31 May 2005
Getting Ahead(HKTDC Enterprise, Vol 06,2005)
Proving that dedication can lead to a profitable future, Hing Luen Hats Mfy (Cheung Kie) Ltd evolved from a small factory with fewer than 30 workers in Hong Kong to its present scale of more than 1,200 workers producing as many as 10 million hats and caps per annum on the Chinese mainland.
A specialist in producing high-end headwear products, Hing Luen has also amassed more than 30 years of experience in its journey to becoming one of Hong Kong's leading manufacturers of trendy headwear.
The firm provides high quality and fashionable products to customers around the world. Major export markets include the US, Canada, Australia, Japan, Italy, Spain, Germany, Argentina, Mexico, the Philippines, Switzerland, Norway and the Chinese mainland.
The product range includes all sorts of cut and sewn, woven and knitted hats and caps, visors, headbands and scarves. These products are made to the highest standards and are suitable for consumers of all ages.
Compliance with all necessary product safety standards required for individual customers and markets is essential, and particular attention is paid to the safety requirements for hats for newborns and young children.
Hing Luen has also formed strategic alliances with vendors to provide special designs and effects, such as embroidery, washed and screen-printed items. In addition, special techniques including heat transfer gold foil, dip and tie-dye, iron rhinestones and flocking are also available.
To sustain its core values of "Customer First, Total Involvement, Team Building and Continuous Improvement", Hing Luen allies with its major customers to maintain its position as a "preferred supplier" within the industry.
This involves such actions as becoming actively involved in customers' production development processes to provide trendy designs and technical support to ensure customers' ideas are turned into saleable products.
The effort was recognised by the external market and the company won the 2003 Hong Kong Awards for Industry: Productivity Awards, the 2004 Hong Kong Awards for Industry: Quality Certificate of Merit and Export Marketing Certificate of Merit. Hing Luen is also ISO 9001-certified.
The judges' panel said that key to Hing Luen's achievements as an ODM was 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 enabled the company to find suitable matches for its specially designed products, and it 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.
The panel said that keeping its customers satisfied was a critical success factor for Hing Luen, which targets specific market niches. Annual customer satisfaction surveys monitor all aspects of the firm's production and service offerings, while high customer retention rates are the result of its commitment to distinctive and superior workmanship.