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Natual Selection(HKTDC Gifts, Premium & Stationery, Vol 04,2005)

Company Profiles

A Premium Selection
Le Chino Ltd

Natural Selection
Rock Lam Industrial Ltd

Natural Selection

Rock Lam Industrial Ltd

Photo
On display in the showrooms of Rock Lam Industrial Ltd is a wide range of bright and cheerful wooden products
The old adage that to touch wood is to also ward off bad luck certainly seems to work for Rock Lam Industrial Ltd. Established in 1988, the company is an OEM manufacturer of wooden products such as musical jewellery boxes, stationery sets, CD/MD/DVD racks, display units, clothes stands, clocks, books/magazine shelving units, photo frames, radio/speaker cases, household products, children's furniture and games.

The wood supplies, mostly imported from Thailand and Australia, also include local purchases from the Chinese mainland. Most common are solid wood, rubber wood, cherry and pine, in addition to medium density fibreboard (MDF).

"MDF is a manufactured wood," explains sales manager Cecilia Wong. "Changes in humidity have no effect on MDF, which makes it very stable and easy to paint."

On display in Rock Lam's showroom is a wide range of bright and cheerful wooden products. There is the smiling face of Hello Kitty on delightful toy chests, while Mickey Mouse happily rests on a clothes stand. "Copyright protection is highly observed during the production of all merchandise," Wong stresses, noting the importance of business integrity.

"Clients are welcome to consign other parts, such as metal or glass for assembly at our factory," she advises. "As many of our customers are renowned brand-name owners, we consistently strive for high-quality workmanship."

Currently, Japan and the US are the two major export markets, while Rock Lam has also developed a worldwide sales network - evidenced by a list of notable customers including Swarovski (Austria); Sanrio, Muji, Avon and Franc Franc (Japan); Marks & Spencer (the UK); and Mr Christmas, Home Interior (Kids), Lakeshore Learning Materials and Disney (the US).

Popular client names in Hong Kong include Ma Belle, Just Gold, Chow Tai Fook, Tiffany and Shiseido.

Rock Lam opened its Hong Kong sales office in 1988, supported by two factories - Leader Woodenware Mfg Co and Leader Metal Spraying Fty - that operated in Shenzhen on the mainland from 1989. Following management restructuring, these factories became independent entities in early 2000.

"The reorganised group strengthened our factory support and contributed greatly to Rock Lam's subsequent business growth. Currently, all our products are being manufactured by Leader Woodenware Mfg Co," says Wong. "Eventually, in 2004, annual sales hit approximately US$5m."

The company has seven employees in its Hong Kong head office, while production takes place at a 500-worker (peak season), 8,000-square-metre rented factory in Shenzhen. "Most of our equipment is purchased from Taiwan, while others come from Germany, Italy and the mainland," says Wong.

Structurally, the company's directors oversee the day-to-day administration of the business, while nine key executives form the production team. "The factory manager and department heads are a highly important second-level team responsible for the daily production operations. They also ensure that all workers are not only trained in different skills but also know how to achieve and maintain the required quality standard," says Wong.

This is necessary, she adds, because OEM services require strong support from the quality control and R&D departments. "At times, when we mention our client list to new customers, they have jokingly commented that they are not worried about our workmanship but only our price," Wong smiles. "Customer service is of the utmost importance to us. However, with competition becoming very keen we have to be both quality-conscious and price-competitive."

She feels that upmarket premium items are probably the best proof of Rock Lam's quality. "We welcome orders for custom-made, high-priced or exclusive premiums, including exquisite items requiring refined work processes, intricate skills and special design techniques," says Wong. "In such cases, we accept orders in any quantity - perhaps as few as 50-100 pieces."

Due to the nature of the products, delivery terms are flexible and vary according to the workflow requirements. "However, in general, orders can usually be delivered 60 days after order confirmation," Wong explains.

Rock Lam's experience also lends itself well to creativity. "In some cases, our clients come to us with ideas but are not able to formulate any concrete design. In such cases, we help them find a way to turn imagination into reality," she adds. "Our highly experienced team is able to provide technical input and professional advice, and clients are always treated as business partners."

Moreover, the company slogan that every staff member is proud to recite states: "We do not work for clients, we work with them. Their business is our business. They win, we win."

Rock Lam is clearly a wooden products specialist with growth in mind.

WRITTEN BY SHIRLEY LOK

Rock Lam Industrial Ltd

Rm 1610, Tower 1,
Ever Gain Plaza,
88 Container Port Rd,
Kwai Chung,
New Territories,
Hong Kong
Tel: 852-2407-4911
Fax: 852-2407-4907
Email: info@rocklam.com.hk

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