1 March 2003
The Customer Always Comes First!(HKTDC Watch & Clock, Vol 01,2003)
Charm Pays Dividends
The Customer Always Comes First!
Universal Metal Plastic Trading Ltd
Universal Metal Plastic Trading Ltd's constant emphasis on customer satisfaction has made it the largest flocked box manufacturer in the world
The world's leading manufacturer of flocked presentation boxes only got into the business as the result of an unusual request by an existing customer. Universal Metal Plastic Trading Ltd, manufacturer of presentation packaging products for watches, jewellery and pens, has long prospered by a simple company philosophy - the customer always comes first.
Established in Hong Kong over 25 years ago by Liu Chong Fook, the company then comprised only five staff members who originally produced synthetic hair for the production of wigs.
"In 1975, the artificial hair business was in decline," states Universal manager Eddy Liu. "One of our existing customers arrived at the company with a special request for us to produce boxes for him. This we did, and after two or three more orders we quickly realised that this was where the future lay for our company."
This led to the subsequent establishment of Universal's production facilities in Hong Kong and its evolution as the first flocked box manufacturer in the territory.
Emphasis was initially placed on the production of simple plastic boxes used for packaging and displaying jewellery. With the growing success of this product, management at Universal realised that demand for its products was growing at such a rate that further production facilities were needed.
Universal therefore established a factory in Guangdong Province on the Chinese mainland in 1985. The introduction of injection moulding machinery at the new premises allowed for greater scope in the areas of design, shape and finishing.
These production facilities now occupy a nine hectare site incorporating the latest state-of-the-art technology and employing a staff of more than 3,000 workers.
The meticulously executed design and decorative elements incorporated in Universal's product range also places a corresponding emphasis on dedicated designers and factory personnel.
"The emphasis placed upon detail in our products means that this is a very labour- intensive field, so we are fortunate that we have talented, dedicated production staff," says Liu.
Universal's primary export markets are Europe, the US and the Middle East, which management views as markets that indicate continuing strong growth in the foreseeable future.
The company's product range has also grown with its development over the years, and Universal now specialises in six basic styles of presentation boxes - wooden, flocked, paper, plastic, metallic and metal-style packaging.
Universal attributes its continuing success to sound business strategy, stylish product design, good quality, punctual delivery and commitment to service.
"We were the first flocked box manufacturer established in Hong Kong and I am proud to say that today we are the largest such manufacturer in the world," enthuses Liu.
Liu believes that the future success of the company will continue to lie with its flocked presentation box range incorporating new design elements based on customer demand.
"Our customers are continually seeking new and exciting designs for flocked presentation boxes and Universal will continue to meet their needs for many years to come," Liu predicts.
WRITTEN BY SUZANNE DENNIS
Universal Metal Plastic Trading Ltd
4/F, Blk C-D, Phase 2,
Superluck Ind Centre,
57 Sha Tsui Rd, Tsuen Wan,
New Territories, Hong Kong
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