1

HONG KONG SMART GIFTS DESIGN

AWARDS香港智營禮品設計大賞

Post Project Meeting18 / 07 / 2012

2

1. Opening Remarks……………………………………………………………………………….………….

2. Project Milestones …………………………………………………………………………………………

Tasks review, discrepancies highlight, problems encountered and suggestions

3. Calling for entries……………………………………………………………………………..…………..

4. Adjudication……………………………………………………………………………………………………

5. Forum……………………………………………………………………………………………………….…..

6. Winning product showcases at 5-Roving Exhibitions……………………………………….……

Gift and Premium Fair 2012……………………………………………………………………………..…

d-mart, HKDI………………………………………………………………………………………..………....

T2- Airport……………………………………………………………………………………………………….

InnoCentre…………………………………………………………………………………………..…..……..

Times Square……………………………………………………………………………………..…….………

3. Publicity………………………………………………………………………………………….………..……..

4. Feedback from beneficiaries………………………………………………………………………………

5. Comments on the 1st HKSGDA and suggestions on the coming 2nd HKSGDA, 2013…

Table of Content

Opening Remarks

Project Milestones

MilestonesProposal

Plan Actual

Forming of Advisory Committee & meeting 03/01/201220/01/2012

Early Jan

Project Team Report Duty Mid Jan 16/1

Preparation for Awards Promotion Kick-off (logo, On-line registration and all marketing literature)

16/01/201210/02/2012

13/2

Call for entries and

Deadlinefor entries.

13/02/201220/03/2012

14/2 1st- 23/3 2ND 26/3

• Vetting of applications• Adjudication

26/03/201213/04/2012

27/3 -1/42/4

• Forum &• Finalist announcement

02/04/201213/04/2012

3/4

Preparation of roving exhibitions, Award Ceremony, press materials and promotion

26/03/201226/04/2012

5/3-26/4

Prototype of winning design of students group 02/04/201215/04/2012

5/4 – 26/4

• Award result announcement & • Award Presentation Ceremony and Press Conference.

15/04/201227/04/2012

27/04/2012

Gifts & Premium Fair 27/04/201230/04/2012

27-30/04/2012

Exhibit at d-mart 02/05/201215/5/2012

5, 7-23/5 (18 days)

Exhibit at popular shopping centre• T2 , HK Int'l Airport (more days)• InnoCentre (2 weeks).• Times Square - Behind schedule

06/06/201206/07/2012

39 days in total5-28/6 (24

days)4-10/7 (7 days)22-29/7 (8

days)

Completion of Accounts and Report. 23/07/201231/08/2012

On Schedule

Completion of Audit. 01/09/201230/09/2012

On Schedule

Tasks review, discrepancies highlight, problems encountered and suggestionsCalling for Entries

7

EligibilityCorporate

Company with Hong Kong Business Registration. Generationally sound products. Original design created by either in-house or outsource designers Name of designer/s /team should be acknowledged

StudentStudy in Hong Kong Education Sectors.Generationally sound products

8

CategoriesCorporate

Corporate Promotional Gifts: custom-made

Corporate Promotional Gifts: for mass

Consumer Gifts: for Home

Consumer Gifts: for Workplace

Consumer Gifts: for Play

9

CategoriesStudent

Theme: “Gifts For Better Life”

10

Entries Criteria

New or

Launched to market for not more than two years

For Corporate Group – complete products

not parts thereof

11

Entry FeeCorporate

HK$300/categoryEach category allows maximum 3 entriesSame design under different category

separate entryseparate entry fee

StudentNo entry fee

12

Submission

1. Product Information

a) Designer(s)

b) Product Design Information

c) Marketing Strategy Plan

d) Photos Upload

2. Entry Fee

3. Corporate – real product

Student – 3D renderings

Mechanism of Online ApplicationFlow Chart of Registration & Submission

14

Calling of Entries - Promotion

Various promotion via different media and format have been done in various period of time in accordance to sources of budget allocated.

