Chun Pao Glitter Brings Sparkle to the World

A passion to give customers precisely the glitter that they need has helped to make the Chun Pao Enterprises Co. one of the world's best manufacturers in the field.

Starting out as a producer of machines that make PVC (polyvinyl chloride) Christmas trees in 1986, Chun Pao switched to the manufacturing of glitter at its plant in Taoyuan County, northern Taiwan in 2000. To make the best products possible, the company's work force of more than 30 seasoned personnel uses advanced automated equipment that has been installed in the 6,000-square-meter facility.

Chun Pao's products, 75% of which are exported, have found market footholds in many countries thanks to the company's commitment to production quality and customer service.

The experience in designing machinery that the company built up in the past, and its strenuous efforts to improve production processes, are valuable assets in boosting the firm's glitter-manufacturing operations.

Success of the company attributes to its skilled R&D team and chairman Lu Cheng-fa, who together play a key role in the firm's development, being richly knowledgeable about machinery (a know-how gained initially when working for a large machinery company in his youth) and able to fine-tune his machines to assure optimal performance.

The company's work on a cutter for processing PVC film in cross-sections for use in making Christmas trees, for example, allowed its tree-making machines to outperform all others at the time, and this achievement was later used to enhance the production of glitter. The fine-tuning and other improvements that Chun Pao carries out on its own machines have done much to improve its production efficiency-a particularly important achievement in times of skyrocketing prices for plastic materials.

Integrated Production System

The company is proud of its solid production system, with integrated in-house processes for mold development, production, heat treatment, and packaging. This results in relatively high costs and requires more efficient management, but it enables the development of glitter that is fully in compliance with customers' requirements in terms of size, color, and shape, and facilitates quick delivery of the products.

It also has helped with the expansion of capacity. Originally able to turn out only three kilograms of glitter per day, the company is now able to deliver 2,000 metric tons per year. Chun Pao is now one of leading makers with the largest production capacity of glitter in Asia.

"With our strong knowledge of machinery," chairman Lu comments, "Chun Pao has no limit to its production capacity and capability. We grasp every chance to improve our production by studying the fine-tuning of machines until they are perfect. This has allowed us to quickly distinguish ourselves in the industry, and to remain constantly competitive."

The quality of the company's glitter is maintained through a constant emphasis on R&D related to product safety and appearance.

To guarantee safety, Chun Pao insists on sourcing its plastic materials from the most reliable suppliers in Taiwan, such as the Nan Ya Plastics Corp., and does its utmost to make its products meet safety standards such as those of SGS and CE. Additional safety test reports, materials analyses reports, and material safety data sheets (MSDSs) are submitted to clients as needed.

To give its products the finest appearance, the company places strong emphasis on color and brightness, and imposes strict quality-control measures on purchasing materials and colorings. Such efforts allow the company to assure its buyers that up to 95% of its glitter is absolutely identical in quality.

Glitter for Downstream Consumers

The company feels that glitter is far more than just an industrial material for decorative use, and has developed it for a variety of purposes including cosmetics, stationery, handicrafts, housewares, fashion accessories, clothing, and printing. The firm's marketing manager, Janet Lu, states that Chun Pao is aiming at the downstream consumer market and believes that glitter should be available everywhere, all the time.

The company keeps abreast of the latest product trends and other information by visiting foreign countries and attending exhibitions regularly. It also works closely with partners in other industries in the joint development of new products for new markets.

Chun Pao is currently striving to add value through packaging. A recently unveiled Glitter Glue series features an eye-catching design packaged in transparent high-grade plastic bottles. This new series is a manifestation of the company's plan to turn glitter into a DIY product for consumers who like to make handicraft jewelry and similar items.

New applications and new packaging, Lu says, can create new value for glitter. She repeatedly emphasizes the importance of consumer's demand that prompts Chun Pao to develop new applications for glitters. Being relatively sensitive to market demand, the company therefore stands a good chance to keep growing in the sector.

Plan to Brand

The company now has plans to add more new applications of glitters, as to its future by developing its own brand. Branding, Lu notes, is becoming more important because of the growing competition in the sector.

Awareness of the firm's brand will be built up by participating in exhibitions and setting up more overseas branches (there is currently one in Shenzhen, China). The new brand will debut in Brazil this year, and more new brands will be introduced in other countries as time goes on.

Chun Pao's entry into own brand manufacturing (OBM) reflects its passion to be the best. Thanks to its skilled work force, sound relations with upstream and downstream partners, and strong production capability, the company looks likely to continue its progress toward becoming the world's top supplier of glitter. (SC)

Chun Pao Enterprises Co., Ltd.

No. 38, Ruei Yuan 1st St., Pade, Taoyuan Hsien, Taiwan 334

Tel: 886-3-368-5299

Fax: 886-3-365-8808

http:// www.glitter.com.tw

E-mail: chun.pao@chunpao.com.tw