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Hong Kong Export Marketing Awards(HKTDC Enterprise, Vol 12,2004)

Vol 12, 2004






Hong Kong Export Marketing Awards

2004 HONG KONG AWARDS FOR INDUSTRY

Hong Kong Export Marketing Awards

2004 HONG KONG AWARDS FOR INDUSTRY

Winners of The 2004 Hong Kong Awards for Industry: Export Marketing

Hong Kong Awards for Industry: Export Marketing Grand Award
Fountain Set (Holdings) Limited


Hong Kong Awards for Industry: Export Marketing Award
ACE style Intimate Apparel Limited
Boto Company Limited
Daka Development Limited
John Manufacturing Limited
Man Yue Electronics Co Limited


Hong Kong Awards for Industry: Export Marketing Certificate of Merit
Fook Tin Technologies Limited
Hing Luen Hats Manufactory (Cheung Kie) Limited
Ngai Lik Industrial Holdings Limited

Hong Kong Export Marketing Awards

Saluting Success

The Hong Kong Awards for Industry: Export Marketing trophy has long been recognised as the ultimate marketing accolade by local companies keen to make their mark internationally.

Since they were launched some 12 years ago as part of the Hong Kong Awards for Industry, the Export Marketing Awards have served as a springboard to success for several of Hong Kong's leading companies.

Their achievements have inevitably raised their profiles overseas, according to a spokesman for the organiser, the Hong Kong Trade Development Council (TDC).

"This in turn leads to increased orders and greater profits as buyers cannot help but be impressed by a company that has distinguished itself among the highly competitive Hong Kong export marketing sector," claims TDC senior publications manager Henry Ng.

He notes that there are three levels for the Hong Kong Awards for Industry: the Export Marketing Grand Award, Export Marketing Award and Export Marketing Certificate of Merit.

"All three categories are growing steadily each year, as more and more companies appreciate the importance of marketing excellence in challenging economic times," Ng notes.

The 2004 awards, for example, attracted some 24 entrants keen to have their marketing achievements recognised by both the judging panel and their industry peers.

"The standard was remarkably even across the entire spectrum of entries," Ng observes, "indicating that Hong Kong exporters are polishing their marketing skills to an impressively high level of excellence."

Each entrant is judged according to such key criteria as:

  • market research
  • product planning and development
  • branding strategies
  • pricing strategies and market positioning
  • promotional strategies
  • distribution channels
  • export sales performance
  • marketing objectives
  • staff motivation
A team of highly qualified and respected judges invited by the TDC assesses sales performance according to sales growth within an industry and market share within that industry, ensuring that all companies compete on a level playing field.

The judges' comments are an invaluable sounding board for competitors, Ng says, as they pinpoint strengths and weaknesses that can help companies further enhance their marketing tactics.

"The TDC also ensures the winners receive extensive publicity, both in Hong Kong and throughout its worldwide network of offices," Ng adds. "This in turn gives the entire Hong Kong export sector the opportunity to incorporate proven techniques into their own marketing strategies."


EXPORT MARKETING GRAND AWARD

FINE FABRICS

FOUNTAIN SET (HOLDINGS) LIMITED

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Fountain Set is a major fabric supplier to the global garment industry, providing knitted fabrics to manufacturers of internationally renowned garment brands in more than 40 countries. The company operates a vertically integrated manufacturing system with production facilities on the Chinese mainland and in Sri Lanka and Indonesia. Fountain Set achieved HK$5.5 billion in sales in fiscal year 2003, with exports making up 89% of the total sales.

Comments from the Judges' Panel

Fountain Set is the leading fabric manufacturer among Hong Kong firms competing in the global fabric industry. The largest company involved in fabric knitting and printing, it holds licences to produce many key fabrics such as Lycra, Teflon and Amicor.

Fountain Set, which operates in a rapidly changing industry where tomorrow's fabric trends quickly become old-fashioned, has thrived on the challenge of meeting constant change by positioning itself as an innovative, dynamic, customer-centred company that helps create trends.

