1 March 2003
Charm Pays Dividends(HKTDC Watch & Clock, Vol 01,2003)
Charm Pays Dividends
The Customer Always Comes First!
ISO 9002-certified Charmtoy Ltd prides itself on a commitment to quality and service, and has built a large and ever-expanding catalogue of popular plastic products
A constant commitment to quality and service has paid handsome dividends for a leading Hong Kong clock manufacturer. Charmtoy Ltd's relentless focus on meeting the diverse needs of its clients has not only built an impressive catalogue of popular plastic products, but also resulted in highly prized ISO 9002 certification for service and quality.
Both are fitting rewards for a dedicated company that first began manufacturing basic plastic products such as toys and clocks in 1981 with a small staff of 10 workers.
Rapid demand for its high quality products saw the establishment seven years ago of a 60,000-square-foot factory in Shenzhen on the Chinese mainland that allowed for further development of both its product range and target markets.
With tooling workshops furnished with the most advanced electronic discharge, welding, milling and lathe and surface grinding machinery, Charmtoy is now a leader in casting of many different types of plastic moulds for increasingly sophisticated designs.
Production capacity has also been greatly increased with the acquisition of injection moulding machines with clamping force ranging between 80-360 tonnes.
Charmtoy and its 500 staff have, over the years, developed an impressive catalogue that covers virtually the entire spectrum of plastic products. Catalogue items comprise a wide and ever-expanding variety of popular gift and premium products, including evergreen novelty items such as animal-shaped watch faces, alarm clocks, wall clocks and travel clocks.
"Our basic aim is the provision of high quality products, as specified by the client, and excellent service from order placement to delivery," says Charmtoy marketing assistant Benny Chan.
Currently exporting primarily to Europe and Japan, Chan views keen competition and the current unpredictability of the global economy as the main challenges for the company in the foreseeable future, but emphasises that Charmtoy has already built these factors into its business plan.
"We are constantly reviewing our business plan in light of the rapidly changing global business environment," states Chan. "Our specialised designs and the appeal they have in these markets will also guarantee continued growth and development at Charmtoy."
Evidence of the success of this market-conscious approach was realised in 2002 when Charmtoy secured its largest contract to date, valued at about US$130m.
"The successful negotiation of this contract guarantees that Charmtoy will continue development of its leading product line well into the future," Chan predicts.
ISO 9002 certification for quality and service is also something Charmtoy management holds in high regard as it is an internationally recognised indicator of the high standards achieved by the company in an era of increasing competition, as well as a benchmark by which other manufacturers of similar products can gauge their own development in the international business arena.
"The world economy and business indicators in general are not easy to predict at the moment, so the expansion or development of Charmtoy into new markets will depend on how the global situation develops," Chan concedes. "However we believe our major markets for the foreseeable future will continue to be Europe and Japan."
WRITTEN BY SUZANNE DENNIS
7/F, Unit K, Blk 2,
Wah Fung Ind Centre,
33-39 Kwai Fung Crescent,
Kwai Chung, New Territories,
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