3 March 2004
Tailor-made Solutions(HKTDC Packaging, Vol 01,2004)
Wood & Box Mfy Ltd
Wood & Box Mfy Ltd concentrates on supplying manufacturers of jewellery, watches and gifts and premiums, as it believes this market has the biggest growth potential
Tailor-made packaging is the main area for business growth in the wooden box manufacturing business says Abby Mak, manager of Wood & Box Mfy Ltd that mainly produces OEM goods for premium suppliers.
Mak says that the lack of specialised expertise in the industry means that many firms simply produce standardised items for their clients. "We go the extra mile to meet our clients' specifications and requirements. That means following their demands down to the last detail, such as particular motifs, and the materials and colours used."
Wood & Box mainly services clients in the US and Australia but, says Mak, is more than willing to accept orders from anywhere, no matter the complexity or the size.
"We mainly supply other manufacturers, such as watch, jewellery and gifts and premiums makers. We will concentrate on this market for now as we feel it is still growing."
Other clients include premium wine distributors, gift accessories distributors and even an overseas government's promotional department.
Production takes place at Wood & Box's 100,000-square-foot factory in Shenzhen on the Chinese mainland, which employs about 250 workers. The company turns out some 100,000 units each month, depending on the physical size and design of the boxes. Delivery is within 30-45 days depending on the complexity.
Wood & Box has been in business for 12 years and, although always closely associated with producing wooden boxes, only recently expanded into gift packaging.
Mak says that the firm can produce a wide variety of different boxes, in a range of colours and paints, either matt or gloss finished. Logos and motifs can be stamped onto the finished article or laser or machine engraved, while the company is open to trying out new production methods on request.
"Our philosophy is that earning repeat business is ultimately down to maintaining product quality," says Mak. "There is a plethora of competing firms in this industry, and most of these companies produce goods at extremely low prices. However, that is not necessarily what the client wants. Many of these companies will not produce OEM goods to order, and simply offer clients a selection of ready-made designs."
Mak adds that Wood & Box is also delighted to accept small quantity orders, which other manufacturers might turn down. Orders start from as little as 500 units. The company can also handle small budget items, with unit prices ranging from HK$10 to several hundred.
"We still consider ourselves to be a relatively new company and hope to continue expanding our client base as rapidly as possible," she says.
The commitment to client satisfaction that Wood & Box cites as its main competitive edge is most evident in one of the company's biggest deals to date: a commission from the Australian government to produce wooden boxes for a commemorative souvenir issue.
"This was quite a complex order as they wanted the box shaped as a wind flapping Australian flag rather than a regular rectangle," recalls Mak.
"Another major deal for us was an order to produce Disney cartoon character boxes, which helped us raise the bar regarding design and quality control standards. We learned a great deal from producing for these kinds of major customers and, while we hope to continue doing so, we remain committed to our smaller clients."
For Mak, producing wooden boxes is not just about manufacturing mundane containers to house the actual gift or premium item. From her perspective, the packaging is as much a part of the gift as the gift itself.
"We don't just produce any old packaging, the client's requirements are paramount," she says. "We have to appreciate what exactly we are packaging, and tailor our offering accordingly. Often, this means working very closely with the client, to fine-tune the design. Because the clients' core competence is not in packaging, as part of the service we offer them a consultation to help determine what materials, colours and design will be best suited to their product. It is all part of offering a value-added service."
WRITTEN BY EDWARD CHUNG
Wood & Box Mfy Ltd
10/F, Chung Wah Ind Bldg
153 Kowloon City Rd
To Kwa Wan, Kowloon
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