Value-added service uncorks opportunity (hktdc.com)


	Brian Sun demonstrates the Ezpull wine opener that sold 1.5 million pieces in one year

	An innovative kettle that lights when boiling is expected to have universal appeal

Technical International Holdings Ltd, one of the small and medium-sized enterprises (SMEs) that account for 98 per cent of Hong Kong's business establishments, is a company with a difference.

CEO Brian Sun has transformed its 11,000 sq ft premise in Sheung Wan into a cool office and an equally cool showroom displaying innovative products. Mr Sun is one of an increasing number of Hong Kong entrepreneurs who believes that the future for most of the city's companies is to turn a good design into a profitable business.

"I don't believe in selling on pricing. On that score, we can't compete with the Chinese mainland. I believe in offering a total concept to our clients," explained Mr Sun.

In his office cum showroom are 50 staff members: a strong design team consisting of 12 designers, advertising and marketing staff, software engineers and R&D specialists. His products range from housewares and culinary ware to innovative corkscrews, cocktail and wine accessories. About 70 per cent of his products are sold to the US market to clients such as Walmart, Target, JC Penny, Sears and Bed, Bath and Beyond, Brookstone, Sharper Image, Lacy's, Amazon.com, Neiman Marcus and Canadian Tire.

Human talent

"People often say that Hong Kong does not have any production facilities as they have all shifted to the Pearl River Delta (PRD). Yes, that is only the physical aspect but I say I have a ‘factory' of designers, R&D staff, promotions and marketing expertise, all under one roof," he explained. He used to have his own factory in the PRD but things were moving so fast he found that it was easier to work with contract factories. "You don't need to put down the capital and you can easily work with a factory which has all the expertise to manufacture any product you want," he explained.

Business is not conducted in the traditional way any more, he said. "Now, the operative word is value-added service, market research and offering a whole package deal to the client. I have to put myself in my client's shoes and think of alternative ways of solving the problem if he can't sell the product."

Mr Sun pinpoints his success to a discerning eye or as he calls it "looking at ordinary things, rediscovering them and think of better ways to improve and present them".

"I started my life selling knives at the Ambiente Fair. I still remember I had only 10 packs of knives which I had to fill the whole booth with. This turned out to my advantage as I was branded a specialist selling injection moulded knives," remembers Mr Sun.

Lucky break

His lucky break came in 2001 when he found that the 27-year-old patent of an American wine corkscrew design had lapsed so he bought the patent and set about improving the design. In one year, he sold 1.5 million pieces. With his design team, he devised a whole range of wine accessories. Now, he has his own brand of wine accessories called "Ezpull", a take on "Easy Pull".

There is also the innovative glass kettle which lights up in neon blue when it is boiling. "This is a three dimensional product specially designed and made for a UK client. We made 170,000 products for the UK market." He thinks this kettle design will have universal appeal for customers such as boutique hotels and is set to produce more. He is very excited about a new toaster design which looks like a high-tech invention. "I didn't invent any of this technology but I understand the concepts and apply them to different designs."

Mr Sun has interesting ideas on exhibitions and trade fairs. "Trade fairs are just a platform to showcase your products. It is up to the exhibitor to capture the attention of the buyer. Look from the viewpoint of the buyer who has to troop to trade fairs around the region. Hong Kong has to distinguish itself with quality and innovation. Hong Kong companies must be able to present a mix and match package of design, marketing and advertising. Only then can we maintain our competitive edge."