Meeting the "BRANDers"

• Interview with Dr Ellis Wong, CEO of the Local Snacks Brand "EDO" (13 June 2022) 
  

  
  Hong Kong’s snacks market is so huge that it is never easy for a brand to stand out. Kiu Fung Hong Limited has been acting as an agent and wholesaler of snacks for more than half a century. Dr Ellis Wong, the second generation of the family business and the CEO of the company, fully understands the need for change in response to the market trends in order to achieve sustainable growth.  

   

  After taking over the family business, apart from continuing the original snack agency and wholesale business, Dr Wong developed and created his own brands and set up retail outlets to tap the retail market, further expanding the company’s snack business. Amid the challenges brought by the COVID-19 pandemic, Dr Wong constantly adjusts his business strategies and introduces innovative elements for the continuity and competitiveness of the brands.   

   

  The Trade and Industry Department has earlier on interviewed Dr Wong to understand his philosophy in business management and the key success factors for brand development.
   

  (Article available in Chinese only)

   

   2021

• The Trade and Industrial Organisation Support Fund – Interview with Hong Kong Logistics Association (17 August 2021)
  
  

  Being one of the four pillar industries in Hong Kong, the trading and logistics industry accounted for one-fifth of our GDP and employed over 670,000 persons. The industry plays a crucial role in the flow of goods between Hong Kong and other parts of the world. With advancement of modern logistics knowledge, the industry is dedicated to developing innovative technologies and moving towards specialisation in order to enhance competitiveness, adopt international practices and maintain Hong Kong’s leading role as the Asian and global logistics hub.

  
  

  The Hong Kong Logistics Association (the Association) successfully applied for funding support under the Trade and Industrial Organisation Support Fund (TSF) of the Trade and Industry Department in 2019 to formulate codes of practice for the industry with a view to enhancing its capability in cold chain management. In addition, the Association also assisted the industry in improving management capability through organising seminars to provide training to industry practitioners, and implementing pilot schemes to provide evaluation and advisory services to enterprises.

  
  

  The Trade and Industry Department has earlier interviewed Ir. Elsa Yuen, the President of the Association, to understand more about the development of Hong Kong logistics industry, as well as how the Association has made use of the TSF to enhance the management capability of the industry and competitiveness of the industry in the global market.

   
  (Article available in Chinese only)
   
• The Trade and Industrial Organisation Support Fund (TSF) – Interview with Hong Kong Apparel Machinery Association (19 July 2021)
   
  After years of transformation, the apparel machinery industry has been demanding for high-end technology and high-quality personnel. Coupled with the trend that the apparel manufacturers in the Mainland tend to manufacture high-quality products which has led to an increased demand for smart apparel machinery and automated systems in recent years, it is essential for Hong Kong apparel machinery industry to keep enhancing competitiveness so as to effectively develop business in the Mainland market.
   
  The Hong Kong Apparel Machinery Association (the Association) successfully applied for funding support under the Trade and Industrial Organisation Support Fund (TSF) of the Trade and Industry Department in 2019 to promote the innovative technologies of Hong Kong manufacturers in producing smart apparel machinery to buyers in the Mainland through participation in exhibitions, production of promotion videos and website. With the funding support, the Association also organised seminars and other activities to share the latest market information of the Mainland with a view to enhancing the industry’s competitiveness.
   
  The Trade and Industry Department has earlier interviewed Ms Kong, the Chairperson of the Association, to understand more about the development of Hong Kong apparel machinery industry, as well as how the Association has made use of the TSF to assist the industry in exploring the Mainland market.
  
  (Article available in Chinese only)
   

• The BUD Fund - Interview with Pat Chun (1 June 2021)
  
  

  Pat Chun, a well-known Hong Kong local brand, has reached its 89th anniversary and is now under the management of Dr Trevor Ng, the 3rd generation of the Ng’s family. Pat Chun has preserved the production of real artisanal sauces in Hong Kong that are hand crafted through traditional fermentation, without adding any artificial flavours, preservatives and additives. Since 2017, Pat Chun has obtained funding support under the Dedicated Fund on Branding, Upgrading and Domestics Sales (BUD Fund) to develop the Mainland market with a view to promoting this long-established Hong Kong brand to a wider audience.

   

  The Trade and Industry Department has earlier interviewed Dr Ng to understand more about the story of Pat Chun, as well as how Pat Chun has made use of the BUD Fund to promote its brand in the Mainland market.

  
  (Article available in Chinese only)
   

   2020

• Interview with HeyCoins (26 March 2020)
  
  

  With the widespread adoption of smart phones, mobile payment has become a rapidly growing alternative to cash payment.  Since the cost of cash-based transactions has increased, retailers have been reluctant to accept small-denomination coins for payment.  This situation poses a question: How could we use up our large stock of excess coins?  Mr Adam Lau and his friends identified this pain point and set up Heycoins three years ago, launching a kiosk network to collects coins from the general public and convert them into digital currency.  Heycoins has since become a success, receiving numerous awards for its innovative application of Fintech and there are now 15 kiosks deployed in Hong Kong.