Outpacing its competitors, Fountain Set has built a massive scale of operations and has carved out a distinctive place in the industry as a trendsetter. It has been given the stamp of approval and endorsement from the likes of Adidas, JC Penny, Land's End, Marks & Spencer, Next, Nike, Puma, Wal-Mart, Esprit, Kohl's and Philips Van Heusen by meeting their needs for high standards in quality materials, variety of designs and tight delivery time frames.

Customer relationship management underpins Fountain Set's continued success as a leading fabric producer, and it is committed to building and managing relationships with vendors and customers worldwide. The goal of providing unparalleled customer service has spurred the company to set up a global service network that stretches across its key markets and has helped ensure reliable delivery.

Innovative and dynamic, Fountain Set produces hundreds of new fabrics each year and has forged partnerships with industrial giants such as DuPont to develop new fabric materials. The company was a pioneer of the e-commerce trading platform www.FASTextile.com for fabric producers.

CONTACT DETAILS

Fountain Set (Holdings) Ltd
7/F, Block A, Eastern Sea Industrial Building
29-39 Kwai Cheong Road, Kwai Chung
New Territories, Hong Kong
Tel: 852-2485-1881
Fax: 852-2418-1139
Sales Enquiry Email: sales@fshl.com
General Enquiry Email: pr@fshl.com
Web: www.fshl.com


EXPORT MARKETING AWARD

LOVELY LINGERIE

ACE style INTIMATE APPAREL LIMITED

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ACE style is a multinational intimate apparel manufacturer with eight factories on the Chinese mainland and in the Philippines. ACE achieves almost 100% of its sales revenue from exports, and its compound growth was more than 12% over the past two years.

Comments from the Judges' Panel

The key to ACE's achievements has been its total commitment to providing high quality value-added service to its major customers worldwide. One example is the ACE style Academy; offering customised technical training programmes for its customers.

State-of-the-art technology has kept ACE at the forefront of changes by helping with the creation of new designs and improved manufacturing processes.

The company's leadership in the field of seamless garment production is evidenced by its heavy investment in equipment to handle this application. Top-notch international designer brands such as Calvin Klein, Victoria's Secret, Palmers and Wolford, as well as retailers such as Debenhams and Next, have appointed ACE to supply their undergarments.

CONTACT DETAILS

ACE style Intimate Apparel Ltd
Watson Centre, 16-22 Kung Yip Street
Kwai Chung, New Territories
Hong Kong
Tel: 852-3126-3888
Fax: 852-2480-5594
Web: www.acestyle.com


EXPORT MARKETING AWARD

FESTIVE FAVOURITES

BOTO COMPANY LIMITED

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Established in 1983, Boto is a leading manufacturer of artificial Christmas trees and festive season products and has diversified into leisure furniture. Based on external market research reports, it has gained 70% market share of the imported artificial Christmas tree market in the US. The company has a total workforce of 7,000 and exports 100% of its products.

Comments from the Judges' Panel

As an industry leader in the Christmas tree and festive season products sectors worldwide, Boto is synonymous with Christmas for the many large retailers that have been its regular customers for years. Demonstrating a keen understanding of trends has ensured Boto continues to be the preferred supplier of companies such as Wal-Mart, Target, Kmart, Home Depot, Costco and Lowes.

Boto has successfully positioned itself as adding value to its customers with innovative designs, best quality products and reliable after-sales service. It excels in providing a quick response, prompt delivery and reliable after-sales services to its customers.

Winning strategies for Boto include commitment to R&D, ongoing efforts to maintain sound customer relationships and management of inventory and cash flow - critical in this type of seasonal industry.

CONTACT DETAILS

Boto Company Ltd
16/F & 17/F, Eight Commercial Tower
8 Sun Yip Street, Chai Wan
Hong Kong
Tel: 852-2558-8433
Fax: 852-2897-0141
Web: www.boto.com.hk


EXPORT MARKETING AWARD

DEVELOPING DEMAND

DAKA DEVELOPMENT LIMITED

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Daka Development engages in the design, development and marketing of innovative products for the consumer market in three product categories - lifestyle, sports and leisure and marine electronics. Daka Development exports 90% of its products.

