Direct From Market: Hong Kong Gifts and Premiums Fair
By Cinda Baxter -- Gifts and Dec, 5/27/2008 10:46:00 AM
May 27, 2009 — During our first 60 minutes at the Hong Kong Gifts and Premiums Fair, earlier this month, we learned two very important lessons: (a) hospitality and ceremony have been perfected here, and (b) this show is big...as in huge; big, as in enormous and as in mind-blowing. And that was just the first 60 minutes!
The show opened with two invitation-only traditions — first, a tea ceremony and second, the official Opening Ceremony, which was attended by the world press. There’s no doubting how much pride the Hong Kong Trade Development Council takes in what it has created ... with good reason. The council has built a show that is 
truly impressive, and one that is set off in style.
With nearly 4,000 vendors participating in show at the expansive Hong Kong Convention and Exhibition Centre — a building often compared with the Sydney Opera House in Australia because of its soaring, wing-like rooflines — it’s no wonder the word "overwhelmed" comes up in conversation. That sensation doesn’t last for long, though, thanks to the multitudes of sincerely cheerful greeters whose sole purpose 
is to welcome everyone who attends. Knowledgeable and cheerful, this team of hospitality specialists creates a convincing impression that carries through the entire show, in every hall, right down to the badge screeners at each entrance. They're happy to have you here, and they don't mind you knowing it.
Hitting the show floor brought our next lesson: this isn’t like other gift shows Gifts & Dec has attended. One booth, for example, filled with beautiful pens of every color and style, looked like a great fit for a couple of retailers in the States. So, of course, I asked the standard question, "What’s your opening order?” expecting the typical U.S. equivalent of $100...$150...$300…you know — the usual.
But no. This was the Big Time. Opening order was 1,000 pieces, a reflection of how important the show is to vendors and large scale retailers around the world. While not really geared toward individual buyers (with exceptions), there are incredible opportunities for retail buying groups looking for high quality, unique product to import. The Premiums portion of the show takes the focus up a notch, providing endless options for corporate gift giving beyond the norm.
And make no mistake — product is the centerpiece of this show. From the carefully orchestrated "environments" in the Hall of Fine Designs to the flower-adorned booths in the meeting rooms and walkways, everywhere we looked we found treasures:
Notable
USB People by PSL Design (pictured below, left) are a riot. Built from flash drives, these armies of little people bend and move like 
toys I remember from childhood. Rather than come up with a limited selection to choose from, they've built an online tool for buyers to customize figures, from the tips of their toes to the tops of their heads ... which, by the way, pop off to reveal the flash drive. There's something twisted and fun about pulling off their heads to transfer files. Color me awful.
Adda Products, like those pictured at right, brought color and 
the hip factor to pet paraphernalia. In colors that pop from across the room, the creative minds behind the lines have found ways to marry fun and Fido...and Fluffy. Although Asia is not yet in the throes of a “pet passion” the likes of which we saw in the United States, the line was forward thinking and on-trend. Half the items would be fun to have around, whether there were a four-legged creature in the house or not.
Structure rubber puzzle frames, pictured below, left, by Green & Associates were only one of 
numerous bright “toys” for grown ups and kids alike. The fit-together frames are sold in three count hang packs; given the fact it takes four to really build a structure, it’s not hard to imagine customers picking up stacks at a time.
Creative Design Intl. showcased watches as art,
in a myriad of styles, colors, and sizes (pictured at right). From twinkly, high quality crystals to elaborate bead work, each one was a gem in its own right. The rows and rows of dynamic options were tough temptation for this admittedly watch-crazy individual.
Which doesn’t even scratch the surface for our pen-loving side. This is Pen Heaven, folks. Anything you can imagine is here, and it’s amazing. One line by Shanghai Huahong Gold Pen Co. paired exceptionally well made leather and enamel pens., pictured at right, with gorgeous matching gift boxes. While we’ve seen similar items in the United States, we haven’t run across this breadth of color at such an affordable price.
Plastic drinking bottles might not thrill many, but one vendor impressed me by its wise and quick action. In spite of the show opening a mere few days after most Americans first heard the 
letters “BPA” on the morning news, Buzz-Partner Limited wisely parked a sign center stage in the company’s booth advertising the lack of the problematic chemical in its products — a reflection of Asian vendors beginning to recognize the critical importance of product testing and safe content. With a rainbow of bottles surrounding it, that sign drew in buyers who might otherwise have missed the line. Smart move, no question.
Because this show is geared toward larger orders, vendors' openness to "tweaking" designs and production is limitless. You want that brown leather binder in blazing orange? Not a problem. Feel like the three-drawer note box would be better with only two pull-outs? Done. This show is playtime for creative types able to accommodate the sizable minimum orders — and a gold mine for buyers sourcing the next big thing.
By the time the fair was over, my mind was reeling with possibilities. Next time I head this way, I’ll pull a group of retailers together as a buying group to take advantage of the opportunities such a show affords. In the meantime, I’m going to just have to keep dreaming about those watches.....
Cinda Baxter is a retail consultant and founder of RetailSpeaks.com, an online community of independent retailers. Her column, "Retail Enabler," can be read in the May issue of
Gifts & Decorative Accessories.
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