1 Feb 2003
Groovy Tunes(HKTDC Enterprise, Vol 02,2003)
Vol 2, 2003
Work Of Art
Brilliant Rich Electronics Ltd
Convenient radios, for the shower and the toilet, ensure musical accompaniment everywhere
Music is a part of everyday life and, for many, music often makes tasks - at work or play - more pleasant. In keeping with modern trends, people today want their music portable so they can listen to it on their way to work, while exercising or when doing their daily chores.
To cater to this demand, Brilliant Rich Electronics Ltd makes radios in a variety of shapes and sizes, easily worn or placed anywhere at home and bringing music to the ears in a fun and imaginative way. The company's range of wearable radios with earphones includes badge pins that can be worn on clothing, a Credit Card radio and other models in the form of lighters and packs of cigarettes.
Founded in 1986, Brilliant Rich has manufactured specialty radios for a number of leading international companies. "When we started, all we had were two production lines, whereas today we have 10," says director Tony Ng.
The company has three factories employing 2,000 workers in Dongguan on the Chinese mainland, and Ng says orders are also subcontracted to other factories as and when required. The average monthly capacity is 500,000 pieces.
"We export worldwide, but our main markets are the US and Europe where our products are sold in some of the major department stores," says Ng.
"We also export to Southeast Asia, and we are developing the Eastern European market, especially Russia, which we think has huge potential," he adds. "Our orders in Asia are much smaller than the US and Europe but we always welcome business."
He says the minimum order size is 1,000 pieces and that delivery takes 30 days from confirmation of order.
"Our latest product is a Paper Towel Holder radio for use in the kitchen. It is adjustable for both nine- and 11-inch paper towels. It also has a little mirror, a lamp and an LCD clock," says Ng.
"I got the idea for this model when I was at the supermarket and saw all these paper towels being promoted. Since it's a popular item, I thought the holder radio might be a good idea. We've just sent a trial order to Europe and hope it will do well," he says.
One of the more tried and tested designs includes the Waterproof Radio for hanging on the showerhead. "These models have been selling since 1999 and are quite popular," says Ng. Other fun radio designs include the Soft Drink Can, Torch, Potato Chip Can and Juice Box, all of which can easily carry company logos.
"The most enduring design of all is the Clock Radio of course. Everyone likes this design because it serves a basic function and is small enough to be placed near the bedside," says Ng.
"We have a 50-man research and design team and we do both OEM and ODM products," he adds. "What makes us attractive to customers is that we are very fast with new designs and we come up with new concepts every month."
He believes that a fast response to customers' needs is important. "We have a lot of long-term clients, many of whom are quite well-known," says Ng.
"We offer American quality standards and our prices are competitive," he adds, and mentions that the average FOB Hong Kong price is US$2.50 per unit.
With its "can do" attitude to business and steady flow of fun and creative designs, Brilliant Rich Electronics will be bringing music to our ears for years to come, he believes.
WRITTEN BY MELISSA WESTCOTT
Brilliant Rich Electronics Ltd
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