Comments from the Judges' Pane

Success for Daka Development has stemmed from its ability to identify market niches and re-engineer existing products to meet its special needs. Over the past decade, Daka Development has gained a reputation as a truly innovative company offering more than 170 products across the lifestyle, sports and leisure and marine electronics sectors.

Keys to Daka Development's success include a strategic branding strategy which involves licensing highly regarded trademarks in the marine and lifestyle sectors, strengths in innovative design and engineering and expertise in supporting distributors around the world. Leveraging the strong reputation and market acceptance of established brands such as
SEA-DOO in personal watercraft products has proven to be a speedy and successful strategy in taking Daka's products to a larger market.

With a successful business model and motivated personnel, Daka Development has been highly effective across a number of key aspects of export marketing.

CONTACT DETAILS

Daka Development Ltd
Unit C, 8/F, Leroy Plaza
15 Cheung Shun Street, Cheung Sha Wan Kowloon, Hong Kong
Tel: 852-2756-3862
Fax: 852-2756-3093
Web: www.daka.com.hk


EXPORT MARKETING AWARD JOHN MANUFACTURING LIMITED

BUILDING BRANDS

JOHN MANUFACTURING LIMITED

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Transforming from a stationery supplier to an electronic and electrical consumer goods manufacturer, John has established three brand names for its different product ranges, namely JOHNLITE for lighting products, Parly for car accessories and household utensils, and Jo Jo for health-related electrical instruments. John generates 95% of its turnover from exports of its own brand names, while 5% is retained for OEM/ODM customers.

Comments from the Judges' Panel

John has succeeded in developing and maintaining close relationships with its dealers. By adopting a partnership approach, John has enhanced dealer satisfaction and acceptance of its products. This partnership approach has also proved an effective strategy in dealing with competition from low-priced clones in various markets.

Customer-oriented product development ensures the loyalty of its customers. Equally important, customer and dealer opinions are used as input when John's large team of innovative designers and professional engineers develop new or modified products.
John is the winner of an Export Marketing Award for its excellence in the areas of customer orientation and relationship management, as well as achieving a successful stream of innovative and high quality new products.

CONTACT DETAILS

John Manufacturing Ltd
6/F, Yau Lee Centre
45 Hoi Yuen Road, Kwun Tong
Kowloon, Hong Kong
Tel: 852-2341-1228
Fax: 852-2343-4319
Email: johnlite@johnlite.com
Web: www.johnlite.com


EXPORT MARKETING AWARD

PERFECT PRICING

MAN YUE ELECTRONICS CO LIMITED

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Man Yue has transformed itself into an aluminium electrolytic capacitor manufacturer with a production plant in Shenzhen on the Chinese mainland. The company has grown impressively to gain a 2.6% share of the global market in aluminium electrolytic capacitors (Source: Paumanok Publications). Man Yue has achieved a compound revenue growth rate of 32% in the past two years, and exports account for 80% of sales revenue.

Comments from the Judges' Panel

Man Yue has maintained its rapid expansion through a combination of price penetration strategy and sensitivity to market trends, as well as a clear positioning for its brand, Samxon.

Man Yue prices its products for market penetration and this matches its positioning strategy as a brand with the same quality but lower prices than Japanese capacitors. Cost and quality advantages have attracted renowned Japanese brands to use Man Yue as their supplier.

Continuously monitoring trends and developments in the electronics sector has been crucial to Man Yue's success. Adopting a branding strategy since 1993 has differentiated Man Yue from its competitors. Its Samxon brand has gained a solid reputation in the industry.

CONTACT DETAILS

Man Yue Electronics Co Ltd
16/F, Yiko Industrial Building
10 Ka Yip Street, Chaiwan
Hong Kong
Tel: 852-2897-5277
Fax: 852-2558-6299
Web: www.manyue.com


EXPORT MARKETING CERTIFICATE OF MERIT

FIGHTING FIT

FOOK TIN TECHNOLOGIES LIMITED

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Fook Tin is a pioneer in a global market niche segment: body fat scales designed for home use. The company is a subsidiary of Fook Tin Group Holdings Ltd, which recently acquired its major European component supplier ScaimeSA as well as its major ODM customers Terraillon SAS and its Hanson subsidiary.

