 years. Seng Li develops creative and innovative strategies for sustainable business growth. Seng Li also plans to invest in office co-working space to increase operation efficiency, transparency/openness and create a happy work culture. Seng Li hopes to promote customer loyalty programmes, develop an in-house app and invest in signboards and billboards to increase publicity.

Seng Li has returned good financial results with consistent growth and profitability and winning the Golden Bull Award will be a recognition of its performance. Seng Li’s revenue increased by 23.6 percent in 2021 despite the challenges of the Covid 19 restrictions. The good performance is attributed to its consistent product quality and services and exceptional customer experience. Seng Li guarantees 100% genuine parts at reasonable prices.

Seng Li’s management promotes and supports ESG capacity in building the community which has positively impacted one thousand people. Seng Li also helps the less privileged groups such as orphanages in Johor Bahru, schools, food banks and gardening with employees to promote a green environment and climate change.