HKSGDA Website Awards LeafletAwards PosterPrint Advertising - Newspaper

HK Economic DailyOriental DailyAM730Apple Daily

Online AdvertisingBuyMeDesign.com HKEA, Sponsors and Supporting organizations websites

Soft Advertising via PR

HKSGDA Website banner ad

Delivered to all supporting, sponsoring organisations and academic institutes

Award Leaflet and Poster

Calling Entries Award Leaflet - front

Calling Entries Award Leaflet – back

Jan-12 Feb-12 Mar-12 Total

Newspapers 0 4 3 7

eDM 　 　 　 19

BuyMeDesign 0 1 2

HKEA 2 7 4

TDC 0 1 1

CGCC 0 1 0

Banner Ad 　 　 　 7

BuyMeDesign 0 1 0

HKEA 0 1 1

HKSGDA 　 2 2

Leaflet/Poster0 1 0 1

Total Allocation 2 19 13

Calling of Entries – Media Allocation

21

Soft Advertising via Public Relation

Press ReleaseLaunch and Awards Announcement

Magazine interviews

新城財經台《香樹輝 KingKing 傾》24 Feb, 12

Ming Pao

Hong Kong Commercial Daily

Jiujik Magazine

a) HKSGDA Kick-off Seminar

Date : 24 February 2012

Venue : HKEA Conference Room

Categories No. of Attendees

HKEA Members/Non-Members 15

HK Institute of VTC (Lee Wai Lee) 15

Total No. of Attendees 30

3 Calling Entries Briefing Sessions

b) 2nd Briefing Session

Date : 2 March 2012

Venue : HKEA Conference Room

Categories No. of Attendees

HKEA Members/Non-Members 21

Hong Kong Design Institute 26

Total No. of Attendees 47

c) 3rd Briefing Session

Date : 7 March 2012

Venue : The HK Polytechnic University, School of Design lecture room

Categories No. of Attendees

HK PolyU, School of Design Students 11

Total No. of Attendees 11

25

0

10

20

30

40

50

60

70

80

90

100

Registration Time

Corporates

Student

Corporates 2 2 14 15 19 41 1 94

Student 0 0 17 7 10 50 0 84

14feb to

20feb

21feb to

27feb

28feb to

5mar

6mar to

12mar

13mar to

19mar

20mar to

26marafter 26 Total

Registration Period vs. No. of Participants

0

50

100

150

200

250

300

Participants

Product Entries CPG-cm

Product Entries CPG-m

Product Entries CG-h

Product Entries CG-wp

Product Entries CG-p

TotalParticipants 94 82 75 84

Product Entries CPG-cm 0 41 39

Product Entries CPG-m 0 36 34

Product Entries CG-h 0 89 81

Product Entries CG-wp 0 38 36

Product Entries CG-p 0 49 45

Total 253 235 70

Registration Submission ActualStudent

Group

Registration vs. Submission

Tasks review, discrepancies highlight, problems encountered and suggestionsAdjudication

Adjudication

Date : 2nd April, 2012 Venue : InnoCentreSchedule

Morning - Corporate Group – Product, Production Info and Business proposalAfternoon–Student Group – Drawing and rendering

- Judge Awards

Judge CriteriaProduct appearance, Uniqueness, InnovativeCreativityFunction Marketing Strategy

Principle3 highest score to award – Not necessarily gold, silver and bronze; can be 3 of any kind e.g. 3 of the same or any combination at their discretion.

235 corporate entries of 5-categories

36 Finalists of 5-categories

Top 3 entries of each category

By Judging Panel discussion

Corporate group

By individual judge

Adjudication Procedure

Adjudication Procedure

70 entries

10 Finalists

Top 3 Awardees

By Judging Panel Discussion

Student Group

By Individual Judge

31

Awards Result

Corporate Group36 Finalists selected 3 entries of each category awarded; 15 awardees in total

Student Group10 finalists received awards and prototype sponsorship.