Comments from the Judges' Panel

Fook Tin has used acquisition strategies to penetrate the European market, increasing its turnover by 50% in 2002. Fook Tin is a leader in the weighing scale market in the UK and France. The company is poised for even greater success, as it has already made a name for itself as an innovative pioneer in the body-fat scale market.

Having achieved a level of production that provides economies of scale, Fook Tin has now embarked on a growth cycle with product development and modification projects high on the agenda. Based on its proactive efforts in new product design and development as well as strategic acquisitions and its ability to export high volumes, Fook Tin is expected to sustain its strong growth.

CONTACT DETAILS

Fook Tin Technologies Ltd
4/F, Eastern Centre, 1065 King's Road
Quarry Bay, Hong Kong
Tel: 852-2960-7288
Fax: 852-2565-9672
Email: export@fooktin.com.hk
Web: www.fooktin.com.hk


EXPORT MARKETING CERTIFICATE OF MERIT

HAPPENING HEADWEAR

HING LUEN HATS MANUFACTORY (CHEUNG KIE) LIMITED

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Hing Luen has been designing and manufacturing hats since 1968, and more recently began producing ladies' accessories and children's wear. Production runs at 1.2 million pieces per month with 100% of sales revenue generated from exports. Hing Luen currently employs 1,200 workers in its factory in Shenzhen on the Chinese mainland and 30 staff in the company's Hong Kong headquarters.

Comments from the Judges' Panel

Key to Hing Luen's achievement as an ODM is its keen sensitivity to market trends, together with its ability to keep in touch with the tastes and preferences of overseas consumers. Careful selection of its ODM/OEM customers has meant that the company can find suitable matches for its specially designed products. Hing Luen is an approved supplier to famous international brands such as DKNY, Prada, Polo (Ralph Lauren), Armani Exchange, Brooks Brothers, Banana Republic, Walt Disney and Gap.

Keeping its customers satisfied is the critical success factor for this company, which targets market niches. Annual customer satisfaction surveys monitor all aspects of Hing Luen's production and service offering. High customer retention rates are the result of Hing Luen's commitment to distinctive and superior workmanship.

CONTACT DETAILS

Hing Luen Hats Mfy (Cheung Kie) Ltd
Rooms 2312-2315, Hong Kong Plaza
186-191 Connaught Road West
Hong Kong
Tel: 852-2547-6071
Fax: 852-2858-2681
Web: www.hingluenhats.com


EXPORT MARKETING CERTIFICATE OF MERIT

TARGETED TECHNOLOGY

NGAI LIK INDUSTRIAL HOLDINGS LIMITED

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Founded in 1976, Ngai Lik is a large-scale consumer electronics manufacturer with a product range encompassing CD players, MP3 players, DVD players and recorders, LCD TVs and portable jukeboxes. Ngai Lik has a vertically integrated operation and produces mainstream products for the mass market worldwide. It has been listed on the Hong Kong stock exchange since 1992.

Comments from the Judges' Panel

The company has a strong reputation in the OEM/ODM business and is well recognised in the audio electronics industry. Ngai Lik has created a winning formula by targeting already accepted technology at the mass market and avoiding the high cost of cutting-edge product design and development.

Success in the low-cost end of the market is not always assured and Ngai Lik consolidates its position as one of the major players through a strong vertically integrated production capability. This helps it control costs, enhances production efficiency and ensures excellent relationships with its business partners worldwide, as well as providing an efficient distribution system.

CONTACT DETAILS

Ngai Lik Electronics Trading Ltd
c/o Ngai Lik Industrial Holdings Ltd

Rooms 29-32, 8/F, Block B
Focal Industrial Centre
21 Man Lok Street, Hung Hom
Kowloon, Hong Kong
Tel: 852-2303-9668
Fax: 852-2365-0237
Email: ngailik@ngailik.com
Web: www.ngailik.com

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