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Green PowerBatteries, Flashlight & Accessories
Ecological concerns shared throughout the enterprise from top management to shop floor are helping Camelion Battery Co Ltd charge towards "greener" pastures. "While many companies concentrate only on cut-throat pricing to stay in business, our focus is quality, and a core factor of the quality equation is our very high sensitivity to protecting the environment," says General Manager Rex Liu. "We see eco-friendly products as the future." This green vision will certainly enrich the catalogue of a company that has created reliable and economically priced sources of power and light for millions of users across the world for more than a decade. Camelion focuses on research, development and production of primary and rechargeable batteries - including popular AA, AAA, D and 9V sizes - as well as battery chargers, flashlights and energy accessories. Global trend "We are developing and manufacturing a broad range of new green products as part of the global trend to environmental protection," advises Head of Marketing Susan Su. "We have, for example, updated almost all of our primary batteries and rechargeable batteries with green features," she notes. "We are also making all our chargers and flashlights in compliance with RoHS, which means they have no lead, cadmium, mercury or other harmful contents." Mr Liu recommends rechargeable batteries as better and greener options than primary varieties, especially for ravenous gadgets. "Using primary batteries too much does not help the environment. They may be good for low-drain devices like clocks and remote controls, but not for high-drain machines," he maintains. "We are especially strong in rechargeable batteries, which I believe offer the best solution for the future." All of the firm's batteries meet major European environmental regulations, and Camelion also produces solar battery chargers that further contribute to energy conservation. Bright spot Hi-tech flashlights are another popular seller for Camelion, whose latest innovations include a Tuffelite series, T4/T5/T6, made from machined aircraft aluminium alloy. "It offers super brightness and extreme durability," Mr Liu remarks. "The LED bulbs have an effective range of 200 metres and signal visibility up to five miles." Another exciting offering is the HyberBrite rechargeable flashlight series, T7/T8/T9, which mixes Tuffelite features with the economies of rechargeable batteries. "We are really proud of our products," Mr Liu remarks. "We have international certifications and awards that testify to our skills, experience and success." Among Camelion's latest accolades is a Battery Quality Award for outstanding price/performance from German magazine Computer Bild earlier this year. Camelion sells to about 60 countries and fares best in Europe. Apart from dozens of exclusive distributors, the supplier has partner companies or branch offices in many parts of the world, including Germany, the US, Latin America and Hong Kong. Its European R&D, marketing and distribution, for example, are handled by German partner Camelion Batterien GmbH. "An annual sales growth of more than 30% has helped us become one of the major brands in the international market," Mr Liu says. "We expect US$40m in global sales this year, and we are anticipating a continued sales boom because of our high quality and reasonable prices." South America, for example, holds big promise. "Although Duracell and Energizer models have been dominant, best-selling brands there, leaving less room for competitors, we are doing well because we offer similar quality for better prices," Mr Liu says. "We have set up a branch office and retail channels on the continent and the Camelion brand is becoming familiar to more and more people. We are confident our regional sales will increase dramatically." Wide appeal The manufacturer's products are also popular closer to home. "Asian customers like us for always providing suitably priced products for their exact needs," Mr Liu believes. "We will expand our promotions in parallel with sales and business growth." Camelion regularly exhibits at international trade fairs, including the HKTDC Hong Kong Electronics Fair, PHOTOKINA and CeBIT in Germany, the Digital Imaging Festival in Iran and Photo Imaging Asia in India. "We will continue to build our worldwide network and market share," Mr Liu pledges. "Today's lifestyles mean people will use more and more battery-powered electronic devices." This vision, together with the firm's green drive and top-notch expertise, is certainly powering Camelion in its quest for even greater success. TEXT BY JOHN CAIRNS FAST FACTS
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