1 Feb 2002
Casual Elegance Afoot(HKTDC Fashion - Footwear, Vol 02,2002)
Vol 2, 2002
Best Foot Forward
Casual Elegance Afoot
Taizin Co Ltd
|Market trends toward more frequent use of casual and sporty footwear translate into strong opportunities for Taizin Co Ltd.|
A TREND towards stressing health and comfort has affected the footwear industry, rendering sporty shoes more popular for everyday use. Knowing how much feet contribute to physical prosperity, countless people wear sports shoes outside the gym.
"Last year we decided to increase our casual shoe line because the market is definitely growing. The new models are more stylish than our basketball and running shoes," says Taizin Co Ltd sales manager Benjamin Chan.
Taizin has three main lines of shoes: one offers high-grade material featuring leather uppers and phylon soles; next is a line with synthetic uppers and TPR soles, and finally come casual shoes combining phylon or TPR soles with synthetic materials.
The company also produces rather robust shoes. "Our attractive and durable hiking boots come with cow-suede uppers," Chan says.
Another interesting item is a casual "slide" sneaker featuring a combination phylon/synthetic upper. "We try to keep all the designs interesting," says Chan.
Founded in 1988, Taizin handles ODM and OEM business. "We developed our own Raker brand last year. So far, the response has been quite good," Chan says.
Aside from own-brand production, Taizin supplies various well-known brands and chain stores. "Some customers choose our existing designs and make a few changes while others give us their designs to follow. Customers know their markets best so we always listen closely and follow their instructions," Chan adds.
Taizin sells to buyers in Europe, the US, Latin America and Japan. Its 7,000-square-metre factory in Guangzhou on the Chinese mainland has two production lines, employs 650 workers and produces about 120,000 pairs of shoes per month. The raw materials come from the Chinese mainland, South Korea and Taiwan.
Along with shoes for the middle market, there are a few high-end styles. Cost is US$3.50-7.00 per pair FOB Hong Kong. Production takes 30-45 days. Minimum order is 1,000 pairs per style.
"We have a 25-person R&D team and always try to make styles more exciting and attractive to the younger generation. We have three designers and do come out with very good-looking shoes," says Chan.
The most important considerations are quality and comfort. "To ensure quality, the R&D team does a lot of testing. Even 1mm can make a huge difference in the toe cap of a shoe, as does the toe spring," says Chan.
"Ultimately, shoe design is a science, and the goal is to make shoes fit like a glove."
WRITTEN BY MELISSA WESTCOTT
Taizin Co Ltd
Rm 705, 7/F, Fortress Tower,
250 King's Rd, Hong Kong
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