   

  The Trade and Industry Department has earlier interviewed Adam to find out more about his vision and business strategies for Heycoins, as well as its future development plans.

  
  (Article available in Chinese only)
   
• Interview with Spread-it (24 January 2020)
  
  

  In this digital age, brands' advertising channels have shifted from traditional channels such as newspapers and television to the Internet and social media.  Apart from collaborating with Key Opinion Leaders (KOLs) to promote products and reach out to potential customers through their large number of followers, some companies have started cooperating with individuals, known as micro-influencers, who have less popularity than KOLs but maintain closer relationships with their followers.  Ms Winnie Lee seized this business opportunity and co-founded "Spread-it" with her friends.  Through the "Spread-it" mobile app, they match brands with micro-influencers to conduct marketing campaigns.   The Trade and Industry Department has earlier interviewed Winnie to find out more about the "Spread-it" business, and the new micro-influencer marketing trend. 

  
  (Article available in Chinese only)
   

   2019

• The BUD Fund - Interview with Moments of Jewellery Limited (22 November 2019)
  
  

  The competition in the jewellery industry is fierce, especially in Mainland China where many local and international brands are vying for market share.  Hong Kong brands need to formulate good business strategies in order to compete with international brands that have already gained substantial brand recognition, and with local brands that have operational or logistical advantages.
  
  "Moments of Jewellery Limited", a jewellery company founded in Hong Kong, successfully applied for the Dedicated Fund on Branding, Upgrading and Domestic Sales (BUD Fund) on multiple occasions from 2015 to 2018, and made use of the funding to build its brand "For No Reason" in the Mainland. The company achieved great success. Within three years, a total of eight branches were set up in China.
  
  The Trade and Industry Department has earlier interviewed Ms Noel Chan, Director of "Moments of Jewellery Limited", who shared with us her secret for success and how the BUD Fund has assisted the company in developing its business and promoting sales in the Mainland market. 

  
  (Article available in Chinese only)
   
• SME Loan Guarantee Scheme - Interview with Vision I (International) Limited (26 July 2019)
  
  

  Every business faces financing needs from time to time, and managing capital flows effectively is the key to their survival.  Local small and medium enterprises (SMEs) often find it difficult to obtain the financing they need from banks because in addition to their track record, applicants are also required to provide sufficient security.  

   

  In view of this, the Trade and Industry Department (TID) launched the SME Loan Guarantee Scheme (the Scheme) in December 2001 to assist local SMEs in obtaining finance.  The Scheme aims to help SMEs secure loans from Participating Lending Institutions (PLIs) for acquiring business installations and equipment; and meeting working capital needs of general business uses.  As at June 2019, there were 39 PLIs participating in the Scheme.   

   

  TID has earlier interviewed Vision I (International) Limited and the Standard Chartered Bank, to see how the Scheme has assisted local SMEs in securing loans to meet their operational needs.

  
  (Article available in Chinese only)
   
• Mr Freeman Lau (3 January 2019)    
  
  "What determines design?" - The Hong Kong Heritage Museum once hosted an exhibition on this theme, showcasing over 400 representative works of Mr Freeman Lau, a leading designer in Hong Kong.  The exhibition provided food for thought on what determines design and how design influences our life.  From another perspective, what determines branding? 
   
  Mr Freeman Lau, who has worked on brand building for a number of renowned enterprises, may provide an answer.  Well-known local brands, such as "Two Girls", Bank of China and Watsons Distilled Water etc., have sought Mr Lau's assistance in designing their product image.  In particular, Mr Lau's design of the Watsons Distilled Water bottle was highly regarded as classic among the design community, and has significantly enhanced the value of the product and led to an increase in sales.  
   
  The Trade and Industry Department has earlier interviewed Mr Freeman Lau to discuss the success factors for a brand.
  (Article available in Chinese only)

   2018

• SME Development Fund - Hong Kong Plastic Machinery Association Limited (15 August 2018)
  
  

  To demonstrate the capability of Hong Kong plastic machinery manufacturers in applying the shiny new "multi-material in-mould assembly/decorative technology" in their operations, and the possible implementation of this technology in the industries of automotive and medical & healthcare, Hong Kong Plastic Machinery Association Limited (HKPMA) received funding from the SME Development Fund (SDF) in 2015 for organising a promotion campaign, of which they led local industry players in participate in Mainland exhibitions and organised various technical seminars.

   

  Trade and Industry Department has earlier interviewed Ms Grace TAI, Chairman of HKPMA, to discuss how SDF has assisted in promoting the breakthrough in Hong Kong plastic machinery industry to Mainland and International traders, and increasing the overall competitiveness of the industry.

  
  (Article available in Chinese only)
   
• Dr Raymond Choy (8 August 2018)    
  
  Hong Kong is known for producing high quality toys. In the past, local toy makers were mostly engaged in labour-intensive Original Equipment Manufacturing (OEM). However, as the profit margins derived from OEM reduced continuously as a result of increased production cost, many local toy makers started to develop their own brand and toy collections. As the life cycle of toys became shorter, local toy makers started investing in developing their own design capabilities and creating value-added products, to ensure that their products would be unique and would not be easily replicated by competitors.
   
