8 July 2005
Premium Quality(HKTDC Gifts, Premium & Stationery, Vol 03,2005)
Managing director Christina Chiu believes that one of the key factors affecting business today is keeping pace with new product trends and consumer needs in terms of style, packaging and price.
"Producing gimcrack accessories for give-away purposes is simply not an option," she says. "We have more than 30 years' experience in the production of plastic and metal goods, and we draw on that extensively to build our business, protect our reputation and attract new clients."
In 1988, with increasing sales and market demand, Ming Shing transferred its manufacturing operations from Hong Kong to the Chinese mainland. Today, the company's ISO 9001-certified factory in Shenzhen spans an area of 120,000 square feet and employs more than 100 workers.
"The plant is modern and sophisticated, and our in-house operations cover all aspects of manufacturing from design and tooling to mould-making and plastic injection," says Chiu.
She recalls the 1980s and early 1990s as very fruitful years. "However, the opening up of the mainland market also led to intensified competition," she laments. "This forced us to move more into high-end premiums so as to attract more affluent customers, such as those in the medical and telecommunication industries."
Early low-end products were priced at less than US$0.15 per piece, and included items such as acrylic key rings, letter openers and PVC rulers for promotional purposes. "Over the years, the range has gradually expanded to include battery-operated items like plastic torches, mini mixers and mini vacuum cleaners," says Chiu.
Gifts and premiums in plastic and metal, and often featuring electronic functions, form the best-selling items, while also on this manufacturer's impressive sales list are good-quality torches, priced from US$0.35-0.50 each FOB Hong Kong, and push lights at around US$1 each.
There is also an array of household gadgets such as cappuccino foam makers, desktop foldable battery-operated fans and emergency lights.
"We are confident that our mini household series and electronic products will be well received by buyers around the world because they are creative, practical and offer value for money," Chiu says.
"Gift packs of stationery or joke toys priced at US$3-4 each are well sought after too," she adds.
Ming Shing manufactures a very attractive series of magic tricks and jokes designed to pep up celebrations or festivals such as Halloween, Christmas, corporate gatherings and birthday parties.
"The world's toy and novelty market is more competitive and diverse than ever, and this poses considerable challenges while also offering great opportunities. We have been manufacturing and successfully marketing our chemical trick and joke series and Halloween and carnival items for more than a decade now," Chiu says.
She attributes Ming Shing's ongoing success to its close partnership with customers across the board - from quality control to offering technical advice and the flexibility to satisfy clients' requests, as well as its ability to produce high quality products at competitive prices in the shortest possible time.
"The shorter product cycle drives us to come up with more new and marketable novelties in order to stay ahead of the competition. It is also essential to maintain a competitive pricing strategy supported by an effective cost-control system," Chiu says.
With Europe, the US and Australia as its major markets, many products comply with worldwide safety standards including EN71 and ASTM. "Furthermore, with laboratory tests being carried out stringently in Hong Kong, Ming Shing stands out as a brand of top quality," says Chiu.
Ming Shing is clearly a company firmly on the path to continued success.
WRITTEN BY VANAPA ONGVISES
Ming Shing Plastic & Metal Fty Ltd