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A Household Success Story(HKTDC Enterprise, Vol 09,2003)

Vol 9, 2003




Company Profiles

A Household Success Story
Anex Electrical Co Ltd

Diversity Key To Growth
Shell Juli (HK) Co Ltd

A Household Success Story

Anex Electrical Co Ltd

Household appliances such as these are just one success story in the wide range of products offered by Anex Electrical Co Ltd

Anex Electrical Co Ltd is the principal operating subsidiary of Anex Int'l Holdings Ltd, engaging in the design, sales, marketing and manufacture of a comprehensive range of domestic electrical appliances. It was established in 1975, and listed on the Stock Exchange of Hong Kong in 1991.

The company manufactures more than 300 models of electrical appliances including toasters, coffee makers, blenders/choppers, hand mixers, electric irons, electric knives, water boilers, hair dryers and vacuum cleaners. Major markets include East and West Europe, Asia, South America and North America.

"We have experienced rapid growth since we were first established," states marketing manager Winnie Kwok. "The number of product lines has also increased, and we regard diversification as a major contributor to our ongoing success."

To cope with demand, an 1,800-worker, 600,000-square-foot plant was opened in Dongguan on the Chinese mainland. "Between 1987 and 1993, the Anex Group relocated its entire manufacturing facilities. The larger production capacity now guarantees quick fulfilment of all orders regardless of size," says Kwok.

Production includes design, development and manufacture, supported by a strong research and development team comprising 60 personnel. "The production process is highly integrated and involves tooling, plastic injection moulding, metal stamping, parts assembly, ultrasonic welding of products, pad printing, functional testing and quality inspection and packaging," she says.

Plastic resins, sheet metal and electric motors, the major materials and components used, are sourced from some 300 approved suppliers on the mainland and in Hong Kong, Taiwan, Korea, the US, Europe and Japan.

"Our products sell with retailers' private labels or one of five established in-house brands: Home Electric, Stylistic, Antec, Anex and Health-Tec," says Kwok. "We also service OEM projects in addition to our ODM product range."

Anex's business strategy is based upon diversity, originality and an ongoing commitment to quality and service. "It is important to be innovative when assessing the needs of the international marketplace and to offer excellent customer service. We make every effort to incorporate these ideas when we launch our new products each year," Kwok says.

In 1994, Anex successfully gained ISO 9001 certification and earned a Hong Kong Trade Development Council Award for Export Marketing, and a DHL/South China Morning Post Hong Kong Business Award Enterprise Trophy.

"Like other Hong Kong companies, we are experiencing ever-increasing competition from mainland producers and we must be constantly aware of this when designing and marketing new products," says Kwok. "To this end, we will expand our research and development effort and continue to provide the highest possible quality standards."

WRITTEN BY SUZANNE DENNIS

Anex Electrical Co Ltd

9/F, Mai Shun Ind Bldg,
18-24 Kwai Cheong Rd,
Kwai Chung, New Territories,
Hong Kong
Tel: 852-2422-1028
Fax: 852-2480-4863
Email: anexhk@anex.com.hk
Web: www.anex.com.hk

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