12 April 2006
Emphasising Quality(HKTDC Electronics, Vol 01,2006)
|Middle- to high-end customers who want quality consumer products are Accents Ltd's target market|
The innovative consumer products manufactured by Accents Ltd have to be seen for their unique features to be appreciated, claims commercial director Linda Jackson.
She maintains that the mobile DVD players, mobile DVB-T products and HD-ready LCD TVs that bear the company's Pixvers brand are building a solid reputation based on quality. "Pricing is very aggressive in this industry, but we only use top-grade materials and top grade-panels," states Jackson.
Accents' products are manufactured by close partner Godwing Electronics Co Ltd, which employs 150 staff including 21 R&D and 16 QC personnel at its ISO 9001-certified, 2,265-square-metre factory in Shenzhen on the Chinese mainland.
According to Jackson, the company's main focus to date has been on the US market, but it is now keen to build up new business in Europe, the Middle East and Latin America.
"We do very original products, and look for something new in the market," she claims. "We try to offer products that have no direct competitor."
Jackson adds that Accents is aiming at the middle- to high-end customer who wants a "gadgety" product. "Our advantage is that all the software, hardware and structural designers are available on-site," she says.
Although Accents is committed to building the Pixvers brand, it also welcomes OEM/ODM business, particularly smaller orders that can be easily processed if the company does not have to create new customer brand packaging.
"Normally we would accept minimum orders of about 500 pieces, that take about three or four weeks to deliver," Jackson explains. "We ask for orders of around 1,000 units or more from customers who want their own brands because we have to do all the boxes and associated materials."
One product that typifies the Accents approach is the MP907 mobile DVD player, which comes with a full set of accessories including a patented bracket that allows it to be easily mounted on the back of a car seat. "Because it has a tremendously wide viewing angle you really only need one screen in the back of a car," Jackson claims.
She maintains that "the colour quality is fantastic, the sound is good" and it comes with the bracket, the car battery charger, lithium battery, remote control, headphones, headphone battery and a moulded house plug. "The product is game-ready, it's continuously anti-shock, and it can withstand high temperatures," Jackson says.
The high quality screen ensures sharp pictures, while the continuous anti-shock mechanism guarantees a stable picture no matter how bumpy the road. "It can also be used as a lap or desktop DVD player," Jackson adds.
She notes that OEM customers' logos are featured on the carrying bag, on the machine and programmed in as a screen saver, while the entire system packs into a case the size of a small laptop bag that also serves as protective packaging during shipping.
"We don't use much packaging for environmental reasons and it's therefore ideal for retailers because it's compactly packed - there's no polystyrene and only a couple of small plastic bags," Jackson notes. "Certifications include FCC, UL, CE and E 13 for car safety."
Accents also regularly upgrades products to keep them on the leading edge of new technology. "For example, the MP907 has recently been relaunched with MPEG 4 and DivX functions," Jackson says.
Other products are hallmarked by a similar build-quality, and a strong emphasis on up-to-the-minute features, factors which Jackson believes account for their desirability.
"Our latest gadget is the DVB-T USB stick, which the user can attach to a laptop computer to watch digital TV while waiting at the airport or in the office," Jackson suggests. "They can even use the record function in the laptop if they are busy and replay it later."
However, she stresses that there is "no substitute" for seeing Accents' products in action and advises an extensive range displayed at this month's Hong Kong Electronics Fair (Spring Edition) generated a very positive response.
"You need to establish your niche position in a very competitive market, and we believe that there are customers who love that 'gadget feel' in our product ranges," Jackson concludes.
WRITTEN BY ROBERT PIERCE
126 Wing Lok St,
Sheung Wan, Hong Kong