Judge AwardTotal of 10 entries selected by each individual judge adjudicator

Judging Panel

Judge Panel Background Country Gender

Prof. Tak Lee/ Prof. Roger Ball Academic HK Male

Professor Tong Huiming Academic China Male

Mr. Roger Swales Product Design Dutch Male

Mr. Freeman Lau Product Design HK Male

Mr. Lee Chi Wing Product Design HK Male

Mr. Roger Shing Procurement HK Male

Mr. Fumio Takashima Procurement Japan Male

Professional Background:• Good combination of different expertises with different points of

views. • Increase the business opportunities- one of the Judges enquired

more than 10 companies including non-awardees

Country and language:• Local HK, China, Asia and Europe• Translation and interpretation services provided to Japanese

Judge

Gender Discrimination:• Female products/markets were ignored/overlooked

FORUM

Date : 03 / 04 /2012Time : 1440-1800 Venue : Mariners‘ Club, TST, KowloonProgram

Creating Opportunities with SMART Transformation 高峰論壇 - 智營創設計・變革展商機

Opening RemarksMr. Cliff K. Sun, BBS, JP

Guest Speakers SeriesOverseas Judges

Panel Discussion 3 Guests Speakers

Finalist Announcement

Coffee Break

1. 52 attendees out of 80 pre-registration

2. Almost 60% of attendees are Manger or above level

Feedback of Forum Participants

0% 20% 40% 60% 80% 100%

Pre-registration

Attendance

Working Postion/Level of Forum Attendees

Manager/Director/Founder Designer/Sales level Lecturer Not indication

80 guests

52 guests

1. 35% attendee returned Questionnaires (18 sets)

2. Over 93% of Attendees are target audiences

Feedback of Forum Participants - Questionnaire

Company Nature of Attendees (Questionnaires)

Houseware27%

Professional6%

Electronicsand Gifts /

Premium 6%Gifts &

Premium 49 %

Gifts &Premium /

Houseware 6%Design 6%

- 1.0 2.0 3.0 4.0 5.0Average RatioOverall comment

Duration

Format

Content

Publicity

Fee

Enhance your Knowledge

Expand your Network

Explore New Opportunity

Understand the Industry

Broaden your scope about the Ind.

Comments of Forum Participants

Very Unsatisfactory/ Not useful

Satisfactory/ FairVerySatisfactory/

Useful

Unsatisfactory/Fair

Excellent /Definitely

useful

Participants satisfied the arrangement of the entire Forum, especially on the “FEE” and “CONTENT”.

Feedback of Forum Participants - Questionnaire

Forum Q & A Section

成功的設計產品• 為了要迎合採購，在設計和創意產品過程中會不會有衝突？• 中港兩地顧客口味不一，如何在設計途中平衡兩者？• 中小企在設計產品時，如何可以準確針對到酒店業的需要？ (零售市場與酒店業的分別很大 )

採購和設計的關係• 成本和設計、採購，會如何取捨，以得到平衡價格？加上產品功能，外觀因素，如何決定訂購？

• 為酒店選購用品時，在成本和設計原素兩者如何取捨？

市場工作與策略• 玻璃水壺的個案，你在確認開發之前，做過那些市場調查？最後定位在那個市場？如何打開該市場？產品是否成功推出市場？

• 正如那個水壺，一般中小企沒有很多資源做市場調查，你是否有些經驗以最少資源投資在最大「機會」的產品？

公司內部調整各配合• 如果企業要開展 OEMODM, 公司要有什麼準備公司文化、架構要改變嗎？

Tasks review, discrepancies highlight, problems encountered and suggestionsWinning Products Showcase at 5-Roving Exhibition

HK Gifts & Premium Fair 2012

Date : 27-30 April 2012

Venue : Hall 5E-E18, HKCEC

Scale & Status : It is the world's largest event of its kind

Promotion Pre G & P Fair

HKSGDA Budget• One Quarter page Newspaper Ad• One edm and one month e-banner at buymedesign.com• Awards Website• Full page of HKTDC Gifts, Premium & Stationery (2012

April Issue)• Press invitation and press release

Sponsored by TDC• TDC Press Conference• eDM (2-time) to TDC visitors and exhibitions data base• TDC Website promotion

Sponsored by Supporting Organizations• eDM blasting - by all sponsors and supporting

organizations• News Alerts - HKEA data base• Exporters Bulletin – Cover page

Promotion During the G & P Fair

HKSGDA Budget1. Hanging Banner at Hall A, Level 1 2. 2-Freestanding signage at Level 3 and 43. Hanging Banner at Hall 5E-E184. 30 seconds Video Wall at Concourse5. Promoter carried signage and distribute promotional message6. 100 minutes Product Presentation Session for 5 Corporate Awardees

--one of each category7. Booklets (2,265 pcs). CD, USB and bookmark distributed at the

booth.

