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Babycare Product(HKTDC Enterprise, Vol 07,2006)

Future Promise

Kiddie Int'l Ltd's soft plush toys, made with safety-approved materials, are perfect companions for babies to cuddle

All parents want the best for their baby and, with decades-long experience in manufacturing baby products, Hong Kong companies know what pleases them. Safety, comfort and quality are typically high on the list, factors which are well-represented in Hong Kong-made babycare items.

For example, teddy bear designs for baby monitors and a carrying case for soothers form top-selling combinations for Chit Sun Enterprises Co Ltd.

Selling at US$0.80 per piece FOB Hong Kong, the non-toxic carrying case for soothers is available in four colours and can hold two pacifiers, keeping them free from dirt and germs.

"The design is very attractive and we made it to match our baby monitor," says marketing manager Penny Ng.

The teddy bear baby monitor has a range of 100 metres, a night-light and an optional lullaby function. This battery-operated unit sells for US$7.80 FOB Hong Kong per piece, with an optional transformer for mains use. Besides the teddy bear, three other characters are available: a tiger, a panda and a rabbit.

Chit Sun recently introduced a new product called Guard R Kids that helps parents keep track of wandering children in shopping centres and other public places.

"The unit is worn on a belt or on a lanyard around the neck by the parent and the child," Ng explains.

"The parent hears a musical alarm if the child ventures too far, while the child can also page the parent if in need of help." The unit price of this item is US$3.85.

Minimum order at Chit Sun is 3,000 pieces, with a delivery time of 45 days after order confirmation. Major markets are in Europe.

Meanwhile, Kiddie Int'l Ltd's soft plush toys are proving perfect companions for babies. With more than 100 designs, mostly animals, to choose from, babies can hug their cuddly friends for hours on end. Made of safety-approved soft velour, tricot and TC, these animals are priced from US$1-15 FOB Hong Kong per piece.

A musical plush toy is one of the company's best-selling items. "A song plays when you pull on a ring. Normally it's Brahms' Lullaby, but we have more than 30 songs," says sales manager Connie Chan.

The 11-year-old firm is also branching out into activity plush toys (US$5 each) that make animal sounds or feature a rattle or squeaker as an extra play function.

Another new line is the firm's animal play sets that sell for US$8 each. "There's a house and animals that you can play with inside the house," Chan explains.

Plush toys account for 80% of the 500,000 pieces the company manufactures each month at its factory in Hengang on the Chinese mainland. Plastic rattles, teethers and plastic rings priced from about US$2 each represent the remainder.

With exports aimed at the US, Europe and Asia, the company has a minimum order requirement of 3,000 pieces per item and delivers 60 days after order confirmation.

On the other hand, baby diaper specialist Carmelton Enterprise Ltd has been making disposable diapers since it was founded in 1993. Made of wood pulp and super absorbent polymer, the diapers come in eight sizes and two price categories.

Diapers in the premium category have a more cloth-like feel, hook-and-loop closures, an elastic waistband and soothing aloe vera on the top sheet next to the baby's skin. These are priced from US$0.04-0.10 each FOB the mainland.

Prices in the more economical category, featuring diapers with no waistband, no hook-and-loop closures and no aloe vera, are from US$0.02.5-0.08 each FOB the mainland. Carmelton exports to markets worldwide and has a minimum order requirement of one FEU.

"The US wants practical products with high absorbency so that the baby stays dry, while the Middle East, South Africa and India want a more colourful, cartoon-like appearance and a nice scent," says manager Georgiana Tam.

Delivery time after order confirmation is 15-20 days. OEM orders account for 70% of the company's business, with ODM 15% and its four in-house brands - Nice Care, Overnite, Sunny Baby and Super Saver - also 15%.

Regal Enterprises Ltd's extensive range of baby products includes sterilisers, bottle warmers, baby monitors, breast pumps, crib lights and bedside lamps.

"We want our customers to know we have all the products they need," says marketing manager Angel Ng.

The company's Universal Baby Bottle/Food Warmer fits most types of baby bottles and warms milk and baby food in minutes. Auto voltage operation from 100V-240V AC allows the unit to be operated in different countries. Unit prices are US$6-7 FOB Hong Kong.

Minimum order is 3,000 pieces per model, and shipments are on their way 45-60 days after order confirmation to markets in Europe, Japan, Latin America, Australia, Southeast Asia and the US.

Manufacturing for the world's smallest consumers is a special challenge, yet also a rewarding task. Hong Kong companies have proved they are more than capable of rising to the occasion.



Carmelton Enterprise Ltd
Rm 1110
118 Connaught Rd West
Hong Kong
Tel: 852-2417-3236
Fax: 852-2914-4298

Chit Shun Enterprises Co Ltd
7/F, Blk H
On Ho Ind Bldg
17-19 Shing Wan Rd
Sha Tin, New Territories
Hong Kong
Tel: 852-2691-3218
Fax: 852-2605-2532

Kiddie Int'l Ltd
Far East Fty Bldg
334-336 Kwun Tong Rd
Hong Kong
Tel: 852-2305-4237
Fax: 852-2759-2485

Locomotive Ltd
Units 1-2, 19/F, Blk B
Mingpao Ind Centre
18 Ka Yip St
Chai Wan
Hong Kong
Tel: 852-2951-9100
Fax: 852-2342-0816

Regal Enterprises Ltd
Rms 2201-3
Honour Ind Centre
6 Sun Yip St
Chai Wan
Hong Kong
Tel: 852-2557-7373
Fax: 852-2556-1550

Techwall Electronics Co Ltd
24/F, Tower 1
Tern Centre
237 Queen's Rd Central
Hong Kong
Tel: 852-2850-6860
Fax: 852-2850-6936