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Irons (HKTDC Houseware, Vol 02,2003)

Vol. 2, 2003

Product Features

Electric Fans & Heaters
Blowing In The Wind

Cookware Sets
Elegance In The Kitchen

Pressing Matters



Pressing Matters

Goodway Electrical Co Ltd has a 500,000-square-foot factory in Shenzhen producing 600,000 electric irons a month, including this stylish iron with detachable water tank (right)

In recent years even the most basic models of electric irons have begun to incorporate streamlined designs as well as innovative and technologically advanced features. Hong Kong-based designers and makers have kept pace with changes in the industry to emerge among leading producers of electric irons for global brands.

One of the established names in the industry is Goodway Electrical Co Ltd, which started making irons more than two decades ago. The company has diversified in recent years into the manufacture of other small electrical household appliances like kettles, coffee-makers, fan heaters, grills, waffle-makers, sandwich toasters, juicers and deep-fat fryers.

"The strength and durability of Goodway's models G880STJ and G833STJ have made these very popular in the European market. But, we need to do more promotion of these items in Asian markets where our sales are still lagging," says marketing manager Andrew Chong.

The company plans to launch a new steam generator model, G1028ST, at the end of the first quarter this year. "Prices can be supplied upon request," Chong adds.

Goodway, which was awarded ISO 9000 certification in 1998 and ISO 2000 in 2001, has a monthly steam iron production of 600,000 pieces at its 500,000-square-foot, 2,000-worker factory in Shenzhen on the Chinese mainland.

The company's minimum requirement for steam irons is 3,000 pieces per order, with the shipment being made 30-45 days after order confirmation. Goodway's major export markets are the US, Europe, the Chinese mainland, Hong Kong, South Africa, the UAE, Korea and Japan.

Starting out in 1984 as a small business venture, Better Electrical Products (HK) Co Ltd (BEP), has diversified its product range to include the design, manufacture and marketing of a wide range of home electrical appliances. Its product portfolio includes steam irons, kettles, fan heaters, toasters, coffee mills and makers, and sandwich makers.

A firm believer in quality, the company won ISO 9001 certification in January this year and ISO 9002 in 1998. BEP has a monthly production of 500,000 irons at its 100,000-square-metre factory in Shenzhen on the mainland where it employs 1,500 workers.

"We ensure continuity of production and order-filling by operating our own power-generating plant and water-filtering facilities and by carrying out our own moulding and tooling in-house. We also maintain an Enterprise Resource Planning (ERP) system of dedicated lease lines between the group's Hong Kong office and our plant on the mainland," says sales and marketing manager Ken Lee.

"Customers particularly like our B-302 detachable water tank steam iron because users need not carry the whole iron to the water source," adds Lee.

Customers can secure price quotes for BEP's steam irons on request. The minimum order for its steam irons is one TEU or 3,000 pieces. Shipment takes place 40-75 days after order confirmation.

BEP has made steam irons on an OEM basis for brands like Kenwood, Sunbeam, Breville, Morphy Richards, Harvard, Scarlett, Taurus and Ariete. Its products are sold in Europe, North America, Asia, the Middle East, Australia and New Zealand.

Tonic Appliances Ltd is a subsidiary of Hong Kong stock exchange-listed Tonic Industries Holdings. Tonic Appliances, which started manufacturing consumer home appliances in 1998, now makes steam stations, coffee-makers, espresso machines, ovens, kettles and airpurifiers.

"Our SS007 steam station model is one of our best-selling items. A multifunctional design ensures that it delivers stronger pressure than ordinary steam irons. It has a steam regulator with the steam generated in the boiler, thus preventing the possibility of water leaking from the iron, as happens with ordinary steam irons," says director Samantha Tam.

Tonic's monthly production of steam stations at its 421,000-square-foot, 2,500-worker factory at Dongguan in Guangdong Province on the mainland is around 21,000 pieces. Tonic was awarded ISO 9001 certification in 2002.

"Our minimum order is two FEUs, but customers need to advise early in the event of repeat orders since parts have to be shipped from Italy," adds Tam. Shipment takes place 45-60 days after order placement.

P & J Industrial Co concentrates on manufacturing steam presses (model PSP-990) and stand-up movable steamers (ProSteam model PSS-980). P & J Industrial is a joint venture between a mainland entity and a US company.

The company, which was founded in 1996, produces 2,000 pieces of its PSP-990 model at a 40,000-square-foot factory in Guangdong Province.

"Most of the clients for our steam presses are from the US and the UK - where homes tend to be bigger - as well as some from Hong Kong. The ProSteam PSS-980 model is popular with local exporters for cleaning and prettying up their fashion garments prior to hanging them in containers for export to their customers", says general manager YK Wai.

"We meet the strict German and US safety standards and are intent on improving the quality of our products and making them more durable, thus inspiring more confidence in our customers. Minimum order size for our PSP-990 model is 10 pieces. Shipment usually takes place a week after order confirmation, although we keep adequate stock in our Hong Kong warehouse," adds Wai.


Contact Details

Better Electrical Products (HK) Co Ltd
9/F, Fotan Ind Centre
26-28 Au Pui Wan St
Fotan, New Territories
Hong Kong
Tel: 852-2698-1996
Fax: 852-2691-5926
Email: sales@bep.com.hk
Web: www.bep.com.hk

Eltop Industrial Ltd
Unit 1, 6/F
Kinox Centre, 9 Hung To Rd
Kwun Tong, Kowloon
Hong Kong
Tel: 852-2756-8836
Fax: 852-2756-7222
Email: sales@eltop.com.hk
Web: www.eltop.com.hk

Goodway Electrical Co Ltd
2/F, Blks A & C,
Gee Chang Ind Bldg
108 Lok Shan Rd
To Kwa Wan, Kowloon
Hong Kong
Tel: 852-2773-6889
Fax: 852-2764-3181
Email: enquiry@goodwayhk.com
Web: www.goodwayhk.com

Kitime Industries Ltd
Rm 503, Harvest Bldg
29-37 Wing Kut St
Hong Kong
Tel: 852-2544-0278
Fax: 852-2541-5138
Email: sales@kitime.com
Web: www.kitime.com

P & J Industrial Co
16/F, Blk A
Tak Wing Ind Bldg
3 Tsun Wen Rd
Tuen Mun, New Territories
Hong Kong
Tel: 852-2376-2499
Fax: 852-2455-1051
Email: pjindhk@yahoo.com.hk

Tonic Appliances Ltd
Unit H, 4/F
Summit Bldg, 30 Man Yue St
Hung Hom, Kowloon
Hong Kong
Tel: 852-2170-0686
Fax: 852-2363-4268
Email: py_chu@tonic.com.hk
Web: www.tonic.com.hk

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