1 Sept 2003
The Secrets of Success(HKTDC Enterprise, Vol 09,2003)
Hong Kong Enterprise
The Hong Kong Trade Development Council's flagship monthly magazine, Hong Kong Enterprise was first published in 1967 and has since become a proven, cost-effective sourcing channel for international buyers.
Hong Kong Enterprise is also the first and only product magazine of its kind in Hong Kong audited by the Hong Kong Audit Bureau of Circulation, reaching 150,000 carefully targeted buyers each month.
In addition, CD-ROM and online versions of Hong Kong Enterprise have been launched to provide cutting edge, user-friendly tools designed to maximise the advantages of the electronic age.
A revamped hkenterprise.com website was introduced by the TDC in 2002, offering
buyers a more powerful, immediate and effective online platform for Internet
This regularly updated site allows users to search for products, services, partners, agents, suppliers or manufacturers whenever and wherever they want.
Each entry provides product/service descriptions (often with photos and some with company, factory or product videos), background information on the company and contact details.
Little wonder, then, that 410,000 registered customers regularly access the site, making it one of the most popular Internet product platforms in the world.
Many other product magazines would have been content to rest on these impressive achievements, but the spirit of Hong Kong Enterprise is to grow and develop with the times.
However, to successfully produce a world-beating product magazine providing accurate, reliable and timely first-hand product information requires in-depth knowledge of a wide variety of diverse fields.
In-depth content with weight
Each month Hong Kong Enterprise features different industries such as appliances/electronic products, garments/fashion accessories, gifts/stationery, household items, toys and watches and clocks.
Special supplements featured with every issue of Hong Kong Enterprise include lighting, fashion accessories, Xmas decorations, school bags and stationery, artificial flowers and plants, tableware and baby products. These supplements give buyers even more in-depth information on particular industries.
TDC New Prospects supplements specifically developed for buyers in potential new markets are mailed direct and also distributed at selected trade fairs.
A new supplement entitled Hong Kong Delights was recently launched to meet the needs and demands of the Japanese market. The popularity of this localised, user-friendly supplement will see similar publications in other languages such as Russian in the future.
All these publications are researched, developed and produced by a multi-faceted team of dedicated professionals.
The sales and marketing team, for example, keeps close contact with Hong Kong manufacturers to constantly collect and update information on product and market trends.
This information is then refined and edited by the editorial team, which produces regular features and special supplements carefully designed to put readers' interests first.
The focus on new products, company profiles, market analysis, product trends and industrial intelligence is specifically targeted to provide useful, first-hand information to 150,000 readers worldwide.
Each article is accompanied by relevant product shots supervised by the TDC design team, who also select the most suitable product for the cover of every issue of Hong Kong Enterprise.
Elegantly designed and packaged to attract readers' interest, each edition of Hong Kong Enterprise includes a colour pictorial advertising index that takes the hassle and frustration out of product or business searches.
The production team carefully checks the content and design of these advertisements to ensure the highest possible standard before Hong Kong Enterprise is printed, bound and distributed to targeted buyers.
All product information is then uploaded onto the Sourcing Guide section of hkenterprise.com so buyers can source Hong Kong products across time and territory barriers.
Hard work achieves rich results
Hong Kong Enterprise is recognised by its target audience as an essential bridge between local and overseas buyers and Hong Kong manufacturers.
A survey conducted last year by AC Nielsen discovered that apart from visiting exhibitions, reading trade magazines is the most important sourcing channel for major local and international buyers.
Among all interviewees, 43% say they read TDC product magazines regularly, a much higher percentage than those who read other local, regional and international trade magazines.
Other figures showed even more impressive results:
- 86% of interviewees are acquainted with Hong Kong Enterprise
- 96% have read the magazine before
- 99% are highly satisfied with the overall effectiveness of Hong Kong Enterprise.
Ultimately, Hong Kong Enterprise sells Hong Kong products and services to the
world, helping buyers meet local manufacturers and assisting them in building
long-term business relationships that have stood the test of time and will continue
to prosper far into the future.
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