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TRADE DEVELOPMENT COUNCIL CERTIFICATE OF MERIT IN EXPORT MARKETING(HKTDC Fashion - Footwear,1998)


March
1998


INDUSTRY AWARD
New Wing Shoes Factory Co., Ltd.

TRADE DEVELOPMENT COUNCIL
CERTIFICATE OF MERIT
IN EXPORT MARKETING

New Wing Shoes Factory Co., Ltd.

DURING its infant years in the 1960s, New Wing Shoes Fty Co Ltd was busy promoting its leather shoes and handbags. The company, which has come a long way since, has established its own brand name — Patty Shoes — which is selling well through franchise operations.

Despite the proliferation of leather shoes and handbags outlets throughout Hong Kong and neighbouring places, New Wing has embarked on an expansion trail, confident that its high quality products will sell well.

Frankie Keith Leung Yat-fai, director of New Wing, says business is "extremely good". "We produce 800 styles a year — 400 for the spring and summer season and an equal number for autumn and winter," he says.

New Wing has five retail outlets in Hong Kong selling Patty Shoes and several more in mainland China. The company plans to open 10 other outlets in Hong Kong in the near future and 80 outlets in total on the mainland over the next five years. It has sales offices in Beijing, Shanghai and Guangzhou to service its mainland customers.

"We plan to open about 10 outlets in the first year, followed by 20, 30 and so on," Leung says.

The company's Hong Kong and mainland operations account for one-third of total sales, with the remainder coming from manufacturing OEM products for the US, its biggest market, Italy, Australia, Canada, Singapore and Taiwan.

"We will open 6-8 outlets in Taiwan by the end of this year. We will have a total of about 15 outlets by next year," Leung says. New Wing has about 50 staff in Hong Kong, primarily responsible for co-ordinating and controlling retail and marketing activities, and about 500 staff in its production facilities on the mainland.

Written by Wong Joon San

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