1 Oct 2002
Grooming For Success(HKTDC Gifts, Premium & Stationery, Vol 04,2002)
Grooming For Success
For The Smart Desk
Koon Hung Mfy Ltd
|Personal care and useful household and travel accessories go down well in worldwide markets, and Koon Hung Mfy Ltd has an extensive range suitable for low, mid and high-end demand.|
IN its spacious showroom, Koon Hung Mfy Ltd displays an array of handy kits for sewing, shoe polishing, manicures and personal grooming. These kits come pre-packed in a profusion of plain and colourful pouches and cases geared for both convenience and travel.
"It is very important in this business to stay innovative, create new designs and be really fast in bringing them to the attention of your clients," says company director James Ma.
"Each year, our in-house design and product development team comes up with approximately 100 new styles, with much of the creative work involving new packaging and materials," he adds.
Tradition seemingly dictates that kits designed for travellers should come in pouches, and Koon Hung closely watches European leatherware trends. "Italy and France are the leaders in both material and style in the leatherware sector and we keep track of the latest directions to gain the inspiration to develop new designs of our own," explains Ma.
"Having approved a design change, we immediately send samples or photographs to our regular customers to keep them informed and to maintain a high profile. Hitting the right trend at the right time is critical in this business," he stresses.
"In general terms, a basic manicure set sells from about US$0.40, in a transparent PVC bag, to around US$1.80 in an average pouch design. However, when packaged in a case made from imitation crocodile skin, the price rises to about US$2.80," says Ma.
Some items are perennial favourites. "Our travel set, in matt-finished metal, debuted in 1999, was very warmly received and remains a firm favourite to this day. The unit price is US$2.70," he says.
Best-selling items are kits for travellers unit priced from US$1.20-1.80. All prices are FOB Hong Kong.
About 80% of Koon Hung's shipments go to the US and Europe, while Japan is the largest market in Asia. The company also sells direct to large corporate clients, who buy their products as gifts and premiums, and to importers, who distribute their merchandise to retailers.
"While price and delivery are of the utmost importance to survive in the giftware and premiums business, when dealing with department stores it is just as essential to meet their exacting specifications and quality standards," Ma says.
Although registered only in 1997, Koon Hung has exported since 1989. "When we started, we used to ship low-end products to South Africa and the Middle East," recalls Ma. "With improvements in the global economy at the beginning of the 1990s, we began to invest in our facilities and to produce higher quality items. From 1997 on, we began to consolidate our business in new markets like the US, Europe and Japan."
Koon Hung owns a 2,000-square-metre factory in Guangdong on the Chinese mainland. The factory employs 80 skilled workers capable of manufacturing 80,000-100,000 travel sets each month, using PVC, PU and stainless steel from South Korea, Japan and the mainland. A minimum order is 3,000 sets, for shipment about 25 days after confirmation of order.
WRITTEN BY WINNIE HUI
Koon Hung Mfy Ltd
3/F, Flat 12,
Thriving Ind Centre,
26-38 Sha Tsui Rd, Tsuen Wan,
New Territories, Hong Kong
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