8 Jan 2008
Vast Variety(HKTDC Enterprise, Vol 01,2008)
Gifts & Stationery
|Ben's Creation Int'l Ltd fashions attractive desktop products, premiums, stationery and travel giftware|
Entering the Hong Kong showroom of Ben's Creation Int'l Ltd gives an instant impression that this innovative company endlessly fashions attractive desktop products, premiums, stationery and travel giftware.
On display are hundreds of items in huge variety - everything from photo frames to iPod holders, key chains to penholders and wine-bottle stoppers to phone straps.
"We offer more than 2,000 products," says Assistant Marketing Manager Canus Wong. "Every quarter, we introduce 50 new items. We're one of Hong Kong's top manufacturers of premiums, gifts and desktop items."
Two of the company's major categories are desktop items - such as pens, name-card holders, memo-pad holders, clocks and calendars - and life products including mirrors, CD holders, passport holders and luggage tags.
"We're committed to making high-quality, well-designed products and to providing excellent customer services," Ms Wong assures. "Actually, we conduct business from our hearts. When our customers have special requests, like short lead times, we try our best by rearranging schedules and reallocating materials."
She adds that customers appreciate such commitment and have confidence in the firm, named after founder Benny Chan, which utilises leather, imitation leather and metals such as zinc alloy, brass and stainless steel.
"I'm proud of the products," says Ms Wong, who joined the company five years ago. "The first thing I noticed here was that the products were very nice."
She encourages buyers to choose from the catalogue or the showroom to create memorable sets that hold a special appeal as gifts or premiums.
"Key chains are our best sellers," reveals Wong, adding that Ben's Creation often sells 300,000 key chains a month, which take on many shapes including hearts, circles, loops and triangles.
One model, for example, holds keys and coins together inside a snap-shut pouch while another has decorative crystals on the metal ring. Others conceal tiny photos within the metallic parts.
Also popular are name-card cases, luggage tags, mirrors, penholders, photo frames and other items such as a desktop clock that has a photo frame on its reverse side, as well as "Sticky" stands that hold mobile phones and keep them within easy reach.
On the whimsical side, Ben's Creation offers "decision-makers" with horizontal pens or other parts that spin before stopping to point at an answer, perhaps "yes", "no", "buy", "sell", "give up" or "go ahead".
"Our products are colourful, original and trendy, and we're experienced in providing customised OEM products and ODM items with pad-printing or laser-engraved brand names and logos," Ms Wong points out.
"On most items, we reserve a large area for customers' logos. We offer logo printing and even custom packing. It's a one-stop service, not only for premiums customers, but also for those with retail shops," she adds.
In nearby Shenzhen on the Chinese mainland, the manufacturer operates a factory complete with moulding and plating sections, die-casting and stamping machinery, fine polishing and strict quality control.
"We have an in-house design section in Hong Kong, plus an R&D team at the factory," notes Ms Wong.
She adds Ben's Creation offers many options and prices. "Everyone faces rising production costs," she notes, adding that it is an advantage to own a factory with hi-tech equipment and good management.
"We can offer competitive prices, but we're never eager to offer cheap quality at very low prices. Our target customers come from the high-end, and they want high quality."
Most of the firm's customers come from Europe, the US and Japan, Ms Wong advises. "But we're expanding to new markets like Poland, Turkey and Russia."
Ms Wong and Mr Chan attended Style Hong Kong in Moscow, the first large-scale exposition of Hong Kong products in Russia, which was organised by the Hong Kong Trade Development Council (TDC) in September 2007, after participating in trade events in Poland and the UK the previous year.
Ben's Creation exhibits regularly at several Hong Kong trade fairs including the Hong Kong Gifts and Premium Fair in April and the Summer Sourcing Show for Gifts, Houseware and Toys in July, both also organised by the TDC.
"We'll continue to expand our market share in Hong Kong and overseas. We try to make friends with all the customers to help develop long-term business relationships," Ms Wong says, adding that the firm's sales team understands its customers' needs and gives good advice.
"Some customers want premiums, but aren't sure what kind. So we have meetings and discussions, ask about target prices and category preferences, and then suggest suitable items. We always have good ideas," she says.
Otherwise, Ben's Creation couldn't offer such a vast variety, nor fill its showroom so impressively.
TEXT BY JOHN CAIRNS
|Ben's Creation Int'l Ltd
12 Ka Hing Rd
Kwai Chung, New Territories
|Year Established: 1995|
Major Product Categories: desktop and life products made of metal, leather, PU
Brands & Certificates: ISO 9000
Minimum Order: 1,000 pieces
Monthly Production Capacity: 1 million
Delivery Time: 4-5 weeks
Factory Size & Location: 300,000 square feet; Shenzhen