Sponsored and Supported by TDC1. TDC web site (Judge interview)2. 1,380 Booklets distributed through TDC channels (Exhibitors Check-

in packageMedia Centre, Dragon Lounge)3. e-Fair Daily (4-day) -4,200 hardcopies per issue and (edm

format): 318,239 per issue 4. TDC Award Ceremony5. Webcast video TDC produced with HKSGDA covered (starting

from 1'16'') http://www.youtube.com/watch?v=VqeP1laCGlA&feature=youtu.be

 Exhibitors* Visitors

Hong Kong 2,188 21,998Outside Hong Kong

1,617 25,050

Total 3,805 47,048

Exhibit at HK Gifts & Premium Fair

58%

42% 47%53%

0%

20%

40%

60%

Exhibitors* Visitors

G & P Fair Visitor - HK vs Outside HK

Hong KongOutside Hong Kong

Source: TDC statistic date

Attractiveness: Large numbers of buyers from both local and overseas visited the fair

Region of GP Fair Visitors

Japan5%

MiddleEast5%

Europe16%

America9% China

19%

HK20%

AsiaPacific

24%

Africa2%

Asian

491 (68%) from Asia Pacific region, • 142 (20%) from Hong Kong, • 137 (19%) from China, • 38 (5%) from Taiwan and 36 (5%) from Japan.

HKSGDA Booth Visitors Minimum of 2,265 people visited the booth (5% of total

fair visitors) A total of 719 name cards received during the fair

Business Nature of HKSGDA Booth Visitors

68% Potential Buyers (importers, buying office…)

29% Potential Design Award participate (Exporters, Design house, University…)

Manufacturer14%

Exporter9%

Retailer3%Design

House5%

TradeCommission

1%

University1%

Wholesaler1%

Buying Office1%

Importer60%

E-retailer2%

Importer Manufacturer ExporterDesign House Retailer E-retailerOthers Advertising Agent Buying OfficeTrade Commission Wholesaler University

Feedback and Benefits from G & P Fair

2,265 Visitors and 719 name cards Potential 2013 Participants

29% of visitors are Potential Design Award participate (Exporters, Design house, University…) with18 companies/ organisations expresses their wishes to join the next awards

Potential buyers:68% of visitors are potential Buyers (importers, buying office…) with 61 companies shown interested in winning products and like to further contact with related companies

Questionnaires:Received 70 filled questionnaires, with 1/3 each from Hong Kong, China and OverseasThe overall feedback are useful and satisfy

Award Presentation Ceremony and Press Conference Venue: Meeting Room N101, HKCEC

Time : 6:00 pm – 7:30 pm Guests : 395 guests attended (including Mr.

Jerry Liu), More than half of guests are buyers

Overall responses to the ceremony are good.

Nature of Award Ceremony Guests

40, 10%

65, 17%

210, 56%

66, 17%

Corporate guests

Awardees and theirinvited guestsBuyers

Exhibitors

Buyers

208

155

216 217171

127

29

114

45

143

78

18

89 93125

9162 66 53 45 53

0

50

100

150

200

250

Nos o

f Visi

tors

May 05

(Sat)

May 07

(Mon)

May 08

(Tue)

May 09

(Wed)

May 10

(Thr)

May 11

(Fri)

May 12

(Sat)

May 13

(Sun)

May 14

(Mon)

May 15

(Tue)

May 16

(Wed)

May 17

(Thu)

May 18

(Fri)

May 19

(Sat)

May 20

(Sun)

May 21

(Mon)

May 22

(Tue)

May 23

(Wed)

Date of Exhibition

Daily Visitors of Exhibition at d-mart - General Vs Guided School Tours

Guided School Tours

General Visitors

Date: 5 (pre exhibition May 5 preshow meet with Recruitment Day of Hong Kong Design Institute), 7-23 May 2012 (18 days in total)

Visitors:2,198 visitors included three student/school tours visits (with winning designers from HKDI to help in guide tour)

Most of the visitors are teachers and students of the HKDI

Questionnaires :131 Received (6%) almost all resides in Hong Kong, with only 2 from China and 2 from Overseas.

