22 June 2006
In The Right Spot(HKTDC Enterprise, Vol 07,2006)
Halifax Mfy (HK) Ltd
After more than 20 years in the high-quality gifts and promotional products sectors, Halifax Mfy (HK) Ltd measures its success not only on the bottom line but also by the compliments it receives for the quality of its products and services.
"Our service to clients, and their satisfaction as indicated by their feedback, is a big part of our success," claims marketing manager Roger Law. "Quality is very important to us because while some competitors consider pricing the key selling point, we focus on the quality-pricing package."
He insists that this is a priority at each stage of the production process, no matter the item. "We have engineers in Hong Kong and on the Chinese mainland working tirelessly to resolve any technical problems as soon as they occur," says Law. "This approach allows us to position ourselves in the market at a competitive price."
The company is equally proud of its design capabilities. "Our highly experienced in-house design team is able to handle different types of projects and helps to solve all the technical requirements posed by our clients," says Law.
"We have our own design teams, based in Hong Kong and on the mainland, to consistently create new products with our clients' needs in mind," he adds.
The Halifax design team was responsible for the creation of a ball-shaped mini fridge made especially for the football World Cup. "This ball-shaped fridge is very popular in Europe," Law says.
Other novel designs include a range of soft drink and bottle coolers and warmers fitted with built-in sound systems that allow playback from externally connected MP3 and CD players.
"The coolers and mini fridges are portable, and designed for use either at home or in a car," Law explains. "They can be connected to a 12V power supply or used with an AC mains adaptor. The mini fridges can keep drinks both hot and cold, which makes them useful in winter and summer."
Law says Halifax also produces mini vacuum cleaners, pocket shavers, crystal music flashlight coolers, mini fans, stationery items and beauty products such as nail polish dryers and hairbrushes with a built-in massage function.
"We work on an OEM basis with many international brand-name companies and also produce our own branded lines," Law says. "If we do our own marketing, we use the MINI MINI brand."
Many clients are promotional companies or agents who require a reliable manufacturer to keep their design ideas confidential and ship high-quality products on time and at a competitive price. "We frequently work closely with clients to develop customised products for special projects," says Law.
"A key point is that we can provide assistance from any point in the product cycle — from the concept to the delivery of the finished product," he adds. "In fact we provide a one-stop service, and customers need only give us a rough idea or artwork, and we will take care of the rest. The service covers developing samples and tooling through to final production."
The company enjoys established markets in Europe and the US, and is steadily increasing its market share in Japan. "We are aware of the different design and product needs, which vary in each of our markets, and change the focus accordingly," says Law.
"We also have a group of product development specialists constantly working with clients to develop those customised items," he adds. "We also participate in international trade shows, and our representatives and product development specialists are always happy to discuss ideas and requirements with new and existing clients."
The average monthly output from Halifax reaches about 300,000 items, divided equally between mini fridge products and coolers and other promotional items.
Production is split between two mainland factories in Dongguan and Fujian Province on the Chinese mainland that employ a total of 400 workers. The minimum order is 5,000 pieces for sundry items and 500-1,000 for mini fridges depending on the product. Normal delivery time is 25 days after order confirmation.
"In this business, there are always challenges to overcome," says Law. "However, we see challenge as another way to strengthen our relationship with the client."
WRITTEN BY CHRIS DAVIS
Halifax Mfy (HK) Ltd