1 March 2003
Going The Extra Mile(HKTDC Packaging, Vol 01,2003)
The Extra Mile
Overseas (HK) Co
Creating the perfect look for major industries such as consumer goods is a specialty of Overseas (HK) Co
Simplicity was the secret to success when paper packaging company Overseas (HK) Co first went into business 10 years ago. Today, however, Overseas churns out an amazing variety of different-shaped paper products in a multitude of colours.
According to sales representative Sue Chau, Overseas is trying to persuade buyers that what is on the outside should catch the eye, particularly when it comes to the consumer electronics, gifts and toys sectors that are the company's primary market sectors. "Creating the perfect look does take time," says Chau, "especially when designing packaging products destined for the Japan market."
Making that little bit of extra effort is Overseas' main selling point. "We pride ourselves on developing good personal relationships with our clients and we conduct a lot of follow-up and after-sales service," says Chau, adding that most of Overseas' customers are long-term customers.
Aside from Japan, which accounts for about 10% of Overseas' sales, other main markets are the US and Europe. Absorbing about 40% of total sales, the US is Overseas' largest market.
However the mid-price company is currently targeting the Chinese mainland, a highly competitive market filled with businesses offering goods at extremely low prices. "Chinese buyers are starting to expect better quality," says Chau, adding that the potential in this market is no longer simply large volumes of extremely low-priced products.
Shanghai and the northern mainland cities are the main targets for Overseas, which, according to general manager Darren Wang, will apply different strategies to different regions.
The company already has a presence on the mainland with its 15,000-square-metre, 300-worker factory, which is located in Longgang, Shenzhen. Raw materials are sourced from Japan, the US, Korea or the mainland, the choice depending on which particular market Overseas is targeting.
The company's packaging products are predominantly made of paper, with about 30% of packaging products (mostly coloured boxes) made from recycled paper, and indications are that Overseas will become even more environmentally friendly in future. "We will follow the market," says Chau, adding that the general trend is towards more recycled paper products.
WRITTEN BY TAMARA CHEUNG
Overseas (HK) Co
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