Number of visitors decline at the end of exhibition

Exhibits at d-mart, HKDI

Guided Tour at d-mart

Student Tour (Secondary students)

29 visitors on May 11- APL Class, HKDI

School Tour (Secondary students and teachers)

45 visitors on May 12

18 visitors on May 14

VTC Tour (Staff)

18 visitors on May 23

Exhibits at T2-Airport

Daily Nos. of Visitor for T2, HK Airport

0

50

100

150

200

250

300

350

400

• Daily peak hour from 13:oo-14:00 which is lunch hour of staff & workers in airport

• Saturday, Sunday & public holiday draw extra visitors, most in family basis

• Too far away to attract visitors from outside in weekdays

There are the most number of visitors on Jul 6 because of one school tour and two other exhibitions running in InnoCentre. Fri, Sat and Sun contributes 58% of total visitors 67 (17%) returned Questionnaires

Exhibition at InnoCentre –4-10 July, 2012

39 62114

8431 30 35

0

50

100

150

Nos. o

f V

isitor

Date

Daily Visitor at InnoCentre Exhibition

Total Visitors: 395

1. 8876 Visitors in total. Airport venue contributes almost half of the visitors of 4-venue in 21 days at this stage.

2. highest nos. of daily visitor is G& P Fair -566/day

Roving Exhibitions Comparison

Total Visitor of 4-Exhibit

d-mart,2,198, 25%

InnoCentre,396, 4%

HKGPF,2265, 26%

T2, HKAirport,

4,015, 45% 21 days18 days

4 days

7 days

Average Daily Visitor of 4-Exhibit

InnoCentre, 57

HKGPF,566

d-mart,122

T2, HKAirport,

191

Roving Exhibitions Comparison

No. Date Venue Day Total Cost %

Dollar Per Visitor

1 27-30 April Gifts and Premium Fair 2012 4 34% $123

2 5, 7-24 May d-mart, HKDI 18 17% $63

3 5-28 Jun Terminal 2, Airport 21 16% $33

4 4-10 Jul InnoCentre 7 17% $355

5 22-29 Jul Times Square (Assumption - 800 visitors) 8

16% $164

1. Total Visitors: 88742. Cost : Rental, set up, wages, utilities and licences,

promotion for individual exhibition3. Rental fee sponsor: d-mart, Airport and Times Square, GP Fair (partial)4. Prompter Wages: Times Square (3 promoters and 1 security) and T2,

Airport (1-2promoters) cost higher than the other 3 venues5.GP Fair is the most effective venue in terms of average daily

visitors, dollar spending/visitor and target audiences (potential buyers and

Tasks review, discrepancies highlight, problems encountered and suggestionsPublicity

Publicity - Media Interviews & Advertorials

Date Particulars Media

27-Feb-12Interview with HKEA Vice

Chairman - HKSGDA alertMing Pao - B4

2-Mar-12Interview with HKEA Vice

Chairman – HKSGDA alertCommercial Daily - A16

8-Mar-12 HKSGDA alert Ta Kung Pao - A12

9-Mar-12Interview with HKEA Vice

Chairman & one of the Judge – HKSGDA alert

JiuJik - cover, A3-5

13-Mar-12 HKSGDA calling entries HKET - A32

15-Mar-12 HKSGDA calling entries Metropop - p.16

Feedback from beneficiaries

Units

Comments

Corporate Students

No. of Units 24 7

a) Mechanism/Submission 16 0

b) Eligibility 1 0

c) Categories 3 0

d) Entries Criteria 0 0

e) Fee 0 0

f) Timeline for Entries 2 1

g) General 10 3

h) Promotion 2 1

Total Feedbacks 34 12

Award Participants’ Comments / Feedbacks

Feedback from beneficiaries

Lack of time to know more about the AwardsLock of time to digest the promotional message as well as making decision. Insufficient promotion to call entriesUnable to write marketing proposalRequest for non-awardees promotion supportSchool tour- exhibition days are school activities days/examination preparation daysHall 5, HKCEC is not an ideal location compare with other hallsWinning products – electronic/IT products only/female only.Request for 2012 G & P Fair booth sponsorsIncrease the brand awareness-more advertising to Buyers…Product launched two years is not a new product!