  Dr Raymond Choy, founder and president of Toy2R, sensed a trend in art toys and recognised that it was important to have a toy brand of his own in order to make business sustainable. With the belief that everyone can be a designer, he developed the "Qee" collection, which allows anyone to customise and create their own designer toy. This toy collection turned into a design platform for aspiring designers/artists to use as self-expression and generation of creative artwork. Many international brands saw the collection as a promotion opportunity, and initiated cross-over projects with Toy2R.
   
  The success story of Toy2R from a retail store to a brand licensing business could be an inspiration to local toy makers and brand managers of other businesses. The Trade and Industry Department recently interviewed Dr Raymond Choy, to discuss the strategies of building a successful brand.   
  
  (Article available in Chinese only)
   

• SME Development Fund - Hong Kong 3D Printing Association Limited (22 June 2018)
  
  

  3D printing, though not very widely used among industries at present, is no longer considered unusual.  Gradual advancement of the 3D printing technology has increased its application across different industries at various levels, from chocolate dessert creations to professional mold prototyping.  However, not many industries in Hong Kong realise the potential of 3D printing technology in increasing productivity.  Even if some of them may have heard of such technology, they lack the channels to learn about its applications.  The establishment of the Hong Kong 3D Printing Association Limited (HK3DPA) in 2015 started to change this.

   

  HK3DPA aims to promote 3D printing technology to different walks of life, including the industries and members of the public, so as to popularise the technology in the local community.  Apart from providing a platform for members to get to know and liaise with overseas suppliers, HK3DPA also aims to foster communication among members, and encourage the industrial use of 3D printing to enhance the quality of products through experience sharing and technical support.  HK3DPA was granted funding under the Trade and Industry Department’s  SME Development Fund (SDF) in 2016 to launch a 18-month project, under which three seminars on the industrial application of 3D printing technology and eight experimental workshops were conducted.  The Trade and Industry Department recently interviewed the Chairlady of HK3DPA, Ms Ami SIN, to find out more about  how HK3DPA has made use of the SDF to promote 3D printing technology to local industries.

   

  (Article available in Chinese only)
   
• The BUD Fund (Enterprises Support Programme) - Vita Green Health Products Co., Limited (18 January 2018)
  
  Most Hong Kongers are familiar with the local health supplement brand -Vita Green Health Products Co., Limited (Vita Green).  Vita Green was established by two medical experts in 1993.  Over the past 24 years, it has transformed from a local company to a multinational corporation, with three GMP certified pharmaceutical factories, six overseas offices, and over 60 retail shops.  Markets of its products cover Asia, Europe and the United States.   The company would like to gain a foothold in the Mainland Market, and therefore applied funding from the Enterprises Support Programme under the "Dedicated Fund on Branding, Upgrading and Domestic Sales" (the BUD Fund) in 2016.  Trade and Industry Department has earlier interviewed Ms Helen CHAN, the co-founder and managing director of Vita Green, to look into how the BUD Fund has assisted the company in developing its brand in the Mainland, and to understand the marketing and sales strategies’ differences between local and Mainland markets.

  
  

  (Article available in Chinese only)

   2017

•  Mr Tommy Li (8 September 2017)    
  
  Every company dreams of having a market-dominating brand. Yet, not many people truly understand what a "brand" is. Many would think "brand" is merely the company logo or an art of product design packaging. To them, brand success depends on an unique company logo, effectiveness of celebrity endorsement or the volume of promotional commitments. In reality, brand success counts on far more than these factors. A "brand" is the heart and soul of a company. It consists of both the tangible and intangible attributes that customers would recall when they think about its products. "Brand" is an intangible asset which is deeply interlinked with the core values and operations of a company. Brand success depends on how well the company know the market and bridge with their customers. Trade and Industry Department has earlier interviewed Mr Tommy LI, who is highly regarded as a local "brand doctor" in the design and branding industry, to discuss about brand management and ways to build a successful brand.
  
  (Article available in Chinese only)
   
•  Hong Kong Institute of Marketing (HKIM) - Professor Jeffery Phoenix Hui (9 February 2017)     
  
  With the growing popularity of bloggers and Facebook pages on the internet, marketing strategies by Hong Kong enterprises have also been changed considerably. They shift most of their advertisement expenditure from traditional media, such as television, newspapers and magazines, to internet platforms. Consumer can search for product information, testing result and comments of the users online before purchase. They would no longer be solely influenced by product advertisements. These changes in consumption behaviour is causing businesses to readjust their marketing strategies. Trade and Industry Department has earlier interviewed Professor Jeffery Phoenix Hui, who is the Chairman of Hong Kong Institute of Marketing, to discuss on how to attain "i-Marketing" and to sell products to the new generation successfully.
  
  (Article available in Chinese only)