1 Jan 2003
Good Designs and Prices are Trumps(HKTDC Fashion - Leather Goods & Bags, Vol 01,2003)
Designs and Prices are Trumps
Ace Win (HK) Ltd
Stylish materials such as suede and PVC and keen cost control have made Ace Win (HK) Ltd a leading manufacturer of ladies' handbags
Ace Win (HK) Ltd prides itself on knowing exactly what it takes to succeed in the international arena. The five-year-old company believes its extremely competitive pricing structure has enabled it to secure a solid foothold in the world market. "We also understand the need to provide value-added services amid stiff competition," says managing director Raymond Ho.
Noting that impressive designs rank foremost among a multitude of ingredients required to win buyers' hearts, Ho says Ace Win aims to be a design- and fashion-driven manufacturer of ladies' handbags.
To this end, the company puts a lot of its resources into new design development and introduces a "few hundred" new samples each month. "Buyers nowadays seldom repeat orders for the same designs in their new placements, so to stimulate their buying appetites we have to produce numerous chic designs every day," he adds. "I also go to Italy twice a year to keep myself abreast of the latest fashion trends."
Price is another key issue. Thanks to its sophisticated sourcing network and strong relationships with reliable suppliers on the Chinese mainland, Ho believes Ace Win is able to offer quality designs at a low price.
In addition to the mainland, which accounts for a significant portion of the company's raw materials, Ace Win also buys special materials from Korea and Taiwan to add variety to its production.
The same care and attention to detail is evident when it comes to customer service. Ace Win makes every effort to continue nurturing business with old customers as well as attracting new buyers.
"My trips to Italy every year put me in a stronger position to advise customers on leading market trends and update them with our new designs via email.
"We have also taken the initiative to improve the packaging of our products and keep our bags in the best possible shape during shipment," Ho says. "We see these as valuable services to our customers, along with quick response and prompt delivery."
Buoyed by the success of its business strategy, Ace Win plans to expand its market share by building a new factory on the mainland next year. The new plant will be approximately four times bigger than the existing 70,000-square-foot site at Dongguan, Guangdong Province, which employs 900 workers producing 200,000-250,000 pieces per month delivered 30-45 days after order confirmation.
"The new factory will launch a branded high-end handbag facility, targeting domestic sales on the mainland," Ho says. "We strive to better position ourselves to benefit from the opening up of the Chinese mainland's domestic market."
Ace Win observes very stringent cost controls at every stage of the production process, from material sourcing to production and operational management, ensuring buyers benefit from value-for-money designs.
The company offers a large assortment of merchandise to suit different markets, from stylish fabric items, vivid floral prints and beautiful embroidery to voguish PU and PVC handbags and wallets.
These are sold largely to the Americas, including Canada, the US and South and Central America, which makes up about 70% of Ace Win's total sales. The company also exports to Europe to minimise its risks and maintain a healthy market portfolio.
WRITTEN BY WINNIE HUI
Ace Win (HK) Ltd
Rms 20-21, 11/F,
Blk A, Hi-Tech Ind Centre,
5-21 Pak Tin Par St, Tsuen Wan,
New Territories, Hong Kong
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