23 Feb 2004
Hong Kong Export Marketing Awards(HKTDC Jewellery, Vol 01,2004)
Hong Kong Export Marketing Awards
A Golden Era
Established in 1979, Hang Fung Gold Technology Ltd is leading the way for jewellery designers and manufacturers worldwide. Offering designs, manufacturing, research and development, distribution and export of a wide range of gold and other precious metal jewellery, ornaments and giftware, its principal markets include Europe, the US, Southeast Asia, the Chinese mainland and Hong Kong.
"We believe the 21st century marks a golden era for Asia's jewellery industry," says Hang Fung Gold Technology Group president Kathy Ng, noting that Hong Kong Trade Development Council statistics show that Hong Kong's global total exports of jewellery amounted to more than US$9.48bn for the first six months of this year.
"The Hong Kong jewellery industry is anticipating a prosperous future," she believes. "Unique technological support, breathtaking designs and effective distribution channels are extremely crucial to strengthen and expand our global market share."
Committed to exploiting advanced technologies, Hang Fung has successfully developed six patented techniques for manipulating gold, silver and other precious metals.
The use of JewelCAD programs and advanced rapid prototyping machines have also made a significant contribution to the development of the hundreds of new and elegant products produced every month to meet the needs of different markets.
Vertical integration and own brand manufacturing (OBM) supported by constructive, targeted marketing research has seen Hang Fung penetrate the US market with its 3D-GOLD range of 24K gold products.
"We regard the US as a market offering diversified segments for various kinds of 24K gold products, but with little recognition of 24K gold products," Ng adds.
Hang Fung's tailor-made marketing strategy for the American audience involved collaboration with the US media giant CNBC, which deployed Shop NBC's direct TV sales, telephone, internet and mail ordering as multimedia distribution channels that conducted pure gold education, promoted 3D-GOLD brand products, triggered public interest and achieved US$250,000 in hourly revenues.
Hang Fung employs more than 3,000 staff, operates production facilities in Hong Kong and the Chinese mainland covering a total gross area of 200,000 square feet and produces almost eight million items a year.
Having acquired ISO 9001 certification and Hong Kong Q-Mark Service Scheme Certificates, Hang Fung aims to keep on providing excellent quality products to valuable customers around the world.
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