Worldex International Industrial Limited

What would you do when Halloween comes? Wear a witch hat, a vampire cape, an eye-catching wig, and at the same time holding those terrific but playful weapons such as swords, knives and grabbers? Halloween is a great festive day for exotic fun and is widely celebrated throughout the western world. Ready now for a Halloween party with the wildest fun-ride? No need to worry about the supply of these Halloween gears and stuff. They are all available at Worldex!

Established in 1999, Worldex International Industrial Limited is a supplier specialised in manufacturing toys and festival items, in particular, the Halloween’s. Mr. Teddy Wong, sales manager of Worldex says that he expects a robust annual business growth of 10 to 15 per cent for his company’s revenue.

Worldex produces a wide range of toys and party items for the great festival times of Easter, St. Valentine’s Day, Halloween as well as Christmas. The product lines are divided according to these special seasons. “Among the many products manufactured by us, Halloween items are the most important as they account for 50 per cent of the company’s revenue. In this way, we focus ourselves as a specialist producer of Halloween items,” says Mr. Wong.

Stepping into Worldex’s showroom, one will instantly experience the Halloween’s atmosphere. A full range of pumpkin buckets and Halloween weapons, which are the most popular items in various markets, stand out as the mainstay around the showroom. Other funky pumpkin décors and costumes as well as practical items like candles and cups fill the display shelves.

“Kids love our Halloween items very much, in particular the pumpkin buckets and weapons, which are the best sellers of Worldex! We also provide spider webs, light-up sticks and many other fancy items. Apart from toys for Halloween, Easter items are the second most popular in our company, followed by Christmas’ as well as St. Valentine’s Day’s items,” the sales manager continues.

Producing high quality Halloween items is not an easy task. Much investment and effort, good equipments, together with high-level of workmanship are needed. “When we manufacture our items, two techniques are essential. One is called Bold Molding and the other Injection Molding,” says Mr. Wong. “We are used to producing OEM items. We work closely with customers to develop and create new ideas and designs,” the sales manager adds.

Customers’ feedback is of paramount importance to Worldex. Mostly the feedback is positive. “Our customers always feedback to us on how swiftly Worldex’s items are sold out. Since 1999, we have received no complaints on the quality of our products,” the sales manager says proudly.

According to Mr. Wong, Worldex’s products command a price advantage over their comp etitors. However, the relatively lower price does not compromise with the quality of the products. “In our factory of 3,000 square feet with 150 workers, we have a team of quality inspectors to ensure all products manufactured are up to high standard. Our product quality is upheld by international recognitions. We have obtained the ASTM issued by the US authorities and the EN-71 by Europe. We are one of the standard suppliers of Wal Mart too,” the sales manager claims.

The current major markets for Worldex are the US, the UK as well as Canada. Mr. Wong furthers that his company has two types of customers: retailers and importers. “As for importers, they purchase our products and then sell them to other wholesalers, who supply to retail stores,”” says the sales manager. And for retailers, Worldex’s current main customers include Wal Mart, Target, Tesco, Dollarama and the 99 Cents Only stores, etc.

Worldex deploys a number of marketing strategies to promote their products. It advertises in trade magazines to increase the market exposure. Then, the company makes good use of the internet channel to promote their products. In the company’s website, a highly user-friendly online catalogue allows potential buyers to view the ever-expanding and wide range of Worldex’s Halloween items. “Incidentally, we update our catalogue every month to give the existing as well as the potential buyers a refresh on our latest offers,” Mr. Wong adds. Besides, joining trade fairs, such as those organised by Kenfair, is a crucial and effective marketing strategy to further promote the company’s products. The trade fairs act as a platform to meet potential buyers.

Worldex holds positive outlook towards the well-established European market, in particular Germany, France and Britain. “Halloween is actually getting even more and more popular in Europe. We would capitalise on this trend and export more to the European countries. We are now stepping up our effort to tap into the new markets, like Italy and the Netherlands,” says Mr. Wong.