Fulon Development Ltd

Marker maker delineates market niche

Writing instruments steadfastly remain a large part of our communications nowadays despite the advancement and growth of popular PCs, PDAs and other such technologies.

Among all writing tools, the market for markers and highlighters, for example in the US, is still substantial, which reached US$940 million and US$200 million respectively in 2002, making up 25 per cent of the entire American market.

"Indeed, many end-users of our markers are children. No matter how advanced the computer technology is going to be, many parents expect their children to learn and play with pen and paper well before mouse and keyboard," said Mr Peter Hung, general manager and founder of Fulon Development Ltd.

Founded in 1991, Fulon now supplies an inclusive range of writing instruments, encompassing standard fine and broad washable colour markers, brush markers, twin headed markers, stampers, colour-changing markers, erasable markers, scent smell markers, permanent markers, white board markers, ball pens, highlighters, sign pens, gel pens and other school stationery including erasers, rulers, pencil cases and pencil sharpeners.

They are designed with the ease of use, non-leaking, long-lasting shelf life, smooth writing, large ink capacity as well as innovative designs and styles.

After shifting its production base from Taiwan to Shenzhen, southern China in 1991, Fulon at present employs some 500 full-time workers and specialists in product design, prototyping, plastic tooling, quality control together with sales and marketing.

"Since then, Fulon has been growing tremendously by utilising the cheap resources which Taiwan cannot supply, and taking Hong Kong as our sales base," Mr Hung remarked.

Regular learning sessions are conducted to update the management team and technicians with the latest market trends, production technology and safety regulations.

Fulon's Shenzhen factory, Fulon Stationery (Shenzhen) Ltd, has already been accredited with the ISO 9001:2000 certificate in August 1999 as a true demonstration of the company's commitment to total quality control and high performance.

One of its latest releases is its jumbo series fine-point markers aiming at children of three to eight. Stored in a transparent, PVC-made bucket, the 100 fine-point markers in 100 different colours would be able to stimulate children's unlimited creativity. These markers are non-toxic, extra safe coming with its ASTM and EN71 proofs; for sure they will satisfy the need of the parents of those most mischievous children, as the ink is washable and can be erased easily.

Black light markers, another play-for-fun series for kids, can be used to write "secret" messages, while drawings can only be "visualised" under a UV light in the dark. You may consider using it to write top-secret messages - provided that the recipient knows where the words are written. It is particularly popular among American kids.

DIY enthusiasts can also have fun with Fulon's T-shirt marker. It is filled with water-based pigment ink, and can draw permanent patterns on any fabric clothes. Afterwards the "completed" clothes can be laundered in washing machine at a temperature of up to 60∘C.

Other than these latest funny designs, Fulon will be rolling out all other rainbow-coloured markers and highlighters of different kinds in 2004 for offices, schools, meetings and lectures. As these writing instruments have long been part of the everyday life, the familiarity that comes with them has given Fulon a great number of loyal and dedicated customers.

In short, Fulon currently markets and sells its products to the US, Europe and Japan. Comparing them all, Mr Hung said Japanese buyers are the most demanding in terms of product quality, design and even packaging.

He said: "Japanese buyers seem to be a perfectionist and they request the ink and the markers to be long-lasting, toxic-free and well-designed. Yet big European and American buyers know a company like Fulon, which can serve the demanding Japanese firms well, would have the capability to offer the best quality."

The company hopes its creative, extra-safe products will guard their business against cut-throat price competition from the Mainland China. Mr Hung then elaborated: "Safety has long been a major concern to our customers. To ensure the highest level of safety, most of our products have obtained safety licenses from major markets, like ASTM from the US and EN71 from the European Union."

Fulon is also taking aggressive marketing approaches to its stationery business. The company takes part in Kenfair's Mega Show held in Hong Kong every October to promote its new, sleek lines of highlighters and markers as well as other lines of stationery.

"However, we still strive for a higher goal; we will never be contented with our present achievements," concluded Mr Hung.