Comments on the 1st HKSGDA, 2012

and suggestions on the coming

2nd HKSGDA, 2013

 

Comments on the 1st HKSGDA and suggestions on the coming 2nd HKSGDA, 2013 Entries criteria

Programs Timeline Adjudication Others

Any other business

1. Websitea) Appearanceb) Mechanism

i) Registration and Submission (multi-categories)

c) CMSEvent and NewsData retrieval and Printing

2. Awarda) Eligibilityb) Entries Criteriac) Categoriesd) Judging Criteriae) Prizes

Discrepancies / Enhancement

Appendix

Forum Highlight - Q & A Questions

1. Hong Kong and PRC are 2-different market, how could be designer be able to take care both market with similar approach? 中港兩地顧客口味不一，如何在設計途中平衡兩者 ?

2. In order to fulfil the commercial needs, would designer need to compromise? 為了要迎合採購，在設計和創意產品過程中會不會有衝突？

3. How could SMEs target the hotel industry, if the SMEs used to target retail market? 中小企在設計產品時，如何可以準確針對到酒店業的需要？ ( 零售市場與酒店業的分別很大

4. How would we balance the factor between creative, development cost, market price?

5. 成本和設計、採購，會如何取捨，以得到平衡價格？加上產品功能，外觀因素，如何決定訂購？6. When selecting appliance for the hotel industry, what is the most important? The

cost or design elements?為酒店選購用品時，在成本和設計原素兩者如何取捨？7. Regarding to the case of glass kettle, what is the final market positioning? How

can you launch the product in the market? Dose it successfully?玻璃水壺的個案，最後定位在那個市場？如何打開該市場？產品是否成功推出市場？

8. Have you conducted any market research before coming up the idea of glass kettle? 正如那個水壺，你在確認開發之前，做過那些市場調查？

9. SMEs resources may not be sufficient to conduct market research most the time. Could you share your experience for how to maximize the efficiency for highest return.一般中小企沒有很多資源做市場調查，你是否有些經驗以最少資源投資在最大「機會」的產品？

10. 10.What it be prepared for a company to adopt the transformation from OEM to ODM, such as corporate culture or operation structure?如果企業要開展OEMODM, 公司要有什麼準備公司文化、架構要改變嗎？

3 nos. of Guests

Mr. Jerry Liu Head of Create HK Create Hong Kong

Ms. Karly Law Assistant Manager (Design), Create HK

Assistant Manager (Design), Create HK

Create Hong Kong

Mr. Daniel Chan Head of Department, Product and Interior Design Department

Head of Department, Product and Interior Design Department

Hong Kong Design Institute

4 from HKSGDA

Mr. Benson Pau Project Convener & HKEA Vice Chairman

CEO

Mr. Brian Sun Advisory Com. Member & HKEA Vice Chairman

CEO Technical International Holdings Ltd.

Mr. David Lo Advisory Com. Member Exe Committee Member Hong Kong Designers Association

Ms. Agatha Tsang Advisory Com. Member President Industrial Designers Society of Hong Kong

9 of HKEA GC Members

Mr. Ivan Ting HKEA Vice Chairman Kader Industrial Co. Ltd.

Mr. Robert Li HKEA GC Member E-trade 360.com Ltd.

Mr. Wilson Lee HKEA GC Member Regent Silverware Manufacturing Ltd.

Mr. Roger Chan HKEA GC Member Li & Fung (Trading) Ltd.

Mr. Ralph Lai HKEA GC Member Hong Kong Export Credit Insurance Corporation

Mr. Vincent Ma HKEA GC Member Soma International Limited

Mr. Edmund Young HKEA GC Member Perfekta Enterprises Ltd.

Mr. Zafir Ebrahim HKEA GC Member Masterful Limited

Ms. Helen Lin Sun HKEA Hon. Treasurer Milo's Knitwear (International) Ltd.

VIP tour

G & P Fair -VIP Tour Routing

Point of gathering: Main Entrance of HKCEC (Harbour Road)[港灣道入口 ]Routing: 1. Award Showcases, Hall 5E-E23, 2. Isle of Originality of HKEA Pavilion, Hall 1E3. 1E-E33 Visit Bewater Studio Ltd. (Mr. Tom

Choy)4. 1E-F03 Walk by and greet with Nu Design Ltd.

(Mr. Vincent Wong) under Hall of Fine Design5. Room N101 Proceed to Cocktail & Ceremony