Houseware Vol 1, 2010: Supplier Spotlight: TV Stands
Plasma and LCD TVs may represent the most sophisticated of technology, but for their stands it’s simplicity that is beauty.
This is the secret of success for Green-Lite Co Ltd, a manufacturer of stands for AV and IT products, especially plasma and LCD TVs.
“The simpler the design, the more it’s likely to catch on in countries such as the UK, Europe and the US, where consumers just love our low-key yet graceful designs,” claims Manager Eric Ho.
The company’s products are simple not only in outlook, but also to use. “For example, the designs of some of our DIY kits are so simple that even a child could probably put them together.”
DIY features also appeal to end-users for economic reasons, notes Mr Ho. “Because the bits and pieces have not yet been assembled, they can be compactly packed in one box, meaning much cheaper production and transportation costs. All these savings add up for families on a budget.”
Green-Lite’s sales surged in the early 2000s when it started producing stands with trendy designs and colour schemes that harmonised with the then-new plasma TV.
“When householders disposed of their oldstyle TV sets, they needed matching stands for their new plasma screens and we offered a choice of more than a dozen different styles and sizes,” recalls Mr Ho.
“Nothing could be simpler than our fourby- three TV stand. It has four tubular metal legs supporting three sheets of high-strength safety glass. The top sheet takes the TV set, the middle level the VCR equipment, and the third level odds and ends.”
The item just takes a couple of minutes for the clumsiest handyman to assemble, and if the glass breaks it won’t shatter like ordinary glass but disintegrates into harmless particles. Not surprisingly, these novel TV stands were quickly snapped up in Europe.
“Some of the UK’s leading chain stores, such as Tesco and Alphason, placed big orders so they could offer a bundled deal comprising a plasma TV set plus a stand,” Mr Ho recounts.
Noting such happenings on the other side of the Atlantic, American retail chains hopped on the bandwagon. In 2008, Sam’s Club, which has 500 outlets nationwide, placed the biggest order Green-Lite had ever received — 42,000 plasma/LCD TV stands. Its factory in Guangzhou on the Chinese mainland went into overtime to fill the order within four months.
For customers who prefer the solidity of wood to glass, Green-Lite has recently introduced TV stands made from MDF that feature a range of thin, plasticised surfaces that look just like natural light-coloured veneers.
The company also offers various types of wall-brackets for mounting plasma/LCD TVs onto walls.
Popular models include a three-in-one wallbracket fixture with an MDF sheet that rests on the floor. The fixture has two glass ledges below the plasma/LCD TV slot — the upper for accommodating a DVD player or cable TV set, and the lower for knick-knacks.
The manufacturer is hoping to introduce still more eye-catching designs that will attract the next generation of plasma/LCD TV buyers. “Our R&D team has lots of bright new ideas,” Mr Ho enthuses.
It is clear that with its sound business vision Green-Lite will continue to offer stylish supports for ever newer TV models in the future.
Text by Geoffrey Somers
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